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Principles for the Translation of Public Signs(1)

2016-04-05 01:00 【Abstract】As a crucial communication material, the public sign exhibits its growing importance in the worldwide communication. It is a special text whose function is strong and communicative purpose quite clear. Thus, its translation approaches should be based on the text’s functions and the translator’s purpose. This paper classifies public signs, compares Chinese and English signs and comes up with the principle for its C-E translation, namely, an A-B-C approach (Adapt-Borrow-Create approach). It is based on the Skopostheorie.【Key Words】public signs;translation;principle;SkopostheorieIntroductionSign refers to a lettered board or other public display placed on or before a building, room, shop or office to advertise business there transacted or the name of person or firm conducting it (Webster’s Third New International Dictionary). Signs, which belong to social phraseology, cover a wide range including environmental communication signs (wayfinding/directing signs, information signs, notices, and warnings), street signs, traffic signs road signs, road markers, parking signs, school signs, no-smoking signs, construction signs, travel signs, instructional notices and so on. They are, with their social communicative functions, widely used by the public on all kinds of occasions.1.Definition and Classification of the Public SignIn Oxford English Dictionary, a sign refers to a characteristic device attached to or placed in front of an inn or shop, as a means of distinguishing it from others or directing attention to it; in later use commonly a board bearing a name or other inscriptions, with or without some ornament or picture. According to the Webster’s Third New International Dictionary, it is defined as a lettered board or other public display placed on or before a building, room, shop or office to advertise business there transacted or the name of person or firm conducting it. Sign is a broad term, widely used in public facilities, ranging from travelling, catering, accommodation, recreation, shopping to medical service, educational institution and financial service. It includes words of caution, public notices, bills, posters, slogans, outdoor advertisements, traffic notices and so on. Specifically speaking, it covers street signs, road signs, road markers, parking signs, school signs, construction signs, non-smoking signs, signs at scenic spots, slogans etc.. 2.Practical Functions of the Public SignSigns perform the following four basic functions: indicating, promoting, restricting and compelling.Indicating As its meaning suggests, indicating is to indicate or guide readers. Signs as such are also called instructive/directive/guiding notices which give readers detailed information with no prohibition and restriction. Indicating is the most basic function performed in sign language. Indicating signs generally give readers relevant information about what it is and what service it provides.Prompting Prompting has no striking difference from indicating except that the former carries the tone of warning. It aims at reminding readers of paying considerable attention to signs.Restricting Unlike the two functions mentioned above, signs that perform restricting function put restrictions and constraints to readers, who are expected to abide by certain rules in the interest of public. Restricting signs are to keep or confine within limits.Compelling To put it simple, compelling signs have great power and potency to induce action or brief. With its tough tone, negative words and comparatively uniform sentence structures, there is slight possibility of any alternatives.3.Comparison Between the Chinese and English Public SignBoth share similarities, of which, the language styles are concise, convenient and conspicuous; moreover, the figures of speech are often adopted. Yet, a series of differences still exist. Such stylistic analysis focuses more on its functional significance in the sign translation than on the formal features of texts for its own sake.