现在的茶文化
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现在的茶文化范文第1篇
1、价值观的区别西方文学著作荷马史诗《伊利亚特》中就对主人公阿喀琉斯的个人英雄主义进行了极大的渲染，并特别歌颂阿喀琉斯在特洛伊战争中所展现出来的伟大英雄精神。但是在东方国家，阿喀琉斯的行为是无法被人理解的，尤其是阿喀琉斯由于个人的尊严遭到挑战而拒绝参战并导致军队在战争中受到重创。因而这两种不同的价值取向将会影响到读者对文学作品的理解，并会造成错误的文学导向。在进行文学翻译时，翻译者应该对这类问题进行巧妙处理，避免不必要的误会，降低读者对文学作品的理解难度。
2、风俗文化的区别风俗文化是不同民族在发展过程中逐渐形成的一种风俗习惯，因而风俗文化有着历史的味道，是对一个民族内涵的具体再现。同时在这些风俗文化的影响下人们的审美意识、个人价值取向以及处世态度等都受到了一定的约束，从而共同形成了一个民族风格。例如，对于中国而言，“红色”是一个富有喜庆意味的颜色，代表着吉祥、欢快等褒义含义。将“红色”翻译为英语时就是“red”，然而“red”一词在英语背景下就有一些负面含义，如“seered”表示的是一个人大发雷霆的样子。因此，中文的“红色”与英文的“red”在内在含义上不是对等的，存在着一定的差异。其实像这样的例子还有很多，而这些内涵的差异化将会影响读者对文学作品的深入理解，从而增加了阅读的难度。之所以要做文学翻译就是为了便于不同文化之间的交流，促进世界文化的多样化。但是如果不能够将文学作品中的深层内含有效地剖析出来，那么将会与原来的宗旨背道而驰。
3、的区别信仰是人们实体化的一个精神支柱，影响着人们的精神生活。不同的宗教有着不同的主旨，而这些主旨又在潜意识里影响着人们的行为规范。在西方，是自由的，很多人都有着自己的信仰，其中很多人信奉上帝。而在东方国度，有的人不多，且大多数以信仰佛教和道教为主。在西方作品中常见到引用《圣经》中的故事来表达作者的思想，而在东方作品中常展现的“超然物外”以及“普度众生”等态度则是借鉴了儒家思想以及道家思想。而这些东方思想文化对于西方读者而言是十分晦涩难懂的，他们甚至很不理解这种思维想法。与此同时，每一个人对于自己所信奉的宗教都有着一种神圣的心理，是他人所不能够亵渎的。因而，在做文学翻译时，应该巧妙地处理对的理解，针对不同的民族应该采用不同的态度。只有这样，才能够减少不必要的冲突。
二、中西方文化差异对文学翻译的影响
虽然文化是一个民族意识形态的承载体，但是它也可以在世界各个角落里流传，并且应该如此。但是由于语言以及地域理解等多个因素的影响，文化的传播受到了一定的阻碍。现在翻译打破了这层阻碍，加速了文化的流传，并且也让不同文化之间相互借鉴、相互影响。面对中西方文化背景的差异化，文学翻译其实深受影响。第一，文学翻译受限于文化。翻译其实是对文学作品的一次再创造过程，只是这个再创造的过程要“因地制宜”。“文化”是一个抽象概念，它涵盖了许多领域，其中就包括文学。其实文学是文化的一个纸质体现，将文化用文字的形式展现出来。因而文学里面流淌着文化的血液，那么文学翻译也应该遵循文化的发展模式。从而，现在的文学翻译受限于不同的文化体制，根据不同的文化内涵而再创造出合适的文学作品。第二，文学翻译中目的语言信息的完整性。原作品与原文读者之间是存在一种天然的默契的，而这种默契的形成是由于两者有着共同的文化基础。但是这种默契是不会存在于原作者与译文读者之间的，因为两者在文化交流上存在障碍。为了越过这些障碍，翻译者在对文学作品进行翻译时需要针对文学作品中的信息进行相关的处理。例如，在译文读者难以理解的、风俗习惯等处加上相关的详细信息，便于读者理解;同样地，对于译文读者而言有些信息是不必了解的，可以有意地删除，或者通过一定的语境加以诠释。
三、在中西文化背景差异下文学翻译的要点
在文化交流的过程中中西方文化的差异是不可避免的，同时这也是在“跨文化”现象中所必须面临的一个难题。而翻译者所需要做的工作就是巧妙处理这一冲突，减少译文读者与原文作者在理解上的出入，增强文化传递的作用。尤其是在对文学作品进行翻译时，如何处理两者不同文化背景的差异性是一个难题，同时也会影响到文学思想的传播与交流。因而，在对文学作品进行翻译时应该重点注意以下几个问题。
1、了解中西方文化的差异性，注重双方的优势互补
之所以要做文学作品的翻译，是因为每一部文学作品中都记载着一个民族文化，传承着一个民族的精神。因而，每一部文学作品都有深刻的文化底蕴，而这也是读者真正需要汲取的营养成分。在对文学作品进行翻译的时候，应该首先确定该文学作品的中心思想，从而保证在翻译的过程中意思传达的准确性，降低思想传递的误差。然而作者思想的表达是蕴涵在一定的文化基础上的，因而要保证将文化背景植入到翻译过程中，从而确保文学作品的原汁原味。然而，原文作者与译文读者之间是有着不同的文化背景的，所以在翻译的时候应该恰当把握两种不同文化背景下的理解。通过运用语言的力量充分发挥两种文化的优势，从而体现出文化交融的魅力，并且加快读者对文学作品内容的准确把握。对于译者而言，中西方文化背景的差异不是一个拦路虎，而是翻译过程中的一个闪光点。借助于两者之间的差异性，运用语言的魅力，根据读者所处的文化环境对原文作者的文化进行有效的传递，而这个传递的过程就依赖于译者的再创造过程。
2、注重不同文化特征的体现
现在的茶文化范文第2篇
随着世界经济的高速发展，越来越多的中国企业活跃在国际舞台上。同时他们也意识到一个不可忽略的问题，那就是:为了刺激商品消费和扩大国内外市场的占有率，商标名及其翻译有着举足轻重的地位。考虑到目前研究的局限性和中文商标名翻译研究的重要性，本文首先从中国文化特色出发，分析了中文商标的基本功能和特点，深入分析了文化差异的原因。另外，作者提出奈达“功能对等理论”来指导中文商标英译的实践。最后列举翻译方法，并用事例加以论证，事实上对商标名翻译的研究，就是一种文化范畴的研究。
关键词：商标；商标名翻译；文化；文化差异；功能对等论
ABSTRACT
With the fast development of international economy, more and more Chinese enterprises have been active in the global market. They are increasingly finding that brand names translation plays an important role in stimulating consumption and expanding domestic and overseas market. So the author of the paper attempts to explore brand name translation in the cultural differences perspective. Owing to the limitations of the previous studies and the significance of Chinese brand name translation, the paper makes a study of cultural characteristics of the Chinese brand names, as well as typical characteristics of Chinese culture, and then further analyzes the causes of the cultural differences. In addition, the paper proposes Nida's "functional equivalence theory" as the principle for producing culturally effective English renderings of Chinese brand names. At last, the author gives some examples to explain some useful methods. In fact, the translation of Chinese brand names study is also the study of culture.
Key words：brand name; brand name translation; culture; cultural differences; Functional Equivalence
Contents
1. Introduction 1
2. Brand Name Translation 2
2.1 The Definition of Brand Name 2
2.2 The Norms of Brand Name Translation 2
2.3 The Features of Brand Name Language 3
3. Cultural Differences and Brand Name Translation 4
3.1 Cultural Differences 5
3.2 Current Problems Existing in Chinese Brand Names Translation 8
4. Principles and Ways of Brand Name Translation 10
4.1 Functional Equivalence 10
4.2 Ways to the translation of Chinese Brand Names 11
5. Conclusion 15
Acknowledgements 16
References 17
1. Introduction
Chinese products are available to people nearly all over the word for the economic globalization and throat-cut competition. Therefore, brand name translation plays an indispensable role in the international market.
It is admitted that brand name is key to business. However, we still find the relatively negative situation in the brand name translation by analysing many existing translated Chinese brand names, so my research on brand names translation has realistic significance.
In China, there are some studies existing on brand name translation, but they are always too general or one-sided. For instance, a book called Brand Name English, only mentioned some basic knowledge of brand name, but did not contain the existing useful principles, problems and methods of Chinese brand name translation, let alone taking cultural factors into consideration. Gong Aihua and Hu Xiaoping (2004) wrote an article called Some Thoughts on How to Improve Chinese-English Translation of Trademarks, which only discussed some problems existing in Chinese-English translations, and the basic requirements when coping with the translation of Chinese brand names, but forgot to tell us the bases of these requirements, and the important relationship between Chinese brand names and culture factors. The article, named On the Brand Name's Translation from Chinese to English in Perspective of its Function only contains some ways of Chinese brand names translation and some functions of brand name [1]44.
So considering the limited studies on brand name translation and the significance of Chinese brand names translation studies in the current situation, my paper will make a thorough and systematic study on this topic from the cultural angle in order to provide help for future study.
2. Brand Name Translation
Apart from the literal transfer from one language to another, brand name translation also involves a whole set of linguistic criteria. Before I begin my study, I ask myself several questions: what is effective brand name, and what is not? How to translate the names in a proper way? What is the norms of brand name translation?
2.1 The Definition of Brand Name
In Longman Dictionary of American English, it says that brand is "a class of goods which is the product of a particular firm or producer" 134. To sum up, a brand name is a product and symbolize the “facial feature” of a good. Therefore, a successful brand name may make purchasers full in love with its good at first sight.
2.2 The Norms of Brand Name Translation
1. A translated brand name should be easy to pronounce, to understand, to recognize, and to remember. It should also give buyers the favorable connotation of the product's image. In order to make it easy to remember, common words are often used as brand names. Like长虹, 白猫, these names are not only easy to remember, but also can satisfy consumer's aesthetic preference and usage tendency. When translating these names, translators should try to use common words. So these names could be translated as "Chang Hong", and "White Cat" [4]33.
2. The translated brand names should be concise, plain , and lively. Most brand names are sprightly, so are their translated versions, such as Rejoice, Gree, 海信, 乐百氏and新科. These brand names could be translated as“飘柔”,“格力”, "Kang King", "Robust", "Lucky" and "Shinco". All these words consist of less than four characters, so the consumers could recognize the brand at a glance .
3. It requires the brand names and their translated names to be original and creative. As a matter of fact, those brand names which belong to eye-catching words, are easy to attract consumers and are able to win the market.
4. A successful brand name meets the principle of AIDCA, which means attracting attention, arousing interest, stimulating desire, creating conviction and taking action finally[5]178. That is, the translated brand names should be delight to eyes, pleasant to ears, easy to remember, and a comparatively perfect unity of sound, form and meaning. To sum up, translated brand names should possess the features of the original ones, and have the same or similar function as the original ones do.
2.3 The Features of Brand Name Language
The language used in such a special field should be different from that of other fields. Many scholars have carried on researches on it and the conclusions are as follow:
1. Easiness in Reading and Memorizing
This is the basic requirement of brand names and their translations. One of the initial functions of brand names is recognition and spreading. A successful brand name should enable customers to easily tell the product by its name from the products of the same kind. When giving or translating a brand name we should make sure that it is easy to be recognized, spelled, memorized and orally read, so that customers can readily decode and store it in their mind, e.g.汰渍Tide(washing powder), 奥利奥Oreo (biscuit), 高乐高Coleco(drinks), 雅戈尔Youngor(men’s suit), 奥迪Audi(automobile), 海飞丝Heads&Shoulders (shampoo).
2. Favorability in Connotation
A successful brand name usually contains some positive meanings, which may arouse customers' preference to the product. As we all know, favorable connotation may enable customers to associate it with good wishes, functions or attributes, which sometimes promotes customers to make a decision on it. Take Super (pot) as an example. Seeing or hearing " Super ", customers will associate it with good quality and feel that they can set their minds at rest when they cook their dinner if they choose this product. Suncha（双枪）is another good example that is able to stimulate customers with the good characteristics as being energetic, Chinese feature and trustworthy. Other examples include: 利群(cigarette), 好日子GOODDAY(clothing), 益寿堂(medicine), 护舒宝Whisper(feminine napkin), 帮宝适Pampers(diapers), 脑轻松(health food), 强生Johnson&Johnson(children's care products), 好太太(the clothes hanger), 步步高(VCD)and so on.
3. Ability to Stretch Good Imagination
A brand name should have a profound message, which is also a good selling point. For example, 外婆家 and its English translation Grandma's Restaurant both trigger customers to think of family warmth. It has been proved that brand names have brought great interests to enterprises. 状元酒, a famous brand name of rice wine, is such an associative one that enables consumers to think of a young boy win the NO.1 in the academic performance . Coca—Cole可口可乐 (soft drinks) presents us a picture that a person relieves his thirst happily when drinking Coca-Cole with gusto. The translation "可口可乐" is an even better one delivering a message to Chinese customers that the beverage is tasty and pleasant to drink[6]213. When they drink it, they will feel delighted and comfortable. Other examples include: 阿依莲(women's clothing), 玉兰油(skin cream), 达能(biscuit), 娇兰佳人(cosmetics), 孔风春(cosmetics), 巴布豆(children's underwear), 陆虎(car), Lovecome (French Perfume), Maybelline(American lipstick).
4. Conformity to Laws, Rules and Other Authoritative Requirements
Many countries have established laws and rules, which stipulates that some items cannot be used in brand names, for instance, in China, the name of an administrative district of the county or the higher is forbidden.
Undoubtedly, brand names have some other features. Anyway, they all serve to deliver the attributes and functions of products, which help customers to identify and determine their requirements.
3. Cultural Difference and Brand Name Translation
As we all know, culture is often created in people's ongoing activities within their particular life-conditions. Brand names, which obviously are part of the culture of a people, frequently arouse different aesthetic perceptions (or associations) and values in different cultures.
From the viewpoint of lexicology, associative meaning is the secondary meaning supplemented to the conceptual meaning. It differs from the conceptual meaning in that it is open-ended and indeterminate. It is liable to the influence of such factors as culture, experience, religion, geographical region, class background, education, etc. In contrast to denotative meaning, connotative meaning (of which associative meaning is an essential part) refers to the overtones or associations suggested by the conceptual meaning. For example, grandma, denoting a "female relative", is often associated with "love", "care", "tenderness", "forgiving", etc. These connotations are not given in the dictionary, but associated with the word in actual context to particular readers or speakers.
In a word, it is not enough to translate meaning literally, the translated words should also convey the same cultural associations. Thus translators should translate with regard to the TL culture and the SL culture. Failure to recognize and/or transfer cultural factors would lead to information loss. Most people buy with their hearts rather than their minds. Therefore, the functions of brand names depend far more on associative meanings than on conceptual ones. And associative meanings of brand names are closely linked to values and beliefs of a people. For instance, “黑人” (toothpaste), which literally means “black people”, is readily accepted by the Chinese. But the English version “Black People” could insult colored receptors.
3.1 Cultural Differences in Translation
In order to find out why those problems exist, it is necessary to pay attention to the cultural differences at first, especially different beliefs, different thought patterns, different concepts of values and different figurative associations.
3.1.1 Thought Patterns and Concepts of Values
It is well known that China is an old country with a splendid culture, and that Chinese people have been used to the doctrines of Confucius and Mencius, which have influenced the entire Chinese cultural system. They are always influencing Chinese minds in an inconspicuous way, demanding people to be modest, conservative, subtle and not to be too straightforward. Therefore, Chinese thought pattern follows the track of a "hermeneutic circle", while Western thought pattern is direct and straightforward. Such differences are reflected in some brand names. Take红豆Love Bean (shirts) as a example, which suggests the affection between the lovers in a roundabout way, and only people who know the Chinese thought pattern and traditional culture can appreciate the tender feeling, while some English brand names, such as Forget-me-not (perfume), Kiss Me(lipstick), ELLE ELLE(perfume), AMOUR AMOUR(perfume) [6]143, demonstrate affections directly.
Moreover, Chinese value things like home, family and collectivity. They also take great pride in their tradition of respecting their ancestors, because they think that they are the pioneer of Chinese history and brilliant culture. They are so industrious, intelligent and experienced that their opinions and advice make a great difference to the younger generation. All of the points mentioned above are reflected in many Chinese brand names, such 宜家, 好太太, 亲亲, 爱妻号, 外婆家, 方太, 美克美家. These brand names can easily arouse an positive feeling and nice echo in consumers. However, this is not the same case with the westerner. They value original, progress, individualism, youthfulness, efficiency and challenge. Not to be exaggeration, we can say that Chinese people cherish collectivism, while the westerners value individualism. In the westerners' opinion, the interests of individual plays an important role in their life value, and that all values, rights and duties originate in individuals. The value of individualism is so commanding that other imperative American values spring from individualism. This emphasis on the individualism, which is found elsewhere in the world, has become the cornerstone of American culture. While the Chinese attach great importance to collectivism. Chinese have close connections for a long time. Many aspects of cultural behaviour are not made explicit, because the Chinese people know what to do and what to think from years of interaction between each other. Chinese use less verbally explicit communication and more internalized understandings of what is communicated. Under this circumstance, Chinese can easily appreciate the beautiful connotation of brand names. It is necessary for translators to take them into consideration.
3.1 .2 Consumer Psychology
Consumer psychology refers to "the mental or psychological activities of consumers in their realization, adjustment, and control of purchasing and consuming actions according to their own needs abilities under the influence of the general social environment of consumption and economy" . When customers buy goods, they will think whether they should buy them, or what for. The formation of this mentality may be decided by some personal factors like personality, interest, memory, emotion, will and most important of all his social and cultural environment. Consumers' different cultural environments can in a lager degree determine his psychological response to the connotative meaning of a brand name. For instance, "龙" (dragon) in China is esteemed as the animal with such noble characteristics as being brave and authority that many manufactures would like to adopt it in their brand names. In contrast, western consumers are likely to associate it with the image of fierce or malicious or disaster because the word “dragon” originates from Mesopotamia, which was doomed to be killed by god for the danger it brings to the world. So it is the representative of disaster and danger. Now, we can imagine what will happen if the product with such a brand name was lunched in the western market.
Different culture shapes different psychology reaction to the same objects. So, the same brand names bring about different results in the western and Chinese customers' psychology. Apart from the examples mentioned above, the examples are listed as follows:
Table 2.1 Different Psychology Reaction to the Same Objects
between Westerners and Chinese[9]37
words In westerners' conception In Chinese's conception
孔雀(peacock) Beauty and nobility Vainglorious person
喜鹊(magpie) Herald of good luck or good news Gossipy person
龙(Dragon) Omen of disasters Holy
白象(white elephant) Good fortune Costly but useless thing
To marketers as well as brand name translators, the possession and mastery of related information of consumers' psychology are of great importance. Successful market promotions may result from the knowledge in this aspect and according to operations of marketers.
3.1.3 Customs and Habits
Custom is one of the branches of culture reflecting the specific characteristics of a nation or parts of the nation. It is the sediment of long history and closely linked with the surroundings and the way of life. So some customs and habits exist in one culture but may be absent in another, which brings about an obstacle to Chinese-English brand name translation, because many Chinese brand names comes from Chinese custom.One of the most famous rice wines named“女儿红”(Daughter's Wine) or“状元酒”(Scholar's Wine) is produced in Shaoxing, Zhejiang Province of China. To Chinese customers, the two brand names symbolize the happy events in one's life, while they cannot arouse the same feeling in westerners if translated literally and that will absolutely cause cultural miss, because the western consumers do not know the custom of the ancient Shaoxing. It is said that in ancient Shaoxing a jar of this wine was buried under the ground when a daughter was born. When the girl grew up and became a bride, the jar was dug out and entertained the guests attending the wedding. As the wine was untapped, the smell of the wine spread far, all guests became excited and congratulated the parents, that is the emerging of “女儿红”. If a boy was born, the family also buried a jar of wine under the ground hoping that the boy would become the NO.1 in the imperial examination, that is, "Zhuangyuan" (状元), who would become a superior official. When the boy passed the highest-level imperial examination of ancient China, his parents would dig out the jar and celebrated with it. The custom is transmitted from generation to generation, and“女儿红”and“状元酒”have become famous brand names now. So when a translator translate them, it is very necessary to provide the cultural information with the brand names. It is not only easy for customers to know about the origin of the wine but accept it quickly, because any one from any country would like to appreciate the beautiful things, enjoy the happy feeling and desire success equally. As for me , “女儿红” can be translated into the Shaoxing Rice Wine -which is stored in underground to serve the guest in daughter's wedding; and “状元酒” the the Shaoxing Rice Wine-which is stored in underground to serve the guest when the boy becomes the very best [7]65.
Each culture has its own characteristics, which are unique and easy to cause cultural barriers in brand name translation. It is translator's duty to overcome them and create proper English versions.
3.2 Current Problems in Chinese Brand Names Translation
Because of the cultural difference in geographical location, customs, religion and values, etc, people from differ ent cultural backgrounds often obtain different meanings from the same word. And we can never deny the current problems existing in brand names translation
1. Brand names with the same conceptual meanings but partially overlapping associative meanings. People worldwide love the scene of a blue sky and white clouds. However, the phrase “Blue Sky” (toothpastes) is associated with “bond that can not be paid off” in American English, so it should not be translated into “blue sky” when the item is exported to America.
2. Brand names that abound with associative meaning in Chinese culture while suggesting none in English culture. For example, the Chinese brand“红豆”(read bean—shirt) suggests the yearning between lovers. We Chinese people are very familiar with the saying“红豆寄相思”(literally means to express the lovesickness with read bean), it is the symbol of love (Tang Zhongshun & Hu Jianbo, 2002:157) [11]125. You see that's how we Chinese express our love in a roundabout way. While in English speaking countries, the "red bean" may mean nothing to the target readership.
3. Brand names with the same conceptual meanings but different or negative in associative meanings. In different languages and cultures, the same word may generate totally different associations. “凤凰” (bicycle) was translated into “phoenix”. The Chinese brand name “凤凰”is associated with such favorable connotation as "auspicious" or "good luck" while "Phoenix" symbolizes "rebirth" or "nirvana". That is, it may generate the ominous implication of a narrow escape.
4. Peculiar brand names in Chinese and western cultures. Owing to the differences between Chinese and western cultures, some Chinese brand names have no English counterparts ("cultural gap"). These brand names often derive from people's names, names of places and characters of mythology. “西湖龙井” is a well-known tea popular with all Chinese people. As soon as the Chinese people see this brand name, the favor of fresh, huge fruit-lovely, luscious, and mouthwatering will come into their mind. But few westerners have a clear geographic concept of this. Therefore, it cannot bring the same mental association to its target audiences.
4. Principles and Ways of Brand Name Translation
4.1 Functional Equivalence
According to Nida, the "functional equivalence" refers to the equivalent function, or the most proximal function to both the target and the original receptors. The functional equivalence theory focuses on cultural factors in translation which cater for my position exactly[8]94. As Nide said that the most serious mistakes in translating are usually made not because of verbal improper, but of wrong cultural assumptions. Generally speaking, we could summarize three main arguments showed in Nida's functional equivalence theory:
1) Reader's response shall be the final norm of judging the accuracy of translation.
2) We should pay enough attention to the cultural factors in translation. Since biculturalism is more important than bilingualism.
3) To obtain the equivalent of reader's response, translation shall be target reader oriented, including target language oriented and target culture oriented.
As we know, the essence of the original should be kept brand in names translation, and at the same time be accepted by the customers in the target market. To sum up, Nida's functional equivalence theory, which stresses on the concept of function, focuses on the "response of the receptor" rather than "the form of the message", is quite suitable to Chinese brand names translation, for the brand names are used to execute certain functions.
4.1.1 The Necessity of Functional Equivalence on Brand Name Translation
Translating is to "express a text in another language or in a simpler word". In fact, translation from one language into another is far more complex than that, because (1) words always have several different meaning; (2) many words are culture-bounded and have no direct equivalence in traget language country; (3) cultural orientation can make the direct translation nonsense; (4) a culture may not have the experiential background to permit translation of experiences from other cultures, so the process of translation has to take it into consideration, properly cope with it and go on another kind of communication[9]190. Communication is based on what is received by people hearing or reading a translation. A successful translation can not only fulfill the equivalence in lexical meanings but in the exact cultural information and the response of potential customers.
4.1.2 The Application of Functional Equivalence on Brand Name Translation
Chinese and English respectively belong to Sino-Tibetan family and Indo-European family; therefore there are a lot of obvious differences between these two languages in the structure. Chinese and English sometimes express the same idea in diffe rent ways, but different languages have the same psychological and sociological functions. Nida (2001) suggests the four basic processes in translating consist of (1) transfer from source to target language, (2) analysis of the source text, (3) restructuring in the target language, and (4) the testing of the translated text with persons who represent in the target audience[10]89. This four-phase translation process includes a comparison of source language and target language, so it is advisable that we study these differences of Chinese and English in structure and function, and then give functional equivalence a full play in the interlingual transference.
4.2 Methods for Translation of Chinese Brand Names
Translating involves not just two languages, but also a transfer from one culture to another. Cultural differences are sometimes bigger obstacles to successful translation than linguistic ones. Proper brand names actually offer some of the most straightforward examples of the basic issues in cultural transfer, for brand names usually reflect the features of different nations, each of which has its own type of life and pattern of thinking. Therefore, translators should always bear in mind that the potential customers hold different opinions and knowledge about the world, and it might be difficult for them to understand Chinese culture. In this paper, some techniques of translating brand names are suggested.
4.2.1 Literal Translation
Literal translation consists of syntactic literalness and lexical literalness. (Whilss, 2001) Some of the brand names are made up of only one or a few words; it is effective to adopt literal translation to deal with the literal meanings of the words or characters in brand names. However, when translating such names, translators should pay attention to "beauty in meaning" as previously mentioned[11]214. The positive association can arouse the interest of the potential customers. For example:
小天鹅Little Swan(washing machine) 雪花Snow(beer)
英雄Hero(pen) 双星Double Star(shoes)
Chrysanthemum(electric fan) 金嗓子Golden Throat(medicine)
纳爱斯Nice(soup) 公牛(charger)Bull
新郎Bridegroom(men's suit) 白猫White Cat(detergent)
七匹狼septwolves(men's suit) 天堂Paradise(umbrella)
双枪Suncha(bamboo&wood products) 三枪Three Gun(underwear)
In many cases, literal translation is often used as an effective technique for achieving functional equivalence in translating brand names. However, we must make sure first that English versions produced by this technique are appreciated in English culture and are not negative in the target market, and this is of great importance.
4.2.2 Transliteration
Transliteration is the most important and frequently used approach in brand name translation. It is adopted in the following cases as:
1. The meaning or the connotation of the brand names do not conform to the target language culture, for instance, 黑猫Black Cat (toys) was renamed as Lovely Cat. On many occasions, it is not the basic meaning of the word that functions, but the profound cultural associations function. Black Cat is improper, because the color of black is always associated with some disasters or negative aspects in English. As a result, the product was coldly rejected in the potential market. Maybe in foreign country, if it translated into Kitty, it will be better sold.
2. Translated brand names are not effective for publicizing the products or the renamed brand name is better than the original one, for instance, 非常可乐is renamed as Future Cole; 方正computer was renamed as Founder. Other examples are given below:
纳爱斯Nice(soup) 罗蒙Roman(men's suit)
雅芳Avon(cosmetic) 格力Gree(air conditioner)
乔士Choose(men's suit) 太阳神Apollo(medicine)
罗西尼Rossini(watch) 好迪Houdy(shampoo)
三星Anycall(mobile phone) 天极Yesky(website)
A properly translated brand name can promote the sales of the product, while the improperly translated brand name can neither publicize the product nor get it accepted in the target market. Take 双枪（bamboo&wood products）as an example, which is translated into Suncha in English. It is quite popular and welcomed in domestic market, while in foreign market, it also performs very well. The reason is that shangqiang can similarly pronounced like Suncha, Suncha can divide into “sun” and “cha”. “Sun” symbolizes energy and promising; “cha” spells like “China” or “Chinese”. When they put together, it shows the core value of this company, that is
We have a faith that
Suncha bamboo & wood could become perfect enough
To fully expose the splendid China Style.
We have a wish that
Wherever there is Chinese people
In the world,
There is Suncha bamboo & wood.
It fully demonstrates the ambition of the manufacturer. In fact, their products have take up more than 70% of the domestic market, which is closely related to the effects of the brand name. So a properly transla ted brand name, to some degree, can promote the sales of the product.
4.2.3 Coining Brand Name
Coining brand name is also a useful way to translate a brand name featured by creativity and distinctiveness. But coining a brand name is very risky, unconventional or unorthodox translation approach I think. But sometimes by this creative maens, we can achieve unpredicted result. "IKEA" is the a brand name of furniture produced in Switzerland. Though it wins international reputation, even many Swedish are confused about the meaning of the brand name, let alone other people. In fact, it consist of the initial words from the brand pioneer’ name IngvarKamprad, his farmland’ name Elmtaryd, and the village’s name Agunnaryd. When it is translated into the Chinese name “宜家”, I think the translator has worked with it well skillfully. Because the chinese people, as the traget market, can easily relate the products with the feeling of comfort, harmony and warmth. In this way, IKEA has won the heart of most Chinese people.
5. Conclusion
Brand name translation is an art. It is a comprehensive process that covers translation theory, linguistic difference, aesthetics, intercultural communication, marketing and proper translation techniques, especially the element of culture,when translating a brand name, for a brand name usually embodies the culture, thoughts and customs of a nation. In order to ensure the translated brand name to go across the geographical and cultural boundaries, the translation must be in accordance with the target culture of the target customers. Only in this way can a translated brand name bring about the same response of the target customers to it as that of the customers in the source market.
Acknowledgements
I would like to express my gratitude to all those who helped me during the writing of this thesis. I gratefully acknowledge the help of my supervisor, Peng Hefeng. From the beginning, she has taught me a lot. She has guided me how to search materials, select useful information and write my thesis systematically. And in the course of revising this thesis, I further admire her for her conscientiousness and patience. She helped me correct some mistakes I made in grammar, vocabulary as well as format. Because of her serious attitude, I am filled with admiration to her.
At last but not least, I also would like to thank all other people who helped me to finish this thesis. Thanks for their kind help.
References
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[3]范献辉. 商标翻译中文化蕴含的迁移[D]. 河北师范大学硕士学位论文. 2006.
[4]张维友.英语词汇学[M]. 北京外语教学与研究出版社, 1999. (6) 87-88.
[5]荷川生. 商标英语[D]. 长沙: 湖南大学出版社, 1997.
[6]Eugene A. Nida. Language, Culture and Translating[M]. Shanghai: Foreign Language Education Press. 1993.
[7]Wilss, Wolfram, The Science of Translation: Problems and Methods, Shanghai Foreign Languages Education Press, 2001.
[8]步雅芸. 商标翻译的“同化”与“异化” [J]. 湖州职业技术学院学报. 2003 (4): 70-73.
[9]顾文均. 顾客消费心理学[D]. 上海: 同济大学出版社, 2002.
现在的茶文化范文第3篇
【关键词】中西文化差异；广告；受众
文化是人类特有的社会现象，文化无所不在，它是多元的、复杂的和普遍的。广义文化指人类社会历史发展过程中所创造的所有物质财富和精神财富的总和；狭义文化则局限于人类的精神创造及成果。世界上不同民族、不同地域的文化有明显的差异，文化的差异性对广告的影响非常明显。这些不同的文化模式决定了各国、各地区的广告呈现出不同的面貌，决定了不同的消费者有不同的喜好，从而形成了丰富多彩的广告文化。具体而言，中西文化差异在广告中的表现主要体现在以下几个方面：
柔和与冲突
因特尔的形象广告：一位汽车经销商正在汽车专卖店接待顾客。顾客问：“我可以仔细看看吗？”“当然了！”经销商回答。接着广告情节发生了变化：一辆巨大的叉车轰鸣着冲进专卖店，随着玻璃的破碎声，叉车的前部已深深插入汽车的车身，随后又将汽车高高举起，前后左右旋转，然后轰的一声，重重地把汽车摔在地上。转眼间，一辆崭新的汽车成为废品，而经销商此时在一旁目瞪口呆，说不出话来，然后画面中传来富有挑衅的声音：“我能再试一辆吗？”最后画面切换，出现了因特尔公司的标志和它那象征性的声音。这则广告画面具有较强的冲击力，情节出人意料，表现手法夸张，在国外大受欢迎，但是对于中国受众来说，广告一味追求感官刺激的夸张和张扬，很少有人能够理解其真正用意：现实中看车，不如在互联网上看车、买车更精彩。这种夸张让喜欢安静祥和的国内受众接受不了。因为广告忽略了中国大众崇尚亲和与赏心悦目的审美习惯。
西方是海洋文明国家，西方人的祖先在克服恶劣的地理和自然环境中求得生存与发展，他们有强烈的生存忧患，善于表现矛盾与冲击。因此，西方广告中多数强调画面的视觉冲击力，追求感官的刺激。他们认为剧烈的动荡和冲突就是美的享受。而中华民族是在相对优越的条件下生存发展的，特别注重人与自然的和谐相处。平静的生活方式使中国人具有向往安静宁和的审美观念，在广告表现中不习惯令人炫目的对画面瞬间的切换和声嘶力竭的呐喊，更倾向于宁静柔和的表现手法，喜欢大团圆的结局。因此，喜庆和谐的氛围、吉祥的诉求经常会出现在中国广告中。
集体与个体
在中国，人们生活在一个大家族或氏族，个性的发展以社会体系为基础，“我们”意识占主导地位，这是中国的集体主义。广告语言的创作必须符合受众传统的价值观念，而不能偏离。优秀的广告语言创作者一定深谙中国传统文化，将这种价值观念植入到广告语言中。例如红旗轿车的“道不尽的强国梦，诉不尽的红旗情”，中华牙膏的“四十年风雨历程，中华永远在我心”等。这些品牌把自己的产品和国家联系起来，表现自己浓郁的爱国之情。
西方奉行的是个人主义。在社会价值中，“我”的意识占主导地位，他们宣扬个人英雄主义，认为个人以自己的力量可以拯救整个世界。他们关注个性与自由，突出个人思想，彰显个性。在这种文化的熏陶下，西方广告中大多体现了弘扬个性以及对个人的推崇。例如万宝路香烟广告中，美国西部牛仔穿着随意，目光深沉，浑身散发着粗犷豪放英雄气概的男子汉，他的袖管高高卷起，手指间总是夹着一支冒着轻烟的万宝路，跨着雄壮的高头大马，驰骋在辽阔的西部大草原上。广告中人物个性鲜明，充分展现了个人主义和英雄主义气概，因此赢得了西方民众的广泛喜爱。
权威与意象
中国在历史上经历了漫长的封建社会，封建制度下等级森严，皇帝的言行即为权威。同时，儒家思想作为中国的主流文化一直广泛地影响着中国人的生活，儒家文化长幼有序、尊卑有别的观念让中国人对长者服从，形成了中国人崇尚中庸、权威和权势的心理，这反映在生活中就是人们总是将专业人士的论断和权威部门的报告看作是金科玉律。因此中国的广告，特别是奶粉、牙膏、洗发水和药物广告中总是充满了专家的推荐和权威部门的认证。例如高露洁广告文案，“高露洁选用高档优质的洁齿材料，完全符合国家标准，更优于国际标准，不磨损牙齿，保持牙齿表面洁净光滑。高露洁牙膏在世界上受到超过40个牙医学会承认，更多中国口腔护理专家选用品牌，中国口腔医学会、中国预防牙医会推荐品牌”。这则广告抓住广告受众对专家的信任和对权威机构的信赖这一心理特点大做文章，从而增加产品的可信度，把对权威的崇尚体现得淋漓尽致。
与中国的权威相比，西方的广告多选用意象，用某种意象表现产品的独特个性。其画面也大多比较简单，不用太多语言和复杂的画面，用意象来传达产品的特性和理念。例如绝对伏特加的广告中，大多数都以绝对伏特加酒瓶的轮廓特写为中心，但酒瓶中装着什么却是千变万化的。酒瓶下方总写着两个英文单词：第一个单词总是“绝对”，第二个也就是后面接着的单词则是广告创意人员天马行空的想象力的体现，有时是带有特殊含义的数字，有时是尽人皆知的内容，有时则是只可意会不可言传的生活概念。广告清晰地反映了产品的独特个性，凸显品牌差异，让消费者深深记住了这个品牌，而广告词又激发了人们的好奇心，给人留下无限的想象空间。
内涵丰蕴与朴素简练
语言是广告最重要的载体，广告语言反映并承载着文化底蕴，而文化又为广告语言提供了发挥功用的平台。
汉语广告文案多用四字结构，并运用排比、重叠等手法来加强语势，给人留下深刻的印象。如白象方便面广告，广告画面非常简洁，以黄色为底色，运用中国成语和实物相结合，即“面面俱到”“十面埋伏”，画面中把“面”字用实物――一块四方的白象方便面的面饼来代替，使得画面更具有吸引力和趣味性，成语的运用也拉近了产品与消费者的距离，而中国传统的语言文化，也较易于中国百姓理解，但国外受众理解起来就相对困难。
中英文表达方式中，汉语广告词往往千锤百炼、精雕细琢，即使口语广告也比较精致，不像英语广告中那样拉家常式的谈话。英语广告多崇尚流畅的口语，词句大都大众化、口语化，多使用非正式语言。英语广告朴素简练，而汉语讲究内涵丰蕴。例如，今麦郎弹面在选择定位口号时，由最初的“营养的面，健康的面”的失败到“弹面才好吃”的成功，这五个字经历了一个反复斟酌和不断筛选的过程，一个“才”字提升了产品的价值，直抵人心。而美国广告“Trust for life”（美国国际保险）就比较简单，大众。
含蓄与大胆
中国一向推崇含蓄之美，无论是恋人之间还是父母子女之间，很少直接表达情感。在与人交流时，国人喜欢用委婉的语言表达，在公开场合很少主动表达自己的意见，在称呼自己时也喜欢用“在下”“鄙人”“微臣”等称呼来贬低自己抬高别人。这种含蓄而委婉的表达方式表现在广告中就是往往不直接切入主题，而是先做大段的渲染铺垫，然后逐步在中含蓄地升华出中心。如雕牌洗衣粉的一则“中秋篇”广告：中秋节到了，父母给女儿打电话问能不能回家过节，女儿站在繁忙的马路边，抱歉地说“又要加班”。接下来的镜头是女儿的默默自述：中秋节，还是忍不住想家，想妈妈一直用雕牌洗衣服的样子，想爸爸做的红烧肉。最后，中秋节那天她回到住处时，发现父母已在房间，为她做好了红烧肉，此情此景，女儿热泪盈眶，只叫了一声：爸！妈！然后爸爸难为情地给自己找了个借口：你妈非要来。最后主题出现――中秋节，你在想念父母，父母也在想念你，雕牌，愿家家团圆。这则广告含蓄地表达了中国人阖家团圆的情感。
西方国家弘扬个性、崇尚自我，喜欢把自己的优点展现出来，他们从小就注重独立性，善于大胆表达自己的情感。如美国贝尔公司的广告：一天晚上，一对老夫妻正在用餐，电话铃响，老夫人去另一个房间接电话。回来后老先生问：“谁的电话？”“是女儿打来的，说她爱我们。”两位老人顿时相对无言，激动不已，这时出现旁白：用电话传递你的爱吧！
结语
总而言之，面对不同的国家和地区、不同民族的消费者，要对影响他们最深的文化进行了解，正确看待不同文化间的差异。尊重不同文化的差异，广告理念和广告内容表现形式始终反映当地的文化习俗，迎合当地消费心理，积极应对文化冲突，才能赢得消费者的信赖。
参考文献：
[1]朱婕.浅谈跨文化交际视野下文化差异在广告中的体现[J].吉林广播电视大学学报，2011（4）.
[2]崔源.中西方文化差异对广告设计的影响[D].湖北工业大学，2009（5）.
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现在的茶文化范文第4篇
关键词：文化差异 电影片名 翻译
“电影是一门综合艺术：它集视觉、听觉于一身，融文学、戏剧、摄影为一体，它是艺术创作与商业运转的有机结合”。电影可以展现各国的文化与生活，像一座架起世界文化的桥梁。在全球化语境的今天，对电影的欣赏也日益成为一种传播范围广泛、渗透能力超强的跨文化交流现象。因此，对电影片名的翻译可说是一项繁冗而艰难的工作。我们需要通过研究中西方文化内涵的差异，使电影片名的翻译“做到突显内容，传达主题信息，确立全片感情基调，提供审美愉悦，吸引观众，增加票房，让电影译名在译入语国家观众中产生与原片名在源语国家观众中大致相同的效果。”
一、中西方文化的差异性
文化（culture）是指生物在其发展过程中逐步积累起来的跟自身生活相关的知识或经验，是其适应自然或周围环境的体现，是其认识自身与其他生物的体现，大致上可以用一个民族的生活形式来指称它的文化。在文化的生产和理解过程当中，人们往往会通过自己的文化来审视他国的文化，并且运用自己文化的特点来解释其他文化。放到电影欣赏的背景下来看，观众的思维方式、价值观念以及观众本身所具有的文化背景必定会参与到电影的意义建构当中去。
（一）思维方式方面
西方人注重思辨，剖析整体再加以综合；中国人注重直观、整体、经验。从古希腊时代至今，逻辑思维和实证分析一直都是西方人的思维方式和方法。与之相对，中国传统的思维方式是基于事实，凭借已有的经验和知识对客观事物的本质及其规律性加以识别、理解和进行整体判断。
（二）价值取向方面
西方人注重以自我为中心，重个人、重竞争；中国人注重群体、社会、和谐。西方人的价值观认为个人是人类社会的基点，有个人才有社会整体，个人应高于社会整体。因此，人与人之间的竞争意识很强。与此相对，中国自古以来就提倡“忍”、“让”，群体意识、社会意识占首位，认为只有整个社会得到发展，个人才能得到最大利益。
（三）伦理道德方面
西方人注重创新发展，张扬荣誉；中国人注重谦虚谨慎，不偏不倚。西方人崇尚个人奋斗，尤其为个人取得成就而自豪，从不掩饰自己的自信心、荣誉感；家庭观念比较淡漠。与此相对，中国文化主张个人在取得成就时不宜炫耀，反对“王婆卖瓜自卖自夸”。人际关系上，中国的传统文化要求人们不偏不倚，凡事要权衡左右。对待家庭，亲情关系最重要，家庭成员要互相依赖，互相帮助。
（四）行为规范方面
西方人重利、重法；中国人重义、重情。由于西方社会强调以个人权利为基准，以追求私利为目标，法律就成为解决一切矛盾的基准。与此相对，中国人由于受到传统义利思想的影响，重义轻利、重情轻法，自古以来主要靠道义约束人们的行为和维系社会，因此人们的法律意识比较淡薄。
二、中西方文化差异对电影片名翻译的影响
正是由于中西方文明建立在自成体系的迥然各异的文化背景上，电影作为文化的载体，就表现出各自独树一帜的风格。从中西方的电影便可探究到双方在文化内涵、民族习俗、等方面的差异。
（一）英文电影汉译时的文化体现
虽然随着时代变化，如今越来越多的观众开始偏好英文原声电影，不过在新片宣传造势期，影片的中文译名还是起到了至关重要的作用。可以说，能否把观众吸引进电影院以增加票房在很大程度上取决于其汉译后的名字。
首先，中国的电影片名多采用成语或四字短语。四字词组是人们长期社会文化生活的积累，是一种约定俗成的语言形式，兼具短小精悍却意味深长的鲜明特点，言简意赅却朗朗上口的修辞效果。因而将一些英文电影片名译为四字词组不仅能体现中国的传统文化，而且更容易得到中国观众的认同。以一些经典的英文电影片名为例，Bathing Beauty译为《出水芙蓉》，The Italian Job译为《偷天换日》，Catch me if you can译为《逍遥法外》， The Age of Innocence译为《纯真年代》等。从最近上映的新片也可以稍窥一二，如Escape Plan译为《金蝉脱壳》，China Heavyweight译为《千锤百炼》，The Last Stand译为《背水一战》等。这些译名简洁流畅、雅俗共赏，利于其在中国的宣传。
另外，中国的电影片名较富有诗意。那么，西方电影进入中国市场后其片名的翻译也应该考虑它的艺术性和象征性。以Lolita这部电影为例，它有两个译名，一是直接音译过来的《洛丽塔》，二是意译为《一树梨花压海棠》。这里译名二中包含了一个中国的典故，诗人坡取笑8O岁的老友纳了18岁小妾的诗句，老友年老发白喻为“梨花”，18岁的新娘正当红颜喻为“海棠”，意在讽刺老友老牛吃嫩草的行为。而影片讲述了一个中年男子爱上l2岁养女的故事，译名二的意境恰恰符合Lolita影片的内容，同时又采用了中国观众十分熟悉的诗句。两相比较，观众能够从后一译名中对影片内容窥见一斑。
（二）中文电影英译时的文化体现
从1987年张艺谋导演的《红高粱》（Hong Gao Liang）获得柏林电影节金熊奖以来，中文电影逐渐走向国际舞台，其中不乏获得巨大成功的佼佼者，这就使得中华民族精美的传统文化为世界上越来越多的观众所赏识。但是，目前国内外电影市场的竞争十分激烈，一部电影想要走出国门，在国外赢得票房，其宣传包装十分重要，电影片名的翻译就是重要一环，它对影片可起到画龙点睛的作用。
首先，以西方文化为依托给出译名。例如中国观众非常熟悉的《大话西游》系列。其一《大话西游之月光宝盒》英译为Chinese Odyssey 1： pandora’s box。这个译名可以称得上是绝对的入乡随俗。Odyssey是古希腊著名史诗，相传为希腊盲诗人荷马作著，讲述的是希腊神话故事，极具浪漫主义色彩。而中国的《西游记》本身也是浪漫主义色彩的作品，在电影中更是改编突出了一段爱情，所以翻译为Odyssey并非没有道理。但pandora’s box是代表灾难之源，电影里面的月光宝盒是否也是同一意思就很难定论了。其二《大话西游之仙履奇缘》英译为Chinese Odyssey 2： Cinderella。笔者个人认为影片中的紫霞本只是佛祖的一根灯芯，却修炼成了一位绝色美女，最后还拥有了爱情，这和灰姑娘的故事基调还是比较类似的。
另外，借鉴西方人熟悉的表达给出译名。例如《水浒传》英译为All Men Are Brothers： Blood Of The Leopard，这个翻译非常有阳刚味，就如当年的First Blood《第一滴血》的感觉。再如冯小刚导演的《甲方乙方》英译为Dream Factory，不仅西方人一看就明白，而且和影片内容也切实相关，它确实是实现了多少大款们奇怪希望的公司啊。
三、结语
英国著名的翻译大师泰特勒曾指出：“好的翻译是把原作的优点完全移注到另一种语言中去，使得译文语言所属国家的人们能够清醒地领悟，强烈地感受，正像使用原作语言的人们所领悟、所感受的一样。”电影作为具有商业性质的一门艺术体裁，其片名应起到画龙点睛的作用。从长期的研究实践发现，翻译电影片名并不是一件容易的事情，我们只有真正理解影片所蕴含的文化，才能将电影的精华浓缩到短短的片名之中。总之，一个好的译名就像一件艺术品，不仅使影片充满神秘性与吸引力，而且能对影片起到很好的导视和推广作用。
参考文献
[1] Bassnett，Susan&Lefevere，Andre，eds.Translation，History and Culture.London&New York：Pinter，1990.
[2] Nida，E.Language，Culture，and Translating[M].Shanghai Foreign Language Education Press，1993.
[3] 韩晓玲，张弘.电影欣赏与英语学习[M].青岛：青岛海洋大学出版社，2002.
现在的茶文化范文第5篇
关键词:安全评价 现场检查 安全隐患
中图分类号:F270文献标识码:A 文章编号:1007-3973(2010)06-121-02
1引言
随着危险化学品行业各类事故的频频发生,改善危险化学品生产经营企业的安全状况,改进危险化学品生产经营企业的安全管理水平,是安全生产工作必须面对的严肃问题。《中华人民共和国安全生产法》第二十五条中明确指出“矿山建设项目和用于生产、储存危险物品的建设项目,应当分别按照国家有关规定进行安全条件论证和安全评价。“此外,国家安全生产监督管理局225 号文、8号令等对危险化学品的生产经营单位的安全评价也提出了相关的要求。安全评价作为安全生产管理的一个必要组成部分,在改进危险化学品生产经营企业的安全管理水平方面发挥着重要的作用。
安全评价的主要内容是危险识别与控制,主要包括风险分析工作、签订安全评价服务合同、资料收集、现场安全检查、安全评价报告的编制、审核以及过程管理等几部分内容,其中现场安全检查是危险识别与控制的关键,现场安全检查首先关系着安全隐患是否被准确全面地辨识,其次还关系着控制措施的可行性和有效性。总之,现场安全检查在安全评价工作过程中占着非常重要的地位。
2现场检查的主要内容
现场安全检查是对危险化学品生产经营单位生产和储存装置的设计、装置工艺条件、实际操作、维修等进行详细检查以识别所存在的事故隐患。
现场安全检查适用于安全现状评价和安全验收评价,一般包括初步检查、正式检查和落实复查等,现场安全检查的目的是,以法律、法规和标准等依据,检查危险化学品生产经营企业整体的符合性和配套安全设施的有效性、可靠性,以检查记录、数据等为依据,编制安全检查表进行分析评价,找出存在的问题和事故隐患,提出消除和减弱的对策措施或或整改建议。
现场检查一般包括以下几个步骤,如上图所示:
3现场安全检查存在的问题
现场安全检查是危险识别与控制的关键,虽然危险化学品生产经营单位的安全评价工作越来越被重视,安全评价的水平在不断的提高,但是目前在安全评价中的现场安全检查还存在着一些问题,影响着安全评价工作的质量。
(1)规范引用不合适或引用废止规范
安全生产的法律、条例、制度及标准、规范是企业生产经验、教训的总结,在各项生产经营活动中,必须认真贯彻执行。因为它是加强企业安全生产管理的基础,是进行安全评价的重要依据,是现场安全检查的重要依据。但是一些企业在进行安全检查时,没有注意根据不同行业的项目情况,选用相应的法规、标准,致使选错标准、规范,这样就达不到现场安全检查的目的。规范的条文分为强制性和推荐性条文,一些评价机构不严格按照强制条文检查,或是没有结合企业实际情况强制性的采用推荐性条文规范,没有考虑企业的经济技术条件。一些机构的规范标准更新不及时,引用废止规范,致使现场检查不准备。
(2)忽视主导风向的影响
在进行现场时,一些现场检查人员忽略风向在危险、危害性方面影响的程度,如企业的选址方面忽略使用或产生有毒物质、散发有害物质的企业应位于城镇和居住区全年主导风向的下风侧或最小频率风向的上风侧,企业自身的平面布局方面忽略可能散发可燃气体的工艺装置、罐组、装卸区或全厂性污水处理场等设施宜布置在人员集中场所及明火或散发火花地点的全年最小频率风向的上风侧。产生以上这些情况应该在整改意见中提出进行位置的调整。
(3)忽视对危险化学品生产工艺控制措施的检查
在进行现场安全检查时,现场检查人员会关注电气是否防爆、是否有通风设施以及消防设施,但是可能会忽视工艺过程的控制措施,如事故紧急切断阀、紧急冷却系统、温度压力报警联锁、有毒气体回收及处理系统、自动泄压装置、双电源供电等。
(4)只注重系统整体配套安全设施的符合性,忽视其有效性。
现场安全检查以法律、法规等为依据,检查系统整体的符合性和配套安全设施的有效性、可靠性。但是在实际的安全评价现场安全检查时,评价人员往往只注重检查系统是否设置安全设施,忽视安全设施的有效性和可靠性,从而做出错误的安全评价结论。如在一个有火灾爆炸危险的危险化学品生产车间,评价人员只注重是否设置通风设施,但是却忽略其通风量是否满足要求。
(5)忽视与评价项目相联系的接口
现场安全检查一般在评价合同规定的范围内进行检查,没有兼顾与评价项目相联系的接口,如:对一个危险化学品生产企业的改造项目进行安全检查时,动力系统不属于改造的范围,但是动力系统的变化会导致所评价系统的变化,现场安全检查忽视动力系统的现实状况,从而影响安全评价的结论。
(6)检点不明确
对危险化学品生产、储存企业重大危险源、储罐区以及特种设备等关键装置和重点部位的检查不充分,反映不出检查过程中的主次关系。
(7)现场检查过程中缺乏检测手段
检查企业的危险化学品生产储存装置、设备的运行状况,特别是特种设备等的运营状况,只依赖其他法定单位提供的测量、检测、检验资料,现场检查本身缺乏检测手段,只是单纯的靠人的肉眼去观察,这会导致不真实的检测数据从而影响评价结论。
(8)检查过程中存在故意回避的现象
有的评价机构忙于接评价项目,不重视评价报告的质量,有不熟悉的专业问题刻意回避,有的甚至为满足报告中不出现否决项而对问题项采取故意回避、避重就轻的做法。
(9)现场检查前准备不充分,缺乏与企业的沟通
现场检查前应与企业沟通,初步熟悉现场、收集企业有关资料及有关法律、法规等资料,以确定安全检点、编制安全检查表、确定检查依据等。由于危险化学品行业涉及的化学品品种众多,更应该加强现场检查前的沟通。但是一些评价机构在进行现场安全检查前对企业了解甚少,缺乏与企业的沟通,致使安全检查不全面,重点不突出,失去了现场安全检查的目的。
(10)整改复查落实不认真,甚至存在未去现场复查的现象
一些评价机构对现场安全检查提出的整改措施进行复查时,存在不认真予以落实,有些整改不到位也按已整改对待,甚至有些机构未去现场却得出了整改合格的结论,这是对企业不负责任的做法。
(11)现场检查人员专业配备不齐
有些机构在现场安全检查时只派一个人参加现场检查,且检查人员现场经验缺乏,缺乏丰富的理论知识和实践经验,造成现场检查不到位,评价深度不够,不能为企业提供有效的安全评价服务。
4对策措施及建议
安全评价现场安全检查是安全评价过程中十分重要的环节,是安全评价的基础工作,现场安全检查关系到安全评价是否能真正改进危险化学品行业的安全管理水平,改善危险化学品生产储存企业的安全状况,因此为了做好安全评价现场安全检查工作,提出以下措施和建议:
(1)重视现场安全检查前的准备工作
认真对待前期准备工作,加强与企业的沟通和联系。明确被评价对象和范围,收集国内外相关法律法规、技术标准及建设项目的有关资料等,明确现场检查的依据。
(2)编制现场勘察单
在进行危险、有害因素识别、安全评价工作之前,应设计一套合适的工作表格,如工作流程单、单元划分表和安全检查表等,按照一定的方法来划分企业的作业活动,保证安全隐患识别工作的全面性。
(3)安全检查表内容要完整
现场安全检查前应认真编写现场安全检查表,且编制检查表要有不同专业人员参加,安全检查表要依据充分,内容完整。其中,现场安全检查应关注危险化学品建设项目的周边环境、自然条件、内部情况、危险化学品生产工艺流程、工艺控制参数、现有的安全控制措施以及与评价项目相联系的借口。
(4)现场安全检查不仅要关注系统整体配套安全设施的符合性,也要关注其有效性
(5)提高自身素质
评价人员应不断的提高自身的业务素质,不断积累理论和实践经验,不断积累现场检查的经验。
(6)明确检点
针对各个企业危险、有害因素的不同,明确检点,在安全检查过程中,尤其重点检查关键设备和安全连锁装置;对重大危险、危害因素,不仅要分析正常生产、运输、操作时的危险、有害因素,更重要的是要分析设备、装置破坏及操作失误可能产生严重后果的危险有害因素。一些危险和易引发环境污染事件的化工工艺,更应该关注其工艺安全控制要求和事故处理措施,针对这些情况,国家相关部门也提出了相应的要求,如《国家安全监管总局关于公布首批重点监管的危险化工工艺目录的通知》(安监总管三〔2009〕116号)中明确指出“化工企业要按照《首批重点监管的危险化工工艺目录》、《首批重点监管的危险化工工艺安全控制要求、重点监控参数及推荐的控制方案》要求,对照本企业采用的危险化工工艺及其特点,确定重点监控的工艺参数,装备和完善自动控制系统,大型和高度危险化工装置要按照推荐的控制方案装备紧急停车系统。”,《国家安全生产监督管理局、国家环境保护总局关于督促化工企业切实做好几项安全环保重点工作的紧急通知》(安监总危化[2006]10号)也指出“对未开工建设的化工项目,设计方案都要充分考虑事故状态下“清净下水”的收集、处置措施,处理不合格不得排放。”
(7)认真复查、落实整改
危险化学品现场安全检查的主要内容就是辨识危险,以及提出整改措施。辨识出危险而不能整改就失去了意义,也不能使企业达到安全生产的目的,所以这是进行现场复查的意义就十分重大,且应该认真复查,落实整改。
(8)借助外界专业技术力量,完成现场检查
危险化学品的生产工艺涉及很多专业,而评价机构也不可能各个专业都配备齐全,所以在进行现场安全检查时如果自身专业人员配备不齐,应聘请有经验的专家和技术人员,从而提高安全检查的质量。
5结束语
安全评价现场检查水平最终体现着安全评价的质量,由于是危险化学品生产经营企业安全评价的现场安全检查经常会牵扯到生产工艺复杂,化学品品种繁多、专业性强,现场状况良莠不齐等问题,但只要严格按照有关法律、法规和标准,从危险化学品生产经营企业整体出发,以系统安全的观点进行现场检查,就是及时发现事故隐患,提出切实可行的对策措施和建议,从而达到安全评价现场检查的目的。
参考文献:
[1]国家安全生产监督管理总局主编.安全评价[M].北京:煤炭工业出版社,2005.
[2] 《国家安全监管总局关于公布首批重点监管的危险化工工艺目录的通知》(安监总管三〔2009〕116号)[S].
