接受理论视角下的汉语公示语的英译研究
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摘要
公示语应用于我们日常生活的方方面面，与我们的生活休戚相关，它要求公众遵循一定的行为准则，把必要的、有用的信息传达给公众。随着中国国际交往的日益广泛和深入，双语公示语随处可见，作为世界认识中国的媒介，汉英公示语翻译日益显示出其重要性。
进入21世纪后，公示语翻译才逐渐成为社会各界关注的热点。许多专家学者对公示语的翻译进行了多方面的研究和探讨，他们以不同的理论为依据从不同的视角分析了汉语公示语的翻译，取得了可喜的成绩。但很少有文章从接受美学的角度来探讨公示语的翻译，在此，本文拟将接受美学的研究理论与公示语的翻译结合起来，希望为公示语的翻译提供一些理论思路，旨在引起业内各界人士的更多关注。
接受美学又称接受理论，起始于20世纪60年代，其代表人物是德国康斯坦茨学派的姚斯(Hans Robert Jauss)和伊瑟尔(Wolfgang Iser)，现象学和阐释学是它的理论基础。接受美学是一种文学理论，严格地说，是一种文学批评理论，该理论的核心是“读者中心论”。接受美学的一个重大突破，就是确立了读者的中心地位。在接受美学看来，读者的接受过程就是对文本的再创造过程，也就是文学作品真正实现的过程。也就是说，文学作品不是作家单独生产的，而是作者与读者共同创造的。接受美学的诞生在翻译界引起了极大反响，为翻译研究提供了全新的理论视角和研究方法，不仅对文学翻译而且对应用翻译的研究都具有重要的启示意义。
对照Newmark的文本类型学，公示语文本应属于呼唤功能型文本。Newmark指出信息型和呼唤型文本应侧重于采用以读者为中心的交际翻译。接受美学强调以读者为中心，因此，本文作者认为将接受美学应用于公示语的翻译是切实可行的。在公示语的翻译中，译者应充分考虑中西文化、语言和审美习惯的差异及读者的期待视野，重视对译文读者的关照。同时，作者提出了公示语翻译中要遵循的翻译原则：使用国际通行、惯用的对等公示语；使用简单易懂的语言；避免使用生硬语气。
本研究试图从接受理论视角探讨汉语公示语的翻译，但不可避免地存在一些缺陷和不足，有望今后对此做出进一步的研究。
Public signs, as part of our everyday life, are designed to call on people to obey certain public moral law and impart information to passersby. They play a fundamental and unequalled role in people's lives. With the speed-up of social development and the deepening of cultural and economic interaction, bilingual signs are frequently needed. The C-E translation of public signs has become an increasingly important medium for the outside world to know the country.
It is since 21st century that the study on the translation of public signs has become a more attractive topic. Quite a number of researchers are specialized in this field. They analyze the translation of public signs from different perspectives based on diverse theoretical support, which have made great contributions to the study of public signs. However, few articles are written from the perspective of reception theory. This thesis is an attempt to apply it to Chinese-English translation of public signs.
Reception Theory, also called Reception Aesthetics, rose as a new force in the 1960s. It was established on the basis of hermeneutics and phenomenology and its major representatives were Hans Robert Jauss and Wolfgang Iser of the Constance School. Reception theory, mainly a literary criticism theory in a strict sense, lays emphasis on readers-centered idea. Establishing the reader's central position is one of the most important contributions reception theory makes. According to reception theory, the process of reader's reception of the text is the process of their re-creation as well as the realization of the literary work. A literary work is not solely created by its writer, but by the combined efforts of both the writer and its readers. Reception theory sheds new light on our cognition of translation. The points of view of Reception theory provide translation studies with entirely new theoretical angles and research method. It has great influence not only on translation of literary texts, but also of non-literary texts.
In terms of Newmark's text typology, public signs should fall into vocative text, which also emphasizes the target language. The author proposes that reception theory be completely applicable to guiding signs translation. This thesis applies the TL reader centered theory of reception theory to the translation of public signs and argues that the translator should take into the TL readers' horizon of expectation, the language, cultural acceptability and aesthetic characteristics of the TL readers. At the same time, the author suggests three translation strategies on the basis of reception theory: international standards shall be followed, simple language shall be employed and hard words shall be avoided.
This thesis tries to explore the translation of public signs from a new perspective. However, there remain limitations in the research. More efforts will be exerted in this respect to achieve better results.
进入21世纪后，公示语翻译才逐渐成为社会各界关注的热点。许多专家学者对公示语的翻译进行了多方面的研究和探讨，他们以不同的理论为依据从不同的视角分析了汉语公示语的翻译，取得了可喜的成绩。但很少有文章从接受美学的角度来探讨公示语的翻译，在此，本文拟将接受美学的研究理论与公示语的翻译结合起来，希望为公示语的翻译提供一些理论思路，旨在引起业内各界人士的更多关注。
接受美学又称接受理论，起始于20世纪60年代，其代表人物是德国康斯坦茨学派的姚斯(Hans Robert Jauss)和伊瑟尔(Wolfgang Iser)，现象学和阐释学是它的理论基础。接受美学是一种文学理论，严格地说，是一种文学批评理论，该理论的核心是“读者中心论”。接受美学的一个重大突破，就是确立了读者的中心地位。在接受美学看来，读者的接受过程就是对文本的再创造过程，也就是文学作品真正实现的过程。也就是说，文学作品不是作家单独生产的，而是作者与读者共同创造的。接受美学的诞生在翻译界引起了极大反响，为翻译研究提供了全新的理论视角和研究方法，不仅对文学翻译而且对应用翻译的研究都具有重要的启示意义。
对照Newmark的文本类型学，公示语文本应属于呼唤功能型文本。Newmark指出信息型和呼唤型文本应侧重于采用以读者为中心的交际翻译。接受美学强调以读者为中心，因此，本文作者认为将接受美学应用于公示语的翻译是切实可行的。在公示语的翻译中，译者应充分考虑中西文化、语言和审美习惯的差异及读者的期待视野，重视对译文读者的关照。同时，作者提出了公示语翻译中要遵循的翻译原则：使用国际通行、惯用的对等公示语；使用简单易懂的语言；避免使用生硬语气。
本研究试图从接受理论视角探讨汉语公示语的翻译，但不可避免地存在一些缺陷和不足，有望今后对此做出进一步的研究。
Public signs, as part of our everyday life, are designed to call on people to obey certain public moral law and impart information to passersby. They play a fundamental and unequalled role in people's lives. With the speed-up of social development and the deepening of cultural and economic interaction, bilingual signs are frequently needed. The C-E translation of public signs has become an increasingly important medium for the outside world to know the country.
It is since 21st century that the study on the translation of public signs has become a more attractive topic. Quite a number of researchers are specialized in this field. They analyze the translation of public signs from different perspectives based on diverse theoretical support, which have made great contributions to the study of public signs. However, few articles are written from the perspective of reception theory. This thesis is an attempt to apply it to Chinese-English translation of public signs.
Reception Theory, also called Reception Aesthetics, rose as a new force in the 1960s. It was established on the basis of hermeneutics and phenomenology and its major representatives were Hans Robert Jauss and Wolfgang Iser of the Constance School. Reception theory, mainly a literary criticism theory in a strict sense, lays emphasis on readers-centered idea. Establishing the reader's central position is one of the most important contributions reception theory makes. According to reception theory, the process of reader's reception of the text is the process of their re-creation as well as the realization of the literary work. A literary work is not solely created by its writer, but by the combined efforts of both the writer and its readers. Reception theory sheds new light on our cognition of translation. The points of view of Reception theory provide translation studies with entirely new theoretical angles and research method. It has great influence not only on translation of literary texts, but also of non-literary texts.
In terms of Newmark's text typology, public signs should fall into vocative text, which also emphasizes the target language. The author proposes that reception theory be completely applicable to guiding signs translation. This thesis applies the TL reader centered theory of reception theory to the translation of public signs and argues that the translator should take into the TL readers' horizon of expectation, the language, cultural acceptability and aesthetic characteristics of the TL readers. At the same time, the author suggests three translation strategies on the basis of reception theory: international standards shall be followed, simple language shall be employed and hard words shall be avoided.
This thesis tries to explore the translation of public signs from a new perspective. However, there remain limitations in the research. More efforts will be exerted in this respect to achieve better results.
引文
[1]吴伟雄．中文标语英译浅谈[J]．中国翻译，1998，(1)：35-38．
[2]倪传斌，刘治．标记语的英译原则及实力分析[J]．上海科技翻译，1998，(2)：18-20．
[3]吕和发．公示语的汉英翻译[ J]．北京：中国科技翻译，2004，(1)：38-40，64．
[4]杨全红．也谈汉英公示语的翻译[J]．中国翻译，2005，(11)：43-46．
[5]戴宗显，吕和发．公示语汉英翻译研究[J]．中国翻译，2005，(11)：38-42．
[6]贺学耕．汉英公示语翻译的现状及其交际翻译策略[J]．外语与外语教学，2006，(3)：57-59．
[7]赵湘．公示语翻译研究综述[J]．外语与外语教学，2006，213(12)：52-54．
[8]向阳．谈我国街道名称的英译[J]．中国翻译，1994，(3)．
[9]郭建中．街道名称书写法[J]．中国翻译，2005，(6)．
[10]万正方，单谊，陈婷等．必须重视城市街道商店和单位名称的翻译[J]．中国翻译，2004，(2)：72-77．
[11]王秋生．旅游景点翻译亟待解决[J]．中国翻译，2004，(3)．
[12]金龙．北海公园公示语及景点提示语翻译十问题浅谈[J]．广告大观(标识版)，2005，(11)：29-31．
[13]北竹，单爱民．谈英语公示语的语言特征与汉英翻译[J]．北京第二外国语学院学报，2002，(5)：76-79．
[14]王雪琴，斐正方．从功能翻译的角度看公示语的翻译[J]．科教文汇，2006，(10)：180-181．
[15]陈淑莹．标示语英译的语用失误探析[J]．四川外语学院学报，2006，(1)：117-120．
[16]于秋，黄小明．汉英公示语英译的语用失误分析[J]．西南农业大学学报，2006，(9)：131-135．
[17]张美芳．澳门公共牌示语言及其翻译研究[J]．上海：上海翻译，2006，(1)：
？？29-33．
[18]汉英公示语研究在线．新词新译，www．e-signs．info．
[19]吕和发，单丽平．汉英公示语词典[M]．第1版．北京：商务印书馆，2004．
[20]王颖，吕和发．公示语汉英翻译[M]．北京：中国对外翻译出版公司，2007．
[21]Peter Newmark．Approaches to translation [M]．Shanghai：Shanghai Foreign Language Education Press，2001，15-16．
[22]Longman Advanced American Dictionary．Beijing：Foreign Language Teaching and Research Press，2006，1907．
[23]Newton，K．M．(ed．)．Twentieth-century Literary Theory．London：Machmillian Education Ltd．1997，187．
[24]Jauss，Hans Robert．A Paradigm Shift in Literary Study tr．Roger C．Norton，in Ralph Cohen(ed．)The Future of Literary Theory．New York：Routledge，1989，117-118．
[25]Jauss，Hans Robert．Towards an Aesthetics of Reception．Minneapolis：University of Minnesota Press，1982，3，19，23，145．
[26]Holub，Robert C．Reception Theory：A Critical Introduction．London：Routledge．1984，59．
[27]Harland，Richard．Literary Theory form Plato to Barthes，An Introductory History．London：Macmillan Press Ltd．1999，211．
[28]Rush，Ormond．The Reception of Doctrine：An Appropriation of a Hans Robert Jauss’Reception Aesthetics and Literary Hermeneutics．Roman：Pontificia Univesita Gregoriana．1997，79-81．
[29]Iser，Wolfgang．The Implied Reader：Patterns of Communication in Prose Fiction From Bunyan to Beckett．Baltimore：Johns Hopkins University Press．1974，12．
[30]Crosman，Robert．Do Readers Make Meaning? In：s．R．Suleiman and
？？I．Crosman(eds．)The Reader in the Text，149-164．Princeton：Princeton University Press．1980．
[31]贾文波．应用翻译功能论[M]．北京：中国对外翻译出版公司，2004．
[32]洪明．论接受美学与旅游外宣广告翻译中的读者关照[J]．大连：外语与外语教学，2006，(8)：56-60．
[33]许文胜，张柏然．本土化品牌名的接受美学与功能主义判据[J]．求索，2006，(7)：190-191．
[34]唐小田，唐艳芳．美学视角下的标牌语翻译[J]．吉首大学学报，2005，(4)：153-156．
[35]唐艳芳．论广告翻译的美学策略[J]．浙江：浙江师范大学学报，2003，(2)：112-116．
[36]周素文．从翻译美学角度谈汉语商标词的英译[J]．上海：上海科技翻译，2003，(3)：61-63．
[37]李静，三友．接受理论与广告翻译标准[J]．长沙：长沙铁道学院学报，2002，(4)：66-67．
[38]马萧．文学翻译的接受美学观[J]．中国翻译，2000，(2)：47-51．
[39]Hatim，Basil & Mason．Ian．Discourse and the Translator．Shanghai：Shanghai Foreign Language Education Press，2001，223．
[40]Steiner，G After Babel：Aspects of Language and Translation．Oxford：Oxford University Press，1975，30．
[41]Nida，Eugene A．Toward a Science of Translation，E．J．Brill，Leiden，Netherlands，1964．
[42]蔡丽华．浅谈公示语汉英翻译中的几点问题[J]．科教文汇，2006，(11)：178-179．
[43]John Pinkham．The Translator’s Guide to Chinglish，Foreign Language Teaching and Research Press，2000：1．
[44]王银泉，陈新仁．城市标识用语英译失误及其实例剖析[J]．中国翻译，2004，(2)：81-82．
[45]Mary Snell-Hornby．Translation studies-an integrated approach[M]．Shanghai Foreign Language Education Press，2001，92．
[46]吴伟雄．谈涉外活动中诗词佳句汉英翻译的现场效果[J]．上海科技翻译，2004，(1)：31．
[47]沈春华，刘警修．标语英译浅谈．武汉工业学院学报，2002，(1)：82．
[2]倪传斌，刘治．标记语的英译原则及实力分析[J]．上海科技翻译，1998，(2)：18-20．
[3]吕和发．公示语的汉英翻译[ J]．北京：中国科技翻译，2004，(1)：38-40，64．
[4]杨全红．也谈汉英公示语的翻译[J]．中国翻译，2005，(11)：43-46．
[5]戴宗显，吕和发．公示语汉英翻译研究[J]．中国翻译，2005，(11)：38-42．
[6]贺学耕．汉英公示语翻译的现状及其交际翻译策略[J]．外语与外语教学，2006，(3)：57-59．
[7]赵湘．公示语翻译研究综述[J]．外语与外语教学，2006，213(12)：52-54．
[8]向阳．谈我国街道名称的英译[J]．中国翻译，1994，(3)．
[9]郭建中．街道名称书写法[J]．中国翻译，2005，(6)．
[10]万正方，单谊，陈婷等．必须重视城市街道商店和单位名称的翻译[J]．中国翻译，2004，(2)：72-77．
[11]王秋生．旅游景点翻译亟待解决[J]．中国翻译，2004，(3)．
[12]金龙．北海公园公示语及景点提示语翻译十问题浅谈[J]．广告大观(标识版)，2005，(11)：29-31．
[13]北竹，单爱民．谈英语公示语的语言特征与汉英翻译[J]．北京第二外国语学院学报，2002，(5)：76-79．
[14]王雪琴，斐正方．从功能翻译的角度看公示语的翻译[J]．科教文汇，2006，(10)：180-181．
[15]陈淑莹．标示语英译的语用失误探析[J]．四川外语学院学报，2006，(1)：117-120．
[16]于秋，黄小明．汉英公示语英译的语用失误分析[J]．西南农业大学学报，2006，(9)：131-135．
[17]张美芳．澳门公共牌示语言及其翻译研究[J]．上海：上海翻译，2006，(1)：
？？29-33．
[18]汉英公示语研究在线．新词新译，www．e-signs．info．
[19]吕和发，单丽平．汉英公示语词典[M]．第1版．北京：商务印书馆，2004．
[20]王颖，吕和发．公示语汉英翻译[M]．北京：中国对外翻译出版公司，2007．
[21]Peter Newmark．Approaches to translation [M]．Shanghai：Shanghai Foreign Language Education Press，2001，15-16．
[22]Longman Advanced American Dictionary．Beijing：Foreign Language Teaching and Research Press，2006，1907．
[23]Newton，K．M．(ed．)．Twentieth-century Literary Theory．London：Machmillian Education Ltd．1997，187．
[24]Jauss，Hans Robert．A Paradigm Shift in Literary Study tr．Roger C．Norton，in Ralph Cohen(ed．)The Future of Literary Theory．New York：Routledge，1989，117-118．
[25]Jauss，Hans Robert．Towards an Aesthetics of Reception．Minneapolis：University of Minnesota Press，1982，3，19，23，145．
[26]Holub，Robert C．Reception Theory：A Critical Introduction．London：Routledge．1984，59．
[27]Harland，Richard．Literary Theory form Plato to Barthes，An Introductory History．London：Macmillan Press Ltd．1999，211．
[28]Rush，Ormond．The Reception of Doctrine：An Appropriation of a Hans Robert Jauss’Reception Aesthetics and Literary Hermeneutics．Roman：Pontificia Univesita Gregoriana．1997，79-81．
[29]Iser，Wolfgang．The Implied Reader：Patterns of Communication in Prose Fiction From Bunyan to Beckett．Baltimore：Johns Hopkins University Press．1974，12．
[30]Crosman，Robert．Do Readers Make Meaning? In：s．R．Suleiman and
？？I．Crosman(eds．)The Reader in the Text，149-164．Princeton：Princeton University Press．1980．
[31]贾文波．应用翻译功能论[M]．北京：中国对外翻译出版公司，2004．
[32]洪明．论接受美学与旅游外宣广告翻译中的读者关照[J]．大连：外语与外语教学，2006，(8)：56-60．
[33]许文胜，张柏然．本土化品牌名的接受美学与功能主义判据[J]．求索，2006，(7)：190-191．
[34]唐小田，唐艳芳．美学视角下的标牌语翻译[J]．吉首大学学报，2005，(4)：153-156．
[35]唐艳芳．论广告翻译的美学策略[J]．浙江：浙江师范大学学报，2003，(2)：112-116．
[36]周素文．从翻译美学角度谈汉语商标词的英译[J]．上海：上海科技翻译，2003，(3)：61-63．
[37]李静，三友．接受理论与广告翻译标准[J]．长沙：长沙铁道学院学报，2002，(4)：66-67．
[38]马萧．文学翻译的接受美学观[J]．中国翻译，2000，(2)：47-51．
[39]Hatim，Basil & Mason．Ian．Discourse and the Translator．Shanghai：Shanghai Foreign Language Education Press，2001，223．
[40]Steiner，G After Babel：Aspects of Language and Translation．Oxford：Oxford University Press，1975，30．
[41]Nida，Eugene A．Toward a Science of Translation，E．J．Brill，Leiden，Netherlands，1964．
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