A Study On The Translation Of Shop Sign Language In Kashi From The Perspective Of Adaptation Theory

Signboard language belongs to Social Language,as the outer layer of language system activity,this language can reflect the change of language system as a whole,record and reflect the development of current society faithfully.The study of shop sign language takes language as the starting point and explores the language ideology reflected by the choice of local code.The Language and characters used in signboards have great freedom,the choice of words is not restricted,and the arrangement and combination of words are various.From the perspective of Sociolinguistics,this paper sets up a small-scale Corpus by taking photos on the spot,and studies the language of shop signs in Kashgar,it provides a reference for standardizing the language of shop signboards in Kashgar City.This paper uses the method of literature research to collect,analyze and summarize the achievements in the fields of sign language,adaptation theory,and so on,start the research of this paper.The first chapter studies the naming of shop signs in Kashi city,using qualitative and quantitative methods to analyze the structure and characteristics of the naming of shops.The second chapter,from the perspective of adaptation theory,applies qualitative and quantitative methods to the study of bilingual signboard language translation,and explores its adaptation in linguistic context and communicative context,it provides a reference for the translation of plaque terms in the future.The third chapter analyzes the language samples and finds that there are some irregularities in the signboard language,including the linguistic form and the translation level.In the aspect of language form,there are some phenomena such as word error,writing inconsistency and spelling error,and in the aspect of translation,there are some phenomena such as improper use of words,lack of information and semantic content error.On the basis of previous studies,this paper applies the theory of adaptation to the study of the translation of recruitment language,in which the translation methods to achieve the goal of adaptation are worthy of reference,while those which fail to achieve the goal of adaptation need further correction,in order to achieve the goal of standard sign language.Therefore,it is suggested that the translation of signboard language should follow the principle of translation under the guidance of adaptation theory,and in the light of the problems that arise,this paper puts forward corresponding optimization strategies,multi-party joint efforts to take measures to optimize shop sign language.From the individual level,we should strengthen the law popularization propaganda to the merchants and the public,and enhance the consciousness of standardization.From the social level,we should actively guide the naming behavior of shops,and constantly standardize the use of sign language.This study hopes to provide some reference for the naming activities of shops,and the research results can be used for reference for the standardization of shop sign language.