1. 研究目的与意义（文献综述包含参考文献）

jenny thomas, a linguist who pointed out in 1983 that pragmatic failure in translation means an improper way of expressing the target language, which leads to improper communication between two cultures.

vinay and darbelnet, two scholars who published comparative stylistics of french and english in 1995, hold the idea that the west academia first began to study the translation of public signs and gradually developed it into a mature field of study.

he ziran, an editor in chief of proceedings in building the social pragmatics in 1998, discussed the chinese-english translation and pragmatic failure of public signs from the point of pragmatics. what#8217;s more, he put forward that as a new translation theory, the pragmatics translation can be used to study pragmatics equivalence and socio-pragmatic equivalence respectively from two aspects of pragmalinguistics and sociopragmatics. the pragmatic equivalence is achieved through translation on the basis of understanding the ostensive meaning and the implicit meaning of language information in the original works. the pragmalinguistics language is approximate to dynamic equivalent translation advocated by nida, which briefly means to express content of original works by using the most appropriate and natural equivalents to achieve equivalence without sticking to original works. the sociopragmatics equivalence means an equivalent translation served for cross-culture and cross-language.

2. 研究的基本内容、问题解决措施及方案

the following research methods are used in this paper:

1. observation and comparison are the main research methods. observation is more than ”seeing”. in real life the acts of perceiving, interpreting, assessing, and reacting, for example, can often seem to be simultaneously used to collect information. so for, some observation can mean all of these things together.

2. case analysis with translation theory. choosing some practical examples presenting in international sports events, analyzing problems of their translation and then giving some suggestions on how to improve them under the guidance of translation theories. theory methods combined with instance can embody the practical value of research.