第7讲 公示语和翻译中的文化 汉英翻译 教学课件
文体与翻译(公示语)
Signs
知识目标:1. 了解商务环境中各种不同的中英文标识. 知识目标 2. 掌握中英文商务标识的语言特点. 3. 熟悉翻译表达阶段的两种基本方法:直译法和意译法. 能力目标:1. 能够运用相关知识准确地翻译各种商务标识语. 能力目标 2. 能够运用相关知识独立地设计中英文标识. 3. 能较好地把握直译和意译的翻译方法.
(法国巴黎银行 金融 ) Sec 5 Sec 6 Sec 7 Sec 8
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SECTION 2
I. 请说出下列标识代表哪些企业及所属行业,并谈谈企业标识的设计特 点.(2)ຫໍສະໝຸດ ( 英国皇家壳牌石油 石油 )
(
中国海尔 电器 )
( 瑞士劳力士 手表 )
( 美国强生 医药
)
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SECTION 1
作为标识家族中重要的一部分,商务标识在现代的经济生 活中扮演着重要的角色.不论是作为商务活动主体的企业,商 业活动重要发生地的商场,还是商务出行离不开的酒店,机场, 都无时无刻不在使用着大量的,各式各样的标识,有纯图形符 号的,有纯语言文字的,也有图形文字共同使用的.商用标识 不同于交通,公共场所常用标识,其商用性质决定了其必须能 够吸引顾客或潜在顾客的注意,有利于企业经济效益的提高, 因此在设计或翻译时就要追求独特,新颖,醒目的特点.
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SECTION 1
标识: 标识 为了向公众传递某种特定的信息而将简单易懂的 单词和短语结合图形,符号等设计制作成某些指示,说明或 规定的意思的公共信息牌; 常见的标识: 常见的标识 交通标识(Traffic Signs),商用标识 (Business Signs),公共场所常用标识(Public Signs)以及其 他标志用语等. 特点:大多会有图形和符号合并使用,以使标识的含义 特点 更通俗易懂,有时甚至不必使用文字也可使公众明了.
第7讲 公示语和翻译中的文化 汉英翻译 教学课件
• Drink and drive costs your life. • 宁停三分，不抢一秒 • 直译：
• Three minutes wait is safe, one second rush is risky.
• It pays to stop to wait for three minutes rather than rush to gain one second.
• 小草有生命，脚下请留情。
• Please give me a chance to grow.
• Grass grows in silence. Please leave it alone.
• If I am trampled like a weed, I’d be dying at your feet. • 小草微微笑，请您走便道。
rubbish.
• NO THROUGH ROAD FOR MOTOR VEHECLES. 车辆不通 • There is no way out at the other end of this road for cars.
• CYCLISTS DISMOUNT HERE. 骑自行车者在此下车 • Cyclists should get off their bicycles here.
的更改 • Create:在前两种情况都不存在的情况下，
按照英语的习惯和思路进行创译。
一条原则
• 充分考虑英语的表达习惯
“请勿吸烟”和“严禁吸烟”
• 可直接从下面现有的几种表达方法中加以 选择：
• NO SMOKING • NO SMOKING IN THIS ESTABLISHMENT
/ BUILDING • NO SMOKING EXCEPT IN DESIGNATED
公示语翻译ppt课件
No mobile phones
禁用手机
WARNING
Mind your head
Fire alarm
注意：当心碰头
火险报警
Explosive 易爆物
Pedestrian crossing 行人过街道
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Task III 下列双语图片中的译文有待 改进，请修改并说明理由。
PLEASE KEEP OFF THE GRASS
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2. 提示性公示语（Informatory Public Signs）
提示性公示语为公众提供有关告知性信息， 比如：油漆未干（Wet Paint）、此货暂缺 （Out of Stock）、正在维修（Under Repair）、保留车位（Reserved）等。
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3. 警示性公示语（Cautionary Public Signs）
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PLEASE KEEP OFF THE GRASS
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PLEASE KEEP OFF THE GRASS
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STAFF ONLY
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No Littering Out of the Window
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Take Care of Your Belongings
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公示语改译
案例一 提示说明型
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5. 强制性公示语（Mandatory Public Signs）
强制性公示语要求公众必须采取或者不能采取某种行 为，语言应用直白、强硬，毫无商量余地，多用祈使 句，起警示、强制作用；违反者往往受到一定的处罚 或者制裁，这类公示语旨在约束公众行为、维护社会 正常秩序与公众安全方面起作用。比如禁止摆卖 （Vendors Prohibited）、严禁超车（Overtaking Prohibited）、禁扔废弃物（No Littering）等。
第七部分--文化与翻译PPT课件
• CEO
• IELTS: International English language testing system
• Sit-com: situation com- edy
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• 5. 把英语翻译成汉语时，有时会出现“汉 外合译”的现象，有人称为“牙缝中夹菜 叶子”。
• 1 ） I feel honoured to be invited to deliver the keynote address at today's conference on the implications of China's prospective entry into the World Trade Organization (WTO).
• 文化、语言及翻译之间的关系，是一种相辅相成、 互为前提的关系。
• （引自同上）
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• 4. 通过翻译，大量引进了西方文学、社 会科学科技等方面的术语和表达方法：
• crocodile tears
• Olive branch
• Sour grapes
• Logic
• Radar
• Supermarket
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民族性
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延续性 岭南文化中的工夫茶:
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流变性(cultural drift)
具体指某一文化在传承过 程中，某些传统、习俗、史 实、神话、传说等的失传。
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兼容性
•
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文化交流的结果：
• 林语堂曾幽默地说,人类大同生 活的概括：理想的生活是这样 的:住在英国的乡村，用美国的 水电煤气，雇一个中国厨师、 娶个日本太太、交个法国情人。
旅游公示语的翻译ppt课件
3. 旅游景点，如名胜、古迹、公园等
4. 旅游服务，如旅游信息咨询，旅游紧急救援等
5. 服务机构，如商业设施的商店、银行；旅游设 施的旅游酒店、航空公司；体育设施的体育场； 文化设施的影院；卫生设施的医院等等
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公示语的定义和功能
公示语可以提供信息，引发 公众的兴趣、加深公众的理 解、宣传或固定形象、促发 或阻止行为等，具有信息功 能、表情功能和呼吁功能。
1. Keep off the water: 水深，请勿靠近！ 2. Slow down:减速慢行！ 3. 请勿攀摘花木：Please don’t pick the
flowers!
4. 游客请勿靠近展品：9 Do not stay close to
旅游公示语的文体形式及其翻译
表示“严禁”和“禁止”的英文常见表 达式为：
格拉特铁路公司 2. 导游收费标准：50元、场 购票须知 （1）门票每张30元，一人一票 （2）儿童1.0-1.3米半票
Price for tour guide service: RMB 50 per tour
Admission charges:
Adults: RMB 30
2. 语用失误，、包括死译硬译、中式 英语、文化误解、语意模糊等等
3. 由于政府部门、管理部门和市民对 公示语翻译规范不够重视所导致的错误
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误译参考
1. 勿踩草地 误：Don’t stamp on the grass. 改：Keep off the grass, please! 2. 闲人莫入 误：Strangers are forbidden. 改: Staff Only! 3. 全国优秀旅游城市桂林欢迎你 误：National Excellent Touristic City!
项目三公示语翻译课件
项目三公示语翻译
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Classification of Public Signs
• 6. 宣传性公示语( Public Slogans)
• 城市，让生活更美好Better City, Better Life
• 您的安全 我们的天责 YOUR SAFETY IS OUR PRIORITY
• 共同努力，世界更精彩 Working together, we can make a world of difference.
Translation of Public Signs
公示语的翻译
项目三公示语翻译
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Teaching Objectives
• Understand the definition and components of public signs；
• Learn the linguistic features of public signs; • Master the translation skills of public signs； • Word-formation used in business English
• 3. 警示性公示语(Cautionary Public Signs)
项目三公示语翻译
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Classification of Public Signs
• 4. 限制性公示语(Restrictive Public Sings)
施工现场 禁止入内Construction Site keep Out • 抱好犬只 Dogs must be carried • 勿靠两侧 keep clear of the edges • 残疾人通道 Handicapped Only
项目三公示语翻译
第7讲 公示语和翻译中的文化 汉英翻译 教学课件
仓大甩卖）
2. 指示性的
• PLEASE QUEUE OTHER SIDE （请在那 边排队）
• THESE SEATS ARE APPRECIATED BY • THE OLD AND INFIRM （年者体弱者座位）
GUEST ROOMS • designated room / area 指定的吸烟区
• 如要特别强调“严禁吸烟”还可这样说：
• ABSOLUTELY NO SMOKING
• Danger: No smoking or open flame • 危险：禁止吸烟和明火 • 如果要想语气婉转些，也可以这样表达：
3. 告示性的regulatory notices:
• PLEASE DO NOT FEED THE ANIMALS
– 请勿在此喂养动物！
• DO NOT LEAN OUT OF THE WINDOW
– 请勿探出窗外！
• KEEP OFF THE GRASS
– 勿踏草坪！
• ADMISSION TO TICKET HOLDERS ONLY
rubbish.
• NO THROUGH ROAD FOR MOTOR VEHECLES. 车辆不通 • There is no way out at the other end of this road for cars.
• CYCLISTS DISMOUNT HERE. 骑自行车者在此下车 • Cyclists should get off their bicycles here.
• Thank you for not smoking.
• Notice: This is a smoke-free / non-smoking facility / building.
《文化语言翻译》PPT课件
分析语的特征是不用形态变化而用词序及虚词来 表达语法关系。
汉语
English uses hereditary inflection, relatively fixed word order, and plentiful function words to express grammatical relationships.
She had such a kindly, smiling, tender, gentle, generous heart of her own.
她心地厚道，为人乐观，性情温柔，待人 和蔼，器量又大。
4.2 语法形态的差异
王力（1984: 53, 141）“就句子的结构而论， 西洋语言是法治的，中国语言是人治的。”所 谓“法治”，即句子的形式严格受到语法的制 约，如句子必须有主语和谓语动词，及物动词 必须有宾语，这些“不管用得着用不着，总要 呆板地求句子形式的一律”。所谓“人治”， 即句子比较不受形式的约束，可以因表意的需 要而加以变通，词语的分合伸缩比较灵活， “用得着就用，用不着就不用”，只要双方意 思明白，就可以了。
现在所说的“文化”与古文中的“文化” 涵义有较大的差异。今天我们所用的文化 一词是外来语的意译，是19世纪末从日文 中转译过来的。文化一词源于拉丁文 cultus，是由colere 演化而来，而英语中 的culture和德语中的kultur同由拉丁语的 cultus转化而来。文化一词拉丁文原义是 “开发，开化”的意思。德语kultur本义指 精神文化，实指宗教文化而言。英语 culture的意义则与政治、法律、教育等社 会生活有关。
经过一系列实验之后，弄清了许多重要现 象。
公示语与翻译公文文体与翻译ppt课件
适用或使用对象—国际公民：以英语为母语或
第二语言的旅游、商务人员、体育休闲这、外 交文化官员等。
翻译原则或标准：
功能对等（静态与动态功能一对一对等） 情景相同 对象一致、目标明确（同质的受众） 转换对应（形式服从功能，对应相同对象） 触景传情（在特定的情景下使受众产生符合逻 辑的情感反应。）
More
examples: 如需帮助，请按铃。 PLEASE RING FOR ASSISTANCE 请在此排队 PLEASE QUEUE HERE 请绕行 Detour Please 请看管好孩子 Don’t Leave Your Children Unattended Please
3.“当心” 英译种种
例 请注意， 小心别碰头！ Take Care of Your Head 汉译：请照顾好你的头！
公示语英译的三原则: 简洁 统一 易懂
公示语英译乱象种种
出现的问题： 1.
单词拼写错误； 2. 翻译问题：语言、语法、中式英语、拼音+ 英语等 3.缺乏翻译规范意识
不规范导向公示语翻译点评
例1 北京雍和宫地铁站的C(西南口) 雍和宫 YONGHE LAMASERY 北京孔庙 THE CONFUCIUS TEMPLE IN BEIJING 注：在距地铁站不足100米的北京孔庙的翻译为： BEIJING CONFUCIUS TEMPLE（首都博物馆英 译） 建议：专用名词的翻译应统一，以首都博物馆的 英译为准；
1.“请”字的翻译
1.
不要用you should, 过于生硬，建议用 Please+祈使句； 例如：前方为公园西门出口，如果您去对岸景 区参观，需往回绕行或乘渡船。 原译：This is the west entrance of Baihai Park. If you want to visit the view of the other side, you should go back or take ferryboat. 改译： Visitors who wish to visit the other scenic spots across the lake, please go round the lake or take the ferry.
公示语的汉英翻译
公示语的汉英翻译摘要：随着经济全球化，中国正在经历巨大的变化。
英语已然成为全世界最流行的语言之一，因此双语的实施是不可避免的。
因为公示语的作用在于给人以信息，它是一个城市的面貌的重要组成部分。
而且它也是生活中最实用的语言，蕴涵了中国特有的文化。
为了构建现代化的大都市，必须注重进程中的每个细节，而公示语的翻译就是其中比较突出的一个。
本文从公示语的定义及重要性入手,分析了公示语汉英翻译中常见的质量问题,探讨了公示语的语言特点和公示语翻译应当遵循的原则,并对译者提出要求。
关键词：汉英翻译；公示语；Contents1.Introduction (1)1.1 A Brief Introduction of the Translation of Public Signs (1)1.2 The Definition of Public Signs (1)2.The Present Situation of the Translation of the Public Signs (2)2.1 Information Lost and Tampered (2)2.2 Words Improperly Used (4)2.3 Problem in Spelling and Pronunciations (5)2.4 Translation Disunified (6)2.5 Unsuitable Translation (7)3.Methods to Assess the Quality of Translation of Public Signs (8)3.1 From the Aspect of the Applied and Indicated Function (8)3.1.1 Informational Function (8)3.1.2 Instructive Function (8)3.1.3 Regulatory Function (8)3.1.4 Warning Function (9)3.2 According to the Standard Issued by the State (10)3.3 Taking the Traditional Translation into Consideration (11)4.Methods Employed in Public Signs Translation (12)4.1 Literal Translation (12)4.2 Semantic Translation (13)4.3 Adaptation (14)5.Some Recommendations (15)6.Conclusion (17)1. Introduction1.1 A Brief Introduction of the Translation of Public SignsThe errors in C-E sign translation have drawn much attention of the public and the experts in this field. As a result, academic research and public campaigns on C-E sign translation are prevailing now. With the first national seminar on translation of public sings being held by the China Translation Association on the International Translation Day in 2005, the translation of public signs has been on the agenda of the construction of a modernization China. On the seminar, experts on the translation of public signs, points out that, the use of language in a country implicates the culture of that nation; on the process of constructing a harmonious society, all kinds of improper use of our mother tongue and foreign languages is inharmonic with that theme.A lot of errors were found and have been put into process, changed or unified, however, it is even until now—two years after the first nation seminar, the situation is not so positive. The translation of public signs is still far from perfect, even in world-famous metropolis as Beijing and Shanghai. This not only gives a negative impression on our foreign friends, but also is baneful to the development of our economy and culture and the gradually increase of foreign-oriented communication. 1.2 The Definition of Public SignsAccording to Oxford English Dictionary, sign refers to a characteristic device attached to, or placed infront of,an inn or a store,as a means of distinguishing it from others or direct attention to it.Public signs include marker, pointer, guide post, catchline, pronunciamento, warning and so on. Sometimes it is also called the environmental communication notices and signs (Ding Hengqi, 2006).The Chinese name of public places mainly refers to name of certain places and public places, such as public service establishments, public cultural and sports places, tourist scenic spots, national exhibitions and large activities, the office for the national department and so on (Xu Jian,2006) .While in English, there are many classifications for public signs and each of themwith a special name. For example, public signs in public buildings are called environmental communication signages, which mainly refer to the way-finding directional signs (Ding Hengqi, 2006). The signs in sight-seeing spots are certainly an important aspect of the public signs and they belong to environmental communication. The informational instructions on foods, medicine, cosmetics are also one kind of public signs, the instructional notices. English has a really long history for bilingual or multilingual public signs study, so it has been developed in a complete way, while in China, in such a short time, we can not make thorough development. The Chinese public signs are somehow different from their English counterparts and have their own characteristics.2. The Present Situation of the Translation of the Public SignsThough we have carried out the policy of reform and opening up to the outside world for many years, the history of bilingual public signs is of certain limitation. Some cities adopt the double language of public signs in the purpose of giving convenience and connecting China with the world. Each city has their own kinds of translation and then uses it in a rather proud way of being the first group of cities walking before the big tide of double-language.However, for various kinds of reasons, the status quo of the translation of the public signs is not so positive.As media takes part in, more versions of translations have come out, unfortunately without unification. While concerning this problem, it can be divided into several classifications as following:2.1 Information Lost and TamperedInformation lost and tampered is a big problem in the translation of public signs. To explain this category, some specific examples are illustrated. Please look at the following examples:Example A: “Passengers, stop here.”“Guests go no further.”“Guests, stop here.”“Tourists stop here.”From the translation of public signs above, as Chinese, we have no difficulty in guessing the meaning this sign wants to express originally. That is “Staff Only”(LuHefa & Shan Lipin, 2004) in English and “游客止步”in Chinese. All the text of the translation mentioned above is quoted from some tourist spots. It is no doubt that such series of translation will actually cause more or less misunderstanding and raise discussion. Many of them adopt the literal translation skills and put it in a rather stiff way. And one of the big problems is that it neglects the culture: this public signs already have their counterparts in English. As to such a matter, it is better to use the relative and idiomatic way to express it.Example B: “Shanghai Swimming Pool” , “Shanghai Swimming Center” and “Shanghai Swimming Gym”, which is better for the translation of “上海游泳馆”?“Pool” usually means:(1) a small and rather deep body of usually fresh water;(2) a quiet place in a stream;(3) a body of water forming above a dam (Webster’s Dictionary).“Center”here is given the meaning of a group of the same things that come together and combined to a big one.While gym is the abbreviation of gymnasium:(1) a large room used for various indoor sports (as basketball or boxing) andusually equipped with gymnastic apparatus;(2) a building (as on a college campus) containing space and equipment forvarious indoor sports activities and usually including spectator accommodations, locker and shower rooms, offices, classrooms, and a swimming pool (Websters’) .It seems that all these words can be combined with “swimming”, but the meaning is different. “Swimming pool”usually refers to one pool and it is used to describe those outdoor ones; while “swimming center” often takes up the center of that place and is the biggest one and sometimes even the unique one in that area. “Swimming gym”is comparatively common and it is more sports-oriented and always inside a building.As a matter of fact, the “上海游泳馆” contains more than one swimming pool andis a building with roof. It is also equipped with many training devices with the special training course carried out daily. Seen from the explanations mentioned above, the “上海游泳馆” actually should be translated into “Shanghai Swimming Gym”.This category of mistakes usually results in the misunderstanding or semi-understanding of the word and the culture of English. Like Chinese, English is full of synonyms. Though they are similar with each other in meaning, they are still different under certain circumstance, expressing the different meaning. Small differences should be paid great attention to, otherwise, mistake will occur and information be lost or tampered.2.2 Words Improperly UsedAll the translation context are translated by translators or interpreters, while their acquired English is of various levels, so the translation will no wonder fall into various category. The improper use of words is unavoidable. And we can see this kind of mistake in many places.The most common one is the translation of the residence of a community. In China, people tend to use “**花园，**新村，**村”to describe a residence of a group of people. For example, the translation of “美政花园”is “Meizheng Garden”on the guidepost along Fuxing Road in Hangzhou. Here “花园” indicates the place for living. But what is “Garden”to English-speakers? According to Merriam-Webster on line dictionary, the explanation is as following:(1)a: a plot of ground where herbs, fruits, flowers, or vegetables arecultivatedb: a rich well-cultivated regionc : a container (as a window box) planted with usually a variety of smallplants(2) a: a public recreation area or park usually ornamented with plants and treesb: an open-air eating or drinking placec: a large hall for public entertainment(Webster’s)To conclude, “Garden”is a place with plants and is created for relaxation and entertainment. So when English-speakers see the guidepost and go into the “garden”with the purpose of having some scenery to view or some relax, but only to find some tall buildings disappointedly and embarrassedly.Another example is the “市北新工业区”. The translation is “Shibei Industry New Zone”. When seeing this translation, we will wonder where “Shibei” is. It’s no doubt that this will cause a big laugh when we see the Chinese. Beside, this translation has another problem: the translation seems to be very coherence with the Chinese letter, even the order of the word. Actually it’s wrong. According to the usage of English word, the adjective “New” should be put above all other adjectives (Bao Bing, 2002). Therefore, the right translation should be “Shanghai Northern New Industry Zone”.2.3 Problem in Spelling and PronunciationsThe problem in spelling and pronunciation is very common in public sign translation. As we know, spelling and pronunciation is the most basic skills of English. But the translation of public signs in some places unfortunately manifests the qualification of the translator’s English. The spelling problem contains the mistake of followings:1) Wrong spelling“No smoking” and “No Park” is possibly due to the carelessness of the translator. The correct writing should be “ No Smoking” and “No Parking”.2) Capitalized wordsIn the display of place name, the capitalized words are used in a very common way. We can see every road on the guidepost begins with a capitalized letter. But unfortunately, many are wrongly written, especially on the screen of the public transportation in Shanghai. There’s a screen on every bus or subway that shows the name of the stop. And the mistake of capitalized mistake is unified in a surprising way—mistake all in one way, “South Hong Mei Road”, “Yan Chang Road”, “Gui Lin Newly State” and so on. According to the convention of translation of roads issued in 2005, name of roads should be written in a formal way, with the first letter of the proper noun(Xu Jian, 2006) capitalized and other using small letters. So the correct spelling should be “South Hongmei Road”, “Yanchang Road”and “Guilin Newly State” .3) PronunciationThe pronunciation of the transportation is newly appeared in the major cities of China. It is carried out to give convenience to English-speakers. But as a matter of fact, the pronunciations on buses or subways are not very clear, especially in Hangzhou, so it is not an easy work to understand them. Methods should be adopted to solve this problem.Besides, there’s another problem of pronunciation, using American English or British English. British English is standard English according to the history of English, however as centuries pass, American English now has become more popular and used more widely. So when announced in the bus or subway, the name of the bus stop should adopt which version of English is actually a difficult choice. .Further more, the pronunciation should be paid great attention to. In the Y5 bus in Hangzhou, it can be clearly noticed that the announcer pronounce the “r” as “l”. And intonation is a big problem as well.2.4 Translation DisunifiedThe disunification here refers to the translation of the same place or of the same place name in different way and the different translation of the same Chinese character with the same meaning.1) Same place name with different translation versionDifferent buses have different translation versions for the same bus stop, not even take that of the subway into consideration. For example, in Shanghai, there are many bus stops before “上海植物园”. While the author rides on different bus, two kinds of pronunciations are heard “Shanghai Botanic Garden”and “Shanghai A rboretum”. These two kinds of translation are all correct and suitable but there’s only one problem: the name place is unique when it refers to the specific ones. Try to imagine, if two foreigners talk about this place, one with the translation of “Shanghai Botanic Garden”, while the other uses another one. What an embarrassing situation it was.2) Same common noun with different translation versionHere the same common noun is the noun commonly used in place name, referring to things of the same kind and the special one of this kind, such as the “station”“airport” and so on (Xu Jian, 2006) . This kind of translation should be unified in the whole city, the whole country and even the world as a whole. While the author discover that this aspect of translation is really terrible to some extent. Take “新村” for example. In Hangzhou, the translation of “闸弄口新村”is “Zha Nong Kou Community ” but “田林新村” in Shanghai is “Tianlin Newly Estate”. “新村” is shown in the same characters and means the same in China, but why the translation of the two characters are totally different. This kind of translation should be put into unity and convention.3) Differences in writing and pronunciationThe author also discovers that some place are written in one way on the bus stop post and the digital screen in the bus, but announced in another way. For example, “田林十一村” in Shanghai is written “Tian Lin No.11 Newly State” while is broadcast in “11th Tianlin Newly State”. Though it is just a small problem and can be understood to some extent. Any way, this disunity should also be emphasized in the progress to contribute a perfect image of a civilized city.2.5 Unsuitable TranslationHere unsuitable translation refers to those that need translation are not translated and vice versa.Many public signs are not translated, like many public signs in the subway of Shanghai. Shanghai is a very common place for foreigners to go, visit or invest. And the subway is somehow a very important transportation means. “老，孕，病，残专座”should be translated out, “please offer this seat to elderly or disabled people or those carrying children”; “get off first” for “先下后上”; “get-on district” for “上客区” and “get-off district” for “下客区”.The expression of some public signs is very particular and exclusive in China. They illustrate the fascination or the dark aspect of China to which there’s no need to translate to show to our foreign counterparts (Luo Xuanmin & Li Tuwang, 2006). Take “No pee here” for an example. This public sign is embarrassed and only indicates the impoliteness of Chinese, which will leave a negative impression to those foreign visitors in the scenery spot. Therefore, it is better not to translate this kind of publicsigns.3. Methods to Assess the Quality of Translation of Public SignsThe author has pointed out several categories of mistake. So what is the standard the author takes to assess those translations? The standards are illustrated as the followings:3.1 From the Aspect of the Applied and Indicated FunctionAs the public signs is used in every aspect of our daily life and does direct impact on our life, the translation of public signs is based on the acknowledgement of the applied and indicated functions of them. The most important ones are informational function, instructive function, regulatory function and warning function (Stuart Redman, 2002). The different functions of the public signs directly affect the style and the mood of the translation.3.1.1 Informational FunctionInformational function refers to the service of the information, without any limited or compellent meaning. It is to provide some information to better the service towards the aimed group of people. Its function is to indicate the context of the service, for example: “Information”for “问询”, “Car Rental ” for “租车”, “Travel Service”for “旅游服务” and “Take away” for “外卖”。
汉英翻译基础知识课件
又如颜色方面，中国人喜爱红色，认为它代表热情、喜悦和兴 旺。传统中国婚礼上新娘子总是红色的奇葩，以示吉利；新房 也必由大红“喜”字。
但英美文化中红色常与暴力、流血和战争有关。因而为避免读 者误解，著名翻译家David Hawkes不但把《红楼梦》翻译成
1）中国人的形象思维体现在用具体形象的词语比喻抽象的事物， 以物表感、状物言志。如：明枪易躲，暗箭难防（It is easy to dodge a spear thrust in the open, but difficult to guard against an arrow shot from hiding）、脚踩两只船（straddle two boats; have a foot in either camp）、脚踏实地（have a down-to-earth manner）、丢盔弃甲（throw away everything in headlong flight） 蒙在鼓里（be kept in the dark）等。
2.3.1 汉英文字对比 2.3.2 汉英语音对比 2.3.3汉英词汇对比 2.3.4 汉英句法对比 2.3.5 汉英篇章对比
第17页，共30页。
2.3.1 汉英文字对比
汉语属汉藏语系（Sino-Tibetan Family），英语属印欧语系(Indo-European Family)。
古汉字是表意文字（ideograpic script） 英语是拼音文字（alphabetic script）
“关心的是人道，而非天道，是人生之理，而非自然之性”。 而海洋性地理环境中发展起来的英美文化促使英美人对天文
地理的浓厚兴趣，使他们形成了探求自然的奥秘，向自然索
公示语的基本概念及理论PPT参考课件
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• 在开天辟地，人类创始之初不同文化和民族的交往便成为 必需和现实。
• 标识的历史可以追溯到人类最初在居住的山洞里绘制的符 号和标记进行信息传递的年代。
• 在古华夏、埃及等文明古国，标识、符号等就在史前遗迹 中发现，中文的象形符码特点保留至今。
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第2章
公示语的基本概念及理论
Chapter 2 Concepts and Theory of
Public Signs
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• 第二章 公示语的基本概念及理论 • 2.1 图形标志简史 • 2.2 公示语的定义 • 2.3 城市公示语 • 2.4 城市公示语系统 • 2.5 公示语的功能分类 • 案例研究 • 拓展阅读 • 讨论题
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• 1947年非政府机构国际标准化组织在瑞士成立。 • 联合国成立后一直致力于国际通用交通标志的编制，1970
年国际标准化组织下属图形符号技术委员会建立。1972年 该机构在德国柏林召开了首届国际ISO（International Stanndard Organization）标识会议，美国专家提供的 图形标志设计成为最初的ISO图标。
• 因此，图形标识是无形事物的有形形式—具体事物的表述 和体现。
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• 当符号学家展示给人们能指和所指之间的差异时，他们认 为图形标识可以是形意疏离的形式。在不同文化、社会背 景的旅游者间，旅游图形标识确是能指和所指最佳关联的 艺术体现。
• 在全球化条件下，在旅游业的大框架中，图形标识应当成 为非语言交际的一个组成部分，尽管英语已经成为国际旅 游领域广为使用的语言，图形标志仍然显示出其跨文化和 跨语言交际方面的优越性。
汉英翻译基础文化ppt课件
母夜叉，最好离她远点）。中英文化的差
异使同一动物词有不同的内涵，给人带来
的联想截然不同。人们若想用英语表达汉
语中的“龙”这一概念，最好将其译成the Chinese dragon. 如“亚洲四小龙”可译 成“Four tigers”，而不是“Four dragons” 。
但随着文化交流的深入，很多文化元素 得到了融合，比如“马”，汉语中马有迅速、 力量的意思。如成语“快马加鞭”、“马不停 蹄”。西方人爱赌马, 有赛马这项比赛, 与马 相关的短语也有很多： • a willing horse 肯干的人 • to work like a horse 努力工作，在汉语里马 也经常比喻为吃苦耐劳的象征。 • a dark horse 实力难测的竞争者。我国常说 的竞赛场中的“黑马“，就是一个外来词， 与英语意义有所不同，但都有出其不意的意 思。 • to change horse 调换领导，在这里，马是 领头的意思，而中国有“执牛耳”与之相关。
a cold fish 冷漠的人
All is fish that comes to one’s net.
凡能到手的都要
You can’t make a crab walk straight.
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• 若仔细挑选，在廉价商店可以买到很便宜 的东西。
• You can buy very cheap products at discount stores if you shop with care.
• You can find bargains if you shop with care.
• 各民族文化的多样性决定了各语言群体的 价值观念、民族特色、表达习惯、比喻意 象和社会特点均有较大差异。
• 可直接从下面现有的几种表达方法中加以 选择：
• NO SMOKING • NO SMOKING IN THIS ESTABLISHMENT
/ BUILDING • NO SMOKING EXCEPT IN DESIGNATED
GUEST ROOMS • designated room / area 指定的吸烟区
– 请勿在此喂养动物！
• DO NOT LEAN OUT OF THE WINDOW
– 请勿探出窗外！
• KEEP OFF THE GRASS
– 勿踏草坪！
• ADMISSION TO TICKET HOLDERS ONLY
– 凭票入场！
• 警告性 • MIND THE STEP
注意路滑
• FRAGILE
• CYCLISTS DISMOUNT HERE. 骑自行车者在此下车 • Cyclists should get off their bicycles here.
• NO ADMISSION TO UNACCOMPANIED MINORS. • Young people under 18 years old can only come if they are
• PENALTY FOR DROPPING LITRE ---- UP TO ￡100 FINE. • You can be taken to court and made to pay ￡100 for dropping
rubbish.
• NO THROUGH ROAD FOR MOTOR VEHECLES. 车辆不通 • There is no way out at the other end of this road for cars.
• 此处为无烟区。
• For hygiene’s sake please refrain yourself from smoking in this room.
• 为了您和他人的健康，请勿在此吸烟。 • 以上均属于照搬借用（borrow）的翻译方法。
• 保护绿地的警示语 • 保护绿草，留住绿意。 • 小草有生命，脚下请留情。 • 小草微微笑，请您走便道。 • 护一片绿叶，献一份爱心。 • Preserve green grass and retain the green color.
• I greet you with a smile and you should behave with a style.
• If you stay off my ground, I’ll be green all the year round.
• The smiling grass would like to say: “Please walk on the pathway.”
• 这些差异难免会导致各语言之间的翻译中 出现文化差异信息传递障碍。如：
• 有钱能使鬼推磨
• With money you can make the devil turn millstone.
• Money makes the mare go. • Money is a good servant. • Money talks.
• Little grass has life, please watch your step.
• Little grass is smiling slightly. Please walk on the pavement.
• Protect a piece of green leaf and dedicate a share of love.
• he is likely to bring tears to his wife. • 司机一滴酒，亲人两行泪 • 如果要强调“一滴酒”和“两行泪”的对应，也可这样译：
• One drop of alcohol on the part of the driver can result in two lines of tears for his family.
• 护一片绿叶，献一份爱心。
• A little turf of grass grows with the care of everyone.
• My healthy growth calls for everybody’s tender care.
• Let the grass thrive with our care. • 类似的公示语还有： • 请勿乱扔垃圾，保持环境清洁。
with an adult.
公示语的翻译
• 常采用三种不同的翻译方法： • Borrow:借用英语中对应的表达方法 • Adapt:参照英语中类似的表达方式进行适当
的更改 • Create:在前两种情况都不存在的情况下，
按照英语的习惯和思路进行创译。
一条原则
• 充分考虑英语的表达习惯
“请勿吸烟”和“严禁吸烟”
易碎品
• BEWARE OF PICKPOCKETS 严防小偷
英语公示语的特点
• 语言简洁明了，正式规范。可用下面五 个由字母C开头的单词来概括：
• concise, conventional, consistent, conspicuous, conveniet
• 简洁、规范、统一、醒目、方便
英语公示语的语体比较正式
• 如： • Offenders selling tobacco to minors will be fined.
• 不准向未成年人销售香烟，违者罚款。
• We are authorized to demand proof of buyer’s age.
• 本店有权要求购烟者提供年龄证明。
• 下面这些例句显示了公示语和日常口语的对照： • FEEDING ANIMALS STRICTLY PROHIBITED. • You are not allowed to feed the animal.
更有艺术性。如： • 保护绿草，留住绿地。 • Keep the grass green and fresh. • Color our city green with well-attended grass. • For our environment’s sake, keep the grass in top shape.
中国农业大学人文与发展学院
外语系教案
课程名称：汉英翻译 单元主题：公示语与翻译中的文化 任课教师：赵挺 授课班级：英语071/072
公示语和翻译中的文化传递
• 公示语是指在公共场所向公众公示须知内 容的语言，它包括标识、批示牌、路牌、 标语、公告、警示等等。公示语范围非常 广泛，在英语里没有一个与之相对应的统 称。
• ⑤绣花枕头，虚有其表。 • Many a fine dish has nothing on it.
• ⑥金玉其外，败絮其中。 • A fair complexion covers seven defects.
• ⑦牛头不对马嘴。 • He gives straw to his dog and bones to his horse.
就内容而言，公示语可分为四类：
1. 提示性（Information） 2. 2. 指示性（Instructions）
3. 告示性（Notices）
4. 警告性（Warnings）
3. 告示性的regulatory notices:
• PLEASE DO NOT FEED THE ANIMALS
• ②初生牛犊不怕虎。 • New born calves don’t fear wolves.
• ③病来如山倒;病去如抽丝。 • Diseases come on wings and depart on foot.
• ④红颜多薄命。 • Beautiful flowers are soon picked.
• 意译：
• It’s far better to arrive late in this world than early in the next.
• Better late than never. • 译文更生动、地道。
翻译中的文化传递
• 中外语言学理论都认为，语言是文化的载 体。语言所传递的是一个民族的传统、思 想、习俗、情感等内容。汉英翻译实践证 明，只注重语义信息的传递而忽视文化信 息传递的翻译，很难真实的反映原文的思 想。
• 跳进黄河洗不清
• cannot be cleaned if one takes a bath in the Yellow River.
• One cannot clear up his bad fame if it is put on him.
• ①情不分贫富。 • Love lives in cottages as well as in courts.
“请勿践踏草坪”： • Please keep off the grass. • Please stay off the grass. Thank you. • Please be advised: stay off the grass. • 另一种选择是按照英语的思维习惯进行翻译使译文更为生动活泼，
• 更为简洁的译文是：
• Drink and drive costs your life. • 宁停三分，不抢一秒 • 直译：