Table of Contents

Pages
1.Introduction …………………………………………………………….              
1.1 Background of the research……………………………………………                                                                    
1.2 Objectives of the research………………………………………
1.3 Organization of the research………………………………………… 1
1
1
2
2. Rationale……………….………………………………………………. 2
2.1 Differentiating of signs and public signs…………………………………..
2.1.1. Signs
2.1.2. Public signs
2.1.3. Differences between signs and public signs 2
2
3
3
2.2 Publicity-oriented translation and Reiss’s theory of text typology……
2.3 Theory of dynamic equivalence…………………………………………….. 3
4
2.4 Functional features of public signs.………………………………………..
2.4.1 Directing…………………………………………………………………...
2.4.2 Prompting…………………………………………………………………..
2.4.3 Restricting………………………………………………………………….
2.4.4 Compelling……………………………………………………………….. 4
5
5
5
5
2.5. Cultural differences in the translation of public signs………………….. 5
3. Data Description…………….. ……………………………………… 6
4. Data analysis…………………………………………………………..
  4.1. Linguistic problems……………………………………………………………..
     4.1.1. Inappropriate selection of words………………………………………..
     4.1.2. Word for word translation………………………………………………...
     4.1.3. Redundancies………………………………………………………………
4.1.4．Inappropriate tone of speech………………………………………….. 6
6
6
12
17
22
  4.2 Neglect of cultural differences
4.2.1. Neglect of different associative meaning
4.2.2. Mishandling of Chinese “unique” terms 26
26
29
5. Translation strategies………………………………………………... 33
6. Results and suggestions…………………………………………….
  6.1. Results………………………………………………………………..
  6.2. Suggestions…………………………………………………………..
  6.3. Further thinking: The translation of “请在此刷卡”…………………………. 34
34
34
35
7. Conclusion…………………………………………………………….. 38
Bibliography 39
Appendix 40



Cultural and Linguistic Interpretation of Public Signs and Its Translation Strategies


1. Introduction
1.1. Background of the research
With the approach of 2008 Olympic Games, increasing number of bilingual (Chinese and English) public signs has been set up in Beijing with the aim to facilitate the lives of international guests. However, the original intention has been diverged by the poor translation, which can’t be understood or accepted by foreigners. Responses from target readers have shown that they always get confused by “model toilet”（样板公厕）, surprised by “fireproof area”（防火区）, offended by “National Racist Park”（中华民族园） ,  “Please flush after shitting”(便后请冲水), and feel uncomfortable when seeing a beauty salon is named as “silver fox”. They also laugh at “Government abuse chicken”（宫保鸡丁）, and have no sense of what is “Listen to the Orioles Pavilion Restaurant” (听鹂馆饭庄).
Since the international image of Beijing could be spoilt by the unqualified translation of public signs, the government has been urged to take great efforts to standardize the use of English on bilingual signs. Foreign experts have been invited to help to correct the mistranslations, standards regulating the translation of public signs have been established, and more and more scholars have been involved in the research on the translation strategies of public signs. All these are done with an aim to improve the quality of signs’ translation and enhance the nation’s international image.

1.2. Objectives of the research
The objectives of the study are to identify the problems found on the current translation of public signs from a linguistic and cultural perspective. It aims to explore the ways of self-examining in order to avoid such mistakes, and tries to find out the testing methods for the validity of the translation. Translation strategies will be proposed in the end

1.3. Organization of the research
The paper will be presented in three parts.
First part: An overview of public signs, including its definition, types of functions as well as linguistic features.
Second part: Analysis and revision of the illustrative data, including the mistakes found on selected signs, types of mistakes they are subject to, analysis of the mistakes, and suggested revision to these mistakes.
Third part: Results of the survey and suggestions to the translators. Translation strategies will be proposed and will be applied to the practical translation of public signs, testing and self-examining methods will be suggested.