Principles for the Translation of Public Signs.docVIP

Principles for the Translation of Public Signs 【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;Skopostheorie Introduction Sign 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 Sign In 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 p