Abstract: Since the reform and opening-up, public sign plays an important role in our daily life. Its main functions are to direct, prompt, restrict and compel, which are also the functions of public sign in shopping malls. According to the Skopos Theory, the purposes of public sign are to convey information and attract attention so that it can stimulate consumption. Therefore, during translation, translators emphasize on the aim of translation and the language habits of customers. Based on the analysis of public signs in light of the Skopos Theory, the paper summarizes four strategies of C-E public sign translation include literal translation, substitution, ellipsis and addition. 

Key words: public sign in shopping mall; Skopos Theory; strategy

CONTENTS

Abstract

摘要

1. Introduction-1

2. Public Signs-1

2.1 Definition-1

2.2 Features of Public Signs-2

2.3 Function of Public Signs-3

2.4 Public Signs in Shopping Mall-4

3.Skopos Theory-4

3.1 The Development of Skopostheorie-4

3.2 The Principles of Skopostheorie-4

4. Application of Skopos Theory to the Translation of Public Signs in Shopping Malls-5

4.1 Translator as a Subjective Reader-6

4.2 Recipient as a Response-Oriented Reader-6

4.3. Strategies of C-E Public Signs in Shopping Malls Translation-6

4.3.1 Literal Translation-6

4.3.2 Free Translation-7

5. Conclusion-9

Bibliography-10

Acknowledgements