商铺名称汉英翻译研究【毕业论文】.doc

1、（20_届）本科毕业设计英语商铺名称汉英翻译研究ASTUDYONCHINESEENGLISHTRANSLATIONOFSTORENAMESI摘要商铺名称作为一种静态的公示语，既表明了商铺的性质，又体现出商铺本身的服务特征，传达出丰富的文化信息。近年来，英文的普遍使用，使得英文店名在中国的大街上涌现，然而，一些街头的商铺却未有规范的英文名称。本文从一些商铺名称错误翻译的具体例子入手，主要有以下三方面的错误一、中式英语；二、拼写和语法错误，三、文化误译。根据这些商铺名称翻译出现的错误，解释出现错误翻译的可能的原因以及提出如下建议一、加强翻译者的语言功底；二、加强店家及政府的重视；三、提高跨文化意识

2、。正确的商铺名称的英文翻译，对公众和旅游者生活中有着重要意义，对商铺名称的错误英文翻译，会影响我国的国际形象。关键字商铺名称；错误翻译；建议IIABSTRACTASAKINDOFSTATICPUBLICSIGN,STORENAMEINDICATESNOTONLYTHEPROPERTYOFTHESTORE,BUTALSOTHESERVICECHARACTERISTICOFTHESTOREITSELFINRECENTYEARS,WITHTHEWIDEUSEOFENGLISH,ALARGENUMBEROFENGLISHSTORENAMESAPPEARINTHESTREETSINCHINAHOWEVE

3、R,SOMESTORESDONTHAVESTANDARDENGLISHNAMESTHEPAPERBEGINSWITHSOMESPECIFICEXAMPLESOFTRANSLATIONERRORSOFSTORENAMES,INCLUDINGTHREEERRORSCHINGLISH,SPELLINGANDGRAMMATICALERRORSANDCULTURALMISTRANSLATIONACCORDINGTOTHEERRORS,ITTHENFIGURESOUTTHEPOSSIBLEFACTORSTHATCAUSETRANSLATIONERRORSANDTHEFOLLOWINGSUGGESTIONS

4、STRENGTHENINGTHETRANSLATORSLANGUAGECOMPETENCE,ATTACHINGIMPORTANCEFROMSTORESANDGOVERNMENTSANDIMPROVINGINTERCULTURALAWARENESSCORRECTENGLISHTRANSLATIONOFSTORENAMESISOFSIGNIFICANCETOTHEPUBLICANDTHETRAVELERSLIFEWHILETRANSLATIONERRORSWILLAFFECTCHINASINTERNATIONALIMAGEKEYWORDSSTORENAMETRANSLATIONERRORSUGGE

5、STIONCONTENTSABSTRACTII1INTRODUCTION12ANALYSISOFPROBLEMSINCHINESEENGLISHTRANSLATIONOFSTORENAMES221CHINGLISH322SPELLINGANDGRAMMATICALERRORS423CULTURALMISTRANSLATION53SUGGESTIONSOFENHANCINGTHETRANSLATION731STRENGTHENINGTHETRANSLATORSLANGUAGECOMPETENCE832ATTACHINGIMPORTANCEFROMSTORESANDGOVERNMENTS933IM

6、PROVINGINTERCULTURALAWARENESS9331PAYINGATTENTIONTODIFFERENCEINSOCIALCUSTOMSANDHABITS10332PAYINGATTENTIONTODIFFERENCEINCONNOTATIONSBETWEENENGLISHANDCHINESEWORDS10333PAYINGATTENTIONTODIFFERENTMODESOFTHINKING114CONCLUSION12BIBLIOGRAPHY14ACKNOWLEDGEMENTS16ASTUDYONCHINESEENGLISHTRANSLATIONOFSTORENAMES11I

7、NTRODUCTION“WITHTHEGLOBALIZATIONOFWORLDECONOMY,ESPECIALLYWITHCHINASENTRYINTOTHEWORLDTRADEORGANIZATIONANDTHEDEEPENINGOFTHEREFORMANDOPENINGUP,ALLKINDSOFENGLISHSTORENAMESAREPOURINGINTOTHESTREETSOFCHINA”甘甜,2008,P31ITTESTIFIESTHATCHINASECONOMYLINKSWITHTHEWORLDECONOMYANDSHOWSTHENECESSITYOFCOMMUNICATIONSWI

8、THEACHOTHERFORTHOSEPEOPLEWHOLIVEINTHE“GLOBALVILLAGE”MOREANDMOREFOREIGNERSBEGINTOWORK,LIVEORTRAVELINCHINAUNDERSUCHABACKGROUND,FOREIGNLANGUAGES,ESPECIALLYENGLISH,AREWIDELYUSEDWITHINCREASINGFREQUENCYASAKINDOFCULTURALPHENOMENON,STORENAMES,WHICHWIDELYEXISTINSOCIALLIFE,PLAYANIMPORTANTROLEINTHEPUBLICAWAREN

9、ESSOFTHEENTERPRISECOMMODITYASWELLASTHESALESPROMOTIONTOSOMEEXTENT,THETRANSLATIONOFSTORENAMEREFLECTSTHECONNECTIONOFTHEEASTERNANDWESTERNCULTURESASAKINDOFSTATICPUBLICSIGN,STORENAMEISASORTOFRECOGNIZABLELINGUISTICSIGNANDALSOANINFORMATIONTRANSFERITEMERGESANDDISAPPEARSALONGWITHTHEEMERGENCEANDDISAPPEARANCEOF

10、THECOMMERCIALACTIVITIESASAKINDOFMARKETINGMEANS,MERCHANTSATTRACTMOREANDMOREATTENTIONTOTHEIRSTORENAMESITISUNDOUBTEDLYTHEMOSTACTIVEELEMENTINTHECOMMERCIALACTIVITIESSTORENAMECANALWAYSCONVEYABUNDANTCULTURALINFORMATIONSOMEMALLSANDSHOPPINGCENTERSUSUALLYHAVEBOTHCHINESEANDENGLISHNAMESFORINSTANCE,“王府井百货大楼”HASI

11、TSOWNENGLISHNAME“WANGFUJINGDEPARTMENTSTORE”OR“BEIJINGDEPARTMENTSTORE”HOWEVER,SOMESMALLSTORESOFTENDONTHAVESTANDARDENGLISHNAMES“THESTUDYOFTHETRANSLATIONOFOTHERPUBLICSIGNSINCHINAHASDEVELOPEDINTOAMORESTANDARDANDMATURESYSTEMHOWEVER,THESTUDYOFTHECHINESEENGLISHTRANSLATIONOFSTORENAMESSTARTEDRATHERLATE,LACKI

12、NGSYSTEMATIZATIONANDSTANDARDIZATION“ONTHEONEHAND,THENONSTANDARDANDINAPPROPRIATESTORENAMESCANBESEENALMOSTEVERYWHEREINTHESTREETSINOURCOUNTRYONTHEOTHERHAND,THEIMPORTANCEOFACCURATECHINESEENGLISHTRANSLATIONOFSTORENAMESHASNOTBEENREALIZEDBYTHESOCIETY”孟丽丽,200989THEREARESTILLLITTLESTUDIESONTRANSLATIONOFSTORE

13、NAMESINCHINAINRECENTYEARS“STORENAME,ASAKINDOFPUBLICSIGNS,ISANINTERNATIONALNAMECARDFORACITY,WHICHSYMBOLIZESACITYSINTERNATIONALIZATIONCIVILIZATION”龚苏娟,200829EFFECTIVELY,ITISASILENTADVERTISEMENTITCANNOTONLYTELLTHEGOODSITSELLS,BUTALSOBEUSEDTOATTRACTCUSTOMERSAGOODSTORENAMEMAYHAVEINFLUENCEONTHECUSTOMERSPU

14、RCHASEDECISIONANDCOULDSTIMULATENEWCUSTOMERDEMANDASARESULT,ITBRINGSGREATERSOURCESOFINCOMEANDTOURISTSSTORENAMEALWAYSRECORDSTHECULTUREENGLISHTRANSLATIONOFSTORENAMESCANSHOWTHECOMBINATIONOFBOTHCHINESEANDWESTERNCULTURENOWADAYSCHINAISSTRIVINGTOIMPROVETHESTANDARDOFOPENINGTOTHEOUTSIDEWORLDASTUDYONCHINESEENGL

15、ISHTRANSLATIONOFSTORENAMES2THEREFORE,ITISURGENTTOSTANDARDIZEVARIOUSCHINESEENGLISHTRANSLATIONSOFSTORENAMESSINCEPUBLICSIGNSARETHEFACEOFTHECITY,EVERYCITIZENHASADUTYTOPOINTOUTTHEERRORSINENGLISHSTORENAMESINOURCITYMOREOVER,MOREANDMOREFOREIGNVISITORSCOMETOCHINAINRECENTYEARSSOTHESTANDARDIZEDPUBLICSIGNSINENG

16、LISHAREESSENTIALTOTHEDEVELOPMENTOFINTERNATIONALTOURISMINCHINAINCORRECTENGLISHSTORENAMESARENOTINHARMONYWITHACITYSDEVELOPMENTTHEWORKOFTRANSLATIONOFSTORENAMESSTILLHASALOTOFIMPROVEMENTSTOBEMADETHISPAPERBEGINSWITHTHEANALYSISOFDIFFERENTTYPESOFERRORSFROMTHEPERSPECTIVEOFLANGUAGEANDCULTUREBYEXTENSIVEEXAMPLES

17、LINGUISTICERRORSAREMADEONTHELEVELOFMISSPELLING,GRAMMAR,ANDSEMANTIC,SUCHASWRONGSPELLINGANDOBSCUREMEANING,WHEREASCULTURALERRORSTENDTOBEMADEDUETOTHELACKOFKNOWLEDGEOFTHECULTURALBACKGROUNDKNOWLEDGETHETHESISANALYZESSOMEEXISTINGPROBLEMSANDREASONSINTHEPROCESSOFCHINESEENGLISHTRANSLATIONOFSTORENAMES,ANDMEANWH

18、ILEPUTSFORWARDSOMEFEASIBLESUGGESTIONS,EXPECTINGTOBEHELPFULTOTHENORMALIZATIONOFTHECHINESEENGLISHTRANSLATIONOFSTORENAMES2ANALYSISOFPROBLEMSINCHINESEENGLISHTRANSLATIONOFSTORENAMESASTHEEXCHANGESANDCOMMUNICATIONSBETWEENCHINAANDFOREIGNCOUNTRIESINPOLITICS,ECONOMY,CULTURE,ANDOTHERFIELDSAREBECOMINGMOREANDMOR

19、EDYNAMIC,ALLKINDSOFINTERNATIONALACTIVITIESAREHELDINCHINATHEBOOMINGTOURISMOFRECENTYEARSHASLEDTOTHEEMERGENCEOFLARGEQUANTITIESOFSTORENAMESIMPORTANTASITIS,THEQUALITYOFTRANSLATIONOFSTORENAMESHASLONGBEENACOMMONCONCERNMOREANDMOREENGLISHVERSIONSOFCHINESESTORENAMESAPPEAR,WHICHHASMADEGREATCONTRIBUTIONSFORFORE

20、IGNERSTOTHEBETTERUNDERSTANDINGOFCHINA,MEANWHILE,MANYERRORSEXISTINTRANSLATIONOFSTORENAMES,WHICHHAVEPUZZLEDFOREIGNERSINSTEADOFSERVINGTHEPUBLICWITHTHEWIDEUSEOFSTORENAMESINOURDAILYLIFE,THENONSTANDARDORINAPPROPRIATETRANSLATIONSOFSTORENAMESCANBESEENASWELLNOWADAYSSOMETRANSLATORSBLINDLYTRANSLATETHESTORENAME

21、SPROBLEMSINCLUDECHINGLISH,SPELLINGANDGRAMMATICALERRORSANDCULTURALMISTRANSLATION21CHINGLISHDUETOTHEDISPARITYBETWEENCHINESEANDENGLISHCULTURES,AND,ASARESULTOFTHEDIFFERENTWAYSPEOPLETHINKANDADDRESSPROBLEMS,CHINGLISHARISESASAMATTEROFCOURSESOMETRANSLATORS,DEEPLYENGRAINEDINTHECHINESECULTURE,AREINCLINEDTOTRA

22、NSLATESOMESTORENAMESASTUDYONCHINESEENGLISHTRANSLATIONOFSTORENAMES3INTHECHINESEWAYOFTHINKINGANDTHUSTHERENDITIONCANONLYBEUNDERSTOODBYTHECHINESEPEOPLETHISPHENOMENONISCALLED“CHINGLISH”ANDHASBEENVERYPREVAILINGINTHECHINESEENGLISHTRANSLATIONOFSTORENAMES“CHINGLISH,OFCOURSE,ISTHATMISSHAPPEN,HYBRIDLANGUAGETHA

23、TISNEITHERENGLISHNORCHINESEBUTTHATMIGHTBEDESCRIBEDASENGLISHWITHCHINESECHARACTERISTICS”PINKHAM,200040ITHASSERIOUSLYAFFECTEDTHEEXCHANGESOFCHINAWITHTHEOUTSIDEWORLDANDWEAKENEDTHEEFFECTOF“PUBLICIZING”CHINAEXAMPLESAREASFOLLOWSEXAMPLE1CHINESEVERSION中国烟酒INAPPROPRIATEENGLISHTRANSLATIONCHINESESMOKEWINEEXAMPLE

24、2CHINESEVERSION口腔门诊INAPPROPRIATEENGLISHTRANSLATIONMOUTHDEPARTMENTEXAMPLE3CHINESEVERSION租赁公司汽车服务中心INAPPROPRIATEENGLISHTRANSLATIONRENTCOMPANYCARSERVICECENTRETHETWOEXAMPLESARETYPICALCHINGLISH,WHICHREFLECTREPRESENTATIVETHINKINGPATTERNSOFTHECHINESESTORENAME,ISAKINDOFINDICATIVEPUBLICSIGNS,WHICHAIMSATOFFER

25、INGSOMEREFERENCEINFORMATIONTOTHEPUBLICANDINDICATINGTHESERVICEOFTHESTOREINEXAMPLE1,“CHINESESMOKEWINE”ISUNDOUBTEDLYIMPROPERHERETHISEXAMPLEISAKINDOFCHINGLISH,WHICHISONLYAONETOONECORRESPONDENCEBETWEENCHINESEANDENGLISHWORDS,NOTTHECORRECTENGLISHEQUIVALENTSOFCHINESEWORDSMOSTCHINESEISINTHEHABITOFDRINKINGTEA

26、,WHILEWESTERNERSAREMORELIKELYTOHAVEAHABITOFDRINKINGWINESOINTHEPROCESSOFTRANSLATION,“TEA”SHOULDBETAKENINTOCONSIDERATIONITISBETTERTRANSLATEDTO“CIGARETTE,LIQUORANDTEA”INEXAMPLE2,ITISPROPOSEDTOBETRANSLATEDTO“DENTALOFFICE”“DENTALOFFICE”ISAPLACETREATINGSOMEDISEASESOFTEETH,NOTCURINGALLKINDSOFORALDISEASESIT

27、CANINDICATETHESERVICEOFTHESTOREMOREACCURATELYANDINEXAMPLE3,THETRANSLATIONISOFCOURSEWRONG“CARRENTAL”CANBETTERINDICATETHESERVICEOFTHESTOREITMEANSASERVICECENTREWHERECARSCANBERENTEDSO“CARRENTALSERVICECENTRE”WOULDBEBETTER22SPELLINGANDGRAMMATICALERRORSSPELLINGANDGRAMMATICALERRORSBELONGTOLINGUISTICTRANSLAT

28、IONLINGUISTICTRANSLATIONERRORSAREBROUGHTABOUTBYTRANSLATIONDEFICIENCYWHENTHEFOCUSISONTHELANGUAGESTRUCTURESCHINESEWORDSARECOMPOSEDOFSOMECHARACTERSWITHMEANINGS,WHILEENGLISHWORDSAREASTUDYONCHINESEENGLISHTRANSLATIONOFSTORENAMES4CONSTITUTEDBYTHECOMBINATIONOFMEANINGLESSLETTERSCHINESEISAPARATAXISLANGUAGE,WH

29、ICHCANBEPUTTOGETHERBASEDONTHEMEANINGOFTHECHARACTERSENGLISH,NEVERTHELESS,ISAHYPOSTASISLANGUAGE,WHICHTAKESTHEFORMOFARRANGINGWORDSINACLEARLOGICANDGRAMMATICALMANNERCHINESEHASNOCLEARSIGNSOFTENSESANDVOICES,WHICHAREAMUSTINENGLISHLINGUISTICERRORSARETHEBASICORLOWERDEGREEERRORSINTERMSOFTHELEVELOFLANGUAGE“LING

30、UISTICTRANSLATIONERRORSAREOFTENDUETOTHEDEFICIENCIESINTHETRANSLATORSSOURCEORTARGETLANGUAGECOMPETENCE”NORD,200131“SUCHERRORSMAYNOTGIVERISETOMISCONSTRUCTION,BUTTHEYSPELLNEGATIVEIMPRESSIONSUCHASBEINGLOWBROWORCARELESS,MAKINGALAUGHINGSTOCKOREVENINCURRINGLOSSESTOTHECOUNTRYANDIMPAIRINGTHEIMAGEOFTHECOUNTRY”段

31、连成,199338BUTASAMATTEROFFACT,WEFINDTHATTHEWORDS,THEBASICELEMENTOFTHESTORENAMES,AREOFTENINTHEWRONGFORMTHISKINDOFTRANSLATIONSHOWSTHEPOORQUALITYOFCHINESEENGLISHTRANSLATIONOFSTORENAMESACORRECTEXPRESSIONISABASICREQUIREMENTFORINTERNATIONALCOMMUNICATIONITISSAIDTHATTHEQUALITYOFEXPRESSIONISCRUCIALWRITINGWITHP

32、OORGRAMMARORSPELLINGWILLGIVEAGRADEOFZEROTHEORETICALLY，WRITINGWITHPOORGRAMMARORSPELLINGCANBEAVOIDEDEASILYIFTHETRANSLATORHASTHERESPONSIBILITYFORHISOWNINTERPRETATIONHOWEVER，SUCHMISTAKESCANBESEENEVERYWHEREANEXAMPLEISLISTEDEXAMPLE4CHINESEVERSION旅游箱包店INAPPROPRIATEENGLISHTRANSLATIONTOURISTCASEINTHEBIBLE,“N

33、EBUCHADNEZZAR,THEKINGOFBABYLONHATHDEVOUREDHIM,HEHATHCRUSHEDME,HEHATHMADEMEANEMPTYVESSEL,HEHASSWALLOWEDMEUPLIKEADRAGON,HEHATHFILLEDHISBELLYWITHMYDELICATES,HEASTUDYONCHINESEENGLISHTRANSLATIONOFSTORENAMES6HATHCASTMEOUT”JEREMIAH,5134INBEOWULF,“INABOUT56CENTURYADASTHETREASUREITPROTECTEDHADBEENSTOLEN,THEE

34、VILDRAGONBEGANITSCRAZYREVENGEITBREATHEDFIRETOTHEHOUSESANDFIELDSTHEFIRESCORCHEDTHELAND,BROUGHTTHECASTLETOTHEGROUNDANDKILLEDMANYCELTICPEOPLE”吴伟仁,20086HOWEVER,CHINESEDRAGONISTRADITIONKIND,BENEVOLENTANDNOBLE“LONG”DOESNOTEATANYTHINGONEARTH,ITFLIESINTOTHESKYTHOUGHITHASNOWINGSINTHESPRINGANDLIVEUNDERWATERIN

35、THEFALLITBRINGSRAINTOTHETHIRSTYLANDANDCONTROLSFLOODWHENITISTOCAUSELOSSESTHECHINESEENGLISHTRANSLATIONMAKESTHEMEANINGOFDRAGONFROMACOMMENDATORYEPITHETTOADEROGATORYONETHEREFORE,ITWOULDBETTERTOUSE“JULONGHOTEL”INSTEADHEREEXAMPLE8CHINESEVERSION银狐美容美发中心INAPPROPRIATEENGLISHTRANSLATIONSILVERFOXBEAUTYANDHAIRDE

36、SIGNCENTRETHEIMAGEOFFOXINCHINESEANDWESTERNCULTURESAREQUITEDIFFERENTINSTRANGESTORIESFROMALONELYSTUDIO,“银狐”ISTHEINCARNATIONOFAPRETTYWOMANSOITISNORMALTOUSE“银狐”INCHINESESTORENAMEHOWEVER,INWESTERNCULTURE,PEOPLEOFTENCONNECT“FOX”WITHAKINDOFCRAFTY,SLYANIMALTHEREFORE,THESTORENAMESHOULDBEREPLACEDBY“YINHUBEAUT

37、YANDHAIRDESIGNCENTRE”INSTEADOF“SILVERFOXBEAUTYANDHAIRDESIGNCENTRE”EXAMPLE9CHINESEVERSION芳芳服装店INAPPROPRIATEENGLISHTRANSLATIONFANGFANGFASHIONSHOPWHENTHENAME“FANGFANG”ISMENTIONEDINCHINESE,ITWOULDBESURELYRELATEDTOANIMAGEOFALOVELYGIRLHOWEVER,THEWORD“FANG”INWESTERNCULTUREMEANSALONG,POINTEDTOOTH,WHICHMAYLE

38、AVEABADIMPRESSIONOFCUSTOMERSCUSTOMERSMAYSTOPENTERINGTHESHOPATTHESIGHTOF“FANG”SOTHETRANSLATIONHERESHOULDBEREVISEDINTO“YOUNGLADIESFASHIONSTORE”THEABOVETRANSLATIONERRORSOFENGLISHSTORENAMESAREJUSTASMALLPARTTHESEEXAMPLESCANNOTREPRESENTTHEWHOLETRANSLATIONSITUATIONOFSTORENAMESEXAMPLESMENTIONEDABOVEREFLECTM

39、ISTRANSLATIONSCAUSEDBYIGNORANCEOFCULTURALDIFFERENCES,SUCHASDIFFERENCEOFHISTORICALLEGENDS,DIFFERENCEOFCONNOTATIONSBETWEENENGLISHANDCHINESEWORDS,DIFFERENCEOFNATIONALPREFERENCESACCORDINGTOTHEEXAMPLESLISTEDANDTHECAUSESEXPLAINEDABOVE,SOMESUGGESTIONSAREPUTFORWARDINTHEFOLLOWINGCHAPTER3SUGGESTIONSOFENHANCIN

40、GTHETRANSLATIONTHEMAINERRORSHAVEBEENSUMMARIZEDINSEVERALASPECTSWHERETRANSLATIONISCONCERNED,WESHOULDTRYTOPREVENTASWELLASTOCORRECTCORRECTENGLISHSTORENAMESARETOACERTAINDEGREEASTUDYONCHINESEENGLISHTRANSLATIONOFSTORENAMES7RELATEDTOTHEIMAGEOFACITYANDHAVEMUCHTODOWITHITSNATIONALANDINTERNATIONALACCEPTANCE,THU

41、STOPPRIORITYSHOULDBEGIVENTOLISTSOMESUGGESTIONSOFCORRECTINGERRORCHINESEENGLISHTRANSLATIONOFSTORENAMES31STRENGTHENINGTHETRANSLATORSLANGUAGECOMPETENCEATRANSLATIONISNORMALLYINTENDEDFORATARGETLANGUAGEREADER,EVENTHOUGHATRANSLATORDOESTHEJOBFORHISOWNPLEASURE,FORHEISPERHAPSREGARDEDASTHEFIRSTREADEROFHISEFFORT

42、FORHUNDREDSOFYEARSTHEREHAVEBEENCONTROVERSIESOVERPRINCIPLESOFTRANSLATIONANDHOWTOMAKEATRANSLATIONASUCCESSTHESECONTROVERSIESAMONGTRANSLATORSATHOMEANDABROADHAVELARGELYFOCUSEDONTHEDISTINCTIONBETWEENFAITHFULORLITERALTRANSLATIONANDIDIOMATICORFREETRANSLATIONHOWEVER,ONETHINGISSHAREDBYMANYTRANSLATORS,THATIS,T

43、HEYCONCENTRATETHEIRATTENTIONONTHERELATIONOFTHETWOLANGUAGESTHESOURCELANGUAGEANDTHETARGETLANGUAGESTORENAMES,HAVETHEIROWNCHARACTERISTICSTHEYUSUALLYEMPLOYSIMPLEWORDSWITHUNIQUESTRUCTURESTRANSLATORSSHOULDGIVEPRIORITYTOTHEEFFECTIVENESSOFTHEMESSAGETOBECOMMUNICATEDINTHETRANSLATIONOFSTORENAMESATRANSLATORHASTO

44、ASSISTHISREADERTOUNDERSTANDTHEMESSAGEASMUCHASPOSSIBLE,ANDATTHESAMETIME,HESHOULDBEARINMINDTHATTRANSLATIONISNOTFORTHETRANSLATORSSAKE,BUTFORTHETARGETLANGUAGEREADERSSOMETRANSLATORS,KNOWINGTHATENGLISHHASBECOMEANINTERNATIONALLANGUAGE,FEELOBLIGEDTOPUTUPENGLISHASADECORATIONTOENHANCETHEIRSOCIALHIERARCHY,SELD

45、OMTAKINGITSERIOUSLYORCARINGWHETHERITISRIGHTTHISLEADSINPARTTOTHERAMPANTSPATEOFMISTRANSLATIONSOFSTORENAMESTHEREFORE,ITISURGENTTHATTHELANGUAGECOMPETENCEOFTHETRANSLATORSSHOULDBEIMPROVEDTRANSLATORS,FORTHEIRPART,SHOULDGETINTOTHEHABITOFTHINKINGINTHETARGETLANGUAGENEVERSTOPPINGSHORTATIMPROVINGTHEIRLANGUAGECO

46、MPETENCE,FORLANGUAGELEARNINGEXACTSLIFETIMESEFFORTSWHENTHEYCANWIELDENGLISHASFLUENTLYASTHEIRMOTHERTONGUE,LANGUAGEBARRIERS,TRANSLATIONALERRORSWILLBEEXTRACTEDWITHOUTSTRAINSTORENAMES,ASAKINDOFPUBLICSIGN,FALLUNDERTHECATEGORYOFSOCIALPRAGMATICRESEARCH,WHICHREFLECTSTHECULTURALTRAITSANDMENTALOUTLOOKOFTHEPEOPL

47、EINACERTAINSOCIALHIERARCHYTRANSLATIONSOFSTORENAMESSHOULDBESUBJECTTOPRAGMATICNEEDTHEAPPLICATIONOFPRAGMATICSWILLAFFORDANEWTHEORETICALMODELFORTRANSLATIONANDGUIDANCEFORTHECONSTRUCTIONOFTRANSLATIONTRANSLATORSCOULDWORKMOREEFFECTIVELYIFTHEYTAKENOTEOFTHEPRAGMATICPURPOSES,INFORMATIONANDEXPRESSIVEFORMSOFSTORE

48、NAMESTHEYMUSTHAVEASTRONGSENSEOFRESPONSIBILITY,STRENGTHENINGINSPECTIONANDREDUCEERRORSINTRANSLATIONTHEREFORE,STRENGTHENINGTHETRANSLATORSLANGUAGECOMPETENCEISOFGREATIMPORTANCEINTHEPROCESSOFCHINESEENGLISHTRANSLATIONOFSTORENAMESINORDERTOACHIEVETHEEVOCATIVEEFFECT,ASTUDYONCHINESEENGLISHTRANSLATIONOFSTORENAM

49、ES8ATRANSLATORCANEMPLOYVARIOUSTECHNIQUESTOPOLISHHISVERSIONONTHEBASISOFFAITHFULNESSTOTHEORIGINAL,SUCHASLITERALTRANSLATION,FREETRANSLATION,OBSCURETRANSLATION,ANALOGYTHEACQUISITIONOFENGLISHISALONGTERMTASKANDSOMESUGGESTIONSAREPUTFORWARDTOIMPROVETHEIRTRANSLATIONSCOMPETENCEINTHEHOPETHATTHEPARTIESCONCERNEDWILLTAKETHEEFFECTIVEMEASURES32ATTACHINGIMPORTANCEFROMSTORESANDGOVERNMENTSASISKNOWNTOALL,ENGLISHSTORENAMESCANBESEENMOREANDMOREEXTENSIVELYINTHESTREETSINCHINANOWADAYSATTHESAMETIME,MOREANDMOREERRORSOFENGLISHSTORENAMESAPPEARASSOMESPECIFICEXAMPLESOFERRORTRANSLATIONOFSTORENAMESANALYZ