A logo is a text that is displayed in a public place and has special functions of communication, delivery of information, and completion of instructions. Traffic signs, slogans, warnings, advertisements, store signs, travel guides, and notices all fall into this category. The English translation of Chinese logos as city business cards is receiving more and more attention from all walks of life. In recent years, Zhengzhou, Changsha, Taiyuan, Guangzhou and other local media have reported that the local sign language translation is not standardized, causing the phenomenon that foreigners do not understand Chinese-English. For example, on December 31, 2013, the Taiyuan Life Morning News reported that American Kellyohnson saw two traffic signs near the North Road of Taizhou City, and it was "not looking for the North". Kelly said: "I really can't understand, obviously just wrote 'NorthRd (North Road), how to get here to become 'BEIRd'. Similar situations exist in many cities across the country, and the translation of logos has aroused widespread concern in society. . Representatives from the people's congresses in many places made suggestions and hoped that the government would pay attention to the standardization of the translation of logos. Guangzhou has established an expert committee for the translation of English in public places, and has formulated the code conversion to use two or two in the same discourse. The phenomenon of the above language or dialect. Since the 1970s, code-switching has become an important topic in the study of social pragmatics. Researchers at home and abroad have done a lot of research on the causes of code-switching, subjective and objective conditions, motivation and categories of conversion, but most of them are the study of code-switching in oral communication. In the translation of the logo, the Chinese translation of the untranslated Chinese pinyin expression is used in English, which makes the mixed coding of the two language symbols appear in the same discourse. The academic circles have not given the study of the code-switching in the translation of such logos. Adequate attention, less common with the pragmatic mark-equivalent principle to study the code-switching strategy in the translation of the logo. This paper will analyze the code-switching in the translation of the logo with the help of the pragmatic equivalence principle, and try to explore what kind of strategy should be used in the translation process of the translator to ensure the pragmatic mark of the translation and the original text. Equivalence.
I. Pragmatic Marking Equivalence Principle Professor Hou Guojin proposed the pragmatic and pragmatic mark value hypothesis based on Nida's functional equivalence theory, also known as the pragmatic mark equivalence principle. The core is to use the value of pragmatic mark in the language as a trade-off value. The value of the pragmatic mark between the original text and the translation is compared. The translation that is as close as possible to or close to the value of the original mark is considered to be pragmatically successful. At the pragmatic level, it is an ideal translation. In a common cognitive environment (default N), both parties will communicate on something of common interest, and B's understanding of the utterance will generally be interpreted in order to derive the meaning or meaning of the utterance. The interpretation of the discourse pays the default value (X), which is the degree of expectation of both parties. Then compare the strength of the original mark with the strength of the translation mark, you can know how much the translation reflects the original text in a pragmatic manner, as shown in the following table: 1 If the utterance X is equal to (=) the default value N, It is the Chinese-English code conversion indicator in the unmarked translation. The indicator is the most common in public places. It provides instructions and instructions for people's travel to provide infrastructure, department names, and functional facilities in public places. Place names, road names, and infrastructure names in public places often have strong local characteristics and profound cultural connotations. Their Chinese logos are often strongly labeled. For example, there are many place names in Beijing with “kilnâ€.
Words such as Dabei Kiln, Liuji Kiln, Cuiji Kiln, Dengji Kiln, Yan Kiln, Wei Kiln, etc. Ming Chengzu moved to Beijing in 1421, and a large number of craftsmen flocked to Beijing to form a brick and tile kiln settlement in Nancheng. Example 1 The name of Dengjiayao Village conveys the history and culture of lime kiln for hundreds of years. Translation A uses the word "kiln" in Chinese Pinyin and the English code of "Village" to form the Chinese Pinyin and The conversion between English code, such code-switching preserves the history and culture of the strong mark-like place name "Dengjiayao", which indicates its "village" in communication.
The essence of this, and passed the complete cultural information of Dengiayao. Translation B will bring interest, and even people will have such a question: How does Dengjiayao village not see the kiln: There are many place names in Dengjiayao Village in Chongqing, named after the ancient seventeen city gates, such as Chaotianmen, Qianmenmen, Lin Jiangmen, Chuqimen, etc., seventeen city gates symbolize the "opening and closing" of the "Nine Palaces and Eight Diagrams", leaving a deep imprint on Chongqing. Example 2 The translation A of Chaotianmen Square accurately conveyed the origin of the name of Chaotianmen. That is to say, the admiration of the Southern Song Dynasty was named "Chaotianmen" from the Yangtze River through the gate of the city. Translation B expresses the word "door" in English, which will lead to obstacles in communication between locals and foreign guests. On the contrary, Translation A completely preserves the Chinese voice of Chaotianmen, and there is no meaning misplacement in the communication between tourists and locals.
: Chaotianmen Square is a sign language that restricts and restricts the behavior of communicative objects. Translators should put the audience in the first place, get rid of the shackles of the original form, translate according to international conventions, and pay attention to the cultural mark of the original text when not translating For example, the logo used in the green space of our park (example 3), this is a logo with Chinese characteristics, because the lawn of our park is only used for viewing, while the western countries have a small population, no matter whether it is artificial or The natural lawns are places for people to rest and play. This cultural difference and regional characteristics have caused the foreigners who first arrived in China to see the translations of Example 3, A and B, which may be confusing and unintelligible. Therefore, Translation C directly conveys this binding logo.
Example 3: Fangcao è‹è‹, 之之何å¿ä¾‹4 is a typical embodiment of traditional Chinese thinking mode, language confrontation, express meaning twists and turns, translation A uses literal translation, it is also puzzling, translation B is concise and concise translation Call for information to protect the environment. The translation A of the same example 5 is difficult to be elegant, and should be euphemistically processed as a translation B.: The heart touches a pure land, and Abo is a blue sky.
: Do not urinate anywhere.
Today, with the rapid development of economic globalization, the translation of logo language is a window for the city to communicate with each other, and it is receiving more and more attention from all walks of life. The logo language is a one-way communication between the manager and the manager through text. The parties involved in communication are not limited by time and space. The communication objects are gender, age, economic income, social status and education level. At the same time, the communication objects of the logos of international metropolises are multi-national, multi-religious and multi-cultural. Therefore, the original text of the logo itself is greatly influenced by factors such as culture, region, social customs, social psychology and economic development level, which are unique in the communication place, and have strong labeling. The code-switching is a metaphorical expression with a mark. The reader needs to go beyond the literal meaning to interpret the deep hidden meaning. In the translation process, the pragmatic mark value of the translation should be made as close as possible to the pragmatic mark value of the original text, so as to determine the choice of the code in the translation. Pong
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