认知语言学视角下的公示语分析及其汉英翻译

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摘要

公示语的应用范围非常广泛，和我们的日常生活紧密相关。公示语是社会文

明程度的标志，也是了解一个社会精神文明状态的窗口，同时也反映了生活在这

个社会群体中的人们的文化素质，道德修养和精神面貌。随着 2008 年北京奥运会

的召开和 2010 年上海世博会的临近，公示语及其英语翻译对我们的生活特别是来

华的外国朋友起着越来越重要的作用。公示语的翻译水平直接影响到其作用的发

挥和城市的形象。

本文旨在从认知语言学的角度，探讨公示语的特点和功能，汉英翻译中的语

言特色，以及翻译者应如何根据特定的语言环境做出适当的语言选择，为其汉英

翻译提出一个新的视角。由于公示语种类繁多，并且在实际应用中具有指示性，

提示性，限制性和强制性功能，所以本文分别运用认知语言学中的体验观，突显

观和注意观，根据公示语的不同种类，不同功能，结合大量实例对其进行分析阐

述。文章中从体验观的角度探讨了在公示语中存在的身体-空间体验，概念隐喻，

拟人现象，并且根据公示语的语言特点提出了新的翻译策略；根据突显观的特点

运用 Rubin 提出的著名的“Face/Vase Illusion”理论分析了公示语在特殊环境

中所发挥的不同功能，并且提出在英汉翻译中根据两种语言的不同特点，做出恰

当的翻译；运用注意观的理论，针对英汉不同的语言框架结构，研究了公示语翻

译中译者应注意的文化认同问题，避免产生文化差异。同时文中也探讨了三观在

特定情况下相互结合存在于公示语翻译中的范例以及目前公示语翻译中存在的问

题和误区，提出了改进策略。

在全球化的大背景下，公示语汉英翻译研究具有很强的可操作性和实用性，

做好公示语的翻译有助于更好的促进中外交流。本文从一种新的角度即认知语言

学理论，探讨了公示语的汉英翻译，以期为公示语的翻译研究作出微薄贡献。

关键词：公示语汉英翻译体验观突显观注意观

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ABSTRACT

Public signs have spread widely over basic necessities of our life. It is a level of

both material and spiritual aspect of civilization as well as a perspective of cultural

quality, ideological education and spirit feature for members in a society. With the

upcoming of 2008 Olympic Game in Beijing as well as the 2010 World ExPo in

Shanghai, public signs, especially its English translation plays much more important

role in our lives, especially to those foreign friends. The translation of public signs

influence their function in society even the image of city.

From the perspective of cognitive linguistics, the thesis aims to discuss the

features and functions of public signs, the language style on translation and how to

make good choices in various language situations. Due to many forms and functions of

public signs and their four prominent functions-directing, prompting, restricting and

compelling, the author attempts to use experimential, prominence and attentional views

to study the translation of public signs based on plenty of examples. From the

perspective of experimential view, the author categorized the public signs into

body-space experience, conceptual metaphor and personification form, and the

translation methods were also analyzed. From the perspective of prominence view,

especially Rubin’s “Face/Vase Illusion”, the thesis is devoted to discuss different

functions of public signs in various situations, and then suggested that the proper

translation should be made according to the difference between Chinese and English.

From the perspective of attentional view, the thesis deals with different frames in

Chinese and English and then explained ways of achieving the cultural identity in both

China and English-speaking countries. The author also discussed the three views

appeared in the translations, the current situations of public signs’ translation, and then

put forward some strategies.

Under the context of globalization, the Chinese-English translation of public

signs is provided with maneuverability and practicability. It is of great importance

during the process of international communication. In this thesis the translation of

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public signs is discussed from a new perspective, cognitive linguistics.

Key Words: Public Signs; Chinese-English Translation; Experiential

View; Prominence View; Attentional View

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Contents

Acknowledgments............................................................................................................................... i

摘要 ..................................................................................................................................................... ii

ABSTRACT....................................................................................................................................... iii

Chapter One Introduction..................................................................................................................1

§1.1 Public Signs .........................................................................................................................1

§1.2 Current Situations of Public Signs ....................................................................................2

§1.3 Research Background.........................................................................................................2

§1.4 Structure of the Thesis........................................................................................................4

§1.5 Research Purpose................................................................................................................5

Chapter Two Theoretical Framework...............................................................................................6

§2.1 Cognitive Linguistics ..........................................................................................................6

§2.2 Experiential View................................................................................................................6

§2.2.1 Embodied Philosophy..............................................................................................6

§2.2.1.1 Body-Space Theory...............................................................................................7

§2.2.2 Metaphor ..................................................................................................................9

§2.2.2.1. Conceptual Metaphor................................................................................10

§2.2.2.2 Personification.............................................................................................10

§2.3 Prominence View...............................................................................................................11

§2.4 Attentional View................................................................................................................13

§2.4.1 Frame System.........................................................................................................13

§2.4.2 Sub-frame and Frame-system...............................................................................15

Chapter Three Experiential, Prominence, Attentional Views and Translation...........................16

§3.1 Experiential View and the Translation of Public Signs..................................................16

§3.1.1 Body-Space Theory and the Translation of Public Signs....................................16

§3.1.1.1 Body Experience and the Translation of Public Signs.............................16

§3.1.1.2 Space Experience and the Translation of Public Signs............................17

§3.1.2 Conceptual Metaphor and the Translation of Public Signs................................19

§3.1.3 Personification and the Translation of Public Signs ...........................................21

§3.2 Prominence View and the Translation of Public Signs ..................................................23

§3.2.1 Commercial Signs ..................................................................................................23

§3.2.2 Traffic Signs............................................................................................................26

§3.2.3 Tourism Signs .........................................................................................................28

§3.3 Attentional View and the Translation of Public Signs....................................................29

§3.3.1 Same Frame Containing Different Components.................................................30

§3.3.2 Similar Meanings in Different Frames.................................................................31

§3.3.3 Active and Passive Words Used in Frame............................................................32

Chapter Four The Combination of Experiential, Prominence, Attentional Views in C-E

Translation of Public Signs...............................................................................................................33

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§4.1 The Combination of Experiential and Prominence View Aspect..................................33

§4.1.1 Metaphor and Prominence View Used in the Same Public Signs ......................33

§4.1.2 Personification and Prominence View Used in the Same Public Signs..............33

§4.1.3 Space Experience and Prominence View Used in the Same Public Signs .........35

§4.2 The Combination of Experiential and Attentional View Aspect...................................35

§4.3 The Combination of Prominence and Attentional View Aspect....................................37

Chapter Five Problems and Their Solutions in C-E Translation of Public Signs........................39

§5.1 Problems in C-E Translation of Public Signs .................................................................39

§5.1.1 Misspelling..............................................................................................................39

§5.1.2 Grammatical Mistakes ..........................................................................................40

§5.1.3 Lexical Mistakes.....................................................................................................41

§5.1.4 Chinglish.................................................................................................................42

§5.1.5 Cultural Problems..................................................................................................43

§5.2 Some Strategies on Improvement of C-E Translation of Public Signs .........................43

§5.2.1 Improving the Quality of the Translators............................................................43

§5.2.2 Following International Standard ........................................................................44

§5.2.3 Flexible Translation Methods................................................................................45

Chapter Six Conclusion....................................................................................................................47

Bibliography......................................................................................................................................49

Chapter One Introduction

第 1 页

Chapter One Introduction

§1.1 Public Signs

With China’s entry into the WTO，wining the bid for the 2008 Olympic Game in

Beijing, and the World ExPo in 2010 as well as the 2010 Asian Games in Guangzhou，

the Chinese government and other departments in China have been more aware of the

importance of the Chinese-English (C-E) translation of Public signs.

According to Lv’s definition(2004), public signs refer to any writing

with/without a picture which is intended to give the public announcement, direction,

reminder, warning, instruction, indication, and/or information concerned with our life

and existence, production, ecology and the like. To be specific, public signs encompass

traffic/road signs, street signs, safety signs, shop signs, warning signs, public

directives/notice, slogans, or any signs placed in public places, such as: airports,

railway/bus/gas/metro stations, parks, museums, galleries, scenic spots, shops, hotels,

hospitals, and even governmental/non-governmental institutions. Sometimes public

signs mainly refer to those signs which are indispensable in facilitating the

accommodation, travel, entertainment, and shopping of the public, including both

domestic tourists and foreign visitors, expatriates in China, and Chinese citizens on

business (Lv 13).

Public signs are supposed to pass on public information to everyone, illiterates

and foreigners included, through simple images or words. Public signs are very

important to our daily lives, and public signs in English are crucial to the overseas

tourists. Directing, prompting, restricting and compelling are four most important

functions of public signs. The frequent use of nouns, verbs, gerunds, phrases,

abbreviations, combination of words and images, present tenses, imperative and

standard structures marks the most outstanding stylistic characteristics of the public

signs.

In the opinion of Professor Dai Zongxian and Lv Hefa (2005) the basic functions

of public signs are indicating functions and pragmatic functions which are shared by

both Chinese and English public signs. The indicating functions include directing,

prompting, restricting, compelling functions. The pragmatic functions refer to that

public signs could arouse attention, rendering information, deep understanding,

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摘要：

-ii-摘要公示语的应用范围非常广泛，和我们的日常生活紧密相关。公示语是社会文明程度的标志，也是了解一个社会精神文明状态的窗口，同时也反映了生活在这个社会群体中的人们的文化素质，道德修养和精神面貌。随着2008年北京奥运会的召开和2010年上海世博会的临近，公示语及其英语翻译对我们的生活特别是来华的外国朋友起着越来越重要的作用。公示语的翻译水平直接影响到其作用的发挥和城市的形象。本文旨在从认知语言学的角度，探讨公示语的特点和功能，汉英翻译中的语言特色，以及翻译者应如何根据特定的语言环境做出适当的语言选择，为其汉英翻译提出一个新的视角。由于公示语种类繁多，并且在实际应用中具有指示性，提示性，限制...

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