4.2.2. Mishandling of Chinese specialized terms
Some terms are the production of Chinese tradition and institution, hence no equivalence can be found in the target language. Foreigners may be confused by “model toilet” (文明公厕), “promise-keeping company” (守信企业), “creditable company” (质量信的过单位) etc, and at the same time, “请便后冲水”, “请讲究卫生” and “禁止随地吐痰” etc. does not make any sense to them. Since the target readers of English signs are from western countries, translation of such terms are not necessary. For those which need to be translated, validity should be testified by consulting foreigners and observing their responses before showing them in public.

Example 28
  
（Shot on Wangfujing Street）

Response: Rena wrote in her Email: "’Promise-keeping company’ makes it sound like the company´s business is to keep promises. For example, I need someone to keep a promise for me. I know! I´ll call the promise-keeping company! Of course, that is silly. There is no company whose only purpose is to keep promises. So I understand what they really want to say, but I have to stop and think about it for a second. “(Appendix – Letter 6)
Analysis: “Promise-keeping company” has been entered into Google and searched. The first thirty results which involves “promise-keeping company” are all Chinese website, which means that “promise-keeping company” is typical in China and can’t be accepted by foreigners.
This sign will leave an impression to foreigners that some companies in China don’t keep their promises, hence devalue them. So, it had better not to be translated at all.

Example 29
            
  
（Shot on Xinhua Avenue, Tong zhou district）

    Response: “The second one is just very strange culturally. Although some toilets in the West are dirty, that is usually because the person who cleans the toilets hasn´t had time to clean them yet. Or maybe the toilet needs to be fixed. But most public toilets in the West are kept clean, so it is not something we need to advertise. No one would ever put up a sign to tell you that it was okay to use the toilet. If they did put up a sign, they would probably say "Clean restroom" or "Good toilets." Because I know that Chinese toilets are often very dirty, I understand that when they say "civilized toilet," they mean a clean toilet. But it makes me laugh because it implies that many toilets in China are "uncivilized." This is the kind of joke that a Western person might make about China, calling the toilets (and maybe the country) dirty and "uncivilized." But now the Chinese people who put up the sign are making a joke about themselves, but they don´t know they are doing it. They just don´t know enough about English and Western culture. I think a Chinese person wouldn´t want to say that about China.” (Appendix – letter 7).
    Analysis: The sign, which is hung on the door of the toilet, serves as an indication that this toilet is clean enough and has all the necessary fittings, such as basins, toilet paper, driers etc. While foreigners may not concerned whether it is “civilized” or not, only need to know that it is toilet, not anything else.
Moreover, the use of the word “civilized” is not suitable in this situation. “Civilized” means “being well organized and developed socially”, which can be followed by “society”, “world”, “people” etc., but never “toilet”.
Suggestion: Since it makes no sense to target readers, “civilized” can be deleted. A single “toilet” will be OK.

Example 30


（Shot in a toilet in Oriental Plaza）

Response: Rena wrote: “The last one is really funny because, of course, "shit" is a bad word, and you never put it on a public sign.” “In the U.S., you can´t even say that word on regular TV. Also, you never use a word on a public sign that directly refers to a bodily function such as "shitting," not even a polite word like "excreting." We would not put up a sign like that because everyone knows that you are supposed to flush (although not everyone does flush), but if we did, we would say, "Please flush after using the toilet" or something like that.” “The Chinese sign would be considered very offensive by some people, and they wouldn´t want their young children to see it. But I think most people would just laugh a lot when they saw it and maybe take a picture to show their friends back home.” (Appendix – letter 8)
Analysis: This sign serves as a reminder only to Chinese people, because some of them do have the bad habit of leaving the toilet unwashed after using it, and have to be reminded by a sign. Foreigners may feel uncomfortable to read such a sign, and may think that they have been doubted of having such bad habit.
In addition, “shit” is too direct and should be avoided being used on public signs. It can be replaced by euphemism.
Suggestion: Don’t do the translation at all.

Summary
1. Causing of the mistakes: The responses from target readers have been neglected. The main purpose of setting up English signs is to help foreigners get clear information, those which makes no sense or seems offensive to them had better not to be translated. Just like the above mentioned examples.
2. Ways of avoiding such mistakes: It should be judged which signs need to be translated, and which are unnecessary. If it is the former, translation should be presented to a foreigner to see his response. If the response is negative, then revisions should be made until it sounds satisfactory. If it is the latter, then translation should not be done.