英语论文网

rder Retailing ﹡蔬菜水果店 Grocery Story As every translation is directed at an intended audience, a familiar tone is what the translator tries to achieve to enhance the charm of language and touch the reader as well. The borrow approach facilitates building up such cultural comfort zone, namely, to achieve similar contextual efforts and to cater to the aesthetic expectations and acceptability level of the target audience. Just as Nida puts it , for truly successful translating, biculturalism is even more important than bilingualism, since words only have meanings in terms of the cultures in which they function. •Create Approach When performing the translation of signs with Chinese characteristics, we tend to adopt create approach. That is, translators should do the creative work when there are no conventional expressions to borrow or similar expressions to adapt from English sign language. Skopostheorie offers a theoretical basis for the creative translation. We know from the theory that in the course of translating, the translator develops his subjectivity when he interprets the original utterances as a reader and researcher, and produces them as a substitute for the author and recreator. The translator’s linguistic choices and pragmatic translation strategies must focus on conveying the author’s intentions without putting the audience to unnecessary processing effort in achieving the contextual efforts in the interpretation intended by the author. Otherwise, the appellative function of sign language will be absent. One thing needs to be noted here: in the following examples, F stands for False and T for True. ﹡ 宁停三分，不抢一秒 •It pays to stop to wait for three minutes rather than rush to gain one second.(F) •It’s far better to arrive late in this world than early in the next.(T) ﹡司机一滴酒，亲人两行泪 •When a man mixes drink with drive, he is likely to bring tears to his wife.(F) •Drink and drive costs your life.(T) The two examples account for the necessity of considering the values and customs of target language, which is not an isolated phenomenon but an integral part of culture. One of the most important factors that determine a translation purpose is the addressee—the intended receiver or audience in the target language and culture with expectations and communicative needs. Hence, translators should adopt the “reader-centre” principle so as to enable the foreigners to fully understand the sign language in English. CONCLUSION The public sign is an applied text. As a particular type of pragmatic material, it manifests clear communicative purpose. This paper presents the sign definition, classification, characteristics and functions and then analyzes various problems in sign translation. To deal with the problems discussed, the paper tries to offer some solutions based on Skopostheorie for sign translation. As for the pragmatic and cultural problems, most of them can be built on an A-B-C Approach. The A-B-C Approach conforms to Skopostheorie, the functional translation theory, which focuses on the two aspects: (a) on the relationship between the target text and its audience; (b) on the relationship between the target text and the corresponding source text. On the one hand, a translation is a text intended to function for the target receivers and, as such, may be intended for any communicative function. On the other hand, a translation is a kind of target-culture representation or substitute for