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1. Introduction

In today’s globalized and diversified cultural background, public signs are playing an active and important role in public communication and our daily life. As both the Beijing 2008 Olympic Games and Shanghai 2010 World Expo have been immensely successful, the tourism has rapidly grown up in China, now therefore, China has been attracting accelerating numbers of foreign travelers coming to here, not only just for sightseeing, but also for experiencing culture with a long history in this dynamic modern society.

Undoubtedly, most of the tourists who know little about china, such as their daily life: eating, living, traveling and shopping, which all rely on the help of the translated public signs, that could provide necessary information and convenience for them. However because of different linguistic features and culture of different countries, the public signs’ translation is not as easy as it seems to be. So, this thesis starts from the perspective of linguistic features and culture, aiming to explore the translation strategies of public signs in scenic spots.

Generally speaking, it is necessary to learn the functions of the public signs before dealing with the translation. From the research of Prof.Lv Hefa, We can know public signs have been divided into four main functions: directing, prompting, restricting and compelling. many translations are filled with errors in linguistic and cultural aspects and some are so funny that they are laughed at by foreigners. Therefore, to improve Chinese international image. Public signs’ translation in Chinese- English (C-E) should be accurate and decent. Generally speaking, more and more experts has done a deal of researches on the translation of public signs, but previous researches largely focused on all of the public signs in society, which include indicators, traffic signs, road signs,slogans, public notices, cautions and signs in scenic places and other places like that, which the range of the researches is too wide, and often could not make the problems of the public signs’ translation specific, which result in conducting the one-sided view and making the final consequence fail. This research is starting from a perspective of functional analysis, taking the tourist attractions as an example, particularly describing the techniques’ application.

2. Literature Review

2.1 Previous Theories on Translation of Public Signs

In general, a lot of remarkable researches and regulations rules on translation of public signs have been appeared in past decades. Western researches of public signs started in two scholars Vinay and Derbelnet. We can knew that the western scholars began to study public signs in 1959. In China, Take Beijing for example, In order to create a good environment for foreign visitors and sportsmen attending the Olympic Games, Beijing has issued a principle called English Translation of Public signs General Specification in 2007. During the 2008 Olympic Games, the environment of learning English has been improved obviously, which ensured the important event to be successful. In 2006, Shenzhen Foreign Affairs Office adopted the proposal advanced by Shenzhen Translation Association and began its preparation for the program of “ Improving the Urban Sign Translations in Shenzhen”. Even so, there is still a large gap between the developed countries in the translation of public signs in some central cities and tourist destinations.

Concerning with the study of nature of translation, J C Catford, a English famous translating theorist, has regarded as, Translating is the replacement of textual material in one language by equivalent textual material in another language. Additional famous translating theorist pointed out that Translating consists in reproducing in the receptor language the closest natural equivalent of the source language message, first in terms of meaning and secondly in terms of style.

One thought of school is functionalist theory, which includes some famous scholar. One of the famed scholar is the German Skopostheorie, He has a prime principle, that is the purpose of the overall translation action is the determining any translation process. One of the most important factors that determine a translation purpose is the addressee- the intended receiver or audience in the target language. “Every translation is directed at an intended audience and to translate is “to produce a text in a target setting for a target purpose and target addressee in target circumstances’”Thus, the focus of translation should be shifted from the source text to the target text.

2.2 Limitations of the Present Study

In recent years, some research results have been made in the translation of public signs and the increasing number of people start to pay attention to this subject. However, some problems on the translation of public signs also need to be solved in further researches.

The C-E translation of public signs has been a new field in the translation researches, but it still has a long way to go. To some extent, the problems’ appearing in the translation of public signs is because of the lacking of relevant regulations. Although in some bigger cities such as Beijing and Shanghai, some rules and regulations have been made to refine the language environment, however, some principles in these regulations contradict with each other. Thus, we should make more and more specific rules and formalize the regulations and translators, who are translating the important public signs in many scenic spots, should be equipped with the large of the acknowledge of translation strategies. The authorities concerned should also give more attention to this issue and lay down regulations to solve the problems.

Although some researches has been done completely on the the theories of translation of public signs, such as pragmatics, communicative theory, and other relevant theories, there is not a very systematic one, that is combined with all of aspects. As we all know, the previous investigations all focused on the all of the public signs and the specific translation strategies, which overlapped on certain themes such as the translation of public signs in streets and roads or other places. Therefore, the translation researches and other relevant theories in other disciplines should be shed light on in the translation public signs. And, the study could not use the previous method to expound the topic, which is too general and unspecific.

3. Overview of Public Signs

3.1 Definition of Public Signs

Public signs are a part of language appearing in the public and acting as a communication tool which conveys useful information in our lives. We should know what is “sign” in the English language, As we are discussing the definition of “public signs”. There has presented a variety of explanations about “sign” in different dictionaries. Such as several important dictionary explanations below are quoted:

In the light of Webster’s Third New International Dictionary, “sign” means “a lettered board or other public display placed on or before a building, room, shop or office to advertise business there transacted or the name of person or firm conducting it”.

In term of Oxford Advanced Learner’s English-Chinese Dictionary (Extended Fourth Edition) (2002: 1406), “sign” is defined as “board, notice, etc. that directs sb towards sth, give a warning, advertise a business, etc (e.g. a pub-sign, shop-sign, traffic sign, etc)”.

According to Longman Dictionary of Contemporary English, “sign” refers to “a piece of paper, metal etc in a public place, with words or drawings on it that give people information, warn them not to do something such as road signs, or a no smoking sign”.

The term “public signs” is essentially equal to “公示语” in Chinese which come into our view in recent years. The close-meanings of “公示语” include “标识语”, “标示语”, “揭示语”, “标志语”, “标语” in Chinese. Contemporary Chinese Dictionary (supplementary edition, 2002) defines “标识”， “标志”，“标示”，“揭示”as follows (Lu Hefa, 2005):

标识：同标志，标明，显示

标示：标明，显示

标志：表明特征的记号，也做标识用

揭示：公布（文告等）

Some other closely related expressions are:

标语: Using slogans with the brief propagandist verbals

标牌: A board marked with the brands, texts or patterns, etc

“标志语” is widely used in tourist services and public transport in these terms; “标示语” has been accepted in IT industry; while “标识语” is often used with an enterprise sign to do a business promotion. “标语” refers to a short phrase expressing a usually political or advertising message.

(引用硕士论文)Obviously, public signs are widely used in public facilities, such as metros, airports, gas stations, etc.; in public transportation, such as terminals, taxi stands, marinas, ticket offices, etc.; in scenic spots, such as museum, place of interest and historical sites, etc.; in tourist service, such as travel consultation, emergency aids and translation service, etc.; in streets and districts, such as alleys, avenues, communities and residential area, etc.; in foreign-related organizations, such as the entry and exit administration, foreign diplomatic corps; in public institutions, such as the consumer association, the Red Cross; in commercial facilities, such as stores, supermarkets, restaurants, banks etc.; in tourist facilities, such as hotels, airlines, holiday villages, etc.; in sports facilities, such as stadiums, golf courses, fitness centers, etc.; in cultural facilities, such as cinemas, theaters and discos, etc.; in sanitary facilities, such as hospitals, emergency centers and traditional Chinese clinics, etc,; in religious places, such as the churches, temples, Taoist temples and mosques, etc.; in scientific and educational organizations, such as universities, middle schools, research institutes, etc.; in social organizations, such as associations, academies, etc.; service for disabled persons, such as China Federation of Handicapped People, recovery centers, etc.; in public security, such as emergency police service, lost and found, consumer complaints, etc.

In this study, the title “public signs” refers to all the words exhibited on a piece of board which has limited room set up officially in public, providing information and performing certain communicative functions.

All in all, public signs have played a crucial role in our daily life. On the one hand, public signs supply the public with the necessary information, constraint, warnings or callings; on the other hand, they also can regulate people responsibility behavior, accommodate interpersonal relationships, reinforce production efficiency, reduce crime rate, improve living standard, and build up a harmonious society. And for the sake of convenience and convention, the author adopts “public signs” as the translation of “公示语”.

3.2 Functions of Public Signs

Public signs are applied to all of aspects of our daily life. Therefore, they have a straight influence on us in all fields. Additionally, it is very imperative for us to learn the functions of public signs before discussing the translation of them. They refers to four most prominent functions in the study of scholar Lu Hefa, that is directing, prompting, restricting and compelling.

3.2.1 Directing

The function of directing is used to show a kind of detailed and necessary information and service without a meaning of restriction and compelling.So the application of language does not necessarily require the public people to take any actions, it’s function lies in the content of instruction of service. For example:

INFORMATION 问询服务 TAKE AWAY 外卖服务

CAR RENTAL 租车服务 COSMETICS 化妆品部

TRAVEL SERVICE 旅游服务 OUT -PATIENT DEPARTMENT 门诊部

PARKING 停车场 GEN-ERAL HOSPITAL 综合医院

In brief, directing signs usually give readers detailed information about what it is and its service provided.

3.2.2 Prompting

Prompting signs are used to call reader’s attention to the current situation with no other special intention. They are widely used in public occasions serving as a reminder. Signs of this function are not compulsory; on the contrary, it depends on whether people themselves are wiling to follow or not in a specific condition. For example: a very familiar sign “WET FLOOR”（小心地滑）, which is always seen in shopping malls or other public sites. This sign advises people to be careful when they pass the wet region for it will easily make you fall over yourself, avoiding injury. Another example: the sign “RESERVIES”（预留席位）in a restaurant means that the table has been booked in advance yet, unless the appointment cancel it. More examples:

Sterilized 已消毒 Sold Out 已售完

Wet Paint油漆未干 Explosive易爆物品

Blood Donation 献血处 Minimum Charge 最低消费

Beware of Dogs 小心犬只 Handle With Care 小心轻放

3.2.3 Restricting

The Restricting function is different from the above two functions, which put restrictions and constraints on the related people who will break the routines. It is more forceful than others. The Restricting commonly is used comparatively simple and straightforward language to express in most situations. However, by no means force rude or impolite impression on the readers.The emphasis is put on the public’s response or actions required by the government or organizations. For instance: “Staff Only” (闲人免进). It’s language shows limitations straight and clearly, but the readers would not feel impolite and offended. Another example: “Keep clear of the edges” (勿靠电动扶梯两侧) suggest people should not stand close to the edges of the escalator , avoiding happening the dangerous station that people’s bags or shoes rolls into the crack of the escalator. Signs of this function also include:

Keep right 右侧行驶 Seat by Number 对号入座

Construction Site Keep out 施工现场 禁止入内 Give Way 让路

Ticket Only 凭票入场 60km/h 每小时时速60公里

Slow Out 慢速驶出 Handicapped Only残疾人通道Free for children under 12 12岁以下儿童免费等

3.2.4 Compelling

The function of Compelling is to force the readers to do certain actions or not to do some prohibitive actions. The language of this kind sign is more tough and without any compromise. Therefore, this kind of signs has a particular feature, namely, it commonly use imperative sentence or some negative words like “NO”, “Don’t”, “Forbidden”, “Only” etc. Such as: “No Littering” (禁止倒垃圾), which is one of the most usual signs, demonstrating concisely that dumping garbage is not allowed here. And “Keep Out” (请勿靠近) contains the compelling information that people should keep away from here unless you are admitted. More examples are given as follows:

No Gambling 严禁赌博 No Smoking 禁止吸烟

No Pet 禁止宠物入内 No Minors Allowed 儿童严禁入内

Hands off 请勿触摸 Keep Out 请勿靠近

No Overnight Parking 严禁过夜停车 Police Line Do Not Pass 警戒线 勿超越

To sum up, if we keep these functions in our mind when we are in a certain situation, we could translate these public signs more effectively. In the following part, a detailed discussion about the classification of public signs will be presented, which might give more afflatus to the translators.

3.3 Features of Public Signs 

Public signs involve several particular stylistics characteristics, for they are mainly used in public places and embody certain communicative functions.

3.3.1 Conciseness

Conciseness is the most basic aspect of these features, that means the public signs should avoid using complicated words and sentence structure. Public signs must be concise, since people pass by the public signs quickly; the need to get the accurate and direct information in a glance. Therefore, public signs should draw people’s attention in a short time as soon as possible and based on this requirement, public signs must be concise enough to be easily understood. Wordy public signs cannot express information clearly or leave the public a deep impression and will not function as they are supposed to. As for the wording, as for the sentence structure, the imperative sentence is the commonly-used one (Luo amp; Li, 2006, my trans).

3.3.2 Imperative

The fundamental purpose of public signs is to inform the public of information and evoke actions of receptors. Therefore, abundant imperative sentences are preferred in public signs, both positive and negative. Imperative sentences are concise and can easily catch reader’s attention. For example:

Handle With Care 小心轻放 Don’t Block Gate 切勿阻塞大门

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