A Study On C-E Translation Errors Of Shop Signs In The Light Of Skopostheorie

In such a globalized world, with the ever increasing external exchanges between China and other countries, public signs are now playing a more and more important role, so do their C-E translation. As a subtype of public signs, shop signs and their C-E translation also plays an important part in promoting economic development and external exchanges.Based on Skopostheorie, this thesis discusses C-E translation errors of shop signs in Lanzhou. By analyzing the existing translation errors in C-E translation of shop signs and their possible causes, some feasible translation methods are proposed, which would offer some help to the study of C-E translation of shop signs, even that of public signs and applied translation.This thesis is developed into seven chapters. In Chapter One, it initiates with the introduction of current situation of C-E translation of shop signs, the necessity and significance of researching into the issue, research objectives and thesis structure. Chapter Two presents the definition, functions and linguistic features of shop signs and their C-E translation. Chapter Three takes a review of previous study on C-E translation of public signs, the application of Skopostheorie and C-E translation of public signs in the light of Skopostheorie, thus to reveal the research results and limitations of previous study and further prove the necessity and significance of this study. Chapter Four introduces main principles of Skopostheorie such as three major rules, text-typology, concept of culture, and functional classification of translation errors. Chapter Five introduces the research design of this thesis, in which research questions, research methodology and data collection are involved. Chapter Six analyzes C-E translation errors in shop signs based on main principles of Skopostheorie, in which translation errors are classified into four categories in a top-down way, that is, pragmatic translation errors, cultural translation errors, linguistic translation errors and text-specific translation errors. Their causes are discussed and modification suggestions are proposed. Based on the modification suggestions proposed by the author in the light of Skopostheorie, a target receivers-oriented questionnaire is designed to conduct translation evaluation. On the basis of previous analysis and discussion, some feasible translation methods are suggested on C-E translation of shop signs, such as literal translation, free translation and the combination of the two. Besides, translation techniques such as omission and addition are mentioned. Chapter Seven concludes that Skopostheorie is effective in guiding C-E translation of shop signs and any other field of applied translation; Translators need to bear a translation brief in mind and should be target receivers-oriented and by the same time adopt proper translation methods when translating. Erroneous C-E translations of shop signs may not only cause economic losses, but also damage the external image of a city or even a country. Therefore, government or institutions related should pay high attention to the C-E translation of shop signs and try their best to eliminate various translation errors so as to regulate and standardize the translation market and establish good images for cities.