模因论视角下景点公示语翻译 完整版

模因论视角下景区公示语的翻译Translation of Public Signs in Scenic Spots From the perspective of MemeticsAbstract:Public signs in scenic spots refer to the signs suspended or posted prominently in public places with the text or graphic formation close related to the information about the scenic spots with the function of announcement, presentation tips, guidance and warning information. Globalization leads to more and more foreign friends to visit, work and travel in China. In the process of this kind intercultural communication, the bilinguals of the signs are the necessity of developing scenic spots. The translation quality of signs in the scenic spots can not only directly influence the sightseeing of the tourists and their aesthetic feeling in the scenic spots but also relates to our international image. In our country, many experts and scholars realize there are many mistakes in the public signs in the scenic spots and take many research on many respects. In general, there are many classify of mistranslation and analysis about the public scenic, however, there are little research based on the memetics. This article puts the public signs in the scenic spots as the research object and discusses the problems existing in the translation of the signs and standardizes the signs translation from the perspective of memetics.Key words: public signs in scenic spots; translation; memetics摘要: 景区公示语是指悬挂或张贴在公共场所醒目位置的公告语，具有告知、提示、指引、警示等与所在景区信息密切相关的文字或图形信息。

全球化使得来华访问、工作、旅游的外国友人逐渐增多, 在这种跨文化交际的过程中, 公示语的双语化是中国各旅游景区发展的必然,旅游景区公示语的翻译质量不仅直接影响到游客的游览和其对旅游地的审美感受，还关乎我国国际形象。

在国内，许多专家学者意识到许多旅游景区公示语翻译存在许多错误，并对其做出了多方面的探讨研究. 总的来说，关于景区公示语误译的分类和分析角度有很多，但以模因论视角展开的相对少。

本文以景区公示语作为研究对象，从翻译模因论角度出发，探讨景区公示语翻译中存在的问题并对景区公示语翻译进行规范。

关键词：景区公示语；翻译；模因论；Contents1.0 Introduction (5)2 .0 The definition and characteristics of signs in scenic spots (5)2.1 The indexicality and presentment of public signs (6)2.2 The constraint and coerciveness of public signs (6)2.3 The conciseness of the public signs (6)2.4 The standardization of public signs (7)3.0 The examples and standards of public signs in scenic spots (7)3.1 The norms of speech failures (7)3.1.1 Spelling mistake (7)3.1.2 Capital error (8)3.1.3 The unified translated terms (8)3.2 The Norms of Pragmatic Failure (9)3. 2.1 Word-for-word translation and rigid translation (9)3. 2.2 The encumbrance of the translation (9)3.2.3 Communication information distortion (10)4.0 The definition of memetics and the relationship with thetranslation (10)4.1 The definition of memetics (10)4.2 Memetics: the translation methodology of the scenic spots (11)5.0 Transaltion study on memtics and public signs (12)5.1 The introduction of the target language memes (12)5.1.1 Direct introduction of the target language memes (12)5.1.2 Copy the core model (13)5.2 Copy the source language memes (13)5.3 To paraphrase the target language memes (14)6. Conclusion (14)References (17)1.0 IntroductionThe public signs refer to the text displaying in a public places with special communicative functions and effect of providing information and complete instructions. In recent years, China has hosted the 2008 Olympic Games in Beijing and 2010 Shanghai world expo and other major international events which directly promote the rapid development. Many tourist attractions in our country adopt a large number of Bilingual signs. Thus, scholars at home and abroad widely discussed a wide range of Chinese- English translation of scenic spot signs which focus on language and cultural characteristics，translation error classification and genetic analysis, translation skills and strategies, translation theory guidance , translation standards and specifications and so on.Public signs are the window of the scenic spots for the tourists at home and abroad on behalf of the image of the scenic spot. Related studies have found that in terms of translation norm the scenic spot signs have a lot of problems, mainly concentrated in two aspects. In the aspect of language mistakes, mainly embodying in the problem of incorrect spelling, capitalization, punctuation, grammar, non-uniform translation and so on. In the aspect of pragmatic failure, the problems includeword-for-word translation and rigid translation, the encumbrance of the translation, communication information distortion and so on. The existence of these problems seriously influence international image of major scenic spots and city in our country. In early 2016,the author worked as service supervisor for a half year, mainly responsible for the specification and translation of the scenic spots. In field work, the author found that there are a lot of language errors and pragmatic failures in the scenic spots and the problems are very obvious. Therefore, the author systemize the Chinese—English translation of scenic spot signs from the perspective of memetics.2 .0 The definition and characteristics of signs in scenic spotsPublic signs in scenic spots refer to the signs suspended or posted prominently in public places with thetext or graphic in formation about announcement, presentation tips, guidance and warning information. Public signs are an important part of the language environment and cultural environment in scenic spots and it is also a embodiment of national level of foreign exchange and human environment construction level. It has great significance for survival quality optimization and the building of a harmonious society .The translation quality of public signs may affect the image of a region and even affect the development of regional economy.2.1 The indexicality and presentment of public signsIn order to offer information service to tourists the scenic spots set up the public language without any limitation and won't force visitors to do anything. Its function only contains some indicative service which is also the main function of the public language. For example, 单行线“OneWay”，售票处“Tickets” and so on. Another important function of signs is to remind the public to pay attention to something but it is not for special or individual groups. By signs tourists can learn about what to do or what not to do, but this tip is not mandatory. So visitors can choose to perform or not perform.2.2 The constraint and coerciveness of public signsThe restrictive public signs are expression of requirements or constraints in scenic spots which are put forward to tourists and the purpose is warn visitors to consider the public interest and follow some rules. The characteristics of this kind public signs are direct and clear but not rude or unreasonable. For example, 大型车靠右“Large Vehicles Keep Right”. Compared with restrictive signs, the mandatory public signs are more blinding which ask the tourists to obey rules and not to take any action. The characteristics of this kind signs are direct and compulsive andnon-negotiable. For example, 禁止停车“NoParking”.2.3 The conciseness of the public signsAs a special language communication forms the public signs can only accurately express particular function and significance with some subject terms or notional words. Some function words such as auxiliary and pronoun can be omitted. For example, “危险请勿动”can be translated into“DANGEＲKEEPOUT！and“存包处”can be translated into“CLOAKＲOOM”.Most tourists have little time and their trip maybe in a hurry, so they hope to master the accurate information in a limited time. Therefore, the public signs should use concise vocabulary and simple structure and the illustrations should be easy to understand. For example, when they want to remind visitors not to litter, they illustrate “No Litter-ring ’’picture, so it is clear and easy to understand. The sign “为了保护您和家人的健康，请勿在公共场合吸烟”which we are familiar with. If we translate the whole sentence it seems tedious, but if we translate into “No Smoking”, it is concise and comprehensive.2.4 The standardization of public signsPublic signs are announcements conducted to everybody in public and any term with different and misunderstanding meanings may lead to adverse consequences. Although there are many normative signs after many years of practical application, for example, “双向行”is translated into“Two Way ”，“外币兑换”is translatedinto“Foreign Exchange”，and “免税店”is translated into“Duty Free Shop”and so on, some specific places use the phonetic translation methods, such as they translate “公园” into “Gongyuan”, “桥” into“Qiao”，“寺” into“Si” and “朝天门”into“Chaotianmen”. For foreign tourists who do not understand Chinese culture, this translation is not only failed to display signs index function but also makes tourists confused and they may completely not know what information the sign conveys which may form the language barrier. So we also lost some level. It is thus clear that if the translation is accurate, it can provide proper help to the foreign tourists. On the other hand, if the translation has many errors, it can cause inaccurate information transmission, and even lead to adverse impact which may directly affect the national dignity.3.0 The examples and standards of public signs in scenic spotsThe author has worked in the field for a period of six months and made a comprehensive inventory and picket of the public signs in the scenic spots and found a lot of language translation errors. The author subdivided the errors and analyzed the translation norms combined with memetics theory.3.1 The norms of speech failures3.1.1 Spelling mistakeSpelling errors belong to one of the most common problems, mainly performs confused letters, leaking letters, reverse alphabetical order and so on. The cause of this error is caused by the carelessness of the translator.(1) 禁止攀爬No ClambingAnalysis: This sign lies on the foot of Lingshan Buddha and because of the higher geographical position, if the tourists climb at random, it seems extremely dangerous. The correct spelling should be "climbing”, a letter can make the foreign visitors not completely understand the sign and also does not cause any warning role.(2) 阿育王柱King Ashoka’s PillarAnalysis: King Asoka is one of the main attractions in Lingshan, but the scenic spot name is misspelled and the correct translation should be "King Asoka 's Pillar". Theexistence of the error will cause serious negative influence to the international image of the scenic spot.3.1.2 Capital errorCapital error also belongs to one of the low-level translation errors. Capital error seems innocuous, but from the perspective of translational norms, it will leave rigorous, non-standard impression on tourist in scenic spot signs and will even cause cross-cultural communication failures.（3）灵山胜境入口The entry of Lingshan Buddhist scenic spotAnalysis: This sign in the parking lot outside the scenic entrance plaza, is the largest and most eye-catching guide signs in Lingshan. As names of scenic spots, the English name of Lingshan should follow the grammar of capitalizing the first letter and the word "入口" should be translated into "entrance" in the translation memes library , so the public language translation norms should be "Entrance Buddhist Scenic Spot".3.1.3 The unified translated termsNames of scenic spots within the same spots are not unified. On the one hand, it can cause larger stuck to foreign tourists. On the other hand it also seriously affects the international image of the scenic spot. I has spent more time and energy in the work, and stated and settled the various attractions. Under the theory memetic translation and combined with the perspective of translation aesthetics, the author revised the signs one by one.(4) 九龙灌浴Bathing the Baby BuddhaAnalysis: Large-scale dynamic landscape “Nine Dragons Bathing the BabyBuddha” is one of the marking landscapes in Lingshan Buddhist scenic spot. The scenic spots has three types of translation in the public signs system: “Nine Dragon Fountains Gautama”、“N ine Dragons Bathing the Baby Buddha” and “Bathing By Nine Dragons”. The author believes that the translation "Bathing By Nine Dragons" is too vague and "Nine Dragon Fountains Bathe Siddhartha Gautama" has syntax error and is too straightforward and involves the Buddhist Sanskrit language. Therefore, the author translated the scenic spot into "Nine Dragons Bathing the Baby Buddha". (5) 佛足坛AltarofBuddha’sFeetAnalysis: Altar of Buddha’s Feet is the spirit symbol of down-to-earth work and diligence. There ar e four translation methods in the spot: “Buddha’s Footprint”、“Altar of Buddha’s Feet”、“Rostrum of Buddha’s Feet”和“A1terof Sakyamuni’s Footprints”. After settling the author thinks in religious sense the attraction belongs to the category of the Altar. In order to avoid excessive use of Buddhist Sanskrit, therefore the author translated it into "Altar of Buddha 's Feet".(6) 无尽意斋The Wujinyi CompoundAnalysis: The Wujinyi Compound is a exhibition hall to commemorate Mr. Zhao Buchu, the original president of Buddhism association. The author thinks that the pavilion is not strictly private mansion, and should not be simply equated with private study . So it should use the word "compound" to express endless unutterable commemorative meaning to Mr. Zhao Buchu. Therefore, the scenic spot name is unified as "The Wujinyi compound".3.2 The Norms of Pragmatic Failure3. 2.1 Word-for-word translation and rigid translationThe problem of word-for-word translation and rigid translation is ubiquity in Lingshan public signs system. This word -for -word translation methods has achieve the mechanical equivalence with the original, but completely deviates from the principle of "clear" and "real" in the theory of translation norms and also ignores the intent of the original, cultural background and the reader's feelings. At last it may even cause serious mistakes in cross-cultural communication.(7) 请勿跨越No Spaning.Analysis: This signs is be fastened to the side rail and there is a ten-meter platform outside the side rail which is very dangerous. Despite the spelling mistakes of this signs, the meaning of “span ” is “to cover or extend over an area or time period” which has absolutely nothing to do with the meaning “across the rail”. It belongs to serious pragmatic failures, so foreign visitors can't understand completely and it also doesn’t have any warning role. The correct translation is “No Striding”.(8) 请勿喧哗No BlatancyAnalysis: This sign is the example of word-for-word translation. On the stylistic functions, the sign which is restrictive sign of euphemism type is translated into mandatory signs which caused language polite metamorphosis and easy to cause the reader's antipathy. According to the theory of translation norms in the values orientation of "understanding", the author thinks that the signs should be directly borrow the international general expression "Keep Quiet".3. 2.2 The encumbrance of the translationThe encumbrance of the translation is one of the most common form of Chinglish. The main reason is that the translator’s translation skills are not solid and the native language's negative migration.(9) 禁止刻划NoChiSel＆DrawAnalysis: War photography is one of the common bad habits among Chinese tourists. The translation of this sign is too loyal to Chinese causing the obvious burden. At the same time it uses the "chisel" and "draw" to express the meaning of "carve" , but still not conform to specification. The word "score" is equal to "carve" in translationmemes library, so the sign should be translated into "No Carving".3.2.3 Communication information distortionBecause of the translators’ poor translation skills , most translation of the signs have the phenomenon such as rigidity which directly leads to serious distortion of information communication and even leads to cultural misunderstandings and poor translation.(10) 请保管好随身行李Please keeping your luggagesAnalysis: This sign is aimed at reminding tourists to keep their belongings and avoid any loss. The translation uses the word “keep” precisely. It is unable to express the meaning of taking care of belongings and is hard to play a part of warning. There are also two grammatical mistakes: mistranslating “keep” into “keeping” and using uncountable noun “luggage” as “luggages”. In international general expression, this sign should be translated as “Beware of Your Personal B elongings”.(11)雨天下车当心路滑Beware of slippery rainy day offAnalysis: This sign appears within the sightseeing bus in the scenic spot. Humanized reminding has produced very serious communication information distortion after translation and the tourists may be completely confused. According to the translation norms, this sign should be directly translated into “Caution!S1ippery”or“Watch Your Steps”．4.0 The definition of memetics and the relationship with thetranslation4.1 The definition of memeticsMemetics is the theory of mental content based on an analogy with Darwinian evolution, originating from the popularization of Richard Dawkins' 1976 book The Selfish Gene. Proponents describe memetics as an approach to evolutionary models of cultural information transfer.The meme, analogous to a gene, was conceived as a "unit of culture" (an idea, belief, pattern of behaviour, etc.) which is "hosted" in the minds of one or more individuals, and which can reproduce itself, thereby jumping from mind to mind. Thus what would otherwise be regarded as one individual influencing another to adopt a belief is seen as an idea-replicator reproducing itself in a new host. As with genetics, particularly under a Dawkinsian interpretation, a meme's success may be due to its contribution to the effectiveness of its host.Memetics is also notable for sidestepping the traditional concern with the truth ofideas and beliefs. Instead, it is interested in their success.The Usenet newsgroup alt.memetics started in 1993 with peak posting years in the mid to late 1990s.The Journal of Memetics was published electronically from 1997 to 2005.Memetics is a kind of idea based on the ideas of Darwin's theory of evolution to explain new theory: the law of cultural evolution. This term: meme first appeared in "The selfish Gene" written by Richard Dawkins (1976) .It refers to the mutual imitation in the cultural field, the spreading of the thought or idea and passing from generation to generation. Memes using the pronunciation of the close to genes (gene), which is said the meaning of "coming from the same gene and cause similar", so memes refers to cultural gene. We translate meme into "模因" being intended to make people think it is some imitation phenomenon and is a kind of similar to genetic phenomenon. Genes are passed through the genetic information, but memes spread by imitation. It is the basic unit of culture. Blackmore thinks the fundamental basis to judge “memes” is “ imitation". Any information, as long as it can be broadly kno wn as the "by" copy "the process of imitation, it can be called memes. So memes is cultural transmission unit, or cultural replicator and its core is imitation.The translation process can be regarded as a process that memetics of the foreign culture spreads culture to the country by language .First of all; the author's work is a carrier of the synthesis of the work loading with the ideas and the cultural background of the author. The author's ideology is the core module and various memes reflecting the cultural background exist in the works. If the translator understands the source language message, it would naturally become a model for the host. The translator is both decoders and infected people of the source language and is an important communicator of the source language. The most important process of the memes spreading is the process of decoding and infection phase. If the new carrier of translator’s coding mode, that is translation is not accepted by readers, so memes will not infect the new host and interrupt transmission. In what way to encode the source language memes maximize the replication source language memes, and at the same time let the new host is the focal place of the double jersey activities.4.2 Memetics: the translation methodology of the scenic spotsChesterman, Finland scholar is the first person to introduce the memetics.He treats the theory of translation studies as a branch of the theory, and analyzes five supermemes in translation memes library in detail. That is source—target memes, equivalence memes, untranslatability memes, free-vs-1iteral memes and all—writing—is—translating memes. As for the spreading of memes, successful translation lying in the new carrier that can make the new host through the transformation of language and a successful decoding of these memes can spreadexotic memes. Thus the author thinks that in the process of translation of scenic spot signs the translator should try to copy memes and make the carrier as a faithful transmission carrier of the source text. They should not find similar memes in the native language of for simple replacement. Another important thought including in Chesterman’s translation theory is the theory of translation theory. This theory is another major development after Toury’s th eory of translation norms. He thinks translation norms include anticipated norms and professional norms. The former refers to the translation of the target language readers, such as grammar, acceptability and style of anticipated norms. The latter refers to translation behavior and process specification of professional translators, and it can be subdivided into responsibility, communication norms and relations. At the same time, the standardization of the translation depends on the four values:perspicuity, reality, trust and understanding. The author fully absorbs the thought of translation memes and the theory of norms, combined with work reality, especially for Lingshan scenic spot scenic spot of the public language translation empirical research on the problems existing and tried to make the public language translation of the specification.5.0 Transaltion study on memtics and public signsThe key to English translation of public signs is how to encode the source language memes andfurthest copy the source language memes, and at the same time let the new host can accept. The following text is the author collected the translation in public signs in Jiuhua Mountain and present analysis of implicit problems and how to improve with the help of meme theory.5.1 The introduction of the target language memesThe author divides the target language memes into direct introducing of the purpose of memes and copying the core model.5.1.1 Direct introduction of the target language memesDirect introduction of the target language memes means that for expression of public signs that both Chinese and western countries have can directly adoptthe English expressions. So for target language readers is clear at a glance and easy to accept and understand.(12) 当心落水。