Bilingual reading slogan

As an important communication material, public symbols play an increasingly important role in global communication. This is a special text with powerful function and clear communicative purpose. Therefore, its translation method should be based on the function of the text and the translator's purpose. This paper compares the symbol * * * with the Chinese-English translation principle signed by China and Britain, that is, an adaptation-borrowing-creation method. It is based on teleology.

Keywords public signs; Principles of translation; Teleology;

Introduction of scenic spots

Symbols refer to letters or other public displays placed in front of buildings, rooms, shops or offices to promote business transactions or names (Webster's Third Edition New International English Dictionary). Signs, belonging to social terms, cover a wide range, including environmental communication signs (road-finding/guiding signs, information signs, notices and warnings), road signs, road traffic signs, road signs, parking signs, school signs, no-smoking signs, sign buildings, tourist signs, teaching notices and so on. They have social communication function and are widely used in various occasions by the public.

1。 Common symbols for definition and classification.

In the Oxford English Dictionary, symbols refer to characteristic devices connected to or placed in front of inns or shops as a means to distinguish them from others or attract people's attention. In the future, use common board names or other inscriptions, with or without some decorations or pictures. According to Webster's New International English Dictionary, it is defined as letters or other public displays placed in front of buildings, rooms, shops or offices to promote business transactions or names.

Logo is a broad term, which is widely used in public facilities, including tourism, catering, accommodation, entertainment, shopping, medical services, educational institutions and financial services. Including caution, publicity, bills, slogans, slogans, outdoor advertisements, traffic notices, etc. Specifically, it covers street signs, street signs, street signs, parking signs, school signs, construction signs, no-smoking signs, scenic spots signs, slogans and so on.

2。 Common symbols of practical functions

Signs perform the following four basic functions: instruction, promotion, restriction and persuasion.

Suggestions, explanations or instructions indicating their meaning guide the reader. Signs and so on. , also known as a guide/instruction/instruction, gives readers detailed information without prohibition or restriction. Indication is the most basic function of sign language. Information about ordinary readers, what is this and what services it provides.

There is no obvious difference in the prompt, which means that except for the previous prompt sound warning. Its purpose is to remind readers of the signs they should pay attention to.

Different from the above-mentioned restriction function, the symbol performs the restriction function in order to restrict and restrain readers, and for the public interest, readers must abide by certain rules. The restriction mark is kept or restricted within this range.

Convincing in short, convincing symptoms have great power and potential to be induced or brief. Its tone is tough, negative words and sentence structures are relatively unified, and there is a slight possibility of substitution.

3。 Compare Chinese and English symbols of * *

There are similarities, among which the language style is concise, convenient and obvious; In addition, figures of speech are often used. However, a series of differences still exist. This stylistic analysis focuses more on the symbol of its functional meaning in the formal feature text itself.

? There are striking differences in word order thinking patterns in different cultures, and the power center is reflected in both China and Britain. China is highly reserved and will focus on the end of the film; On the contrary, English signs emphasize the beginning of the point. For example,

Wet?Paint?

-Mercury-free (battery) Mercury-free

The difference of speech practice is also reflected in speech practice. Verbs are usually used to warn, restrict and persuade China to perform these functions, while nouns and gerunds are very common in English. For example,

Don't walk, don't disturb.

There is no handling fee or commission.

Emotion, like English signs, sounds euphemistic and implicit, while China signs are more direct and simple, even touching the authority. English signs often show that permission is not to prohibit the audience. For example,

Idle people are not allowed to enter employees

-Send passengers away and stop them.

English phonetic symbols generally use passive voice; However, China issued a more positive voice. Therefore, the translation of signs should take into account the acceptance and recognition of the target readers. Like what?

Dogs are not allowed. Dogs are not allowed.

Wear safety glasses and helmet. Safety glasses and hats are hard to ask for.

Purpose 4.

The teleology advocated by Vermeer is the core functionalism theory, which is a broad theory around function or functional text. According to Skopostheorie, the first principle that determines any translation process is the purpose of overall translation. Therefore, the translation of any level of rules is a "teleological rule", that is, it determines the purpose of translation behavior; That is to say, "the winner is the loser" (North, 200 1:29). The purpose of Vermeer's framework is as follows: As the name implies, any form of translation, including translation itself, can be regarded as an action. Every action has a goal, a purpose, then a technical term or translation purpose, a result caused by an action, a new situation or event, and maybe a "new" object. (North, 200 1: 12)

The various purposes that may be involved in translation behavior can be hierarchical order related to each other. We can distinguish three possible translation fields:

The general purpose is to pass the translator in the process of translation;

The situation of the characters in the target object targeted by the communication purpose;

The purpose is to adopt specific translation strategies or procedures.

5。 Principles and Translation of Public Signs

The diversity of language structure and expression leads to the differences in culture, social system, values and ways of thinking between the two countries. Based on Skopos Theory, ABC (Imitation-Borrowing-Innovation Model) has a clear functional orientation and is an effective symbol of translation principles.

American practices refer to adaptation, reference and creation. If English-speaking countries have similar signs, then adapt to the original. If the corresponding English cash equivalent can be negotiated, borrow it directly. In the China characteristics of some trademarks, translators need to create appropriate expressions according to the purpose of translation.

Results Step-by-step method is a kind of text, which can achieve the same function as the original text. When a translation has the same function as the original, it can be called functional equivalence translation. American practice has achieved functional equivalence. Therefore, the corresponding meal is called "communicative translation", and the recipient's ideal is not noticed or even interested. In fact, they read the translation.

Adaptive method

According to Skopostheorie, translation methods and strategies should be defined as expected purpose or functional translation. If the purpose of translation is to keep the function of the text unchanged, functional markers must always adapt to the standards of the target culture.

This means that the translator makes subtle changes according to similar expressions in English. It can guide the choice of translation into the target language and present cultural expression flexibly. He must choose the target audience according to the acceptable level. Translators' language choice and translation strategies, especially when transplanting cultural images. In sign language translation, some signs established in Britain can be adapted. There are three ways to achieve this adaptation:

A. adapt to the existing English signs

Enjoy the best value for money.

Limited supply until sold out.

-Driving on a winding mountain road must be safe and tortuous. Drive carefully.

Clear water is clear, but it is also ruthless. The river is turbulent and dangerous. Please don't play in the water: deep water! Deep water! Watch out!

B. pantomime English proverbs, poems and aphorisms

The scenery in Guilin is the best in the world.

Regardless of the east or the west, Guilin's landscape is the best!

It is better to experience it personally than to hear it from hearsay.

The key is to believe.

The target audience's response to translation quality evaluation, in which an important criterion is whether readers can understand what they read well. Translate the famous English proverbs from the above pantomime, "East or West, home is the best" and "Seeing is believing". In this respect, it has aroused some readers' convincing propaganda signs, and proved that the translator chooses a specific purpose in a specific conversion situation.

Borrowing method

The borrowing method is a very practical and realistic symbol. On the basis of methods, we can use the signs of traditional English expressions to make them familiar with and accept foreigners. According to teleology, different people are more or less different in different cultures, but when they perform the same function in their specific cultural background, they will be culturally equivalent.

A.borrowed from the stop sign

Limited parking limited parking lot

Multi-storey parking lot (mixed parking lot, shopping center)

Pay parking, pay parking.

B. Borrowing architectural words

(Mainly commercial facilities, including shops, shopping malls, shopping centers, etc. )

Comprehensive store grocery store

Mail order service mail order retail

The story of fruit and vegetable grocery store

Because each one is aimed at the target audience, the familiar intonation is what the translator tries to achieve in order to enhance the charm of the language and touch the readers. Borrowing method is conducive to the establishment of the comfort zone of this culture, that is, to strive to achieve similar content and the target audience to meet aesthetic expectations and acceptable levels. As Nida pointed out, bilingualism and biculturalism are more important for truly successful translation, because words only have meaning in their culture.

? Creative method

In the translation of signs with China characteristics, we often use creative methods. That is, the translator's creative work is to adapt from British sign language without regular expressions or similar words.

This provides a theoretical basis for creative translation. From a theoretical point of view, in the process of translation, when the translator's subjectivity develops, he explains that the original text is used as a reader and researcher, and is produced as an alternative author and re-creator. The translator's language choice and pragmatic translation strategy must focus on conveying the author's intention, rather than putting the unnecessary efforts of the audience to realize the content in the author's explanation. Otherwise, the appellation function sign language will be absent. One thing to note: in the following example, women represent falsehood and truth.

Better stop three points than grab two.

? It stops for three minutes instead of grabbing it once. (female)

? This is by far the best lateness, even earlier than the next () in this world.

A drop of wine from the driver makes two tears from the relatives.

? When a man drinks, he may leave his tears to his wife. (female)

? Living expenses for drunk driving. ()

The two accounts must take into account the target language of values and customs, which is not an isolated phenomenon, but an inseparable part of culture. One of the most important factors determines that the purpose of translation is to meet the expectations and communication needs of the recipients in the target language and culture. Therefore, translators should adopt the principle of "reader-centered" to make foreigners understand British sign language.

conclusion

* * * The logo is an application text. As a special type of pragmatic material, it embodies a clear communicative purpose. This paper introduces the definition, classification, characteristics and functions of symbols, and analyzes the symbols of various problems. In order to cope with the discussion of the problem, this paper tries to provide some solutions based on teleology. As for pragmatism and cultural issues, most of them are based on a way of broadcasting.

The American approach conforms to Skopos Theory and Functional Translation Theory, which focus on two points: (1) the relationship between the target text and the audience; (2) The relationship between the target text and the corresponding source text. On the one hand, translation is a text for the target audience, so it can be used for any communicative function. On the other hand, translation is the target culture that represents or replaces the source cultural text. Therefore, it can perform different functional aspects of the source text. Therefore, the translator's responsibility is to sign the translation skopos theory within the framework of the target readers' standards. Symptoms may contain only a few words; However, their translation is not easy. In order to show the good image of China and communicate with the outside world better, we should attach great importance to the translation of public signs.

Finally, it is worth mentioning that more and more people have realized the importance of symbol translation. The second seminar, The British Logo, was held in Tongji University 14- 15 in July, and was illustrated in 2007. We believe that the quality of Chinese-English translation of public signs will be better in the near future.

involve

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