An Analysis of the Cultural Phenomena in Translation of Public Signs

zwwh@overseaen.comISSN 1009 -5039htp://www.overscaen.comOverseas Engish 氰阡英谓Tel:+86- 551- -5690811 5690812An Analysis of the Cultural Phenomena in Translation of Public Signs张艳(商丘师范学院外语学院,河南商丘476000Abstract: This research focuses on several aspects of the translation of public signs from the perspective of cross-cultural communication. Itdiscusses the existing problems and possible causes for Chinese -English translation of public signs and offers some suggestions to establishstandard translation of public signs.Key words: cultural phenomena; public signs; translation中图分类号:H059文献标识码:A文章编 号:1009 -5039(2010)06 0213 -021 Introduction2.3 Calling attention to crime. For exampleA public sign is a special kind of writing style. It can be al-谨防扒手Beware of pickpocketways seen in public places, calling people's attention by using不用时请锁住Latch closed when not, in use.only several words or just by a simple picture. The study of the2.4 Advertisingtranslation of publie signs abroad has developed into a moreEither the private advertising or the public advertising isstandard and mature sysem. However, in China, although publicused for consolidating the appearance of a city. At the same time,signs have long been used for directing, waming, explaining inthey can also prompt the city's reputation. For example:publice places, the study of the Chinese-English translation start-我们关注!欢迎批评!We care! We want youred rather late, lacking sysematization and standardization. (comments!the one hand, the non- standard and inappropriate signposts can尊敬自然Respecting Naturebe seen almost everywhere in our country; on the other hand, theimportance of accurate Chinese -English translation of public3 Existing Problems in Chinese -English Transla-signs has nol been realized by the society.tion of Public SignsThis research focuses on several aspects of the translation ofAlthough public signs have been used widely in our dailypublic signs from the perspective of cro8s- cultural communica-life, the nonstandard or inappropriate translations of public signstion. It discusses the existing problems and possible causes incan be seen alnost everywhere.Chinese-English translation of public signs and ofers some sug-3.1 Mistranslation on the cultural levelgestions to establish standard translation of public signs.On the one hand, transltion mistakes on the cultural level2 Classifications of Public Signsmay make foreigners feel that they are ofended in lerms of cus-Public signs are set up according to their special functionstoms, beliefs, and faiths. For instance, there was once a kind ofin diferent places for diferent audience. There are a lot of func-pills for losing weight, alling "轻 身减肥片"in Chinese, whichtional public signs for special usage. .was translated into‘"obesity- -reducing tablets". As we all know,2.1 Drawing intereststhe word "obesity" is always related with folosinese,s slow-wit inwestem world.This kind of public signs aims at stimulating the consumer'sOn the other hand, there are other signs belonging to Chi-interests in order to atract more customers. So they are alwaysnese culture and are translated word-for-word without taking ac-seen outside the shop's windows and doors. For example:count of the cultural diferences which may cause misunder-八折优惠20% 0Offslanding, such as'春 运", which means the peak season of pas-开业纪念特卖Anniversary Salesenger transportation during the spring festival. It can never be2.2 Giving informationsimply translated into “spring transportation" which would not beThese public signs are mainly used for ofering information,understood by the foreignens.direction. For example:There are also public signs that exist in both cultures. .They请在此付款Please Pay Hereare not translated in accordance with English customs or English请用现金Cash Only Pleaseculture. These translations can only express the superficial中国煤化工TYHCNMHG收稿日期:2010-04-18作者简介:张艳(1983-),硕士,助教,研究方向为跨文化交际、英语教育。.$栏目责任编辑:溧书翻译研究理I213OverseEngish海外美语2010年6月meaning without transmitting the spirit or the beauty of the sign4.3 Some special requirements for translatorsto foreigners. For example, in most parks in China, signposts likeFirstly, a qualified translator should keep developing his“小小青草足下留情" can be seen everywhere. Translations canlanguage competence in both languages and having a clear con-be found as ,"Mind you don't tread on thecepl of the cultural dilerences as well as similarities. Secondly, atranslated litrlly., The author suggests using the standard one ofqualified translator should develop his language intuition to pick“Keep off the Grass" in westerm countries. Although the transla-up idioms and epecific expressions and his power of observationtions is not exactly faithful to the original version, the westermersand insight of English. Moreover, it is important to be sensitive tocan understand it quickly, at the same time, they may feel easesocial-culural and eross- -cultural information. Last but not least,at home.a qualified tanslator should always have a sense of responsibility3.2 Wrong selling or wrong grammarfor his owm translation.This kind of translation shows the poor quality of translation5 Conclusion and suggestionsof public signs into English. The wrong seling or wrong gram-This paper discused several aspects of the Chinese-Englishmar signposts not only deface the city but also leave a poor im-translation problems of public signs, especially the cultural phe-pression to those foreigners about the English proficiency of ournomena in translations. Based on some genuine exarmples, theChinese people.author offered some Buggestions to establish standard translationSome, like the restaurant signpost announcing a new menuof public signs. The author made a conclusion that an accurateitem, "three kinds of crap" rather than“three kinds of carp", re-translation of public signs should always take account of the cul-sult from carelessness. No one wants to eat crap, even in China.tural factors in both languages. During the process of communi-Carp, on the other hand, is tsty.cation with foreign countries, translators would play an important4 Suggestions for Existing Problemspart and burden heary responsibilitis to standardize the Chi-Translation from Chinese into English is by no means anese- -English translation of public signs. The problems in trans-mere matter to find equivalents between the source and targetlation of public signs are not inclusive in this paper and the con-language. It involves a variety of processing tasks whose fulfll-cept of cultural translation still needs further study with time.ment demands responsibility and creation on the part of theReference:translator.[1]戴宗显,吕和发公示语汉英翻译研究-以2012年奧运会主4.1 Language styles of Chinese and English public signs办城市伦教为例J].中国翻译2005(6).The translator should know the language style of both Chi-[2]丁蘅祁.汉英翻译实践是再创作的过程[J]中国翻译,2005(5).nese and English pubic signs well. "There are five important fea-[3]郭建中.文化与翻译[M].北京:中国对外翻译出版公司,2003.tures about English publie signs: firstly, most of the public signsare written in capitals without full stop; secondly, the public[4]胡文仲.现代实用英语例解[M].上海:上海外语教育出版社,1987.signs are always short even one word; thirdly, the public signsare in sinple writing style, such as noun, verbal noun or phrase; .[5]黄友义.从翻译工作者的权利到外宜翻译-在首届全国公示fourthly, imperative sentente is used sometimes; ffthly, formal语翻译研讨会上的讲话[小.中国翻译2005(6.6writing style is used sometimes" (Hu Wenzhong, 1987:1). As for[6]刘法公,徐蓓佳公示语汉英翻译原则的探索[].外语与外语Chinese public signs, the main feature is that using simple words教学,2008(2).to show simple meaning. That is to say, be brief and concise. If a[7]罗选民,黎土旺.关于公示语翻译的几点思考].中国翻译,public sign is too long, it would be dificult for people to catch2006(4).the main meaning of the content and remember it.[8]倪传斌，刘治.标记语的英译原则及实例分析J].上海科技翻Take the public sign“随 地吐痰引人恨罚款-千有可能译,1998(2).传播肺病因此起卫生法例要遵行" as example. Obriously, this[9]王银泉,陈新仁、城市标志用语英译事物及其实例剖析[].中sign was written in ragged verse in order to wam citizens not to国翻泽,2004(2).spit everywhere. If it was translated into English word-for-word,it may have no efect on foreigners who may take it as a joke.[10]杨全红.也谈汉英公示语的翻译[J.中国翻译,2005(6).Ihe proper translation can be “No spiting, Maximum penalty[1] Hatim.BasiL.Communication across Cultures [M].Shangha:￥1000".Shanghai Foreign Language Education Pese200.4.2 Formal-normal-informal[12] HatimBasil.Teaching and researching TalatioM.BejingiForeign language Teaching and Research Pes,2005.According to difterent situation, the expression of Englishcan be divided into formal, normal, informal. For example, "No[13] Nida,Eugene A.Language and Culture: Contexts in Translat-Smoking"，"Thank you for not smoking" and“For hygiene's中国煤化Igrage Education Pres,sake, please refrain yourself from smoking in this room.", this set[14)iYHCNM H G_pefeul Atriy: Func-of three sigmposts can respectively stands for formal, normal, in-formal expressions of English . These three linguistic formstionalist ApproachesExplained[M].Shanghai: Shanghai Foreignshould be properly used in different places.Language Education Pes,00.214■0 谦研究$栏目责任鳊辑:渠书