汉英公示语翻译的文质之性与文案市场化要素
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摘要
公示语的英汉翻译过程中,文体类型和语言特色决定了译者再现源文本的品质追求和价值取向。在分析了汉英公示语的基本特点后,指出了汉英公示语分别具有语文突出性和指示突出性。翻译公示语的理想原则是以内容为本,并尽量兼顾形式上的文采风格,做到文质彬彬。这个标准同样适用于公示语的市场化进程,实现公示语作为一种文化符号的市场软着陆。
In the process of English-Chinese translation of public signs,stylistic types and linguistic features determine the quality and value orientation of the translator's source text. Besides their major characteristics,this study respectively specifies the traits of Chinese and English public signs into literacy prominence and indication prominence. The ideal principle for public signs' translating is to be content-based,and emphasizes the formal features of literary style,so as to combine between literary grace and content. This standard is also applicable to the process of marketization of public signs. At the same time,it adjusts the quality and the text,and finally adapts to market demands,and realizes public sign's soft landing in the market as a cultural symbol.
In the process of English-Chinese translation of public signs,stylistic types and linguistic features determine the quality and value orientation of the translator's source text. Besides their major characteristics,this study respectively specifies the traits of Chinese and English public signs into literacy prominence and indication prominence. The ideal principle for public signs' translating is to be content-based,and emphasizes the formal features of literary style,so as to combine between literary grace and content. This standard is also applicable to the process of marketization of public signs. At the same time,it adjusts the quality and the text,and finally adapts to market demands,and realizes public sign's soft landing in the market as a cultural symbol.
引文
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[3]崔学新.公共场所英文译写规范研究[M].杭州:浙江大学出版社,2010.
[4]龙江华.国内公示语汉英翻译研究述评[J].说文解字,2007(9):128-131.
[5]刘迎春,王海燕.基于文本类型理论的公示语翻译研究[J].中国翻译,2012(6):89-92.
[6]秦建华.语性理论与文学翻译:高健翻译理论与实践研究[M].上海:上海外语教育出版社,2011.
[7]黄伯荣,廖序东.现代汉语:下册[M].北京:高等教育出版社,2011.
[8]教育部语言文字信息管理司.公共服务领域英文译写指南[M].北京:外语教学与研究出版社,2016.
[9]郭聪,钟文.公示语译写规范及质量保障流程探究[J].中国科技翻译,2018(1):42-45.
[10]江苏省语言文字工作委员会办公室.公共标志英文译写指南[M].南京:南京大学出版社,2010.