从目的论角度探讨旅游景区公示语的英译
功能目的论视角下的旅游景区日文公示语翻译研究
功能目的论视角下的旅游景区日文公示语翻译研究随着我国经济的快速发展以及人民生活水平的提高，旅游已经成为了人们休闲、娱乐、教育和文化交流的一种重要方式。
在旅游中，公示语不可避免地成为游客们获取信息和交流的重要纽带。
其中，旅游景区公示语是游客了解和体验景区文化的重要窗口，它不仅是反映景区文化特色的重要组成部分，更是旅游文明和旅游经济的重要组成部分。
因此，研究旅游景区公示语对于了解景区文化、提升景区知名度和形象、引导游客行为以及促进旅游业发展具有重要意义。
本文以功能目的论视角出发，通过对旅游景区公示语的研究，探讨公示语的翻译策略，以期为旅游景区公示语的翻译提供建议和借鉴。
一、功能目的论视角下的翻译策略功能目的论是一种重要的翻译理论，它强调翻译的目的是为了让源语和目标语达到相同的功能和效果。
在旅游景区公示语翻译过程中，为了让游客能够准确理解文化内涵，正确地掌握信息并且行为准确无误，译者应根据译入语的实际情况和游客的需求，进行合适的翻译策略。
一般而言，基于功能目的论视角下的翻译策略包括以下几个方面：1、准确性准确性是翻译过程中最基本的要求，旅游景区公示语是为游客提供信息的重要工具，因此翻译的准确性尤为重要。
在进行翻译时，译者应尽量保持信息的真实和准确，避免出现主观臆断或误解的情况。
译者应尽量使用正确、准确的内涵来传递信息，确保游客理解正确。
2、简洁明了景区公示语需要简洁明了，方便游客理解，因此在翻译公示语时，应尽量避免使用复杂、冗长的语言，尽量采用简短明了的表达方式，让游客能够更快地理解信息内容。
3、适当的文化翻译景区公示语作为反映景区文化特色的重要组成部分，其中蕴含着丰富的文化内涵，为此在进行翻译时，应注重文化背景的解释和翻译。
如果文化差异很大，译者应做适当的调整，尽可能地在翻译过程中加强文化传达，让游客更好地理解景区文化底蕴。
4、贴近游客景区公示语是为游客提供相关信息和指导的，因此在进行翻译过程中应注意语言表达的实用性和生动性，并采用能够贴近游客、容易理解的译文，引导游客正确地获取信息、了解景区文化并做出相应的行动。
目的论指导下的旅游景点公示语英译
目的论指导下的旅游景点公示语英译摘要：随着国际交流的不断发展，越来越多的外国游客来到中国，景点公示语的英译问题越来越受到人们的关注。
以秦皇岛景点的公示语为例，以目的论为理论指导，提出对于不同类型的公示语应采用不同的翻译策略。
关键词：目的论公示语英译公示语的意义非常广泛，主要指“在公共场所展示的文字，具有特殊的交际功能以及提供信息和完成指令的作用。
”随着我国对外交往越来越多，公示语翻译中出现的问题也越来越引起人们的重视。
2002年，北京第二外国语学院对“汉英公示语翻译研究”课题进行立项资助，成立了公示语翻译研究中心，并远赴11个国家进行实地考察。
2005年，首届全国公示语翻译研讨会在北京第二外国语学院召开，2008年的奥运会和2010年的世博会都引起人们对于公示语英译的强烈关注，众多学者、学生走上街头，调查公示语的英译情况，开展声势浩大的纠错活动和相应的规范行动。
一、目的论和公示语翻译公示语翻译是翻译界面临的一项紧迫而严峻的课题。
但长期以来，翻译界对此展开的研究还很不够，在中国期刊网上对此类研究进行检索后，发现从1994年到2004年的10年间，仅有3篇相关论文。
近几年来，随着国际交往的增多以及奥运会和世博会的召开，对于公示语翻译的研究也逐步增多。
陈新仁从语言顺应理论探讨了公示语以言行事的语言特点；王彩丽从认知语用的角度，着重探讨了警示类公示语的特点和社会职能；陈淑莹从英汉语言对比归纳英汉公示语的区别。
笔者认为，公示语根据不同的目的功能，可分为四大类：警示类、说服类、信息类和标语类，根据不同的目的，应采用相应的翻译方法。
目的论由汉斯•弗米尔(Vermeer)在功能翻译理论的基础上提出，认为翻译是以原文为基础的有目的和有结果的行为，翻译必须遵循一系列法则，其中最重要的法则是目的法则。
也就是说，译文取决于翻译的目的。
弗米尔还提出了翻译委任的概念，也就是说，译者应该根据不同的翻译目的采用相应的翻译策略，而且有权根据翻译目的决定原文的哪些内容可以保留，哪些需要调整或修改。
从目的论角度看公示语的汉英翻译
从目的论角度看公示语的汉英翻译作者：赵越来源：《新课程学习·下》2015年第03期摘要：随着我国改革开放的不断深入，国际化进程的不断加快，我国各个城市内部的公示语汉英翻译越来越受到人们的关注，公示语的汉英翻译水平在一定程度上已经给整个城市的魅力值造成一定的影响。
从目的论的具体含义论述入手，分析了在目的论指导下的公示语汉英翻译，供相关人士参考，以更好地提升我国城市内部的公示语汉英翻译水平。
关键词：目的论；公示语；汉英翻译；角度分析公示语是指面向公众的提示、显示及指示，其内部含有与人们日常生活、生产等活动息息相关的内容。
同时，随着国内市场经济的不断发展，国内外国人士的不断增多，公示语在人们日常生活中扮演的角色将会越来越重要，其应用的范围也越来越广，所包含的内容也越来越丰富，在一定程度上已经成为人们日常生活及生产活动中必要的组成部分之一。
此外，随着公示语在大中型城市的广泛应用，城市内部的公示语在某种情况下已经组成了我国留于外国人士的第一印象。
因此，从目的论的角度看公示语的汉英翻译分析研究有着较大的理论和公示语汉英翻译实际意义。
一、目的论具体含义目的论在整个功能派翻译理论当中占据非常重要的地位，是整个功能派翻译理论的基础性理论。
其最早是由德国著名的翻译学家雷斯与付米尔于20世纪80年代提出，其在很大程度上摆脱了传统的等效翻译理论的对已英汉翻译的约束，以整个语言翻译的目的入手，将整个翻译工作放置于文化与理论相结合的环境当中，为整个世界内容各种语言之间全面地实现高效及准确的翻译起到了开辟性的作用。
在采用目的论进行翻译时，其将整个语言翻译的过程认知为一种跨文化交际的行为，整个翻译工作的目的就是为准确地实现跨文化的交际工作，这在很大程度上解决了长期的存在与翻译界意译与直译之间的矛盾。
在目的论翻译指导思想的指导下进行相关的翻译工作时应该严格握好语言翻译的语内连贯和语际连贯的原则，其强调在翻译过程中应从对方的语言习惯入手，不需要全面地按照忠实法则进行翻译。
浅析旅游景区公示语的汉英翻译
2、违背连贯性原则
（1）保护水资源，建设新家乡
译文一：Protect water resource, Construct new hometown
译文二：Protecting, Constructing [10]
上述例子是提示性公示语。译文一翻译的内容，语意没有连贯性，违背了连贯性原则；此公示语的目的主要是提醒人们保护资源建设家乡，因此译文二简洁、明确地表达了原文的意思,符合连贯性原则。
根据上述定义可知，公示语是以一种包括文字语言或图片标记的特殊文体，呈现在公众场合，并为国内外各界人士，提供相应的信息和服务，方便交流和文化传播。
（二）公示语的功能
公示语指能够在公共区域和场所展示给大家不同意思的文字，包括路标提示、广告牌、商品说明书、旅游指南、社会宣传、告示以及提示语等能够让大家理解的标示，具有指示性、提示性、限制性和强制性四种功能。因此公示语可根据这四种功能分为指示性公示语、提示性公示语、限制性公示语和强制性公示语。
例如：
1．指示性公示语：汉语：无障碍通道
译文：Wheelchair Access
2．提示性公示语: 汉语：小心落水
译文：Beware of Drowning
3．限制性公示语：汉语：请勿入内
译文：No Entering
费米尔的目的论认为，决定翻译目的论的最重要因素之一是译文的接受者即译文受众，译文受众有自己的文化背景知识、对译文的期待以及各自不同的交际需求。翻译目的论的核心观念则在于翻译的目的以及译文的功能。所有翻译都必须严格遵循目的论的三个基本原则。
（二）目的论的三个原则
根据费米尔的目的论的观点，翻译中须遵循的三个基本原则为—目的原则、连贯性原则和忠实性原则。
1.目的原则（Skopos Rule）
模因论视角下景点公示语翻译 完整版
模因论视角下景区公示语的翻译Translation of Public Signs in Scenic Spots From the perspective of MemeticsAbstract:Public signs in scenic spots refer to the signs suspended or posted prominently in public places with the text or graphic formation close related to the information about the scenic spots with the function of announcement, presentation tips, guidance and warning information. Globalization leads to more and more foreign friends to visit, work and travel in China. In the process of this kind intercultural communication, the bilinguals of the signs are the necessity of developing scenic spots. The translation quality of signs in the scenic spots can not only directly influence the sightseeing of the tourists and their aesthetic feeling in the scenic spots but also relates to our international image. In our country, many experts and scholars realize there are many mistakes in the public signs in the scenic spots and take many research on many respects. In general, there are many classify of mistranslation and analysis about the public scenic, however, there are little research based on the memetics. This article puts the public signs in the scenic spots as the research object and discusses the problems existing in the translation of the signs and standardizes the signs translation from the perspective of memetics.Key words: public signs in scenic spots; translation; memetics摘要: 景区公示语是指悬挂或张贴在公共场所醒目位置的公告语，具有告知、提示、指引、警示等与所在景区信息密切相关的文字或图形信息。
从目的论角度看公示语的翻译
从目的论角度看公示语的翻译公示语的双语化已经成为国际旅游目的地以及城市国际化的必要部分和重要标志，但是公示语译文却存在诸多不足。
本文通过分析当前公示语汉英翻译中存在的问题，指出目的论的三个法则有助于对公示语原文的正确理解，也有助于翻译出最恰当而简洁的译文。
标签：公示语；目的论；翻译失误引言了解一个时代、一个社会、一个国家或一个城市的风貌，往往从这个时代、社会、国家或城市的语用水平中获得初步的印象(何自然，1997)。
而公示语就是社会用语中较为独特的应用文体，向人们传达提示、提醒、警告、请求等意图，被广泛应用于各种公共设施以及具有公共意义的职务、职称等(北竹、单爱民，2002)。
一、公示语的功能特色及现状公示语是一种应用于公共场合的特殊语言现象，主要起到服务公众，规范公众行为的作用。
它是“一种公开和面对公众，告示、指示、提示、显示、警示、标示与其生活、生产、生命、生态、生业休戚相关的文字及图形信息”。
公示语通常言简意赅，具有指示性、提示性、限制性、强制性四种应用示意功能。
（戴宗显、吕和发，2005）它是一个国际性的概念,其应用范围非常广泛，大到公共设施,小到大街小巷，已成为我们日常生活中必不可少的一个部分,作为“城市面容”的公示语汉英翻译研究正日益成为一个严肃的课题。
二、翻译的目的论及应用目的论简介目的论(skopos theory)是功能派翻译理论(functionalist approach)中最重要的理论。
它由两位德国著名的翻译理论家弗米尔(Hans. J Vermeer)和雷斯(Katherina Reiss)创立于20世纪80年代。
(1)目的法则目的论将“行为理论”(action theory)引入翻译理论中，认为翻译是一种行为，一种跨文化的交际行为。
任何一种行为都有其自身的目的，翻译行为所要达到的目的决定了翻译所应采取的方法策略，这即是目的论的首要法则——目的法则(the skopos rule)。
常州景区公示语汉英翻译研究
常州景区公示语汉英翻译研究1. 引言1.1 研究背景Research BackgroundThe translation of public signs in tourist attractions plays a significant role in facilitating communication and enhancing the experience of tourists. With the rapid development of tourism in Changzhou, an increasing number of domestic and international tourists are visiting various scenic spots in the city. As a result, the translation of public signs in Changzhou's tourist attractions has become crucial in ensuring the smooth flow of information and services for tourists from diverse cultural backgrounds.1.2 研究目的Specifically, this research seeks to understand how public signs are currently being translated in Changzhou's tourist spots, what principles are being followed in these translations, how the effectiveness of the translations is being assessed, and what challenges are faced in the process. By examining these aspects, the research aspires to shed light on the need for further optimization of the translation of public signs in Changzhou's tourist attractions and propose strategies that are moreculturally appropriate for the target language. Ultimately, the goal is to enhance the level of service in tourist attractions in Changzhou by improving the quality of translation of public signs.2. 正文2.1 公示语在常州景区的应用在常州的各大景区中，公示语起着重要的作用。
目的论指导下的旅游景区公示语英译策略
边 疆经 济 与文化
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目的论指导下的旅游景 区公示语英译策略
边疆 经济 与文化 ２ ０ １ ４年第 ５期
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２ ． 提示 性功能 提示性 是 向游 客提 醒一个 事实 或现象 ，没有任何 特指意 义 ，用途 很广泛 。如 ：售完 Ｓ ｏ ｌ ｄ Ｏ ｕ ｔ 、此 门关
目 前 ，全国各地积极加大涉外旅游的宣传力度以促进地方旅游业的发展 ，但随之而来 的问题是各地 的 涉外旅游文字宣传英译问题比比皆是 ，乱译现象层 出不穷 ，这样不仅没有达到很好的对外宣传 目的，反而 严重影响了中国的国际形象。因此 ， 应采取有效措施来净化各地旅游景点的语言环境 ，加强旅游景区公示 语英译问题 的研究，提高景区公示语英译的质量水平，为广大外国游客提供更好的旅游环境。
能和语 言特征。提 出了旅游景区公示语具体的英译策略 包括 简译、借译、改译等 。
关 键 词 ： 目的 论 ；景 区公 示 语 ；英 译策 略
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基金项 目：郧阳师范高等专科学校科研项 目 （ ２ ０ １ ３ Ｃ ０ ２） 作者筒介 ：肖鸾 （ １ ９ ７ ８ 一） ，女 ，武汉人，讲师 ，从事应用语言学、旅游英语研究。
功能目的理论视角下公示语的汉英翻译——以潮州市旅游景点为例
功能目的理论视角下公示语的汉英翻译——以潮州市旅游景点为例作者：张子顺来源：《赤峰学院学报·哲学社会科学版》 2015年第6期张子顺（韩山师范学院外语系，广东潮州 521041）摘要：功能翻译理论强调译文在译语文化中的交际功能,认为翻译目的决定翻译策略和方法。
该理论为翻译理论和实践开辟了一个崭新的视角，为公示语的翻译提供了有力的理论支持。
关键词：功能目的理论；公示语；汉英翻译中图分类号：H315.9 文献标识码：A 文章编号：1673-2596（2015）06-0214-02随着我国经济的快速发展，国际间的交流更加频繁，前来中国旅游、投资、经商、考察和交流的外国朋友越来越多。
为了给这些国外友人在中国的衣、食、住、行等各方面提供便利，体现我国的综合文化素质，一线城市在公共、交通、旅游设施等处使用中英两种语言的公示语比较多，所以公示语的翻译就显得尤为重要。
但潮州旅游景点公示语的翻译还不尽人意，存在很多不规范的地方。
目的论（skopos theory）Skopos一词来源于希腊语，其意思是目的、意图、目标、功能。
功能派翻译理论的创始人是凯瑟林娜·莱斯，功能派理论代表人物Hans Vemere突破了其导师莱斯仍然遵从的对等理论的局限，摆脱了以原语为中心的等值论的束缚，创立了功能派的奠基理论—目的论。
汉斯·费米尔提出“翻译是一种人类行为”，而“任何行为都是有目的的”“翻译是一种目的性行为”“翻译行为的目的决定达到预期目的的策略”。
目的论是将skopos概念运用于翻译理论。
功能派的目的论注重的不是译文和原文是否对等，而是强调译文在分析原文的基础上以译文预期功能为目的，选择最佳的处理方法，即针对特定翻译目的进行翻译。
一、从目的论三大原则出发考虑公示语的汉英翻译公示语被广泛地应用于公共设施、旅游景点、旅游服务等公共场所。
其基本含义是公开和面对公众，告示、指示、标识与其生活、生产、生态等关系密切的文字及图文信息。
旅游景区公示语翻译规范化研究
展、 传统文化 、 民俗风情 、 秀丽河川等 。对 于绝 大多数 的外 国游 人 而言 ， 他们游览各个 旅游景点 的时候 一般需要 通过阅读旅 游景点
公 示 语 的 方 式来 了解 此 景 点 的 历史 渊源 和不 同之 处 。虽 然 旅 游 景 点公 示 语 的 功 能各 异 ， 是 均 具 有 重 要 的作 用 。因 此 ， 进 行 英 汉 但 在
示语 主要指 印刻 、 书写于木 板、 石板 等材料 上的景点 名称 、 景点 指 示 图、 内容介绍 、 路标 、 标识语 等等 。它是旅 游景点 管理 机构和 游
客 进 行 沟通 的重 要 手 段 和渠 道 。 不 同 的旅 游 景 区公 示 语 具 有 不 同 的制 作 意 图 和 制 作 目的 ， 虽
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目的论 是 德 国功 能 学 派 学 者 费 米 尔 （ ｅ ｅ） Ｖ ｒ ｒ和诺 德 （ ｒ） ｍｅ Ｎｏｄ 等
提 出的 。目的论 的核心概念是 ： 翻译是人类 的一种行 为， 而一切 人
类 的行 为 都 是 有 意 图 ， 目的 的 。因 此 翻译 行 为 的 实 施 也 是 为 了 有 达 到 某 种 目的或 目标 ， 至 会 在 目标 语 境 中产 生 结 果 和 影 响 。 翻 甚 译 行 为 所 要 达 到 的 目的决 定 整 个 翻 译 行 为 的过 程 ， “ 即 目的 决 定 手
中， 避免为预期读者提供无用 的冗余信息 ， 正强化英语译 文的信 真 息功能 。以简洁的方式 翻译公示语 能更有效地发挥其作用 。 例 如 ， 中国公 园等地 的公示语 翻译 往往 一味追求 诗意 的效 在 果， 加上 了很多无用 的信 息 以求 押韵 、 意境 。其实 ， 于公示语 翻 对 译， 能简化尽量简化 。在 翻译 时 ， 使用 名词 、 容词 等实词 和核 仅 形 心词汇 ， 而冠词 、 介词 、 助动词之类 的虚词都可省略 。例如 ： 水深危 险， 注意安全译成 Ｄ ｅ ｅｐＷａ ￣ｗ ｒ！就 比 Ｔ ｅ ｅ ｉ￣ ｔ ｔ！ ａ ｅ ｈ ｆｓ ｂ ｒｄ ！ ｅ ａｅ 更加简洁准确 ， ｅ 让人 一 目了然 ， 加强 防范意识 。
目的论视角下的杭州旅游景区公示语汉英翻译研究
目的论视角下的杭州旅游景区公示语汉英翻译研究摘要：随着经济发展和旅游业的兴起，许多旅游景区内使用双语公示语，为外国游客提供方便，但是公示语的英译状况却不容乐观，存在很多错误和不规范的现象，影响城市形象。
本文以杭州的旅游景区为例，在目的论的指导下，分析了景区内公示语翻译的主要错误，并提出了相应的翻译策略，希望以此改善公示语的翻译，维护和提升杭州的城市形象。
关键词：目的论；公示语翻译；旅游景区Study on C-E Translation of Public Signs in Hangzhou’s Sc enic Areas from the Perspective of Skopos TheoryAbstract: With the development of economy and the booming of tourism, bilingual public signs are used in many tourist scenic areas to provide convenience for foreign tourists. However, the translation of public signs is not satisfactory. There are many errors and non-standard phenomenon, which has a bad impact on the city’s image. Taking Hangzhou’s tourist scenic areas as an example, this paper analyzes the problems in the translation of public signs and put forward some translation strategies to improve the translation, as well as the image of Hangzhou.Key words: Skopos theory; translation of public signs; tourist scenic areasStudy on C-E Translation of Public Signs in Hangzhou’s Scenic Areas from the Perspective of Skopos Theory1. Introduction1.1 The Introduction of Public SignsIn order to study public signs, we must first figure out the meaning of “signs” in English. A sign refers to “ a piece of paper, wood or metal that has writing or a picture on it that gives you information, instructions, a warning, etc”. This is the definition of sign given by Oxford Advanced Learner’s English-Chinese Dictionary(Sixth Edition). Therefore, it can be inferred that public signs include road signs, advertisements, product instructions, tourist handbooks, slogans, notices in public areas. Professor Lv Hefa points that “Basic information that involves people’s behavior and demand in food, housing, traveling and entertainment should all fall into the category of public signs, which are publicly shown to the public, tourists, overseas visitors, foreigners inChina and the Chinese in other countries (2005).”Public signs have an impact on our life in many ways and provide much convenience and help for our daily life. In terms of the function of English public signs, they can be classified into four categories, directing public signs, prompting public signs, restricting public signs and compelling public signs.(1) directing public signsDirecting public signs are used to deliver information, help people know about the surroundings or remind the public of the features of the location. These public signs show considerate information service, without any limitation and compelling meaning. For example, “Tickets”(售票处), “Department Store” (百货商场).(2) prompting public signsPrompting public signs are designed to warn people to pay attention to potential dangers or risks to avoid unnecessary loss. For example, “Caution! Watch your step!”(小心，注意脚下)(3) restricting public signsThis kind of public signs set some requirements and rules for people to obey. They mostly appear in subway or some passages. It has played a important role in dredging the stream of people. For example, “Athletes Only.”(运动员专用) “Staff Only.”(员工通道).(4) compelling public signsGenerally, direct and compulsory words are used to forbid people from doingsomething. For example, “No Smoking.”(禁止吸烟) “No Parking”(禁止停车)1.2 Research Objective and SignificanceHangzhou, crowned as “ Paradise on Earth”, is famous for its picture sque scenery. With a long history of 2,200 years, Hangzhou used to be one of the seven ancient capitals of China. Nowadays, it is the provincial city of Zhejiang Province, serving as the center of the province’s politics, economy, culture, traffic, and tou rism. As a historical and cultural city, Hangzhou attracts millions of tourists from home and abroad every year. Especially, when West Lake charges no admission fees, even more tourists swarm into the scenic spots every holiday.With the booming tourism, b ilingual public signs are used for foreigner’s convenience. They play a significant role in providing information and displaying our culture and civilization. However, the current situation is that there are many errors in the English public signs. The poor translation of public signs often make foreigners puzzled by the contents. Hence, it is urgent for us to pay attention to the translation of public signs and find some corresponding strategies to improve the translation. Only in this way, can Hangzhou has a better image.2. Literature Review2.1 Skopos Theory2.1.1. Studies of Skopos Theory AbroadThe word Skopos, derived from Greek, means purpose. The core concept of skopstheory is that the most important factor of translation is the purpose of the overall translational action. The technical term Skopos usually refers to purpose of the target text. Besides Skopos, Vermeer also uses some related words like aim, purpose, intention, and function. To avoid confusion, Nord proposes to make a difference between intention and function. Intention is defined from the perspective of initiator, while function, referring to text function, is decided by the target reader’s expectation, needs, knowledge and environment. The functionalist theories of translation sprung up in Germany in the 1970s. Its development has gone through three stages: The first stage: Katharina Reiss firstly applies functional category into translation criticism by associating linguistic function, type of texts and translation strategy. She develops a translation criticism pattern based on the functional relationship between the source text and the target text, which forms the prototype of functionalist theory. Reiss states that the ideal translation is an integral communicative performance that is “in which the aim in the target language is equivalence as regards the conceptual content, linguistic form and communicative function of a source text.”(Nord, 2001) The second stage: Reiss’s student, Hans J. Vermeer proposes the Skopos theory, releasing translation study out of the bondage of source-text-oriented approach. This theory is set on the basis of action theory and regards the aim of the translation process as the first principle. Vermeer believes that translation (interpretation included)is a kind of transformation to transfer communicative verbal and non-verbal signs from one language into another. Translation problems can’t be solved only by linguistics. Thus, he defines translation as an action “ to produce a text in target setting for a targ et purpose and target addressees in target circumstances .”(Nord, 2001) In the framework of Vermeer’s Skopos theory, one of the most significant factor of translation’s objective is target readers . They have their own cultural backgrounds, their specific expectations to translation and communicative needs. Vermeer thinks that the original text is just an “offer of information”. It is clear that the status of the source is lower in Skopos theory than that in equivalence-based theories.The third stage: Justa Holz Mattari further develops functionalist theory and establishes the theory of translational action. She views translation as a complex activity to achieve specific purpose. She focuses on analyzing the functions of participants (initiator, translator, text user, message receiver ) and the context where participants’ actions take place. For the first time, Christiane Nord systematically articulates the internal and external factors that should be considered in text analysis of translation in English. She reviews all the the theories of functionalist and proposes that translators should obey the principle of function plus loyalty, and so the theory is consummated.2.1.2. Studies of Skopos at HomeSince functionalist theory has been introduced in China in 1987, there are countless essays about Skopos theory. Relevant studies are mainly concerned with definition, translation standard, translation criticism, translation teaching, translation strategy, literary translation and non-literary translation ( including tourism translation, trademark translation, advertisement translation, movie title translation and so on).The first person introduced functionalist theory is Gui Qianyuan. In his article Remember the Federal Republic of Germany Three Translators in Chinese Translation, he mentioned Vermeer’s new insight about translation. However, it didn’t draw other translators attention because the focus of the article is “translators” instead of “translation theory”. Eight years later, after Zhang Nanfeng and Chen Xiaowei made abrief comment on skopostheory, more people began to pay attention to this theory. In 2001 and 2004, Shanghai Foreign Language Education Press introduced and published Nord’s and Reiss’s works Translating as a Purposeful Activity: Functional Approaches Explained and Translation Criticism: The Potentials & Limitations. Undoubtedly, it is a big push for the study and spread of skopostheory in China.From current statistics, Skopos theory is widely accepted and spread in China, which has a profound effect on the translation studies. However, there are still some problems which are worth thinking and reflecting. Firstly, current academic studies present an unbalanced characteristic. For example, there are more reviews of the theory than studies, more translation of practical writings than literary translation. Secondly, part of domestic studies are in absence of centralized and deep analysis. In fact, some articles still linger at the level of simple reviews, while others repeat some theoretical principles that are known to all of the academic circles. Thirdly, from the research scope, most of the articles at home focus on some important rules of Skopos theory and the quotation of it. Consequently, they ignore Vermeer’s view about status of the source text in translation, literary translation and translation teaching, as well as Nord’s view about the relationship between Skopos theory and translation teaching.2.1.3. Three Rules of Skopos Theory2.1.3.1 Skopos RuleFrom the point of Vermeer, Skopes ru le can be defined in this way: “ Each text is produced for a given purpose and should serve this purpose. The Skopos rule thus reads as follows: translate/interpret/speak/write in a way that enables your text/translation to function in the situation in which it is used and with the people who want to use it and precisely in the way they want it to function. ”( Nord, 2001) It is the top-ranking rule for any translation. It claims that the process of translation is determined by the purpose of translational action. In a word, the end justifies means. Translational activities may have a variety of purposes. These purposes can be divided into three categories: the translator’s purpose(e.g. to make a living), communicative purpose of the target text(e.g. to enlighten the reader ), the purpose to be achieved by using some special translation strategies(e.g. to translate literally according to itsstructure in order to clarify the special syntax structure of some language ).2.1.3.2 Coherence RuleCoherence rule means that any translation must meet the standard of intratextual coherence. Intratexual coherence means that the target text is comprehensive to the readers and is meaningful in the target culture and communicative environment of the text users. Any text is only a provider of information. Translators choose information that interests him in terms of the Skopos rule. After language process, the target text becomes a new provider of information. In the process of information transformation, intratextual coherence is the first principle to abide by for the translators.2.1.3.3 Fidelity RuleIt is pointed out by Christian Nord. She finds out that there are two flaws in Skopos theory. Firstly, because of different cultural patterns, people with different cultural backgrounds have different views toward target texts. Besides, if the communicative purpose of the target text demanded by the Skopos rule is opposite to the intention of the author, we will go against the fidelity rule though Skopos rule is observed. Therefore, Nord puts forward the fidelity rule to solve the problem of cultural difference and the relationship between the participants of the translational action. She holds the view that translators should be responsible for their target readers. They ought to explain everything they do and why they do it. This is the one side of the fidelity rule. On the other side, fidelity rule requires that translators also should be loyal to the author of the source text. Translators are supposed to show their respect to the writer and make a coordination between the target text and the writer’s intention. Fidelity rule mainly focuses on the the relationship between translator, the original writer, text receiver in the process of translation.The above is a brief introduction of Skopos theory. I think that Skopos theory is a very useful theoretical basis in analyzing the translation of public signs in scenic areas.2.2 Studies on the Translation of Public SignsIn recent years, the translation of public signs is studied in the guidance of many translation theories, such as Functionalist Translation Theory, text typology,pragmatics and crosscutural communication. According to Liu Fagong and Xu Beijia (2008), on the basis of Newmark’s Text Function Classification Theory, tra nslation of public signs should follow the principle of unity, briefness, and comprehensibility. Fang Can(2009) proposes that translation is a dynamic process of adaptation to specific contexts. This adaptation should change with different contexts to meet the communicative needs of the two parties.The present situation of the translation of public signs is not satisfactory.Foreigners are often confused by the poor translation. He Xuegeng (2006) summarizes the problems from three perspectives, the change and loss of information, the inappropriateness of words, carelessness of billboard makers. Wang Yinquan & Chen Xinren (2004) point out four reasons of the failure translation: (1) The communicative information is lost during translation. (2) The intention of translation is misunderstood. (3) The courtesy of language is lost. (4) The translation is not equivalent to the original in information.Some scholars, taking some cities or tourist spots as examples, analyze thetranslation of public signs. Based on Skopos theory, Liu Dawei & Zhao Yali (2011) classify the public signs into two categories—— cultural loaded and common sense public signs and give some advice to improve the translation accordingly. According to first-hand materials from the spot areas, Yang Yihao (2010) sums up the major problems of the English public signs. Based on the theory of type of text and language function, also combined with Peter Newmark’s semantic and communicative translation theory, he puts forward some corresponding strategies.3. Problems in the Translation of Public Signs in Hangzhou’s Scenic AreasAfter some field trips in Hangzhou’s scenic areas,I have collected some materials of public signs and found out a lot of mistakes. At last, I decide to classify the mistakes from four aspects: vocabulary, grammar, pragmatic and culture.3.1 Lexical ErrorsLexical errors are the most common mistakes in the translation of public signs in scenic spots. Generally, there are two kinds of lexical errors: spelling mistakes andinappropriate words. This kind of errors usually result from the carelessness and the irresponsibility of board-makers. In that case, tourists will be misled by these public signs and feel a terrible travelling experience, thus with the bad impression to Hangzhou, they may be not willing to come again, which is bad for the development of tourist industry. However, some departments do not pay much attention to the problems. Mistakes still can exist. For example:Example 1: Convenience Stors (便民售货)Correct: Convenience StoresExample2: BREEZE-RUFFLED LOTUS AT WIINDING GARDEN(曲院风荷) Correct: BREEZE-RUFFLED LOTUS AT WINDING GARDENExample 3: Toi et (厕所)Correct: ToiletExample 4: Tickey Price: RMB 25/P.P(票价：每人25元)Correct: Ticket Price: RMB 25/P.PExample 5: In 1689, when Emperor Kangxi made a second trip south, the temporary paiace on Solitary Hill was first built and West Lake was dredged.Correct: In 1689, when Emperor Kangxi made a second trip south, the temporary palace on Solitary Hill was first built and West Lake was dredged.Example 6: The Su Seawall(苏堤)Correct: The Su CausewayAnalysis:The word “seawall” means “a large strong wall built to stop the sea from flowing onto the land”. Clearly, the West Lake is not sea. So here it is more appropriate to use the word causeway.Example 7: Discount price policy is available for youngsters from Hong Kong, Macao and Taiwan by presenting valid identity.Correct: Discount price policy is available for youngsters from Hong Kong, Macao and Taiwan by presenting valid identification.Analysis:The word “identity” is w rongly used here. The word means who or what somebody or something is. In Chinese, we say “身份”. In fact, what is needed to present is an official paper or a document that can prove who you are. The Chinesemeaning is “身份证明”。
目的论视角下景区公示语英译研究——以张家界天门山景区为例
智库时代 ·163·智库观察目的论视角下景区公示语英译研究*——以张家界天门山景区为例赵丹丹 张可人（吉首大学外国语学院，湖南张家界 427000）摘要：目的论是功能主义翻译理论中最核心的理论。
景区公示语英译在中国旅游业日益繁荣的背景下显得格外重要。
本文以代表性较强的张家界天门山景区公示语的英译作为研究对象，以目的论为指导，探讨景区公示语的翻译策略。
研究表明，景区公示语英译须结合目的论的三大原则，即目的原则、忠实性原则和连贯性原则的方式才能更好地达到翻译目的。
关键词：目的论；景区公示语；英译研究；张家界天门山景区中图分类号：H059文献标识码：A文章编号：2096-4609（2020）02-0163-003旅游业的迅猛发展吸引了大量学者的关注，其中国内有大量关于公示语的研究（吕和发，2004；贺学耘，2006；皮德敏，2010）。
国外也有诸多学者对旅游翻译进行了研究（Wierzbicka，1998; Fadeeva，2005；Bacchilega, 2007）。
也有大量的理论探讨，从理论视角看，目的论是功能主义翻译理论中最核心的理论。
自目的论提出以来，国内诸多学者对目的论进行了研究（张锦兰，2004；陆国飞，2006；白蓝，2010）。
国外诸多学者对目的论进行了研究（Buzard, 1995; Fadeeva, 2005; Cappelli, 2007）。
然而以目的论为指导探讨公示语英译的研究罕见。
为此，本文以目的论为指导，拟从目的原则、忠实性原则和连贯性原则三个方面，尝试探究张家界天门山景区公示语的英译策略。
一、目的论综述据国内相关学者考证，德国功能目的论经历了20世纪70年代的雏形期、80年代的发展期和90年代的成熟期（陈小慰，2012）。
凯瑟琳娜•赖斯1971年出版《翻译批评的可能性与限制》，提出将“翻译行为达到特殊目的”作为翻译批评的新标准，且将文本分为信息型、表情型和操作型三类。
目的论指导下的西安旅游景点公示语英译研究
翻译研究本栏目责任编辑：梁书目的论指导下的西安旅游景点公示语英译研究牛蕊（陕西学前师范学院外国语学院，陕西西安710100）摘要：旅游景点公示语是一个城市或地区的名片，英译质量的高低影响着该地区的经济和文化发展。
西安旅游业发达，名胜古迹数不胜数，但公示语的英译存在一些问题。
该文以翻译目的论为指导探讨旅游景点公示语的英译策略问题。
关键词：目的论；公示语；翻译中图分类号：H315.9文献标识码：A文章编号：1009-5039(2019)14-0049-021公示语公示语是公众场合的文字语言，是面对大众的一种特殊文体，具有语言简洁、内容丰富、功能强大等特点。
通过阅读公示语，人们可以达成交际目的，使日常生活和休闲旅游活动更为便捷。
公示语在我们的生活中随处可见，如公交和地铁标识、公共场所宣传语、广告、路标、旅游景点标识等。
旅游景区公示语是旅游景区向游客展示的指示、警示等文字语言，通过阅读景区公示语游客能够了解景区文化并收获愉快的旅游体验。
随着“一带一路”和“走出去”战略的稳步发展，各国之间的文化交往日渐增加，中国的文化软实力不断增强。
作为历史文化古城，国际化大都市背景下的西安旅游市场备受外国人的青睐，革命基地、历史遗迹、民俗村、自然景区等正在吸引越来越多的外国游客。
在旅游市场中，景点的市场份额取决于其文化价值和服务质量，但景区公示语的功能也不容小觑。
公示语是旅游景点的名片，是景区形象的一部分，西安旅游景区公示语应反映出游客的旅游交际行为需求和文化心理需求，语言文字水平要能映射出西安的文化、道德和精神素养，体现出西安的对外交际能力、经济发展水平和人文水平。
其公示语英译质量直接影响着景区的文化价值和外国游客的旅游体验以及西安的形象、发展和对外交流。
2翻译目的论翻译目的论（Skopos Theory ）是由德国功能派代表弗米尔Hans Vermeer 在20世纪70年代末创立的翻译理论模式。
Ver⁃meer 强调，翻译是一种交际行为，翻译行为所要达到的目的决定整个翻译过程，即“翻译的目的决定翻译手段”，翻译策略必须根据翻译目的来决定。
三亚旅游景区公示语英译实例剖析论文
三亚旅游景区公示语英译实例剖析论文“公示语”意思是给公众在公众场合看的文字语言，是人们生活中最常见的实用语言，是一种公开和面对公众的，以达到某种交际目的的特殊文体。
公示语在我们生活中应用广泛，几乎随处可见，例如路标、广告牌、商店招牌、公共场所的宣传语、旅游简介等等。
公示语是国际化都市、国际旅游目的地语言环境、人文环境的重要组成部分。
以下是店铺今天为大家精心准备的：三亚旅游景区公示语英译实例剖析相关论文。
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三亚旅游景区公示语英译实例剖析全文如下：一、前言作为旨为公众服务的语言形式，旅游公示语在指明方向、道路方面，在对游客行为进行规范、安全提示、警示或限制中都举足轻重。
旅游公示语质量是国际化都市、旅游目的地语言环境和人文环境的重要组成部分。
其能综合体现旅游目的地信息服务环境及水平。
为此，本文对三亚旅游景区公示语翻译存在“不得体”问题进行评析、归因，并提出相应的修改对策，旨在改善旅游景区的翻译现象，为海南旅游宣传提供有价值的参考。
二、公示语翻译研究概述公示语误翻是普遍性问题，引起国内外专家学者和媒体的重视。
佛雷泽?赛特尔在《公共关系实践中》举了些公示语在一些国际旅游中的应用实例。
Doug Lansky 将其在世界各地收集到的错误公示语出版在Signspotting里(吕和发，蒋璐，王同军，等，2011)。
2003年北京第二外国语学院系统总结了公示语翻译问题。
王银泉则从语用角度分析公示语翻译问题并认为约定俗成是标识语英译中不可忽视的翻译原则。
而在公示语翻译策略方面，国内专家学者比较认同模仿、借用、创新三种常用翻译方法。
当然，为达到对外交流和宣传的效果，应视具体情况而灵活采取以上策略(刘美岩，胡毅，2009)。
总之，公示语翻译研究内容、视角、方法呈现多样化。
北京、上海等城市创建了自己的公示语翻译标准和模式，为国内公示语译文标准提供有价值的参考。
三、三亚旅游景区公示语英译实例剖析经实地调研总结，多语共牌是三亚旅游景区公示语牌的特点之一。
目的论视角下连云港花果山景区公示语英译失误探析
目的论视角下连云港花果山景区公示语英译失误探析
李梦婕
（吉首大学 MTI 教育中心，湖南 张家界 427000）
摘 要：公示语翻译是城市旅游形象推介体系中的重要环节，直接影响景区游客的旅游体验。在翻译目的论的视角下，经实
地调查，以连云港花果山景区公示语英文翻译为研究语料，分析其在英译过程中存在的失误及原因，并提出规范公示语英译的建
灵活选择多种翻译策略和方法。 功能翻译理论将翻译失误定义为：“如果翻译之
目的是要使译文在目标读者中实现特定的功能，所有 妨碍实现这一目的的成分都是翻译失误。”[3]74 克里斯 蒂安·诺德（Christiane Nord）将翻译失误分为四种类 别，即语用性翻译失误（pragmatic translation errors）、 文化性翻译失误（cultural translation errors）、语言性翻 译失误（linguistic translation errors）和文本特有性翻译 失误（text-specific translation errors）。[3]75-76 笔者通过 分析花果山景区公示语英译语料，发现存在上述提及 的语用、文化、语言三方面的翻译失误。翻译目的论将 研究聚焦在翻译过程中各种目的的选择上，弥补了传 统翻译研究的不足，使翻译的多学科探索又增加一个 崭新的研究视角。[4]公示语英译属于应用文翻译，强 调的是信息的传递以及功能目的的实现。因此，翻译 目的论对于公示语英译研究和分析具有十分重要的 指导意义。
目的论视角下桂林大圩古镇公示语英译失误分析
076《名家名作》·翻译［摘 要］ 桂林山水甲天下，桂林作为世界著名的旅游城市，大量国内外游客慕名而来。
公示语作为向游客提供景区相关信息的重要板块，对于国外读者来说，其英译质量在很大程度上影响着游客对旅游景区的印象，因此公示语的翻译质量必须引起重视。
通过实地考察桂林景区大圩古镇，在目的论的指导下，对该景区内公示语的英译展开实例分析，以推动桂林旅游业的发展，促进中国文化的对外传播。
［关 键 词］ 目的论；桂林大圩古镇；公示语；英译目的论视角下桂林大圩古镇公示语英译失误分析肖 珊 韦储学一、引言作为一种特殊文本，旅游景区公示语旨在向游客提供景区的相关信息，是彰显城市人文环境和国际化形象的重要标志。
公示语直接面向全体公众，因此其表达要做到通俗易懂、准确简洁。
桂林作为世界著名的风景旅游城市和中国历史文化名城，拥有众多旅游景区，大圩古镇就是其中之一。
历史记载，大圩古镇始建于北宋初年，中兴于明清，鼎盛于民国时期，距今已有上千年的历史，是一座历史悠久的古镇［1］。
经过实地考察，笔者发现大圩古镇虽然公示语不算多，但是存在不少问题。
截至2023年7月，在中国知网搜索桂林公示语英译，共查询到23条结果。
进一步检索发现，截至2023年7月，以目的论指导广西桂林公示语英译的研究成果只有一项，指导大圩古镇公示语英译的研究为零。
另外，在中国知网搜索大圩古镇，共查询到66条结果，其中没有一条是关于大圩古镇公示语英译的研究。
鉴于此，本文旨在结合目的论，分析当前桂林大圩古镇景区公示语英译中存在的失误，以期改进其公示语英译，不断提高其英译质量。
二、翻译目的论翻译目的论由德国翻译理论家莱斯和弗米尔于20世纪70年代创立，其核心概念是“翻译过程的最主要因素是整体翻译行为的目的”，目的论强调翻译是一种交际行为，具有明确的目的。
弗米尔认为，翻译是以原文为基础的、有目的和有结果的行为，这一行为必须经过协商来完成［2］。
同时，弗米尔认为翻译不应该局限于语言层面，真正的翻译应该是“有目的的人类交际活动”以及“跨文化活动”［2］。
翻译目的论视角下普照寺景点公示语英译问题的研究
翻译目的论视角下普照寺景点公示语英译问题的研究摘要:坐落在都江堰市，毗邻于青城山的普照寺，又名大佛寺，历史久远，名传遐迩。
近年来，越来越多的游客到寺拜谒，其中不乏港澳明星与外国游客。
普照寺及其文化与国际接轨势在必行。
作为景点“名片”之一的公示语成为文化沟通的桥梁。
由于公示语有很强的目的性，故本文拟从翻译目的论角度出发，结合实例分析翻译目的论指导下普照寺景点公示语英译问题。
关键词：翻译目的论；景点公示语；英译一、公示语公示语又称“标志语”、“标识语”、“标示公示语”、“标语”等，是指用于公共场所以达到某种特定目的的一种特殊应用文。
（龙江华，2007:23）比如标语、警示、告示、路标、宣传语等等都属于公示语。
公示语虽是一种目的性很强的应用文体，但它的翻译也绝不能胡乱翻译。
既要做到忠实于原文本，又要尽可能地体现译本的目的。
二、翻译目的论翻译目的论（skopostheory）由德国功能派的弗米尔（Vermeer）创立，其核心思想为“the end justifies the means” (目的决定方法)（Nord, 2001:124）。
它从译文的视角出发，以译文功能为目的，注重翻译的实用性。
翻译目的论认为翻译有明确的目的，是多种因素相互作用的译文文本的生产活动。
翻译时，译者根据客户或委托人的要求，结合翻译的目的和译本读者的特殊情况，从原文所提供的多源信息中进行选择性的翻译。
“凡行动皆有目的，因此翻译亦由目的支配。
在任何一项翻译行动开始之前，必须首先弄清楚它的目的是什么，否则无法进行翻译。
”（谭载喜,2004:255）翻译目的论的核心概念是翻译方法必须由译文的预期目的决定。
弗米尔提出的翻译目的论一共有三大原则：目的原则（skopos rule）、连贯原则（coherence rule）和忠实原则（fidelity rule）。
而目的原则是翻译目的论三大原则中的首要原则。
三大原则的具体概念如下：1．目的原则该原则认为，翻译的整个过程，包括翻译方法和翻译策略的选择，都是由翻译行为所需要达到的目的决定的。
目的论视角下景区公示语汉英翻译策略研究
目的论视角下景区公示语汉英翻译策略研究摘要：在旅游业蓬勃发展的背景下，到我国旅游的外国友人越来越多，旅游景区公示语的汉英翻译得到了推广，而这些翻译也对旅游业的发展起到了重要的作用。
本文作者从目的论的视角，针对景区中不同文本类型的公示语，提出了具体的操作性强的翻译方法。
关键词：目的论；公示语；翻译一、目的论简介翻译目的论的中心思想是“目的决定手段”，即翻译行为所要达到的目的决定整个翻译行为的过程。
众所周知，每个翻译行为都有其目的。
通常情况下，“目的”指的是译文的交际目的，即译文在译入语文化语境中对译入语读者产生的交际功能。
因此，译者应在给定的翻译语境中明确其特定目的，并根据这一目的来决定采用何种翻译方法。
目的论有三个基本原则：连贯性、忠实性和忠诚原则。
连贯性原则是指译文必须符合语内连贯的标准，即译文具有可读性和可接受性。
忠实性原则指原文与译文之间应该存在语际连贯一致，即译文忠实于原文。
忠诚原则（Nord：2001）是由诺德提出的。
一方面，译者对译文接受者负有道义上的责任，必须向他们解释自己所做的一切以及这样做的原因；另一方面则要求译者对原文作者忠诚。
这三大原则构成了翻译目的论的基本原则，但是连贯性原则和忠实性原则必须服从于目的原则，这是目的论的首要原则。
二、目的论视角下景区公示语的翻译策略（一）景区公示语的类型公示语是指公开和面对公众，告示、指示、提示、显示、警示、标示与其生活、生产、生命、生态、生业休戚相关的文字及图形信息。
景区是一个特殊的公共场所，除了通用的“公共信息公示语”、“安全公示语”、“消防公示语”外，还有依据景区经营、管理、服务、人际沟通等需要而设置的特定功能的公示语。
纽马克（Newmark，1988）将文本分为表达型、信息型、呼唤型三种类型。
并介绍了文本的其他几种功能：原语言功能，美学功能及寒暄功能。
鉴于景区公示语的主要目的和功能是向公众传递信息，发出呼唤，与公众寒暄，本文作者认为景区公示语可以分为信息型、呼唤型和寒暄型公示语。
功能目的论视角下汉英公示语翻译——以赣州市部分景区为例
2019年7月下半月刊功能目的论视角下汉英公示语翻译——以赣州市部分景区为例刘燕林 蔡进宝 鲍梦娜在“一带一路”战略大背景下，我国提出“全域旅游”规划理念，吸引了国内外大量游客，但部分景区的公示语汉英翻译存在语义错误、语用错误、文化差异和英译遗漏四类错误。
笔者采用“偶遇抽样法”，对赣州部分景点的英译公示语进行拍照记录，运用翻译目的论对其问题进行分析研究，并在此基础上提出了以语言环境创建为依托、肩负责任感、把好质量关和制定公示语英译规范三种指导策略。
引言目前，我国旅游业已进入飞速发展时期，旅游业发展已成为带动区域统筹发展、促进城乡一体建设、美化环境和促进国民经济发展的支柱产业。
在新机遇面前，“全域旅游”政策顺应而生。
作为全域旅游示范区之一，赣州提出了“全域旅游”的规划理念，其推出的四个旅游品牌——红色故都、江南宋城、客家摇篮、生态赣州在海内外享有一定的声誉；它开辟了“一核三区”旅游新格局，拥有5个旅游产业集群，包含15条各具特色的旅游线路。
在赣州“全域旅游”发展的风生水起时，部分景区公示语的错误翻译或不规范翻译情况令人堪忧。
作为外宣翻译中的重要组成部分，公示语翻译是一个国家对外交流水平的体现，更是国家文化软实力的体现。
因此，公示语正确的英译不仅代表着旅游景区的服务质量，还影响着外国游客对景区的进一步了解。
一、功能目的论及其对公示语英译的启示（一）功能目的论目的论是在德国学者克里斯蒂安·诺德在凯瑟琳娜·赖斯和费米尔合编的《普通翻译理论框架》基础上进行的发展和补充。
目的论认同赖斯和费米尔的观点，认为翻译是有目的性的，是以实现跨文化语言交流为目的，实现语言代码间的转换，而翻译方法和策略是由翻译目的决定的。
此外，诺德还提出“功能+忠诚”原则。
“翻译目的论”理论的核心原则是“目的准则”，认为“任何翻译行为都是由翻译的目的决定的，简而言之，就是‘翻译的目的决定翻译的手段’”。
翻译目的论强调目的决定方法，翻译应多考虑目的语读者的习惯，应遵守三个原则——目的原则、连贯原则和忠实原则，其中最重要的是目的原则，其他两个原则要服从目的原则，换言之，翻译目的决定整个翻译过程。
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2014届本科毕业论文从目的论角度探讨旅游景区公示语的英译姓名：系别：外语学院专业：英语学号：指导教师：2014年4月On C-E translation of tourism signs from the perspective of the Skopos TheorybyZheng PeipeiShangqiu Normal UniversityApril 2014摘要随着中国经济的快速发展，中国旅游业更加对外开放。
现如今，中国旅游景区公示语的英译越来越受到中外翻译家和广大游客的关注并日益成为社会的焦点。
本文首先叙述了旅游公示语的定义，分析了其主要功能，即指示性，提示性，限制性与强制性。
然后介绍了目的论及其三原则，最后基于目的论的三大法则，探讨中国旅游景区公示语的英译策略和技巧。
关键词：旅游公示语；目的论；英译，策略AbstractWith fasting development of Chinese economy, the reform of Chinese tourism industry becomes more and more wider. Nowadays, the translation of public signs in scenic spots is increasingly concerned by translators from home and abroad and tourists and gradually becomes a heated and highlighting topic in society. This paper firstly presents the definition of tourism signs and analysizes their main functions namely informative function, instructive function, regulatory function and warning function. And then it introduces the skopos theory and its three rules and finally discusses strategies and skilles of C-E translation of public signs in the places of interest, based on three principles of the skopos theory.Key words: tourism signs; the skopos theory; C-E translation; strategiesContents摘要 (I)Abstract (II)Contents (III)1Introduction (4)2Overview of Tourism Signs (4)2.1Definition of Tourism Signs (4)2.2Functions of Tourism Signs (5)3The Skopos Theory (7)3.1A Brief Introduction to the Skopos Theory (7)3.2The Skopos theory is a method of translation which was proposed by HansJ. Vermeer and developed in Germany in the late 1970s. It is the core theory of functionalist approach which breaks the limitation of “equivalence translation” and mak es translation more possible. The term “skopos”which comes from greece means goal, aim, purpose, intention,etc. The theory’s core concept is that translation is a kind of humane action which always has purposes and intentions. Therefore, the implementation of the translation behavior is in order to achieve a particular purpose or goal, even to produce results and influences in the target purpose that the translation behavior reaches determines the whole process of translation activity, that is to say, the end justifies the means. Rules of the Skopos Theory (7)4Translation Strategies Under the Guidance of the Skopos Theory (9)4.1Borrowing (9)4.2Imitating (10)4.3Recreating (11)5Conclusion (13)References (15)1IntroductionIn recent years, with the rapid development of Chinese internationalization and foreign tourism, more and more foreign tourists come to China for sightseeing the places of interest, who take public signsas an important way to get the information of scenic spots. The translationof public signs in scenic areas has an inestimable value on spreading Chinese culture and booming foreign tourism. As a famous translator says, the translation of tourism signs is language transformation in two kindsof cultural background and with cultural and commercial purposes. ( Nord, Christiane. 200l:10-12 ) Besides, tourism signs own distinct language features which are concise and criterional and sometimes with graphic representations. From the perspective of skopos theory, this paper, basedon the analysis of tourism text resources, discusses the translation strategies of tourism signs so as to build a good language environmentin scenic areas.2Overview of Tourism Signs2.1Definition of Tourism SignsTourism sign is “ the character and graphics symbol information open to and in the face of tourists in the scenic spots including all guide posts, the signs of public utilities and services, practical tips, notices, the of tickets and amusement services and various tips and warning signs which are designed and set to ensure the visitors tour in a clean, safe and orderly environment”. [translation mine](Xue Xiaocong, Liu Xue and Gao Li. 2011)2.2Functions of Tourism SignsPublic signs “are usually short and brief, aiming to inform, instru ct, compel or warn something that is closely related to our daily life, production, and existence. Signs are anything from the simple ways of informing to technologically sophisticated communication of messages. Signs influence everyone—tourists, drivers, shoppers, etc, whether in the course of business or entertainment” .(WangYing, LüHefa. 2007)根据这个定义，公示语有广泛的社会功能，，在社会政治、经济文化中发挥着管理、规范、协调、保障、稳定的作用。
旅游景区公示语是公示语的一部分，面对的人群更广泛，来自世界各地；具有特殊的目的，比如为游客提供便利，促进消费，传播中国特色文化，增大他们对中国名胜的喜爱欲望，产生呼吁、说服、劝阻作用.旅游公示语具有突出的功能。
Due to(1) informative rmative tourism signs usually show “static”sense and are used just to offer some relevant information of services to people without any coercion. For example: “Entrance (入口处) ”. Noticing this sign, tourists can enter a certain scenic spot. There are some other examples such as “Exit(出口) ”, “Tickets (售票处) ”, “Information (问讯处) ”, “Travel Service (旅游服务) ”.(2) instructive function. Instructive tourism signs have “dynamic”sense and give indications to tourists. They are used to attract people’s attention, give reference to them and instruct them to do something without any force. Tourists can take action according to the actual situation. For instance：the sign “Call 110 in Emergency(紧急时拨打110)”is often seen beside lakes, which usually indicates that there may be a danger. Tourists can call 110 to ask help when caught in emergency. Here are some more examples such as “Wet Paint(油漆未干)”, “Caution：Wet Floor(小心地滑)”, “Out of Use, Please Use the Other Doors(此门停用，请走侧门)”.(3) regulatory function of this kind of tourism signs is to impose some restrictions that is asking them to obey the rules or regulations in the scenic spots on tourists’ actions to some expression of such signs is usually in a straightforward way which commonly does not make tourists feel rude and offended. For example: “Keep Right(右侧行驶)”, “Free for Children under 12(12岁以下儿童免费)”, “Please protect public facilities(请爱护公共设施)”, “Be quiet please(请保持安静)”.(4) warning function. Warning tourism signs usually show an imperative tone and tell tourists what they must not do. Once people go against the information conveyed by this kind of signs, they would be fined or punished. Negative words like “No”, “Forbidden”, and “Prohibited” are usually used in these signs. When reading this kind of tourism signs, people would be forced not to do something. For example, “No Smoking(严禁吸烟)”, “No Entry(禁止入内)”, “No Fishing Here(此处严禁钓鱼)”, “Don’t Touch(禁止触摸)”.3The Skopos Theory3.1 A Brief Introduction to the Skopos Theory3.2The Skopos theory is a method of translation which wasproposed by Hans J. Vermeer and developed in Germany in the late 1970s. It is the core theory of functionalist approach which breaks the limitation of “equivalence translation” and mak es translation more possible. The term “skopos” which comes from greece means goal, aim, purpose, intention,etc. The theory’s core concept is that translation is a kind of humane action which always has purposes and intentions. Therefore, the implementation of the translation behavior is in order to achieve a particular purpose or goal, even to produce results and influences in the target purpose that the translation behavior reaches determines the whole process of translation activity, that is to say, the end justifies the means. Rules of the Skopos TheoryFrom the viewpoint of the skopos theory, translation should abide by three rules, namely skopos rule, coherence rule, fidelity rule.Skopos rule is the most important rule in the process of translation. According to Skopos theory, the prime principle determining the process of translation is “the purpose (Skopos) of the overall translationaction” (Nord, 2001. p27). The cardinal principle that all translation activities follow is "skopos rule" which is that thetranslation should be able to take effect in the situation and culture of target language and in a way that target language receivers anticipate. The skopos rule reads as follows: “translate/interpret/speak/write in a way that enables your text /translation to function in this situation in which it is used and with the people who want to use it and precisely in the way they want it to function” (Vermeer, Hans .Coherence rule means that the translation text should absolutely conform to the standards of intra - textual coherence, in other words, the translation text should own the readability and acceptability, can be understood by receivers and makes sense in the culture of target context and communicative context of using the translation. Just as Munday puts it: “the translation of target t ext must be conducted in such a way that is coherent for the target text receivers, given their circumstance and knowledge” (Munday, Jeremy. 2001) .Fidelity rule is put foreward by Christiane Nord, which refers that there should exist inter - textual coherence between source text and target text, that is, the translation should be faithful to the original (Nord, 2001). On the one hand, the translator should be morally responsibile for the target text receivers, and absolutely explain to them what he does and the reason for doing this. On the other hand, fidelity rule requires that the translator should be loyal to the original author. However, it is worthy to mention that the form and the degree faithful to the original depend on the purpose of the translation and the understanding of the translator for the original. (Nord,As is well-known, the aim of translating tourism signs is to convey the exact information and culture to tourists. The only function of theoriginal is applying the “information”(Hans J. Vermeer. 1996). According to the three rules, in order to realize the aim of the translation of tourism signs, the translator should choose translating skills on the basis of the expected functions of the translation, rather than the linguistic form and the function of the original.4Translation Strategies Under the Guidance of the Skopos TheoryThe main point of the skopos theory is that the purpose of translation determines translating methods and strategies. In order to bridge the gap of language and culture between eastern and western countries, the skopos theory combines language features and translation studies, and classified the tourism signs according to their different functions. Therefore, different types of tourism signs should adopt different translation strategies and methods. Some strategies will be discussed in detail in the following.4.1BorrowingAccording to the skopos theory, every translation has a purpose, the C-E translation of public signs in scenic spots is not only in order to give foreign visitors a better understanding for the information of scenic spots, but also to stimulate their interest in tourism and disseminate the culture of scenic areas. In order to reduce the loss of cultural elements, when it comes to the general international tourism signs, the best way is to borrow the expression that English countries usually use. For example, “Staff only (游客止步)” is the conventional expression in English nations. Compared with literal translation “tourists are prohibited to enter”, the expression of the borrowing public sign issuccinct and more tender in tone, which makes the target text receivers accept more easily. There are more examples such as（1）营业中 Open（2）今日特价 Daily Special（3）收费停车场 Pay Parking（4）凭票入内 Tickets only（5）注意碰头 Mind your head（6）园内草坪，请勿践踏 Keep off the grass4.2ImitatingWhat is called imitating refers to the translating method which borrows some fixed structures and frameworks in target language to convey the original meaning (WengFengxiang. 2007. P188). In terms of the English translation of tourism public language, imitation means to use indiscriminately the pre-existing and habitual expression of english-speaking countries, and to go on translating activities by adopting the simulating way, and to convey information in the expression way that target linguistic reader can accept customarily , so as to fulfill the communicative function. For instance, “No Smoking(禁止吸烟)” is a very native English expression, which accurately convey the warning function of tourism signs. Therefore, when translating this kind of tourism signs which convey the meaning “strictly forbidden”, the translator can apply mechanically the form “No + Vin g”. For example,(7)禁止攀爬 No climbing(8)禁止拍照 No photographin(9)严禁乱扔垃圾 No LitteringThere is another example. “Caution: Wet Floor(小心地滑)”is the idiomatic expression in English native countries, which delivers the target text readers the information of instructive function efficiently. There are many indications for unsafe conditions in scenic spots. When translating these signs, the translator can imitate the form “Caution /Beware /Warning /Danger + ‘concrete advanture situation’”. For example,(10)水深危险, 注意安全 Danger! Deep water.(11)危险, 小心落石 Caution: Falling stones(12)危险, 小心滑坡 Caution: LandslidesBesides, there are many proverbs that can be imitated in the practice of the translarion of tourism instance, East or West, Home is best. , the proverb which has been widely spread in English speaking nations means that no matter how beautiful and splendid the outside house is, home is the most comfortable place and where the heart is. Therefore, the best translation of the public sign in scenic spots “桂林山水甲天下” is “East or West, Guilin Landscape is best”. According to the skopos theory, this kind of translation highlights the “fidelity rule” maintaining the interlingual coherence, keeps its source language meaning and is in accord with thinking habit of the target text readers at the same time.4.3RecreatingIn line with skopos theory, the interactional pragmatic respects of translation should be stressed, and the translation process s the expecting function or purpose of the target text, rather than the source text, or its function to the receiver of source language. In addition,each language has its personalizing structures and styles of expression, especially Chinese with unique characteristics and cultural background. Sometimes it is absolutely not easy for translators to find the equivalent or similar expressions of some Chinese tourism public signs in English. If the translator adopts the method of literal translation, it will bring about misunderstandings to the foreign readers who have little background about Chinese culture, in consequence of the failure of cross-cultural communication. Under this condition, recreating is a wise choice to translate public signs in scenic areas. According to coherence rule and fidelity rule of the skopos theory, the translator firstly should understand the source text to be full and then try to express the meaning comfortably in the target language.For example, there are many restricting and compelling signs in scenery areas. If all the signs are translated in the form “No+ving”, tourists will feel the loss of freedom due to too many confines and have less interest in touring. if “禁止摘花” is translated as “No plucking flowers”, this expression is little rude, impolite and unacceptable to the foreign visitors. However, if the translator creatively makes the most of rhyme and rhythm and translates it as “Flowers so fair, needing your care”, the effect would be better. This kind of translation gives a deeper impression on target language readers because it reads and remembers easily.There is another example. “小草青青，足下留情”is creatively translated as “Please Give Me A Chance to Grow”. This translation utilizes the figure of speech of personification, which makes a vivid description that the grass lovely mercy for life, and is full of the sense of is well known that the translation of tourism signs should be able to keep tourists in happy mood. Proper sense of humor can make visitorsnot only maintain cheerful feeling but also leave a good impression on a certain scenic spot. Therefore, it would be a good and effect skill for translators to use humorous words without the lack of respect creatively.More examples are as follows.(13) 请保持车距Keep Distance, Don’t Kiss me(14) 痰纸一挥间，风度尽失矣 Once Spiting, No Grace(15) 来也匆匆，去也冲冲 Come with Rush, Go with Flush(16) 创一流服务，迎四海嘉宾 First class service to all guestsFrom the analysis of the above ,it is easy to know that , in the translation of tourism signs, recreating can improve the translation to achieve the expecting function of target text receivers.5ConclusionPublic signs in scenic spots is a window to let the world know China, the condition of whose translation represents the image of China. Only seriously studying functional meanings and language styles of tourism signs can the translator make full use of their positive effects and develop the quality of their translations to a higher level. As far as the skopos theory is concerned, translation is the process of textual manipulation based on the original, and according to the aims that public signs want to achieve in target language,the translator should adopt various and relevant translation strategies to guide the English translation of Chinese tourism texts. In order to satisfy the demands of foreign tourists and the development of Chinese tourism industry, translators should firstly consider the problem that what are theirrequirements and purposes in the process of translation, and try their best to present the native and high quality translation which can introduce the information of tourism resources to foreign visitors more effectively and spread the Chinese profound culture.For the sake of the beautiful image of China in the world, the C-E translation of public signs in the places of interest should be paid more attention to. Translators should spare no efforts to promote Chinese tourism industry get closer to the internationalization.ReferencesMunday, Jeremy. Introducing Translation Studies: Theories＆Application [M].Routledge,2001.Nord,. Translating as a purposeful activity: Functionalist approaches explained. Shanghai,Shanghai Foreign Languaage Education Press.Vermeer, Hans . Skopos and Translation Commission[M]. Shanghai: Shanghai Foreign Language Education Press.Vermeer, Hans J. 1996. A Skopos Theory of Translation （Some Arguments for and against）[M]. Heidelberg: TEXT con-TEXT-Verlag.Wang Ying, Lü Hefa. C-E Translation of Public Signs[M]. Beijing: China Translation＆Publishing Corporation.Weng Fengxiang. Dang dai guo ji shang wu ying yu fan yi [M]. Shanghai：Profile of Shanghai Jiao Tong University Press. 2007.Xue Xiaocong,Liu Xue and Gao Li. Lü you jing qu gong shi yu ying yi xian zhuang yu gui fan tu jing[J]. Xian dai yu wen: language academic (9)Zhang Meifang, Wang Kefei. 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