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店铺招牌属于公示语的一种,在实际翻译中往往错误百出。笔者通过对国内学者关于公示语翻译原则进行比较研究,再针对丽江古城这座历史文化名城店铺招牌的翻译进行分析,综合提出“拼写规范、译名统一、名称音译、突出重点”的翻译四原则,希望不仅能对丽江本地的店铺招牌翻译提供翻译的依据,同时也希望能对我国其他地区的店铺翻译提供一点参照。
Store signage is a type of public sign, which is often mistaken in actual translation. The author compares the translation principles of public signs with domestic scholars, and then analyzes the translation of the shop signs of the historic and cultural city of Lijiang Ancient City, and comprehensively proposes the translation of “Spelling Norms, Unification of Translation Names, Name Transliteration, Highlighting Keys”. In principle, we hope that we can not only provide the basis for the translation of Lijiang’s local shop signage translations, but also hope to provide some references to store translations in other regions of China.