中文原文:
公示语，在我们生活中必不可少，它涉及到了我们生活中的方方面面。随着中国加入世贸组织，许多城市开始了他们国际化的城市建设。越来越多的外国友人来到中国工作、旅游和学习。因此在很多公共场所能经常见到公示语的双语化现象，这对于他们来说就非常必要了。但公示语汉英翻译的现状不容乐观，存在很多错误，这些错误导致了语用的失误，也损坏了我国的国际形象。
许多关于公示语汉英翻译的论文发表在翻译的学术期刊上，有关公示语汉英翻译研究的网站也已经建立，第一届公示语汉英翻译的研讨会于2005年在北京第二外国语学院举行。公示语的汉英翻译引起了翻译界越来越多的关注，其讨论也越来越热烈。
本文综合讨论了公示语的汉英翻译，分析了公示语的功能和语言特点，比较了中文公示语和英文公示语的不同之处。公示语主要有指示、提示、限制和禁止功能，其根本要求语言简洁明了，通俗易懂，避免生僻词汇等。
中文公示语的英语译文，能够给外国友人提供帮助，为中国的国际化发挥了不可缺少作用，英语译文的质量好坏也关系到我国的国际化形象。可是，如果我们足够细心的话，就可以发现目前的汉语公示语的英文翻译存在很多的问题，比如拼写错误、语法错误、词汇错误，还包括文化的误读，硬译和中文式的英语。作者认为，这是因为汉语公示语和英文公示语在词语搭配、文化内涵、表达事物角度以及词域方面有很大的不同。
本文结合纽马克的交际翻译理论和奈达的功能对等理论，提出了一些公示语的汉英翻译办法。纽马克认为不同的文本应该采用不同的翻译策略并将各种文本主要分为三种类型，即表达型文本、信息型文本和呼唤型文本。公示语主要是给读者提供相关信息并要求读者做出或者不做出相关行为举动，属于呼唤型文本应采用交际翻译的策略。与语义翻译相比较，交际翻译更加注重读者的因素，使得译文更加容易让读者明了。而汉语公示语的英语译文对于外国读者的效用应该与汉语公示语对于中国读者的效用相等，也就是说他们应该有相等的功能效用。因此，奈达的功能对等翻译理论就是从事公示语汉英翻译的译者应该遵循的另一条法则。
出现在不同场所的公示语，其用法也不同。因此，根据公示语的用法和出现的场合可以将公示语分为:交通指示公示语、道路公示语、公司单位名称、旅游景点公示语和一些公共场所(比如电影院、商场和公园)的用语。景点所用公示语没有包含在本论文的讨论范围之内。北京第二外国语学院成立的公示语翻译研究课题小组，组长吕和发认为，单位名称等服务提示类的公示语主要是给读者提供相关信息，属于静态公示语。还有一些公示语，对读者的行为提出了限制或者禁止的要求，属于动态公示语。作者发现在静态类的公示语中，名词短语大量的应用，如:咨询处玩formation，小心碰头 LowCeiling。而动态类的公示语的汉英翻译也有一定的规律可循，如限制禁止类的公示语中ouly短语、no+v一ing短语。作者还建议在翻译的时候可以采用替代、省略、转换角度的手段。 随着中国加入世贸组织，中国扩宽了与世界的联系。许多国际性的会议已经或将要在中国召开，比如2008年北京奥运会、2010年上海世博会和2010年广州亚运会。中国应该加快全球化的脚步，给越来越多的外国友人带来方便，采用各种各样的方式加强国际化的联系。国际化的交流是必不可少的，中文公示语的英语译文又发挥着重要的作用，所以公示语的汉英翻译就是国际化交流中必不可少的一部分，它应当引起我们的关注。
运用标语口号进行社会动员，是古今中外常见的现象。中国堪称标语口号大国。无论是在高耸入云的火箭发射架上还是在奔驰的车体上，无论是在城市高楼大厦的玻璃幕墙上还是在穷乡僻壤里那些斑斑驳驳的泥墙上，你都能找到标语的身影。
研究标语口号的目的在于运用政治学、心理学、社会学等相关学科理论，分析这些标语口号的动员功能、效用、成因及改进形式，为今后更好地应用标语口号进行社会政治动员提供一些参考意见和建议。同时，通过收集整理标语口号，可以积累史料，为他人进一步开展这方面的研究提供参考价值。
标语口号在我国大行其道，主要原因在于具有深厚的历史文化渊源、群体心理感应和标语口号较好的动员传播效果。
在我国历史上标语雏形最早可以追溯到秦始皇用标语来昭示天下，彰显政绩，动员民众，服从统治。从此之后，历代封建王朝统治者均仿效之。在封建朝代，口号发挥威力是在农民起义风起云涌之时。陈胜、吴广是第一次大规模农民起义，起义军高呼“王侯将相，宁有种乎?伐无道，诛暴秦!”，太平天国洪秀全提出了“有田同耕，有饭同食，有衣同穿，有钱同使，无处不均匀，无人不饱暖”的口号，要求政治、·经济、社会等全面平等，将口号在封建社会发挥作用推向了极至。随后，孙中山先生提出的“振兴中华”这一千古绝唱口号成为激励中华民族奋勇争先的动力引擎。在中国革命时期，人民军队撰写的标语口号遍布红色区域，是老百姓的指路明灯，是动员人民群众支援前线，参加革命队伍的强大武器。标语口号在建国后仍然发挥作用，在“*”期间，标语口号的喧嚣达到了登峰造极的程度。 标语口号之所以能长盛不衰，重要原因就在于:标语口号的目标对象是群体。群体在一定的氛围下，具有易于激情冲动、随大流及群体情绪相互感染的的特征。标语口号就象荷尔蒙一样，能加速催化群体特征的显现。
标语口号一般使用简单常用的汉字，这就与中国普通人群文化素质不高的特点相契合。加之，标语口号一般工整对仗，琅琅上口，易于识一记，便于传播，起到了很好的动员效果。 标语口号具有内容的时代性、来源的特定性、制作材料的多样性、效果的鼓动性、目标指向的针对性等特征。
不同的时代有不同的标语口号。如土改时期的斗争性，大跃进时期的浮夸性，“*”时期的狂热性等，从字里行间就能看出是哪一时期写的。在我国，有能力推出有影响力的标语口号主要是权威人士、特定的组织机构、一些重要会议和个别群众。
标语的制作材料多种多样，既可以因陋就简，也可以采用现代技术手段。书写标语可以用墨汁、油漆等传统材料，还可以用声光电等现代材料；标语可以写在石块、木板、横幅、墙壁上，也可以在报纸、电视等现代传媒上传播。
标语口号要发挥作用，必须要有的放矢，一定要善于结合时代背景，结合完成中心工作任务和特定目标群体的需要创造性提出。
标语口号主要发挥导向功能、动员功能和激励功能。通过将一定时期党和国家的路线、方针、政策等概括浓缩为简明扼要的句子，来引领社会发展，动员激励社会力量朝既定的方向努力，从而争取达到预期效果。
在现实生活中，标语口号随处可见。透视这些标语口号，我们会发现，在浩瀚的标语口号之中，鱼龙混杂，良荞不齐。存在的主要问题在于:动员力强大但内容欠妥。一些标语口号具有强大的社会动员功能，但有碍于社会经济的发展，有的缺少人文关怀，有的法治意识淡薄，还有的泛政治化严重等。还有，个别标语口号制作者动机不纯，形式主义严重，不愿意做实实在在的工作，只想通过张贴标语，喊喊口号来虚张声势，不求实效，但求虚功。 标语口号作为一种有效的动员方式，在现时代不但不会消失在我们的视野之外，而且会长期存在下去。但在发展市场经济语境下，人的自主意识和独立思想能力增强，不再盲目跟着标语口号跑了。这就对政府和社会组织如何利用标语口号来动员社会提出了挑战。在依法治国已成为治国基本方略的背景下，在坚持以人为本，推进和谐社会的进程中，标语口号有待于转型和变脸。这就要求我们要用解放思想、实事求是、与时俱进的世界观和方法论来研究标语口号的特点规律，把握正确撰写标语口号的原则理念，懂得正确使用方法，撰写出符合社会发展规律并反映时代要求的标语口号，推动社会进步。 综观城市公示语的汉英翻译，大多存在着不少问题，除了由于粗心大意造成的拼写错误和语法错误以外，还存在冗长、不统
一、晦涩难懂等问题。针对这一现状，本文首先重点回顾了国内外对翻译原则的经典论述和对公示语翻译的相关讨论，发现目前的任何翻译原则都不适用于指导公示语翻译，而相关的研究一般也只停留在分析公示语语言的文体特征和提供具体的翻译技巧上，缺乏对公示语翻译原则的系统讨论，也就是说在公示语翻译这一独特领域翻译原则无人涉及、尚属空白。在这样的研究背景下，作者在本文中试提出公示语汉英翻译的原则，以指导翻译实践。
在阐明与公示语相关的一系列概念、功能特色和语言风格的基础上，本文以纽马克的文本分类作为理论依据，试探性地提出了公示语汉英翻译三原则:简洁、统一和易懂。“简洁”原则强调英译文语言的简明扼要，能吸引眼球。“统一”原则有三层含义:一是统一到英语国家现成的、惯用的公示语，英译可以采用“拿来主义”，直接借鉴;二是统一到己经沿用至今、被广泛接受的译名;三是统一到权威性的官方网站、辞典和报刊。“易懂”原则是指英译文的可读性，能被外国读者理解，尽量避免中式英语和翻译腔。在提出了公示语汉英翻译原则之后，本文选取了大量典型译例，先分析原译文的翻译错误与问题，然后提供笔者试改译，旨在通过比较原译与在该原则指导下的改译从而证明这三条原则对公示语汉英翻译具有理论意义和重要的指导作用，是切实可行的。
英文译文:
Mobilizing society by using slogans is a commonplace in modern time as well as in ancient time, in china as well as in outside world.China can be called a giant of slogan.You can find slogans everywhere no matter whether they are on the rocket -launching stand soaring into sky, the gla wall of the high-rises in city, or on the mud-wall in remote areas.
The aims to study posters and slogans is to apply relevant theory of political, psychological and social theory，to analyze the functions，results and improvements of posters and slogans，to put up a lot of suggestions.Meanwhile, we can collect a large number of original data for future study.
Slogans and cultural spread themselves everywhere in China in that origins, community psychological perception they have deep historical and their effectivene in mobilization and spreading.In Chinese history, the rudiment slogans can be dated to Qin Dynasty, when Qin Shihuang used slogans to declare his policy to the public and reveal his achievements and to mobilize.Since then, the rulers of each Dynasty emulated him.In feudal society, slogans showed their impact during the time when farmers\' rising was up surging.In the first farmer rising led by Chen Sheng and.Wu Guang, the rising army cried out: “Are the king and the lauds born kings and lauds? We will fight against inhumanity and destroy cruel Chin.” The emperor Hong Xiouquan in Tai Ping Tian Guo in Qing Dynasty put forth the slogan that “land should be shared to plough, so should the meals to eat, clothes to wear and money to use.Nowhere the wealth is unequal and nowhere hunger and cold can be found.” They claimed entire equality politically，economically，and socially, pushing the role played by slogans to perfection.After that, Sun Zhongshan brought forward “revitalize the Chinese nation”, an immortal slogan which has become driving force to inspire the Chinese nation to head on bravely.During the Chinese Revolution, slogans spread over the Red Areas just like a star giving people directions, and slogans were a strong weapon to mobilize ma to support the front and join the army.Slogans still played an important role after the founding of Peoples Republic of China.During the Cultural Revolution movement, the uproar of slogans went to extreme, aiming at general ma.The slogans are like hormone, speeding up the appearance of the features of the ma.Slogans exist for so long a time just for an important reason that slogans consist of simple Chinese characters which are often used daily, which is suitable for the low cultural quality of Chinese at large.Besides, slogans are generally couplets, easy to read and pronounce, easy to memorize and spread, resulting in good effect in mobilizing.
Slogans are characterized by their era-specific contents, definite sources, various materials, agitating effect and pinpointing aim.Different times have their different slogans.For example, the characteristics such as the belligerence during the Agrarian Reformation period, the turgidity in Grand Leap and fanaticism in Cultural Revolution and so on, showed themselves in between the lines of the slogans of the time.In China, those who can put forward influential slogans are mainly authoritative people, specific organizations, important conference and few individuals.The materials used in making slogans are diverse.They can be simple as well as modern.Slogans can be written in traditional writing materials such as ink as well as in modern materials such as sound, light and electricity.Slogans can be written on stone slate, wooden board, banner and wall, and they can also be broadcast via modern ma media such as newspaper and TV.Slogans must aim at their target so as to exert their influence.They should be creatively proposed in keep with the background of the time while considering finishing central task and the need of specific target ma.
Slogans serve mainly their function of direction, mobilization and inspiration through generalizing the course, guide line and policy of our party and national government into condensed but easily understanding sentences to lead the society, mobilize and inspire social force to move towards set direction and achieve anticipated effect.In real life, slogans can be seen everywhere, but the good and the poor are intermingled.The main problem for the slogans is their contents’ untruthfulne.Some slogans are politically wrong; others lack humane consideration, and still others show little thinking about law and order and even take on a politics-oriented look.Meanwhile, some slogan makers’ motive is complex.They are unwilling to do solid work and obtain real effect but want to show bravado by crying out slogans.
Slogans as an effective way of mobilization will never disappear from our sight but exist for a long time.In the context of developing market economy, people will not blindly follow slogans as they have strengthened their sense of individuality and the ability to think independently.This poses a challenge to governments and social organizations who want to make use of slogans to mobilize people.Under the background of ruling the country by law, slogans are subject to changing themselves in the course of pushing ahead building a harmonious society with people as the center.This requires us to take a world view and methodology of freeing minds, being practical and realistic and progreing with the time to study the features and laws of slogans, and at same time, to hold to right slogan-writing principles and concepts with right use method in writing slogans, which should conform to the law of social development and reflect the requirements of the time to promote social advance.Pubic signs, which can be seen in public places, affect us in many ways and are neceary to us. With China\'s acceion to WTO, many cities start their internationalization.An increasing number of foreigners come to China for their busine, tourist and study.The bilingual signs are eential to them and can be seen in many public places now.But many problems still exist in the C-E translation of public signs, causing the pragmatic failure and damaging our international image.Many eays concerning about the C-E translation of public signs are published in translation journals, a website about the Research and Service of the C-E Translation of public signs is established, the first conference about the study of the C-E translation of public signs was held in Beijing International Studies University in 2005.The C-E translation of public signs is drawing more and more attention of translators in China and its discuion becomes more and more hot.This article takes a look at the C-E translation of public signs, by analyzing the functional and language features of public signs and manifesting the differences between Chinese signs and English signs.Public signs, with directing, prompting, compelling and restricting function features, should be written in concise and clear words.Signs are written to the public and should be easy to be understood; therefore, the language in public signs should be simple and concise in words and avoid redundant structure.
The English versions for Chinese public signs provide the foreigners great help in their daily life and also play an indispensable role in China\'s globalization, which matters a lot to China\'s international image.But if we are careful enough, we can find that there are many problems in the C-E translation of public signs, such as spelling, grammatical and lexical errors. The problems also include the culture misunderstanding, word-to-word translation and chinglish.The author holds that it is because the differences between Chinese and English in collocation, cultural connotation, perspective and word orders.This article suggests some methods to the C-E translation of public signs by using Newmark\'s Text Typology, Communicative Translation Theory and Nida\'s Functional Equivalence Theory.As Newmark holds that the main three texts are expreive texts, informative texts and vocative texts and translators should adopt different translation measures for different texts.The public signs, which is to give readers information require them to do or not to do, is written in vocative text and is able for communicative translation.Communicative translation, compared with semantic translation, is more concerned with the reader and should be easy to be read.The English versions of Chinese public signs should affect the English readers as the Chinese versions act to Chinese readers.That is to say, the English versions should carry the equal affect as the Chinese versions do.So Nida’s Functional Equivalence Theory is the other theory that the translators should follow during their translating.
Signs can be used in various places based on its different purposes.According to the places where they appear and their purposes, the public signs can be divided into traffic signs, road signs, names of institutions and firms, signs at scenic places and signs in public places such as cinemas, shops and parks etc.But the signs at scenic places are not included in this paper.Beijing International Studies organized a team for the research the C-E translation of public signs.Profeor Lii Hefa, captain of the team, holds that the signs that provide readers information belong to \"Static Signs\", while others prompt and restrict readers\' actions, those are \"Dynamic Indication\".The author claims that, in the translation for \"Static Signs\", nouns are frequently used, for example, we use \"Information\" for“咨询处”and \"Low Ceiling\" for“小心碰头”.And the \"...+only\" phrases, \"no+v-ing\" phrases are applied in the translation for dynamic signs.Besides, the author concludes some major measures, such as substitution, ellipsis, shifting perspectives. With China\'s acceion to WTO, China has widened the good relationship with the outside world.Many international conferences have been or will be held in China.Beijing Olympic Games in 2008, Shanghai International Trade Conference in 2010 and Guangzhou Asia Sports Meeting in 2010, they are approaching.China should fasten her steps of globalization to bring convenience to the increasing number of foreigners and take various measures to strengthen international connection.Among them, the international communication is unavoidable; the C-E translation of public signs is indispensable as the public signs affect our life in many ways.And we should pay our considerable attention to it.The current situation of C-E translation of public signs is far from satisfactory.Mistaken translations of public signs, ranging from carele mistakes in spelling and grammar to more serious problems such as redundancy, inconsistency and unreadability can be found almost everywhere.In view of current situation, this thesis first reviews the claical expositions on translation principles in China and in the West as well as some relevant studies on public signs translation, only to find that these principles are not applicable to public signs translation and the relevant studies mainly focus on the language features of public signs and practical translation techniques, not many discuions aim at the principles of public signs translation.Against this background, this article intends to make some tentative studies in this area, aiming to put forward some principles for C-E translation of public signs.Then the article expounds those basic concepts related to public signs and analyses the functional and language features of public signs.On the basis of Newmark\'s text typology, the author tentatively proposes \"three-C\" principles for public signs translation, namely, concisene, consistency and comprehensibility.The concisene principle holds that the translated version should be pithy and brief, without any unneceary words and also easy, with simple words and sentence structures.The consistency principle requires that the translation be consistent with 1) the habitually practiced version in English-speaking countries if there is such an idiomatic expreion to borrow, 2) the established version if the translated name or term has already been fixed and accepted and 3) the English version on official websites, in dictionaries or newspapers if there is neither idiomatic expreion to borrow or established one to follow The comprehensibility principle states that translated signs should be readable and understandable, free from Chinglish or translationese.By applying them to representative cases of mistaken translations and comparing the original with the version under the direction of the principle, this thesis proves that these three principles are quite applicable and bear certain theoretical significance as well as guiding values for the C-E translation of public signs.
