Towards quality in sign translation: a pragmatic perspective on standards and improvement pathways

关键词:

摘要

With the rapid advancement of globalization, bilingual signage has become commonplace in urban and international settings. They serve not only as practical tools for navigation and safety but also as significant representations of a region’s cultural literacy and image on the global stage. However, translation errors in signs are rampant, ranging from causing confusion and embarrassment to triggering cultural misunderstandings and damaging national image. Therefore, how to improve the quality of sign translation based on scientific standards has become an urgent practical and academic issue. This paper, framed within pragmatic translation theory and incorporating common error cases, explores the standards that sign translation should adhere to and feasible pathways for quality assurance. The paper argues that the standards for sign translation should go beyond the traditional principles of “faithfulness, expressiveness, and elegance” to include the accuracy and normativity of “pragmalinguistic standards” and the cultural adaptability of “sociopragmatic standards”. The root causes of translation quality issues lie in pragmalinguistic and sociopragmatic failures, as well as systemic deficiencies. Improving quality requires the comprehensive application of pragmatic equivalence translation strategies and the establishment of a holistic quality assurance system through enhancing translator competence, standardizing the translation process, and improving regulatory mechanisms.

文献引用

• 1. Ding, L. (2019). Current situation and communicative translation strategies for Chinese-English public sign translation. Chinese Translators Journal, 40(2), 110–117. 2. Nord, C. (2018). Translating as a purposeful activity: Functionalist approaches explained. Routledge. 3. Thomas, J. (1983). Cross-cultural pragmatic failure. Applied Linguistics, 4(2), 91–112. 4. Hickey, L. (Ed.). (2001). The pragmatics of translation. Shanghai Foreign Language Education Press. 5. Wang, D. (2003). Domestication and foreignization: A clash of spear and shield? Chinese Translators Journal, 24(5), 24–26. 6. Newmark, P. (1988). A textbook of translation. Prentice Hall. 7. Zhang, M. (2012). A cross-cultural perspective on public sign translation. Shanghai Journal of Translators, (3), 34–38. 8. Pinkham, J. (2000). The translator's guide to Chinglish. Foreign Language Teaching and Research Press. 9. Li, J., & Chen, H. (2015). A pragmatic failure analysis in public sign translation. Foreign Language Education, 36(4), 96–99. 10. Zhao, L. (2020). Research on the construction and management of urban Chinese signage systems. Peking University Press. 11. General Administration of Quality Supervision, Inspection, and Quarantine of the People’s Republic of China. (2013). Specifications for the use of English in public service areas (Standard No. GB/T 30240-2013). China Standard Press. 12. Baker, M. (2018). In other words: A coursebook on translation (2nd ed.). Routledge. 13. Venuti, L. (1995). The translator's invisibility: A history of translation. Routledge. 14. Liu, X. (2019). Ten years of public sign translation studies: Review and prospect. Technology Enhanced Foreign Language Education, (5), 78–83. 15. Huang, Y. (2006). From translators' rights to translation for global communication. Chinese Translators Journal, 27(5), 5–7.