社会符号学视角下柬埔寨华文招牌名称的翻译研究

A Study of the Translation of Cambodian Chinese Shop Names:From a Sociosemiotic Perspective

招牌名称是一种社会性符号,被认为是商品信息和商家审美情趣的体现,但现实中招牌名称往往受政策规定和社会公共准则的约束。通过具体实证研究可以得出,柬埔寨媒体报道的华文招牌名称有两类情况:一类是翻译原因产生的误译和语义空白;另一类是非翻译原因产生的双语字号大小、柬文文字拼写错误和柬文名称缺失。社会符号学意义观通过言内意义、指称意义和语用意义3方面对翻译过程进行考察,以此实现双语最大限度的对等。也可借助社会符号学的意义观,理解华文招牌名称在翻译过程中的指称意义和语用意义相符和缺失的程度。

Shop names is a social symbol,is considered to be the embodiment of commodity information and business aesthetic taste,but in reality,shop names is often subject to policy provisions and social public standards.Through concrete empirical research,it can be concluded that there are two types of Chinese shop names reported by Cambodian media:one is mistranslation and semantic blank caused by translation;the other is the bilingual font size,spelling mistakes and missing Cambodian names caused by non-translation.The theory of meaning in social semiotics aims to achieve maximum bilingual equivalence by examining the process of translation through intralingual meaning,referential meaning and pragmatic meaning.With the help of the concept of meaning in social semiotics,we can understand the consistency and lack of the referential meaning and pragmatic meaning in the translation process of Chinese shop names.