Translating Urbanonyms: Issues and Suggestions for the Improvement of Linguistic Landscape

Abstract

The study investigates the language difficulties of the Linguistic Landscape (LL) optimization for the establishment of a convenient system of navigation for foreign tourists in Russian Federation. The authors discuss the approaches to translating Russian urbanonyms into the English language. Particular attention is paid to existing evaluation guidelines for the translation of urbanonyms. The study reveals a systemic approach in translation as well as errors and inconsistent practical implications resulted in Linguistic Landscape of different cities. The results on the analysis of the translated urbanonyms implemented during the preparation for 2018 FIFA World Cup Russia (Ekaterinburg) are reported to give the evaluation of weaker and stronger translations in terms of unimpeded communication. Of special importance are difficult cases of translation where the authors suggest alternative solutions.