1、语用学中的面子理论和礼貌原则的应用摘要中国饮食文化博大精深、源远流长是来华外宾了解中国文化的一个重要窗口。菜铺上的菜名对人们有着很好的指示作用,它传神的表达出菜本身的特点和美好寓意。与此同时,随着我国日益与国际接轨,中国菜越来越受外国友人的亲睐。但由于中国饮食烹饪方式多样，文化内涵丰富，相关专业性强，因而容易导致中国菜名的英译错误。同样的，英语广告是一种跨文化的交际活动，在翻译过程中，必须考虑到两种不同文化形成的语用原则。语用学在实际应用中涉及多方面的理论，包括面子理论和礼貌原则。关键词：中国菜名; 面子理论;礼貌原则 Abstract Chinese diet culture, with a
2、 long history, is rich and profound, which has become an important window for the foreign guests to get acquainted with Chinese culture. Chinese dish names on the menu have a good indication for people. It vividly expresses the characteristics of the food and good moral. At the same time, as our cou
3、ntry increasingly has interfaced with international, Chinese dishes are becoming more and more popular among foreigners. However, different Chinese food cooking ways, rich food culture and professional strong bring about difficulties for translation. The applications of pragmatics including face the
4、ory and politeness principle in the area of diet. Samely,advertisement is an cross-cultural activity ,so we should consider the pragmatics principle both in Chinese and English. Pragmatics involves various aspects of theroies,including face theory and politeness principle.Keywords: Chinese dish name
5、s; Face theory; Politeness principle The application of pragmatics in advertisement 英语广告advertisement一词产生自拉丁语 advertere，意为“唤起大众对某种事物的注意，并诱于一定的方向所使用的一种手段。”而成功的商业广告是则是通过文字信息、非文字信息(如音乐、图片等)或图文并茂的方式来吸引消费者以期实现销售目的。然而,在广告所采取的各种形式中,语言一直是最重要和最根本的。众所周知，广告翻译是一种跨文化的交际活动，在这个翻译过程中，必须考虑到两种不同文化形成的语用原则。如果翻译准确，则可使持两
6、种语言的人成功地实现交际，达到商标的目的。反之，就容易产生失误。一、避免语用失误广告翻译的几点注意1、跨文化语用失误（Cross-cultural pragmatic failure）（1） 品牌的翻译避免直译上海产“白翎”钢笔，其英译为“White Feather”,在英语国家无人问津,其原因在于英语中有句成语“to show the white feather”意思是“临阵逃脱”,而“白色羽毛”象征的是“胆小鬼”。其他例子还有: Dragon (龙牌卷闸), Fang Fang(芳芳牌唇膏) ，Dabao SOD (大宝SOD 蜜) ，Golden Cock (金鸡牌鞋油)等等。（2）“龙
7、”的英语对应词“dragon”被定义为“a large fierce imaginary animal, usually rep resented with wings, a long tail and fire coming out of its mouth”。见到这个字，英美顾客只会联想到“邪恶”“ 、凶猛”、“残暴”、“可怕”。试想谁会去购买这么一件“可怕”、“凶神恶煞”般的商品呢? (3)避免中文广告中口号性的翻译不同国家的文化差异是国际广告中不容忽视的大问题。不同的语言体系有不同的表达习惯,盲目套用必将阻碍原句语用意义的传递。“高高兴兴上班去,安安全全回家来”这条标语是在中国非常常见
8、，而且朗朗上口，被公众用于警示交通安全的重要性。在翻译成英文诗，若套用汉语结构形式,按字面意思译为:Go to work happily and come back safely!则不符合英语表达方式,使西语文化中人感到困惑。其实用“Drive carefully!”或“Good luck!”等简单的释义，就可以清晰表达了。2、言语行为理论speech act theory比如说对于一则公益广告的翻译“Thieves love crowds; Watch your wallet, bag, camera”,如果我们直接套用其表达方式译为“小偷喜欢拥挤的人群,注意你的钱包,手提包,照相机”,就会
9、使汉语读者感觉有些古怪。因为英语中是以提醒顾客从自身保护入手，所以可以简单译为“谨防小偷”。 3、广告翻译应注意其禁忌tabbo 无论任何国家、民族都存在许多这样那样的忌讳,我们应给予必要的尊重,这也同时会影响到出口商品的销路问题。例如,英国人不喜欢大象、颇喜欢熊猫;意大利人和西班牙人喜欢玫瑰花,忌用菊花;比利时人最忌蓝色,认为蓝色是不吉利的凶兆;土耳其人绝对禁止用花色物品布置房间和客厅,他们认为花色是凶兆;日本人忌绿色,而印度人却喜爱绿色。为了做好国际广告的翻译工作,为产品在国际市场上搞好促销就不得不特别留意并做到熟悉有关民族的文化常识。 二、结语英汉广告的翻译不仅要求译者有着扎实的双语功底
10、，而且还要知晓广告语言的特点。广告翻译中的语用失误，严重影响着交际效果和产品的销量。因此，中国的产品要走向世界一定要了解异国文化，在翻译过程中认真思考和积极探索的问题，方法可以多样化，手段可以现代化，减少语用失误，提高语用能力。Contents摘 要 IAbstract IIContents III1 Introduction 12 Names of Chinese dishes 2 2.1 Flavor snacks 2 2.2 With good things or image scene named Chinese dishes 2 2.3 Others 33 The applicati
11、on of pragmatics in advertisement 44 Politeness Principle and Face Theory 75 Bibliography 91 IntroductionChina has a long history of several thousand years formed colorful food culture. Delicious food match good reputation is one of the distinctive features of Chinese food culture. The dishes are co
12、ncentrated the profound Chinese cuisine and local characteristics, which reflect the Chinese long history and splendid culture of food. Chinese dishes pay attention to color, aroma, taste and shape and stress lucky. It witnesses the Chinas ancient civilization. It is the national history and culture
13、 in miniature. With Chinas rapid economic development, tourists from the whole world, more and more Chinese food culture has been widely disseminated. At the appointed time, the Chinese diet culture steps. How will Chinas distinctive image and ethnic Characteristics into translation of Chinese dishe
14、s is extremely important. This article, starting from the typical naming of Chinese dishes, shows the translation of Chinese dishes. 2 Names of Chinese Dishes2.1 Flavor dishesAs a country with a long history, China has a lot of unique food. For those dishes accepted by foreigners and with Chinese ch
15、aracteristics, we can use Pinyin for the purposes of promoting Chinese culture. For example:Deep fried twisted dough stick(油条Youtiao)Dumpling stuffed with vegetable and meat fillings(饺子Jiaozi)Dumplings made of sticky rice flour served in soup(汤圆Tangyuan) Steamed dumplings with pork and sticky rice f
16、illing(烧卖Shaomai)2.2 With good things and imagine scenes named Chinese dishesSome Chinese dishes need to be remained the better image and flavor. For example:Broiled chicken cutlets with turtle(霸王别姬)Shrimp and egg soup(金玉满堂)2.3 OthersApart from the above, there are many naming. Many dishes are named
17、 cooking method and main ingredient. There are many examples of error and correct : Husband and wifes lungs lice (夫妻肺片) Pork lungs in chili sauce Four glad meat balls (四喜丸子) Meat Balls Braised with Brown sauce Chicken without sexual life（童子鸡） Spring chicken Government abuse chicken (宫保鸡丁)Stir-fried
18、chicken with dried red pepper Fried lions head（红烧狮子头）Stewed Pork ball in brown sauce4 Politeness Principle and Face Theorypoliteness principle 礼貌原则The politeness principle is a series of maxims, which Geoff Leech has proposed as a way of explaining how politeness operates in conversational exchanges
19、. Leech defines politeness as forms of behavior that establish and maintain comity. That is the ability of participants in a social interaction to engage in interaction in an atmosphere of relative harmony.Leechs maximsTact maxim得体 (in directives impositives and commissives): minimise cost to other;
20、 maximise benefit to other Generosity maxim慷慨 (in directives and commissives): minimise benefit to self; maximise cost to self Approbation maxim赞誉 (in expressives and representatives assertives): minimise dispraise of other; maximise praise of other Modesty maxim谦虚 (in expressives and representative
21、s): minimise praise of self; maximise dispraise of self Agreement maxim一致 (in representatives): minimise disagreement between self and other; maximise agreement between self and other Sympathy maxim同情 (in representatives): minimise antipathy between self and other; maximise sympathy between self and
22、 other The face theory面子理论“Face” (as in “lose face”) refers to a speakers sense of linguistic and social identity. Any speech act may impose on this sense, and is therefore face threatening. And speakers have strategies for lessening the threat. Positive politeness means being complimentary and grac
23、ious to the addressee (but if this is overdone, the speaker may alienate the other party). Negative politeness is found in ways of mitigating the imposition. Hedging: Er, could you, er, perhaps, close the, um , window? Pessimism: I dont suppose you could close the window, could you? Indicating defer
24、ence: Excuse me, sir, would you mind if I asked you to close the window? Apologizing: Im terribly sorry to put you out, but could you close the window? Impersonalizing: The management requires all windows to be closed. Stewed Meatball with Brown Sauce is a famous dish. But some people translate into
25、 Fried lions head. What have you imaged if you are a foreigner when you see the name? As a king in the forest, if the lion is cooked in this way and appeared on the table, we will of course think China is a rule country. In fact, it is a traditional Chinese dish, which is famous for its head. The li
26、on is the symbol of good wishes. If we translate like that, we must be laughed. There is many applications of face theory and politeness principle. Some examples which borrow from the name of food are used to protect peoples faces. For instance, if somebody said “I have eaten stir fried squid”, that may means that she did eat it ; or she got fired. Similarly, “Fried shredded pork with bamboo shoots” can be used when he/she was kicked his/her ass by whip.Leech, G.N. Principles of Pragmatics M.London: Longman
