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A euphemism is commonly defined as an auspicious or exalted term (like “sanitation engineer”) that is used in place of a more down-to-earth term (like “garbage man”). People who are partial to euphemisms stand accused of being “phony” or trying to bide what it is they are really talking about. And there is no doubt that in some situations the accusation is entirely proper. For example, one of the more detestable euphemisms I have come across in recent years is the term “Operation Sunshine,” which is the name the U. S. Government gave to some experiments it conducted with the hydrogen bomb in the South Pacific. It is obvious that the government, in choosing this name, was trying to expunge the hideous imagery that the bomb evokes and in so doing committed, as I see it, an immoral act. This sort of process giving pretty names to essentially ugly realities is what has given euphemizing such a bad name. And people like George Orwell have done valuable work for all of us in calling attention to how the process works. But there is another side to euphemizing that is worth mentioning, and a few words here in its defense will not be amiss. To begin with, we must keep in mind that things do not have “real” names, although many people believe that they do. A garbage man is not “really” a “garbage man,” more than he is a “sanitation engineer.” And a pig is not called a “pig” because it is so dirty, nor a shrimp a “shrimp” because it is so small. There are things, and then there are the names of things, and it is considered a fundamental error in all branches of semantics to assume that a name and a thing are one and the same. It is true, of course, that a name is usually so firmly associated with the thing it denotes that it is extremely difficult to separate one from the other. That is why, for example, advertising is so effective. Perfumes are not given names like “Bronx Odor,” and an automobile will never be called “The Lumbering Elephant.” Shakespeare was only half right in saying that a rose by any other name would smell as sweet. What we call things affects how we will perceive them. It is not only harder to sell someone a “horse mackerel” sandwich than a “tuna fish” sandwich, but even though they are the “same” thing, we are likely to enjoy the taste of tuna more than that of the horse mackerel. It would appear that human beings almost naturally come to identify names with things, which is one of our more fascinating illusions. But there is some substance to this illusion. If you change the names of things, you change how people will regard them, and that is as good as changing the nature of the thing itself. Now, all sorts of scoundrels know this perfectly well and can make us love almost anything by getting us the charm of a name to whatever worthless thing they are promoting. But at the same time and in the same vein, euphemizing is a perfectly intelligent method of generating new and useful ways of perceiving things. The man who wants us to call him a “sanitation engineer” instead of a “garbage man” is hoping we will treat him with more respect than we presently do. He wants us to see that he is of some importance to our society. His euphemism is laughable only if we think that he is not deserving of such notice or respect. The teacher who prefers us to use the term “culturally different children” instead of “slum children” is euphemizing, all right, but is doing it to encourage us to see aspects of a situation that might otherwise not be attended to. The point I am making is that there is nothing in the process of euphemizing itself that is contemptible. Euphemizing is contemptible when a name makes us see something that is not true or diverts our attention from something that is. The hydrogen bomb kills. There is nothing else that it does. And when you experiment with it, you are trying to find out how widely and well it kills. Therefore, to call such an experiment “Operation Sunshine” is to suggest a purpose for the bomb that simply does not exist. But to call “slum children” “culturally different” is something else. It calls attention, for example, to legitimate reasons why such children might feel alienated from what goes on in school. I grant that sometimes such euphemizing does not have the intended effect. It is possible for a teacher to use the term “culturally different” but still be controlled by the term “slum children” (which the teacher may believe is their “real” name). “Old people” may be called “senior citizens,” and nothing might change. And “lunatic asylums” may still be filthy, primitive prisons though they are called “mental institutions.” Nonetheless, euphemizing may be regarded as one of our more important intellectual resources for creating new perspectives on a subject. The attempt to rename “old people” “senior citizens” was obviously motivated by a desire to give them a political identity; which they not only warrant but which may yet have important consequences。 In fact, the fate of euphemisms is very hard to predict. A new and seemingly silly name may replace an old one (let us say, “chairperson” for “chairman”) and for years no one will think or act any differently because of it. And then, gradually, as people begin to assume that “chairperson” is the “real” and proper name (or “senior citizen” or “tuna fish or sanitation engineer”), their attitudes begin to shift, and they will approach things in a slightly different frame of mind. There is a danger, of course, in supposing that a new name can change attitudes quickly or always. But to suppose that such changes never amount to anything is to underestimate the power of names. I have been astounded not only by how rapidly the name “blacks” has replaced “Negroes” (a kind of euphemizing in reverse) but also by how significantly perceptions and attitudes have shifted as an accompaniment to the change. The key idea here is that euphemisms are a means through which a culture may alter its imagery and by so doing subtly change its style, its priorities, and its values. I reject categorically the idea that people who use “earthy” 1anguage are speaking more directly or with more authenticity than people who employ euphemisms. Saying that someone is “dead” is not to speak more plainly or honestly than saying he has “passed away.” It is, rather, to suggest a different conception of what the event means. To ask where the “shithouse” is, is no more to the point than to ask where the “restroom” is. But in the difference between the two words, there is expressed a vast difference in ones attitude toward privacy and propriety. What I am saying is that the process of euphemizing has no moral content. The moral dimensions are supplied by what the words in question express, what they want us to value and to see. A nation that calls experiments with bombs “Operation Sunshine” is very frightening. On the other hand, a people who call “garbage men” “sanitation engineers” cant be all bad. 翻译: 委婉语通常被定义为一个用一个吉祥或颂扬的词汇,像“卫生工程师”来替代一个更加就事论事的词,像“清洁工”。喜欢用委婉语的人通常受人指责虚伪或者企图掩饰他们真正想要说的事情。毫无疑问,有些情况下这种指责是完全合理的。比如,今年来我所见过的最让人恶心的是“阳光行动”这一术语,它指的是美国政府在南太平洋进行氢弹的实验。很明显,在选择这一术语时,政府企图消除炸弹在人们心中引发的恐怖形象,这在我看来是相当不道德的行为。这种将一些很漂亮的名称加在很丑陋的事情头上的行为让委婉语臭名远扬。有像乔治.奥维尔的人为我们所有人做了很珍贵的工作,他们唤起人们对这类委婉语的使用过程的注意。但委婉语的使用有另外一面值得一提,在这里为委婉语辩护几句不会有错。首先,我们必须意识到事物本身并没有“真正”的名字,尽管有许多人认为有。一个清洁工不论其名字是“清洁工”还是一个“卫生工程师”,其本质是一样的。 一头猪被人们叫成“猪”,并不是因为它脏,一只虾被称为“虾”并不是因为它小。先有事事物存在然后才有事物的名字,如果认为事物和它们的名字是等同和一一对应的关系的话就犯了语义学中最基本的一个错误。当然,一个名字往往与它指称的事物紧密联系以至于很难将两者区分开来。这就是为什么一种香水在打广告的时候不取名叫“布朗克斯区臭气”,一台汽车绝不会被称之为“木象”的原因。莎翁说“一朵玫瑰不论叫什么名字都一样香”,这一说法不完全准确。事物的名称影响我们对它们的感知。虽然“马鲛鱼”三明治和“金枪鱼”三明治指的是一个东西,但前者不仅难卖的多,而且我们可能觉得它的口味要差一些。也许看起来人类几乎自然而然将事物和它们的名字联系起来,这是我们的奇妙的幻觉。但这种幻觉存在一定得道理,因为如果你改变事物的名字,你就改变了人们对它们的看法,这就好改变了这事物本身的本质特性。现在所有的无赖都非常清楚他们能通过将他们推销的百无一用的产品取一个好听的名字来使我们爱上他们的产品。但是同时以同样的方式,委婉表达是一种非常智慧的方法是人产生感知事物新颖且有用的方法。希望人们称其为“卫生工程师”而非“清洁工”的人希望人们给以他比现在更多的尊重。他希望我们看到他对社会的重要性。如果我们认为他们不值得这样的关注或尊重,那他这样的委婉才显得可笑。老师倾向于我们使用“文化不同的孩子”这一表达而不是“贫民区小孩”,这种委婉表达是可行的,这样做是鼓励我们看到现实生活中我们没有关注的一些方面。我想说的是委婉表达本身是没有值得鄙视的。只有当

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