回顾以前贴的论文, 发现少了文献综述部分. 多谢网友提醒, 现在粘上.
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2. Rationale
2.1. Differentiating of signs and public signs
2.1.1. Sign
Basically, a sign is “a piece of paper, metal etc in a public place, with words or
drawings on it that give people information, warn them not to do something.” (Longman Dictionary of Contemporary English, 2005).
      From this definition we can see that sign can be either picture or word alone, or the combination of pictures and words.
      C.S. Pierce defined ‘sign’ as ‘something that stands for something else to someone in some respect’.
(http://web.umr.edu/~gdoty/classes/concepts-practices/def-signs.html)
Signs do stand for things because people have reached a prior agreement about what they should be used to stand for, a prior agreement is often called a convention. However, a sign can be very difficult to interpret if you do not know the convention that renders it intelligible.
Some signs are made universal. For example, the simplified picture of knife and fork is used to identify restaurant, silhouette of a handset to identify telephone, and silhouette of a man or woman to identify restrooms.
Others are quite culture specific and need to be explained with words, especially those that are designed by companies, associations or groups themselves.
2.1.2. Public signs
Public sign is a kind of literary style which is characterized for its “public” and communication-oriented features. Its application covers nearly all the fields of our daily life, for example, guideposts, billboards, signboards, posters, brief introduction of scenic spots, etc. It conveys the message through simple words or clear pictures, or the combination of them. (杨全红：2005).
Professor Lv Hefa defined “public signs” as “characters or signs in public places, setting up with an aim to direct, prompt, restrict and compel the public” (2005(6):38). (Translated by the author)
2.1.3. Differences between signs and public signs
Mr. Lv Hefa stresses that “public sign” is not the exact equivalent of “sign” in English. Public signs have a much broader application range, which nearly covers every field of our daily life, such as public utility, scenic spots, travel service agency, streets and districts, foreign-related departments and institutions, etc. (Lv Hefa: 2005). Some slogans and advertisements, which are set up on streets, are also deemed as public signs, because they also have the function of giving information.

2.2. Publicity-oriented translation
Translation of public signs falls into the category of publicity-oriented translation (黄友义:2005).
According to Katherina Reiss’s (1971) theory of text typology, all the texts are categorized on the basis of their main function. Her text typologies are: 1) the informative text where the content is the main focus. (These texts do plain communication of acts, information, knowledge, opinion etc). 2) The expressive text where the focus is on creative composition and aesthetics, and 3) the operative text where the focus is ‘appellative’ by which what is meant is that the text appeals to the reader to act in a certain way.
From this point of view, translation of public signs belongs to the category of informative text, which should focus on the content and the ways of expression as well as diction should be acceptable in target languages.

2.3. Theory of dynamic equivalence
   The requirement of public sign’s translation is functional equivalence rather than word-for-word fidelity.
In essence, this approach enables the translator to capture the meaning and spirit of the original language text without being bound to its linguistic structure.
EugeneA. Nida argues that there are two different types of equivalence, namely formal equivalence----which is redefined in the 2nd edition by Nida and Taber (1982) as formal correspondence-----and dynamic equivalence.
Dynamic equivalence is based upon “the principle of equivalent effect.” (1964:159). “The relationship between receptor and message should be substantially the same as that which existed between the original receptors and the message.” (1964:159). The message has to be modified to the receptor’s linguistic needs and cultural expectation and “aims at complete naturalness of expression.” Naturalness is a key requirement for Nida. He defines the goal of dynamic equivalence as seeking “the closet natural equivalent to the SL message.” (1969:12). This receptor-oriented approach considers adaptations of grammar, of lexicon and of cultural references to be essential in order to achieve naturalness; the TL should not show interference from the SL, and the “foreignness” of the ST setting is minimized.

2.4. Functional features of public signs
Professor Lv Hefa claimed in his article On Translation of the Expressions on Signs From Chinese into English that the functions of public signs are as followed (2005(6):38):
1) directing
2) prompting
3) restricting
4) compelling
2.4.1. Directing
The purpose is to provide information and indicate the service instead of restricting or compelling the public to do something. Nouns are frequently used, such as “Cosmetics”, “Out-patient department”, “Night club” etc.
2.4.2. Prompting
The purpose is to indicate the status or condition. Phrases are frequently used, such as “Wet paint”, “Full booked”, “Sold out”, “10% Service charge”, etc.
2.4.3. Restricting
The purpose is to restrict or mandate the public to do something. It requires straightforward expressions, but the tone of speech should be polite and friendly, instead of being strong and offensive. For example, “Ticket only”, “Keep right”, “Free for children under 12” etc.
2.4.4. Compelling
The purpose is to mandate the public to do or not to do something. It should be straightforward and strongly-worded, without a sign of compromising, such as “No smoking”, “Dangerous articles forbidden”, “No overtaking” etc.

2.5. Cultural differences in the translation of public signs
The English used on public signs is normative and identified, so the translator of public signs should have the ability of manipulating the signs’ reception in the target culture. However, some signs are unique in China and have zero of equivalence in the target culture, such as “文明公厕”，“信的过企业”，“文明样板街” etc, which are the production of Chinese tradition, and had better not to be translated. (Lv Hefa, 2004).
Some signs, which are served as only a reminder to Chinese people, are unnecessary to be translated into English. For example, “No spitting”(禁止随地吐痰), “No Gambling” (禁止赌博), “Please keep sanitary” (请讲究卫生), “Mang out after shit”（便后请冲水）etc. Target readers may have no interests in getting such message. (ibid).