选择与适应江苏省旅游景区标示语的英文译写策略.docxVIP

选择与适应:江苏省旅游景区标示语的 英文译写策略 徐红新 苏州科技大学外国语学院 摘要： 得益于丰富的旅游资源，旅游成为江苏省外向型经济发展的一个重要部分和对 外形象展示的窗口。毋庸讳言，当下江苏省许多旅游景区公共标示语的英译并不 尽如人意，对该省旅游产业的外向型发展产生了消极的影响，也影响其对外形 象的塑造和宣传。研究发现，牛态翻译学的理论对公共标示语的英文译写大有启 发。在此理论框架之内，通过在语言、文化和交际三个维度上的“选择与适应”， 确立旅游景区标示语英文译写的“言不如文，文不如图” “沿袭传统，始终如 一” “重在功能，不重文饰” “术语规范，归异恰当” “语谦气和，彬彬有 礼”“有则必依，依则必严”等基本策略，以加快江苏省旅游景区双语标示机 制的完善和成熟，并对其他公共服务领域标示语的译写给以启示。 关键词： 旅游景区;标示语;英文译写;策略;生态翻译学; 作者简介：徐红新，女，苏州科技大学外国语学院副教授，主要从事英汉对比与 翻译教学研究。 收稿日期:2017-06-19 基金：2015年度江苏省高校哲学社会科学研究项目“基于语料库的江苏省旅游 标示语英文译写的问题与对策” (2015SJB548) Selection and Adapta/tion:Stra/tegies to English Transcribing of English Public Signs in Tourist Attractions of Jiangsu Province XU Hongxin School of Foreign Languages and Literature, Suzhou University of Science and Technology; Abstract： Thanks to its abundant resources, Jiangsu Province has made tourism as an important potion of its outward-oriented economy, as well as a widow to demonstrate itself to the world. There is no secret, however, that the English transcription of the public signs in many of its tourist dttractions is not very satisfeictory, which in turn turns out a negativc influence on the development of its outward-oriented tourist industry, and influences the shaping and publicity of its image to the world. It has been found by research that eco-translatology theory might give an importa nt enl igh tenme nt to the En gl i sh transcrib ing of pubic sig ns. In the frame of cco-tra nsla to logy，t hroughz，sclccti on and adaptati onin the three dimensions of language, culture and communication, by means of establishing such fundamental strategies in the process of transcribing public signs in the tourist attractions as/zpictures are prior to writing, and writing to words, 〃to be consistent to follow the traditions, functions are usually more focused on than rhetoric，z, 〃to be standard in terminology and appropriate in domestication and foreignization/z, to be modest and gentle in mood, and refined and courteous in effecancTto always abide by the r