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【摘要】在全球化的背景下，城市公共标识语已经成为对外宣传和推广中国文化的重要渠道，所以其翻译质量也关系到了城市的发展。然而，公共标识语翻译依然存在诸多问题。笔者从奈达的功能对等理论出发，研究公共标识语翻译的原则和方法，纠正公共标识语翻译中的错误，总结和归纳公共标识语的特性以及公共标识语的翻译策略，从而规范公共标识语的使用。
【关键词】公共标识语 功能对等理论 城市形象 全球化
【Abstract】In the context of globalization， public signs are becoming a major channel for promoting and popularizing Chinese culture； therefore， whether the translation quality is good or not concerns the development of a city. Nevertheless， there still exist many problems in translation of public signs. From the standpoint of Nida’s Functional Equivalence Theory， this paper corrects mistakes， summarizes and concludes characteristics and translation strategy of public signs to standardize the use of public signs and to study principles and methods of translating public signs.
【Key words】Public Signs； Functional Equivalence Theory； City Image； Globalization
1. Introduction of Public Signs
1.1 Definition of public signs
Public signs are signs which are widely used in public places， which ranging from catering， traveling， recreation， accommodation， shopping to medical service， educational institution and financial service.
Signs have developed from a narrow meaning to a wide significance. Nowadays， it has a wider range that covers a variety ranging from public signs to maintaining public order such as Keep Silence， traffic signs such as Strictly No Parking， brief directions in supermarket， cinema and other institutions such as Evacuation Chart， and directions appearing in scenic places such as Please Protect Cultural Relics.
1.2 Function and Linguistic features of public signs
Public signs have brought us great convenience and help； we cannot deny that our life cannot do without the proper guidance which public signs have provided to us. Therefore， it would be necessary to classify the public signs in terms of their concrete functions as well as the status of information that they deliver. According to Prof.Lv Hefa， there are four basic functions of signs：Prompting， directing， restricting and compelling.
Based on these four functions， this thesis will research the Chinese-English signs translation. If we want to master the idiomatic expressions of signs translation， first stress their features. Ni Chuanbin and Liu Zhi have discussed such features in their works Shanghai Journal of Translators for Science and Technology（倪傳斌，刘治，1998.2：18—20）.Their striking features include conciseness、directness、suitable mood and combining letters with pictures and capitalization. 2. Nida’s Functional Equivalence Theory on Public Signs Translation
2.1 Error analysis of modern public signs translation
Duan Liancheng is the first scholar to classify the translation problems of communication materials. In his article which entitled “A Call on Translators for Good Publicity Materials” （Duan Liancheng， 1990）， he analyzes translation problems and divides them into two main types with symptom A and symptom B.
In Lin Wusun’s speech “Improving Chinese Foreign Languages Translation so as to Better Introduce China to the World” （Lin Wusun， 1992）， his classification of translation problems is similar to those of Duan Liancheng’s.
Though the above classification is dealt with communication materials， it is also applied to the problems in public signs translation. According to Duan Liancheng’s criteria of classification， I divide these popular translation problems into concrete parts： Spelling problems， grammatical problems， lexical problems， unidiomatic expressions， Chinglish and cultural translation problems.
2.2 Conceptions and classification of Functional Equivalence Theory
“Equivalence” here cannot be comprehended as its literal meaning， but in terms of approach. Formal Equivalence concentrates on the form and content of a message. Those translations would refer to such correspondences as poetry to poetry， sentence to sentence， and concept and concept.
Functional Equivalence was first put forward in 1964； its appearance replaced the direct formal equivalence in translation. The relationship between the target language receptor and the target text should generally be equivalent to that between the source language receptor and the source text.
There are two main parts in functional equivalence： maximal equivalence and minimal equivalence.
Dynamic Equivalence （Maximal Equivalence） （Nida， 1964：159） refers to the translated text readers should be able to comprehend and appreciate it essentially the same as the original readers did and it attempts to convey the thought that expressed in a source text.
Formal Equivalence （Minimal Equivalence） refers to the translated text readers should be able to comprehend it to the point that they can conceive of how the original readers of the text must have understood and appreciated it and it attempts to render the text word for word.
Dynamic Equivalence is more readable while formal equivalence is literal fidelity； there is no sharp boundary between them. 3. Solutions to Public Signs Based on Functional Equivalence
3.1 Translation Techniques
3.1.1 Follow international standard
Although different countries have different signs， some of them have the same function； we could use them for reference in public signs translation. In China， smoking is forbidden in almost every public place， so we can often see the sign“禁止吸烟”everywhere. And in western countries， they also have such demand， because “No Smoking” is seen in public places as well.such two signs have the same function-prompting. So“禁止吸烟”is translated into“No Smoking” instead of “It is forbidden to smoke” or “Smoking Forbidden”. However， we must pay more attention not to use rare and unnecessary words. Here are some general norms of international signs： Cashier，Full House， On Sale， Lost and Found， Bon Voyage， Approaching Prohibited and so on.
3.1.2 Addition
Public signs at scenic places which include dynasties， legends or other cultural information often have been translated literally. Therefore， most foreigners who do not know Chinese culture will get confused for this kind of signs. Thus， we should take advantage of the translation strategy of addition， which on the basis of accurate comprehension of the original signs in order to add necessary information. Here are some examples： Closed to Visitors， No Scribbling on the Wall.
3.1.3 Omission
Chinese people tend to use flowery words in writing for different aesthetic standards and cultures. However， English writing strives for clearness and simple expressions， words of not much use for understanding of target text or words that may produce negative effect or pose as understanding barriers will be left out. Therefore， translators should omit some unnecessary adjectives or cultural elements in order to make the English version easier for foreigners. Here are some examples：慢速行駛—“Drive Slowly” is better than “You must drive slowly”. 前方学校—“School Ahead” is better than “There is a school ahead”.
3.1.4 Suitable mood
For thousands of years’ feudalism， Chinese people had formed the habit of ordering and being ordered. While in western countries， they emphasize on equality and often express feelings in a soft and tender way. So when we translate public signs， we are supposed to avoid those harsh expressions such as “Do not pick Flowers”， for this way can only arouse their unpleasant feelings. In English expressions， “Do not” is seldom used. Instead are some tender and soft expressions. Therefore， it is advisable to translate this sign as “Keep Away From the Flowers”.
3.2 Requirement for Translators
Actually translation is not an easy work， because it requires that translators should be serious and accountable， as well as should be proficient in both the source and target language at the same time （Nord， 2001：77）. In order to achieve precise translation， translators must stick to remembering that translation means a careful attitude， rich language competence and knowledge.
References：
[1]Nida，Eugene A.Toward a Science of Translating[M].With special reference to principles and procedures involved in Bible translating，Leiden：Brill，1964.
[2]Nord，Christiane.Translating as a Purposeful Activity， Shanghai：Shanghai Foreign Language Education Press，2001.
[3]段连城.呼吁：请译界同仁都来关心对外宣传[J].中国翻译，1990（5）：2-10.
[4]倪传斌，刘治.标记语的英译原则及实例分析[J].上海：上海科技翻译，1998.2：18-20.
[5]林戊荪.改进中译外工作，更好地向世界介绍中国[J].中国翻译，1992（8）：5-10.
【关键词】公共标识语 功能对等理论 城市形象 全球化
【Abstract】In the context of globalization， public signs are becoming a major channel for promoting and popularizing Chinese culture； therefore， whether the translation quality is good or not concerns the development of a city. Nevertheless， there still exist many problems in translation of public signs. From the standpoint of Nida’s Functional Equivalence Theory， this paper corrects mistakes， summarizes and concludes characteristics and translation strategy of public signs to standardize the use of public signs and to study principles and methods of translating public signs.
【Key words】Public Signs； Functional Equivalence Theory； City Image； Globalization
1. Introduction of Public Signs
1.1 Definition of public signs
Public signs are signs which are widely used in public places， which ranging from catering， traveling， recreation， accommodation， shopping to medical service， educational institution and financial service.
Signs have developed from a narrow meaning to a wide significance. Nowadays， it has a wider range that covers a variety ranging from public signs to maintaining public order such as Keep Silence， traffic signs such as Strictly No Parking， brief directions in supermarket， cinema and other institutions such as Evacuation Chart， and directions appearing in scenic places such as Please Protect Cultural Relics.
1.2 Function and Linguistic features of public signs
Public signs have brought us great convenience and help； we cannot deny that our life cannot do without the proper guidance which public signs have provided to us. Therefore， it would be necessary to classify the public signs in terms of their concrete functions as well as the status of information that they deliver. According to Prof.Lv Hefa， there are four basic functions of signs：Prompting， directing， restricting and compelling.
Based on these four functions， this thesis will research the Chinese-English signs translation. If we want to master the idiomatic expressions of signs translation， first stress their features. Ni Chuanbin and Liu Zhi have discussed such features in their works Shanghai Journal of Translators for Science and Technology（倪傳斌，刘治，1998.2：18—20）.Their striking features include conciseness、directness、suitable mood and combining letters with pictures and capitalization. 2. Nida’s Functional Equivalence Theory on Public Signs Translation
2.1 Error analysis of modern public signs translation
Duan Liancheng is the first scholar to classify the translation problems of communication materials. In his article which entitled “A Call on Translators for Good Publicity Materials” （Duan Liancheng， 1990）， he analyzes translation problems and divides them into two main types with symptom A and symptom B.
In Lin Wusun’s speech “Improving Chinese Foreign Languages Translation so as to Better Introduce China to the World” （Lin Wusun， 1992）， his classification of translation problems is similar to those of Duan Liancheng’s.
Though the above classification is dealt with communication materials， it is also applied to the problems in public signs translation. According to Duan Liancheng’s criteria of classification， I divide these popular translation problems into concrete parts： Spelling problems， grammatical problems， lexical problems， unidiomatic expressions， Chinglish and cultural translation problems.
2.2 Conceptions and classification of Functional Equivalence Theory
“Equivalence” here cannot be comprehended as its literal meaning， but in terms of approach. Formal Equivalence concentrates on the form and content of a message. Those translations would refer to such correspondences as poetry to poetry， sentence to sentence， and concept and concept.
Functional Equivalence was first put forward in 1964； its appearance replaced the direct formal equivalence in translation. The relationship between the target language receptor and the target text should generally be equivalent to that between the source language receptor and the source text.
There are two main parts in functional equivalence： maximal equivalence and minimal equivalence.
Dynamic Equivalence （Maximal Equivalence） （Nida， 1964：159） refers to the translated text readers should be able to comprehend and appreciate it essentially the same as the original readers did and it attempts to convey the thought that expressed in a source text.
Formal Equivalence （Minimal Equivalence） refers to the translated text readers should be able to comprehend it to the point that they can conceive of how the original readers of the text must have understood and appreciated it and it attempts to render the text word for word.
Dynamic Equivalence is more readable while formal equivalence is literal fidelity； there is no sharp boundary between them. 3. Solutions to Public Signs Based on Functional Equivalence
3.1 Translation Techniques
3.1.1 Follow international standard
Although different countries have different signs， some of them have the same function； we could use them for reference in public signs translation. In China， smoking is forbidden in almost every public place， so we can often see the sign“禁止吸烟”everywhere. And in western countries， they also have such demand， because “No Smoking” is seen in public places as well.such two signs have the same function-prompting. So“禁止吸烟”is translated into“No Smoking” instead of “It is forbidden to smoke” or “Smoking Forbidden”. However， we must pay more attention not to use rare and unnecessary words. Here are some general norms of international signs： Cashier，Full House， On Sale， Lost and Found， Bon Voyage， Approaching Prohibited and so on.
3.1.2 Addition
Public signs at scenic places which include dynasties， legends or other cultural information often have been translated literally. Therefore， most foreigners who do not know Chinese culture will get confused for this kind of signs. Thus， we should take advantage of the translation strategy of addition， which on the basis of accurate comprehension of the original signs in order to add necessary information. Here are some examples： Closed to Visitors， No Scribbling on the Wall.
3.1.3 Omission
Chinese people tend to use flowery words in writing for different aesthetic standards and cultures. However， English writing strives for clearness and simple expressions， words of not much use for understanding of target text or words that may produce negative effect or pose as understanding barriers will be left out. Therefore， translators should omit some unnecessary adjectives or cultural elements in order to make the English version easier for foreigners. Here are some examples：慢速行駛—“Drive Slowly” is better than “You must drive slowly”. 前方学校—“School Ahead” is better than “There is a school ahead”.
3.1.4 Suitable mood
For thousands of years’ feudalism， Chinese people had formed the habit of ordering and being ordered. While in western countries， they emphasize on equality and often express feelings in a soft and tender way. So when we translate public signs， we are supposed to avoid those harsh expressions such as “Do not pick Flowers”， for this way can only arouse their unpleasant feelings. In English expressions， “Do not” is seldom used. Instead are some tender and soft expressions. Therefore， it is advisable to translate this sign as “Keep Away From the Flowers”.
3.2 Requirement for Translators
Actually translation is not an easy work， because it requires that translators should be serious and accountable， as well as should be proficient in both the source and target language at the same time （Nord， 2001：77）. In order to achieve precise translation， translators must stick to remembering that translation means a careful attitude， rich language competence and knowledge.
References：
[1]Nida，Eugene A.Toward a Science of Translating[M].With special reference to principles and procedures involved in Bible translating，Leiden：Brill，1964.
[2]Nord，Christiane.Translating as a Purposeful Activity， Shanghai：Shanghai Foreign Language Education Press，2001.
[3]段连城.呼吁：请译界同仁都来关心对外宣传[J].中国翻译，1990（5）：2-10.
[4]倪传斌，刘治.标记语的英译原则及实例分析[J].上海：上海科技翻译，1998.2：18-20.
[5]林戊荪.改进中译外工作，更好地向世界介绍中国[J].中国翻译，1992（8）：5-10.