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公示语与我们的日常生活息息相关,无论是对外国留学生,还是对外国游客来说,校园公示语翻译都是极其重要的本文以翻译目的论为理论视角,通过对目的论的三大法则的阐释,同时对公示语定义、分类和功能进行介绍,并采用问卷调查、访谈以及实地考察等方法对部份校园内的公示语翻译进行调查研究,结合目的论三大法则对公示语案例进行分析,发现并解决其存在的问题,从而为校园公示语翻译提供一些可供借鉴的建议和策略关键词校园公示语;翻译目的论;三大法则;案例分析
3.3Functions ofPublic SignsPublic signs are applied to all aspectsof daily life andclosely related to people s life.Public signsmeet thesocial,behavioral andpsychological needsof the public,providinginformation service,thus inpractical application,they haveindicative,suggestive,restrictive,imperative,advertisement-spread andenvironmental functions.
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3.1Indicative Public SignsThey aremost commonlyseen indailylifeand provideconsiderate informationserviceto the public without any restrictionor imperative.Therefore,its languageuse doesntnecessarily requirethe publicto takeactions.Its functionis tointroduce thesurroundingsand service.(火险应急集合区)E.g.Fire andEmergency AssemblyArea(大学注册报到服务处)University RegistryEnrollment Services
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3.2Suggestive Public SignsThey arewidely usedand commonlyseen.Generally theyfunction assuggestion togain the purpose of convenienceand letthe publicfeel humancare.E.g.Severe WeatherProcedures
1.Stay indoors.
2.Go to the lowestfloor of thebuilding.
3.Stay ininterior hallways.
4.Keep awayfrom exteriordoors andwindows.(恶劣天气防范措施.呆在室内;.前往楼房最底层;.呆在内侧过道;.远离1234外墙门和窗户)Please donot divein this area;although it is notdangerous,the sharpobjects atthe(请勿在此处潜泳;虽然不危()险,湖lake floormay causeminor uncomfortable.wei底的尖锐物可能会使你感到不适)
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3.3Restrictive Public SignsThey put forward restrictiveand constrainedrequests to the public.Its languageuse isstraightto thepoint,but the public w川not feelrude oroffended.Generally speaking,wordlike“please israrely seenin restrictivepublic signs.(非本单位人员莫入)E.g.Staff only(不得在校园内顽耍滑板车)No SkateBoarding onCampus
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3.4Imperative Public SignsTheir languagefeature isstraightforward,forceful andunarguable todemand thepublic to takeor not to takecertain actions.Usually theywill explainwhat penaltiesyou willbesubject toin order to achievethe purpose of warning.(仅供残疾人通行,其它人E.g.Handicapped only,permit only,penalty$100Min.员未经许可通行,最低罚款美元)100(限Restricted parking,7AM to5PM M-F,permit required,and violatorswill betowed.制停车区,周一至周五早点至晚点,得到许可方可停车,违者将被拖走)75335Advertisement Public SignsThey aremainly used to provideservice and consumption information to enablethepublictoidentify thetypes andranges of the serviceandconsumption,and inspiretheirconsumption interest.In this way,consumers willgain moreunderstanding andfavorableimpressions towardsbusiness organizations^commerce andservice.(绝佳肉食品,让我们为您提供贴E.g.Quality meatsmake usyour familyb utcher”心服务)()([饭馆内]From allmerchants whitered pureAustralian winesIn arestaurant销售各地红白葡萄酒,纯澳洲葡萄酒)
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3.6Environmental ProtectionPublic SignsAtpresent,environmental protectionhas becomea trend.Such public signsspecifically orgenerally guidethe publicto maintain public hygiene,protect environment,enhance environmentalconsciousness andbeautify theimage ofinitiators.()E.g.Recycle binsare locatedin thearea betweentower Abasement floorand B.(回Look forthe bluerectangular containers.Thank youfor helpingout ourenvironment收箱在楼和楼之间的地下室,蓝色的长方形箱子谢谢您匡助我们保持卫生)A BJustlike SantaClaus and the EasterBunny,the cleaningfairy DOESNOT EXIST!!Please(这个世界上没有圣诞老人和万圣节keep areaclean andtidy atall times.Thank you的兔子,也没有清洁仙女请始终保持干净整齐谢谢)文8isStudy onCampus Public Signs Translation
4.In orderto emboldenthe readers”understanding of the present situation of campuspublic signs translation andcatch theirattention to the importance of signs,we havemadea thoroughstudy.Before weget downto our study,we haveconsulted manyarticles andbooksrelatedto the topicas well as reportson howto conducta research,which laysthesolid foundationfor furtherstudy.At thesame time,ourstudypurpose isclear.During thestudy,we adoptseveral kindsof methods.Therefore,our researchsubjects are of variation.After the investigation,we havemade aseries analysis of thecollected data.Study Purpose
4.1With theincrease ofinternational cultureexchange andcooperation amongcollegesand universities,many schoolsenroll international students and foreign teachers.Therefore,bilingual public signs arequite importantfor their life,study andwork.In addition,with theuniversality andimportanceofEnglish increasing,bilingual public signs oncampuscan providea goodenvironment forstudents tolearn English.In globalization,campuspublic signs translation iscrucial tocolleges anduniversities.Study Subjectsand Methods
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2.1Study SubjectsIn this piece,the authorexperiments withthe public signs insome universitiesinHangzhou,conducting on-site investigation,and collectingdata,analyzing,generalizingand amendingthe integrateddata.The dataincludes public signs of bilingual languages,Chinese withoutEnglish andEnglish withoutChinese.Then wewill findthe problemsexisting.
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2.2Study MethodsTheauthor willconduct investigationsand researchon public signs insomeuniversities in Hangzhou throughquestionnaire,interviews,field investigationsandmethod ofcomparative analysis.All of these methodsbelong toon-site investigation.On-site Investigation
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3.1QuestionnaireFirst,it is anonymous.Second,we recyclethe entirequestionnaire on the spot.Third,we useboth random sampling andgroup sampling;the former is themain waytoselect samplesin theinvestigation.We conductgroup samplingto twoclasses,they areClass061and Class053ofSchool ofLanguage and Literature inZhejiang University of Science and Technology,with65students interviewedeach classas aunit.We conductrandomsamplingto thestudents-densely libraryand readingroom,withnumber of435questionnaires.There are500questionnaires intotal in theinvestigation.
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3.2InterviewsWe conductface-to-face interviewswith internationalstudents andforeign teachersinZhejiang University of Science and Technology.There arefour foreign teachers andelevenforeign studentsbeing interviewed.They comefrom differentcountries,includingUSA,Germany,Kazakhstan,South Korea,and Mongoliaand so on.The questionsare asfollows:1Have youever noticedpublic signs on our campus2Is ita necessarypart inyour lifeWhat is the roleof public signs3What is the situation of public signs inyour ownschool Arethere manyWhere arethey4Do youfeel inconvenientwithout theseEnglish versionsof public signsonourcampus5Where doyou thinkshould weadd someEnglish public signs6Will youalways doas whatsays on thepublic signs
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3.3Field investigationItis acommonly usedstudy method.Inthis investigation,we usethis methodto getbetterunderstanding ofstudy subjectsand getfirst-hand information.The subjectsof thefield investigationare universities.We takephotos inmore thantenuniversities inHangzhou,including Zhejiang University ofScienceand Technology,ZhejiangUniversity ofTechnology,Zhejiang Universityof FinanceEconomics,Zhejiang UniversityofMedia andCommunications,Hangzhou NormalUniversity,ZhejiangUniversity,ZhejiangSci-Tech University,Zhejiang GongshangUniversity,China JiliangUniversity,HangzhouDianzi University.Meanwhile,we invitesome ofour foreign teachers tocollect somepicturesfrom theirhomeland,such asUniversityofAlabama inthe USA,Technical UniversityofMunich inGermany,Simon FraserUniversity inCanada.Therefore,we collectsufficientinformation about campus public signs.
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3.4Method ofComparative AnalysisInthisinvestigation,we usethis methodto makecomparison and contrast aboutthecollected datas campus public signsquantity and the qualityof translation,horizontally andvertically.Then weanalyze andsummarize thepresent situationof Hangzhoucampus publicsigns translation.
4.4Collation andAnalysis of the InvestigationResultsWe compareandcontrastthe datain termsof thequality andquantity of the publicsigns translation fromdifferent universitiesso that we IIhave a clear viewof thepresentsituation.We havemade analysesof thepresent situationand someexamples of campuspublic signs translation.The statisticaldata showsthat public signs liealmost inevery cornerof campus,including diningrooms,school libraries,stadiums,dormitories androads etc.Through themethodsmentioned above,it s obvious thatpeoples knowledgeaboutcampus public signsisnot sufficient.The resultsare as follows:First of all,quite a lot studentdoesnt knowwhat public signs are.Most of them dontpayattention to them and their translation.Only afew Englishmajors mightnotice whetherthesigns translation is corrector not.However,after understanding最大的论文知识平台the definitionof public signs andthinking aboutthem carefully,84%of thestudents involvedholdthe viewthat public signs shouldhave wordsand pictures.It presentspeoplesrequirement abohetessential elements.Sheet1Sheet1element of public signsnumber of people percentagepicture
255.2%words
5210.8%both pictureand words40484%total481100%Then aswe can see from the other4sheets,when comingto a new university,
43.5%ofthestudents chooseto askfor help,
43.2%look forsigns bythemselves,which showstheimportance of public signsto newcomers.Sheet2Sheet2arrive in anewschool asknumber ofpeople percentageotherpeople lookfor road
20943.5%signs find
20843.2%
6413.3%total481100%
75.1%ofthestudents holdthe viewthat alack of publicsignswill definitelycauseinconvenience to theirlife,study andwork.It meansthatwe should attachgreat importancetopublicsignstranslation.Sheet3Sheet3lack ofpublicsignsnumber ofpeople percentagecauseinconvenience
36175.1%not causeinconvenience
5511.4%whatever
6513.5%total481100%As we can seefrom Sheet4,
92.3%ofthestudents considerthat campus public signsandtheir translationare closelyconnected withthe dailylife,study andwork offoreigners,especially referto internationalstudents andforeignteachersin中国最大的论文知识平台universities.Sheet4Sheet4C-E translation to number ofpeople percentageforeignersvery important23148%important
21344.3%not necessary
377.7%total481100%By conductinginterviews fromthe internationalstudents andforeignteachers,if sclearthat theChinese-English campusmap,menus inthe diningrooms,contact listsandlife guidanceare themost regardfulaspects.78%ofthestudents supportthe ideathatbilingual campus publicsignsembody humanityand internationalimage ofauniversity.Sheet5Sheet5C-E translation and anumberofpeoplepercentageschool simage closelyconnected37578%not closelyconcerned
285.8%no connection
7816.2%total481100%To sumup,Chinese-English campus publicsigns areofgreat importanceto thestudentsand teachersat home and abroadas wellas theimage ofa university.twxiezuo.comSkopos TheoryApplication inCampus PublicSigns
5.Translation-Case Analysis
5.1Skopos RuleApplication inCampus PublicSigns Translation⑴为了维护学校秩序,请在食堂内就餐,勿将食品带入教室Please keepfood inthe cafeteria.No foodintheclassrooms.注重文明修身,自觉排队就餐2Let sencourage civilizeddinning byqueuing fordinner.请妥善保管好随身物品以防失窃3Please alwayskeep yourvaluables ina safeplace.为了大家的安全,上下楼梯请勿推挤4Please donot pushwhen climbingthe stairsto ensurethe safetyofall.⑸请妥善保管好您的贵重物品Take careof yourpersonal belongings.As we can see that sentence1is to ask studentsto maintaina goodenvironment ofclassroomand developa goodhabit;sentence2is torequire studentsto keeporder notonlyto reducetroublesomeness,but alsoimprove self-quality;sentence3is to remindpeople to take careof theirbelongings;sentence4is toadvise peoplenottopush otherswhenit iscrowded;sentence5also istoremindpeople towatch theirpersonal itemsincase oftheft.Skopos rulesays thatany translationadheres toone purpose and mainly refers tothesituation that inthe culture andscenario of target languagetranslation should take effect ina waythat targetlanguage recipientsexpect.From theabove,it-sobviousthat allthese examplesare translatedfor certainpurposes.In sentence1,2and4,the culturethey impliedis thepublic mannersof men,thescenario is thepublicplace—school.Usually,places such as cafeteriaand variousbuildingsin schoolare population-densed atcertain time,order andsafety arewhat theschooladministrations,teachers andstudents concern,thus creatingpublicsignsas themisnecessary.In sentence3and5,theculturethey impliedisthepersonal awareness,and thescenariois certainpublic places,such asschool,cinema,airport,etc.Generally,theseplaces arefull ofpeople fromdifferent regionsand personalhabits,good orbad,are notthesame.How tostrengthen theawareness ofowners andreduce theirlosses iswhat thetranslatorsconcern.Thus it is essentialfor translatorstotakeinto accountdifferent culturalbackgroundswhen translatingthose publicsigns.Therefore,wecaneasily findthat lotsofpublicsigns,including campus publicsigns,follow Skopos rule.Coherence RuleApplication inCampus PublicSigns
5.2Translation消防重地,严禁烟火1Open Flame,No Smoking.能吃多少,拿多少!2Take whatyou like,eat allyou take!多一份关心,多一份温暖3The morelove and care,the more warmth andbeauty.求助热线4Call forAssistance5看病请进Doctor1s OfficeCoherence rule requiresthat informationgenerated bythe translatorthe target textmust be explained ina waycoherent withscenario of target recipients.At thesame time,the translatorshould takefull accountof target recipients cultural and social background,and create meaningful translation for recipients,i.e.to achievetranslation s maximum ofsemanticcoherence,making itreadable and acceptable.In sentence1,the scenario of target recipients isplaces whichare easilyburned,andthe cultural and social background of target recipientsis thatthose peopleoften smokeand they seldomthrow cigarettesinto dustbin.For thatreason,the translator interprets itinto“Open Flame,No Smoking”instead of“Smoking isprohibited herebecause it isdangerous toproduce openflame The former achievesthe maximumof semanticcoherencewhile the latter doesnt.Meanwhile,as publicsign,conciseness is also ofgreatimportance,which is another reasonto choosethe former.In sentence2,the scenarioof target recipients isbuffet restaurants,andtheculturaland socialbackground of target recipients is thatpeople chooseto consumehere and theycan eatwhat theywant.In orderto attractmore customers,the translatorinterprets it intoTake whatyou like,eat allyou take,5instead of“If youlike allthe foodhere,eat themallThe latternot onlysounds stubborn,but lacksof semanticcoherence,while theformerachieves that.In sentence3,the scenarioof targetrecipients isplaces whereneeds careand love,such ashospitals,andthecultural and socialbackground oftargetrecipients is thatnowadays,people paymore attention to materialpursuit whilegradually less care aboutthings around.The translatorinterprets it into“The morelove andcare,the morewarmthand beautyinstead ofother versionsbecause itgoes intopeoplesheart andtells themloveandcareare reallyimportant tothose whoneed them.It achievessemanticcoherence andis quite readable andacceptable.In sentence4,the scenariooftargetrecipients isplaces ofemergency,and theculturalandsocialbackground oftargetrecipientsis thatsomeone isin desperateneed ofhelp,but heor shecould turnto nobodybut theemergency phone.The translatorinterpretsitinto“Call forAssistance”instead of“If youmeet anyproblems ordangeroussituations,please dialthe numberbelow Wecan seethat thelatter istoo longand leadspeopleto missthe besttime tocall forhelp.Thus theformerisa goodexample of semanticcoherence.In sentence5,the scenariooftargetrecipientsishospitals orclinics,andtheculturaland socialbackgroundoftargetrecipientsisthatpeople whoget diseasescannot curethemselvesonly bytaking somepills,and theyneed doctorsto helpthem.The translatorinterpretsitinto“Doctors Office“instead of“If youare ill,please comeinto theroom toseethe doctor”,which islengthy andless readable.As wecan seefrom thosesample sentences,even thoughthey are not verylong,what theytry toconvey isvery vividand smooth,andthey are perfectlymerged withthebackground,making itquitereadable andacceptablefor readers.Thus the purpose ofinformationcommunication can be reached.
5.3Fidelity RuleApplication inCampus PublicSigns Translation请勿逗遛,小心碰撞1Please keepwalking.ABSTRACTPublic signs are closelylinked withour dailylives,and campus public signstranslation isofgreat importanceto bothinternationalstudentsandforeigntourists.Fromthe perspective of Skopos theory,the authorpresents thedefinition,classification andfunction ofpublicsigns byinterpreting the three rulesof Skopos theory andconductsinvestigation throughquestionnaire,interview,and on-site investigationto analyzeHangzhoucampuspublicsignstranslation.By combiningthethree rules,the authormakescase analysesof Hangzhoucampuspublicsignstranslationto findexitingproblems soas toprovide somesuggestions andstrategies forcampuspublicsignstranslation.Key wordscampuspublicsigns;Skopos theory;threerules;case analysis少用一张纸,你就能多看到一棵大树2Save everypiece ofpaper.踏破青毡可惜,多行数步何妨3Keep offthe Grass.小草微微笑,请你走正道Keep offthe Grass.非工作人员请勿入内4Staff Only小心碰头5Watch YourHeadFidelity rule emphasizes that through translation,it willestablish aspecific relation,between target text and source text--intertextual coherence^^or“loyalty”requiring that targettext andsource text must maintaina certainrelationship.All thesefive sentencesestablish aconcrete relation between targettext andsource text,for example,in sentence1,“Keep Walkingsmeans“You shouldnt stayhere,or you will be「subject tosome danger\In sentence2Save papermeans“youwillsee moretrees\Insentence3,“Keep offthe grass”means“You shouldnt cutshort andstep intothe grassInsentence4,“only”means othersarenot allowed toenter.In sentence5,watch meansyoumust payattentiontothingsaround.At thesame time,the translatorshouldnt deviatefrom thesource text,which meansthe targettext shouldbe loyal to source text.The aboveexamplesentences cansupport this.As wecanseefrom thesesample sentences,each translation is loyalto itssourcelanguage.And therelation betweentarget andsource languageis maintained,which meanstheyare mutuallyloyal.Thus the purpose ofintertextual coherenceor fidelityis reached.
6.CondusionPublic signstranslation isa hugebut trivialproject,it needswide attentionfrom translatorseventhe wholesociety.To someextent,publicsignstranslationisconcrete embodimentof acountrys externalcommunication andhumanity environmentconstruction.Therefore,theauthor thinksthatinordertohave adeep understandingofcampuspublicsignstranslation weshouldmake moreinvestigations tocollect conciseand reliabledata;under thehelp of Skopostheory,weshouldanalyze the problems existingin campuspublicsignstranslation,correctthem toright versionso that the situationofcampuspublicsignstranslation can be improved;aspublic signshave becomefocus ofthe wholesociety,college studentsinHangzhoushould beawarethat itisanurging taskto perfectsituationofcampuspublicsignstranslation,and createamorewarm,civilized andinternational environmentfor bothguests fromhomeandabroad.AcknowledgementsI amdeeply gratefulfor thosefriends andteachers whospared thetime tothe completionof my thesis.Without theirjoint efforts,I cannotimagine whatdifficulties Iwill encounter.First andforemost,my initialthanks goto myinstructor XiaJunsuo,who hasbeenpatiently instructingme allthe way.Under hisvaluable instructions,comments andencouragements,the course ofmycompleting thisthesis israther smooth.Meanwhile,hedevoted hisprecious timeto readingthrough everydraft andlaunching criticalcomments.In thesame way,I wantto express my sincere thanks toall myteachers.Their classesandlectures havegiven meplenty ofenlightenment andinspiration.I amalso gratefultotheSchoolof LanguagesandLiteratureof ZhejiangUniversityofScienceandTechnology aswellasthosepeople,who encourageand assistme withtheir passionand patience.I alsofeel indebtedto myteam.They not only offeredme theirwarm supportandencouragements butalso sharedtheir ideaswith me.They areChen Hong,Chen Jianxin,Zhang Qiantingand MiuPing.Without theirhelp,I couldnot obtainthese preciousand reliabledataand finishmy thesis.Finally,I wouldavail myselfof thisopportunity toexpressmysincerethanksto mydearmom,my friendsand myclassmates,who gaveencouragement andtremendous helpto me,both physicallyand mentally.References王颖,吕和发.公示语汉英翻译北京中国对外翻译出版公司,
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105.SkoposTheoryApplication inCampus PublicSigns Translation-Case Analysis...
1.IntroductionAs a text formwith specialfunctions,the applicationofpublicsigns has a longhistory.Itplays animportant roleof regulation,coordination,security andstability inthe developmentofthe worlds social,culturalandeconomic process.The chairmanof TechnicalCommittee No.145from InternationalOrganization forStandardization definesit as anything fromthe simplestwayfindingof information„marker1tothetechnically sophisticatedcommunication ofamessage.Signing affectseve rybody—t raveI ers,shoppers,visitors,drivers etc,whether inthecourseofbusiness orpleasure⑴伤.With functionsof notice,instruction,direction,caution,display,warning etc,publicsignsserve astext andgraphic informationwhich arecloselyconnected withour life,production,ecology andhealth industry⑴住.Since thelate1980s,studies ofpublicsignstranslation inour countrycanbeseen fromtranslationpublications such as ChineseTranslation,Chinese ScienceandTechnologyTranslationJournal andShanghai Journalof Translatorsetc.Overseas researchesabout ourcountry11spublic signstranslation continuouslyappear afterBeijing successfullyheld2022OlympicGames.Many foreignpublications andmagazines reporton thepresentsituationof Chinesepublicsigns,which mainlyfocus onChinglish publicsigns andthe use ofbilingualpublicsigns图.This paperintends toanalyze someof Hangzhou11scampuspublicsignstranslationfromthe perspectiveof SkoposTheory tofind outtheproblemsof themand givepeople abetterunderstanding andawareness ofcampuspublicsignstranslation.twxiezuo.com
2.Three Rulesof SkoposTheoryVermeer sSkopostheory is centered onthekey wordSkopos toopen itsdiscourse.InGreek,Skopos means“purpose,goal,intention,and function”[刀
86.According toSkopostheory,the first principle todetermine the translation processisthe purpose of translation.Vermeer putsforward thatSkopostheoryhas threemeanings:On the translation process,itrefers tothe processgoal,in otherwords,thepurposeoftranslation.On the translation result,itrefers tothe translationfunction.On the translation mode,it refersto intentionofthemode,inother words,the translatorintention manifestedthrough translationmethod.Vermeer sinterpretationofSkopostheoryisa counterblasttothestatement thatnotallactions havepurpose.Because technicallyspeaking,any action,in termsof itsrealization,result,or wayofrealization,cannot beaction ifit cannotexplain itspurpose,effect orintention.Therefore,wecan seethat theredoesnt exitany actionwithoutapurpose.
2.1Skopos RuleSkoposRule:Any translationadheres toone purpose.What determinesthepurpose is thetranslationinstruction,responding toaclearaccount,with specificrequirements.Thentranslation expertswill decidethe translationstrategy andtranslation,which alsodeterminesthe intertextual coherence betweenthetranslation andsource text.The finalform ofthetranslation,toalarge extent,is determined by itsexpected functionor purposein targetsituation.That isto say,during thecreation processoftargettext,itisnot thesource text,centeredonloyalty orequivalence,not theeffect source text makeson readers,not thefunctionauthor givestothesource textthat determinesthetranslationstrategy,itisfunctionofsourcetext,namely Skoposthe intendedpurposeoftranslation thatdetermines it.The initiatorwilldetermine Skoposaccording tothe needsfrom recipientsreaders/listeners oftargettext.Therefore,toalarge extent,thetranslation purpose isrestricted byrecipients oftargettextandtheir environmentand culturalbackground.The translatormust knowquite wellabout thetranslationpurposeandfunction so that heis able to dowell intranslationandcreate idealtranslation.Under thebasis,he proposesSkopos rule团阻Vermeer thinksthatthefirstprinciplethat alltranslators shouldfollow isSkopos rule,thatis tosay,translationisdetermined bypurpose,and namely“approach isjustifiedby result.Vermeer explainsSkopos ruleas follows:Each textis producedfor aspecificpurpose,and shallserve forit.So,Skopos rulecanbeexpressed asa way,which canhelptext/translationto achieve expectedfunction andcoincide withthe methodsthat text/translationusers want.From theabove,wecanseethatSkopos ruleincludes threebasic assumptions:First,the interactiontranslation betweencultures isdeterminedbytranslationpurpose.Second,thetranslationpurpose variesfromthetranslation textrecipients toanther.Third,Skopos ruletends toblur theboundaries oftranslation concept.Skopos rulemainlyrefersto thatin targetlanguage cultureand context,translation shouldtakeeffectina waythattargetlanguage recipientsexpect.
2.2Coherence RuleTranslation,asahuman action,also hasthe resultof anaction besidesthepurposeof anaction.This resultis translated work,a targettext withspecial formUnder normalcircumstances,production processofthetranslatedworknot onlyconforms toSkoposrule,butalso conformstotheother tworules:coherence ruleand fidelity rule口
9.Theformerisintra-textualcoherence rule;thelatteris intertextual coherencerule.Coherencerulerequiresthat informationgenerated bythe translatorthe targettextmustbeexplainedinawaycoherent withscenariooftargetrecipients.Therefore,the translatorshouldtakefull accountoftarget recipientsculturalandsocialbackground,createmeaningfultranslationforrecipients,i.e.toachievetranslation”smaximumofsemanticcoherence,making itreadableandacceptable,sothatrecipients areabletounderstand itsmeaning.Only inthiswaycan informationexchangebe successful.
2.3Fidelity RuleFidelityruleemphasizesthatthroughtranslated conversion,it willestablish aspecific,relationbetweentranslationandsourcetext-^intertextualcoherence”or“loyalty requiringthattranslation andsourcetextmust maintaina certainrelation.In asense,this issimilar towhatother translation theories put,“translationisloyaltosourcetext”团印.However,in fidelityrule,the extentand formof loyaltynotonlydepend onhow thetranslatorinterpretssourcetext,butalso dependonthepurposeofeach translationandtheycan changefrom purposeto purpose.At thispoint,the最大的论文知识平台concept offidelityruleis differentfrom thatin othertranslationtheories.
3.Introduction ofPublicSigns
3.1Definition ofPublic SignsPublicsigns arehanged orplaced inpublic spaceby publicorganizations fortheconvenience ofpeople forguidance,notification andother purposes.Often pictogramsorpictographs areusedtocatch attentionsinstead ofusual characters.Publicsignsare prevailedandso recognitionofthemis,especially forthe lowvision,sometimes crucialto orientoneself inmoving.There arealotof varietiesinpublicsigns.They areencountered inplaces wheretheyfunction inmany different ways.
3.2Classification ofPublic SignsPublicsignsareimportant meansand channelsfor governmentand non-governmentorganizations tocommunicate withthepublic.Therefore,by makingand issuingpublicsigns,people wantto reachtheir intentionand purpose:theyareused forguiding,delivering importantinformation,advertising,warm reminding,putting forwardsuggestions andrequests,promotingthe communication,beautifying environment,or evendemonstrating socialideology.In general,each publicsign hasits intentionalityfunction,so whenwe classifythem,we mightdivide themaccording totheirdifferent functions.From theperspectiveoflanguage anddiscourse,since there are differentfunctionaltheories,therearedifferentwaysto dividetext types.K.Reiss,one ofthe representativesofGerman functionalistschool,putforwarda texttypology theory,which givesus inspirationto thefunctiondivision ofpublicsigns.The reasonswhy theauthor choosesK.Reiss stheory todivide publicsignsareasfollows:First,according tothe communicativefunctions,Reiss dividestext types;second,the texttypologytheory mainlyserves fortranslation criticism,translation teachingand translationpractice.Reiss dividestext intothree typesaccordingtothe KarlBuhler slanguage functiontrichotomy,namely informativetype,expressive typeand operativetype.Since operativetext isto affect readers,itisalso calledappellative text.Reiss makesa summaryby linkingup textfunction,its correspondinglanguagefeatures andcommunicational scenarios.
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2.1Informative typeItprovides apure”fact,such asinformation,knowledge,ideas andsoon.Its languagefeatureis itsstrict logicand itsfocus iscontent andtopic.The fundamentalgoal ofinformativetext isto deliverinformationtothe recipients.Informative publicsig nsfocus onfact statement,stressing onaccurate andcomprehensive statementof content,such as^Entrance,6CWorkment aheadetc.
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2.2Expressive typeItisa“creative work”and itslanguage hasaesthetic features.Its focusis textform andtheinitiator sattitude.Expressive publicsigns laystress onexpression andemotion,suchas“Welcome toBeijing]“Nationwide body-building benefitsboth peopleand country,etc.
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2.3Appellative typeItspurposeistoaffectreaders andachieve desiredresults.Appellative texthas dialogiclanguagefeature,pays attentionto recipientsresponse.The distinctivefeature ofappellativepublic signsistheuseofimperative andrhetorical sentences,suchas“No smoking^61t isprohibitedto carryinflammable andexplosive goodsinto subway”,etc.However,most textsareacombination withtwo ormore functions.Take theinformativetype“Workment aheadasanexample.If weadd“careful drivingto it,it becomesatextofinformative and appellative functions.66Careful drivingisakind ofadvice andcaution,with astrongcolor.There aremany examplesof combinationof expressiveandappellativefunctions.For instance,sign withdirect color“Keep offthe grasscanbe expressive-appellative signslike“Green grassis unableto bearyour step”,or“Sunlit path,why doyou strikeout inanotherdirectionetc.Sign like“We doapologize forthe inconvenienceour constructionbrings,thankyou foryour understanding^isatext combinedwith informativeand expressivefunctions.。