Translation Principles Of Chinese Plaques From The Perspective Of Eco-translatology

As the core factor of national soft power, cultural soft power needs to be strengthened urgentlyat the background of the rapid development of globalization and closely increasing internationalcommunication. The plaque is a unique human landscape and precious culture legacy, whichembodies the essence of Chinese artistic thought as a unique landscape in the traditional cultureof the Chinese nation.The plaque is a kind of cultural symbol and business language, a comprehensive ideologicaland artistic works as Chinese peculiar, which compromises the merits of language, calligraphy,traditional architecture and sculpture. The plaque is not only a sign, but a cultural symbol oreven a symbol of cultural identity. The plaque is a building or even the punchline in a cityIn recent years, along with unceasing development of international economic cooperation andcultural exchange in our country, translation is becoming increasingly important, however, thetranslation of Chinese plaques is studied rarely. With the development of society and economy,research on the translation and the traditional cultural and commercial pragmatic values ofChinese plaques will not only help to study Chinese plaques’ histories and cultures, excavateand sort out the commercial cultural treasures, but also promote traditional Chinese culture,enlighten and promote the soft power development of Chinese culture. This paper analyzes thepragmatic values and failures of the translation of Chinese plaques and provides translationprinciples for Chinese plaques from the perspective of eco-translatology finally."Eco-translatology" opens a new perspective for the translation study on Chinese plaques.Author holds "eco-translatology" and "pragmatics" as the theoretical framework and provides the translation principles for the translation of Chinese plaques on the basis of analysis of thepragmatic values and failures in the translation of Chinese plaques and reasons for thesepragmatic failures. Author studies the translation of Chinese plaques in the translationaleco-environment consist of many factors like age, society, culture, translator, reader, text, etc. topropose that the two aspects--translation ecological environment (translational eco-environment)and translators’ adaptation and selection in the translationprocess of Chinese plaques should beemphasized. According to the principle of "the multi-dimensional adaptation and adaptiveselection", the research is relatively concentrated on "three-dimensional" adaptivetransformation of linguistic, cultural and communicative dimensions. The research alsoconfirms the great guiding significance of "eco-translatology" in the translation of Chineseplaques and applied translation studies. It is believed that this paper will provide somereferences for the translation of Chinese plaques and the applied translation studies to arousethe concerning and thinking of the corresponding experts.Only can the culture of the nation become the culture of the world. Therefore, it is necessaryto pay attention to keep the Chinese cultural spirit in the translation of Chinese plaques andhighlight the cultural and commercial pragmatic values of the translation of Chinese plaques togear our its culture heavily loaded with Chinese traditional culture to international standards,which will promote the culture of Chinese plaques around the world. Therefore, the authorhopes that more experts, scholars and translators can pay attention to the translationaldevelopment of Chinese plaques and make our due contributions to the translation of Chineseplaques as well as the development of China’s culture and economy.