时间：2023-04-08 11:44:00
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引言
攀枝花市，四川省唯一以花命名的城市，被称作阳光花城，座落在四川西南角，金沙江和雅砻江交汇处。自1965年建市以来，城市建设已形成规模，旅游资源独具特色：独特的自然地理环境、独具风味的饮食，浓郁的少数民族民俗风情文化，成为独树一帜的旅游品牌，成为攀枝花市对外开放的重要组成部分。
旅游文化的翻译工作是使对外宣传资料发挥作用的重要环节， 也是一个城市对外交流水平和人文环境建设的重要体现。如何让攀枝花走向世界、让世界了解攀枝花， 有效开展招商引资、扩大对外交流和合作起到了积极作用。在这种情况下，针对目前攀枝花市独特旅游资源的英译问题进行分析、研究，将极大地促进攀枝花的对外交流合作和提高城市的整体形象。但是由于中英旅游文本中的文化差异表现在其不同的审美、价值观及风俗习惯等中英旅游文本在提供信息方面亦有不同的侧重点。因此，在功能理论的指导下，结合中英旅游文本的不同点，，旅游文本的翻译应以游客为中心，以传播中国文化为导向，最终达到旅游文本的诱导目的。可以采取相应的翻译策略：直译、增译、省译、类比等，以期增强旅游文本译文的可读性，最终有效实现译文的预期功能和目的。
一、攀枝花特色地理地貌的英译
攀枝花地处攀西裂谷中南段，属浸蚀、剥蚀中山丘陵、山原峡谷地貌，山高谷深、盆地交错分布，地质构造复杂，森林覆盖面积大，喀斯特地貌分布广，裂谷、温泉、溶洞、瀑布和河流比比皆是，为旅游事业的发展提供了资源基础。对于对于攀枝花特色地理地貌的英译方面，张沉香（2007）对于术语的国际化， 提出应“适当加大音译比例”，“促进国际合作和科技发展”。
音译不仅能够达到简洁和透明的作用，还是保存源语文化的最佳途径。尊重术语体现的文化而采用音译的翻译方法也是现代术语翻译的一个趋势。以攀枝花地理地貌“喀斯特”为例，就是采用的音译方法现已被学界多接受，然而它却曾被中国学界采用意译的方法改译为“岩溶”。另一个类似的例子是世纪初由中国学者确定的“天坑”，即西方地理学学术话语中的“特大型塌陷漏斗”所描述的地理样貌，在攀枝花也是数量众多，大小不一。2005 年起，“天坑”这一定名获得了国际喀斯特学术界的一致认可，汉语拼音 “tiankeng”开始国际通用“喀斯特”在中国和 “tiankeng”在国际学界的最终被接受，这体现了两个属于名词文化内涵的保留，以及音译在学术文化界的认同。
攀枝花非常有名的“格萨拉生态旅游区”主景区距泸沽湖116公里，距丽江376公里，沿省道216线（稻攀路）前行可达稻城、亚丁，景区景观由天坑地漏、岩溶景观、高山草甸和彝家风情等组成。关于“格萨拉生态旅游区”的英译资料“Gesala Ecotourism Area as a part of the Golden Triangular Tourism Area of Daocheng， Lijiang and Panzhihua is located at the juncture of Sichuan and Yunnan Provinces.”该译文首先介绍了格萨拉生态旅游区的地理位置位于稻城，丽江和攀枝花旅游金三角，位于川滇两省的交接处。 “ It is not only the south gate of the Great Shangri-la of China， but also an important component of the Sunshine Ecotourism Area in west Panzhihua City.” 此句则强调了格萨拉生态旅游区的重要性，为中国大香格里拉的南大门， “the south gate”则运用了英语中隐喻的修辞手法 “metaphor” ，非常生动形象。
接下来用添加注解的方法，介绍格萨拉生态旅游区命名的含义和渊源。 “Gesala”， a vocabulary of the Yi Nationality， means “the beautiful heaven where human and nature coexist harmoniously”， “the funniest hillock” and also “the place closest to the Sun”. “格萨拉”是彝族的一个词汇，含义是“人与自然和谐共处的美丽的天堂”，“最的山丘”“离太阳最近的地方”。
商务交际的一个重要环节就是商务谈判，如交易中商品的价格、发货时间、付款方式、售后服务等都会涉及谈判，谈判不仅需要商务英语的使用规范得体，而且要求语言的使用符合对方的文化背景，及饮食文化等，不能触到对方的禁忌，这样才能顺利进行交际，最终促进交易的完成。此外培养出良好的人际关系也有利于企业间加深并建立长期合作关系，开发更多的客户。但是受高职学制的影响，商务英语专业的人才培养方案和课程设置都过于重视学生商务英语知识和专业技能的培养和教学，缺乏文化的教学，使文化和语言知识脱节。这在表面上看确实是集中全部力量培养学生的知识技能，但是却忽略了这样一个事实，培养出的人才只掌握了语言这个交流的载体，却缺乏引导交流顺利进行的内容，会说英语，但却不知道该说什么，交流的不恰当严重时会影响商务关系的建立。因此不了解对方的国家情况、地理环境、人文环境、文化风俗、商务文化，就无法建立良好的商务关系。虽然通过商务英语专业教学确实培养出了许多有非常高的商务英语知识和技能的学生，日常的交往活动中，也可以轻松自如地和外国人交流，但是在商务活动中，因为对对方的国家文化了解甚少，导致贸易无法正常进行，或者给公司带来贸易损失的现象也很多。
2商务英语教学的现状
学生是教学的主体，一切教学活动都应该从培养符合社会和岗位需求的人才出发。高职教学有别于本科的教学，高职教学更注重学生的实践能力，这是高职办学的特色。一切学科都需要跟岗位需求相结合，高职商务英语教学也是如此，开设了商务实训课程，努力使学生拥有实际操作技能，理论学习的同时加强实践。因此，高职商务英语教学的课程设计也是从这一目的出发，包括语言和商务知识的传授，同时进行商务环境模拟。这是商务英语从业人员的基本素质要求。只有语言能力过关，商务知识专业的学生才能从事对外贸易活动。但是这两点虽然具备了从事商务活动的基本条件，但却不能保证能够顺利开展商务活动，这是因为各种交际活动归根结底都是人与人之间的交往，所以相互尊重，尊重对方的文化习俗，不触碰对方的禁忌是根本保证，这就需要了解贸易国的文化和习俗。目前高职英语教学普遍对文化的重视性不强。导致这一现象的原因有两点，一是学生没有这方面学习的需求，高职的学生普遍基础薄弱，缺乏学习的主动性，而且对英语的学习还是停留在过四、六级的需求上。虽然教师在课堂上有时也会给学生渗透一些文化知识，但却会有学生因此而反映教师教学不专注课本，课外知识导入过多。二是整个学生培养方案中没有英美文化这样的课程，因此教师在教学中按照大纲教学就不会进行过多的文化知识的导入，了解文化差异是顺利进行交际的必要条件，只有交流顺利才能进行进一步的贸易谈判、商务往来，为了达到这一目的，一定要从教师和人才培养方案这个根本来明确文化的重要性，加强对学生的商务文化的培养。同时也要让学生理解这类课程设置的意义，调动学生的学习积极性和主动性。举一个简单的例子，商务宴请是贸易往来中非常常见的一种活动，有利于促进商务关系的建立和维护，但是如果处理不当也会适得其反。简单的一次宴请会涉及许多文化方面的内容。如座位安排礼仪、餐具的使用礼仪、上菜的顺序、搭配酒类的习惯、餐桌上取食的礼仪、餐桌上交谈的礼仪、用餐后或用餐中离席的礼仪，以及劝酒布菜的中西方区别，等等。此外如果宴请的对象是西方人，那么就要注意宴会时间的选择，一定要在工作时间中进行，因为西方传统注重家庭和个人私有时间，占用他的休息时间，即使是商务宴请这样的活动也会给对方造成不快，同时也要注意按时参加宴会不要迟到。而在中国和日本等一些国家，商务活动从业人员加班和应酬是工作常态，人们喜欢在酒桌上解决问题，开发客户，维护与客户的关系。因此了解这些差异，尽量避免给对方带来不快，是商务活动能够顺利展开的必要条件。
3如何在教学中培养学生的文化意识
了解了文化对于国际贸易顺利开展的重要性和原因之后就要对学生进行文化的渗透和导入，来增强学生的文化意识和学习的兴趣。那怎么来实现这个目的呢？下面针对目前教学活动存在的问题来给出一些解决方法。首先，教师需要明确教学思想和教学目的。要从根本出发，虽然学生是课堂教学的主体，但是在课堂教学活动中，教师的思想行为和教学倾向性会对学生的学习重心产生影响，因此想要通过教学提高学生的文化水平，提升学生的文化意识，就需要教师的教学思想和教学目标重视文化的渗透和导入。其教学活动是根据不同的商务环境、文化进行实用型商务人才的培养，在教学中教师一定要明确这一点，只有从思想上真正认识到商务文化的重要性，在商务英语教学中，才会渗透商务文化，也才能从根本上改变现状。目前有的教师本身就不重视文化在日常教学中的渗透，因此要督促教师从自身做起，提升教师自身的文化素质，这样才能将文化知识传达给学生，让学生对文化的作用有所了解，调动学生的学习兴趣和积极性。其次，运用多种手段，采取周刊选读、分组讨论、网络查询等各种不同的方式来进行教学，通过任务教学法、情景教学法等多种方法让学生学习语言知识的同时对其他国家的礼仪、文化、习俗都有一定的认识和了解，提升学生的综合素质。教师可以借助网络资源、有声资料，尽可能多地让学生接触到文化知识，同时要注重培养学生的团队合作精神和组织能力、交际能力。通过社会调查、小组讨论、案例教学、分角色扮演，进行互动式的教学。教师还需要掌握跨文化外语教学的具体方法和技能，在进行课堂练习时，要充分发挥学生的主动性和创造性，尽量多地给学生交流发言的机会，让他们实现语言知识、商务知识和文化知识的有机融合，培养既具有语言能力又具有跨文化商务沟通能力的商务英语复合型人才。最后，要重视日常教学中跨文化知识的导入。因为英语、商务和文化三者之间关系紧密、相互联系，因此培养企业需求的实用型商务英语人才，就不能忽略对学生能力和文化的培养。所以我们需要培养既有扎实的语言能力，又有专业的商务词汇和表达，以及跨文化的知识多能型人才。我们对前两项都非常重视，也一直是教学的重点，而文化意识的培养就经常被忽略，而这对于学生今后的交际和可持续性发展是非常必要的。我们无法要求老师在短短的三年学制中能教授学生所有的文化差异，这是根本做不到的，我们要做的是培养学生的非语言交际能力，帮助学生意识到文化差异在交际中会引起的误会和失误，引导他们意识到文化对于交际的重要性，从而掌握学习方法和方向，具备继续学习的能力。非语言交际是跨文化交际中非常重要的因素，据研究大概有70%左右的信息是通过非言语交际方式来传递的。因为非语言交际传递的信息不直接，只有相同文化基础的人才能意识到，因此它所传递的信息甚至比语言所传递的信息更有影响力，一个简单的手势或动作，如果触碰了对方的文化禁忌，就会引起误会，进而会导致无法进行正常的交际，更不要说进行商务谈判与合作了。所以要重视不同文化中肢体语言所代表的不同意义，也就是不同文化下的非语言交际方式。在不同文化中，肢体语言的意义并不完全相同，各民族有不同的非语言交际方式。在日常教学中，高职学制只有三年，无法在课堂上进行大量的跨文化信息的导入，但是可以让学生课后多花点时间去查找与教材内容相关的文化背景知识，每节课拿出一点时间让学生进行讲解。这样既锻炼了他们的自主学习能力及语言的运用能力，也掌握了文化知识，如此在达到学生学习英语的同时，也提高了学生学习英语的兴趣。
4结语
1、提高中国文化素养符合多元化的人才需求
当今的就业市场需要多元化的外语人才，对于英语相关专业而言,社会上普遍需求的是英语与其他专业紧密结合的复合应用型人才,商务英语专业在此应运而生，培养能用英语进行诸如商务、旅游、物流、外贸、文秘、会展等商贸活动的复合型人才。在两种文化交流的过程中，决定沟通质量的是代表中国形象的学生的中国文化素养和自身的英语水平。
2、谙熟中国文化可以助力学生的英语学习
在英语业已成为世界语的今天，商务英语专业作为英语专业的一个分支，长期以来英语学习过程中都强调英语语言知识的输入，强调英语与商务的结合，注重发音标准、表达流利、语法运用得体等，其重视程度甚至远远胜于对中国文化涵养的关注。而语言内在的思想性被忽略甚至被淹没，因此外语学习过程中母语的正迁移作用很难发挥出来。换言之，倘若学生凭借自己较高的中国文化涵养来进行英语学习，听说读写的学习障碍将会大大降低，英汉双语的相互切换也会迎刃而解。
3、熟悉中国文化有利于传播优秀的中国文化
英语学习的终极目标不仅是实现成功的跨文化交际，更应该是把优秀的母语文化即中国文化传播到世界。承载着几千年文明的中国，其优秀精华的文化应该在英语学习过程中与英语这门语言站在文化对等的位置上对话。在对外汉语教学日益盛行的今天，高校商务英语专业的学生也应该尽己之力通晓中国文化及其英文讲解方法思路，在商务活动中使世界通过我们更加了解中国璀璨文化。
二、商务英语专业中国文化教学现状
1、课程设置对于中国文化的缺失
2000年南京大学的从丛教授在《“中国文化失语”：我国英语教育的缺陷》中提到“许多中国青年学者虽然具有相当程度的英语水平，但是在与西方人交往的过程中，始终显示不出来自古文化大国的学者所应具有的深厚文化素养和独立的文化人格……有些博士生有较高的基础英语水平，也有较高的中国文化修养，但是一旦进入英语交流语境，便会立即呈现出‘中国文化失语症’”。商务英语专业学生用英语表达母语文化中出现“失语”现象，是因为在英语教学中获得用英语准确表达中国文化知识的不足。例如，介绍鲁迅先生故居的一段话中很多学生把“故居”一词翻译成“oldhouse”,几乎没有学生知道地道的说法是“formerresidence”。同时，很多高校的商务英语专业课程设置上注重实用性，讲求英语语言知识与商务知识的结合。作为只有36学时的选修课，课时有限，任务紧张，很多学生为完成任务而完成任务，没有真正重视中国文化的学习与提高。
2、日常教学频频出现中国文化缺失
过度重视英语及英语文化而忽视中国文化导致英语文化的内化在商务英语专业学生中越来越深入，许多学生成为英语通、西方文化通，俚语通，而中国传统文化成为许多学生的认知荒漠：课堂上问及学生“杞人忧天”、“门泊东吴万里船”等词句无法用英语解释出来。今天的四六级考试中增加了段落翻译项目，而且频频涉及到中国传统文化与当今中国经济社会发展。但是学生对于中国文化的重视程度依然不够。不要说“四合院”“、茶马古道”“、敦煌石窟”、就是“少林功夫”、“吉祥文化”、“筷子”等很多中国文化常见语的译法学生都闻所未闻、瞠目结舌。比如，在介绍孔子的一段话的翻译中,很多学生根本不知道孔子(Confucius)、儒学(theRuSchool)、孔圣人(MasterKung)。学生英语水平虽然大幅提高，母语文化却丢之脑后，这不得不说是失衡的英语教育造就的悲哀。
3、学生测评体系对中国文化的忽视
目前高校商务英语专业对学生的测验评价体系依然比较传统地注重学生的听、说、读、写、译等能力。听力考试材料来源基本上是BEC、BBC、VOA、CNN，文化背景都是清一色的西方英语国家日常生活与商务活动，很少涉及中国文化；口语考试依然一如既往地关注发音标准、表达流利、地道清晰、商务术语准确等因素；阅读、写作、翻译考试也多是传统的名词解释、简答题、论述题、案例分析、计算题等，中国文化元素依然难得一见。
三、商务英语专业中国文化教学强化对策
全世界早已掀起了“汉语热”：孔子学院的设立、汉语等级考试的兴起、对外汉语教学人才的稀缺都足以为证。商务英语专业作为以英语语言为桥梁、深化英语与商务专业知识相衔接的专业，学生内在的中国文化素养亟待提高。可以从以下几个方面着手：
1、课程设置对于中国文化可以有所倾斜
商务英语专业在课程设置方面除了大一全校开设的大学语文之外，可以考虑自己开设现代汉语及汉语语言学等课程。毕竟商务英语专业的学生在学习英语语言学的过程中一定会不自觉地发问：为什么多年的学习生涯中学校从未开设过汉语语言学呢？很多学生会盲目认为英语语言学在重要性上一定胜过汉语语言学，因此造成了学生语言学习过程中的顾此而失彼。条件允许的话，高校的商务英语专业还可以鼓励专业教师开设与中国相关的公共选修课：英文讲解的人类学、社会学、心理学、中国历史、中国文化通史、古代诗词及名著赏析、对外汉语教学等课程，应体现哲学、历史、宗教、社会、教育、文化、艺术等中国文化内容，从而提高学生的中国文化素养和母语人文涵养，给学生创造良好的中国文化学习氛围。通过这些课程，开阔学生视野，使学生更加熟悉中国文化。
2、日常教学将中国文化贯穿始终
商务英语专业教师应该自觉提高自身中国文化修养，深入学习中国文化尤其是中国传统文化，并在日常教学中成功实现中国文化的汉英切换，注重中西文化对比、中国文化知识的传播和对外汉语宣传能力的提升。例如，教师在课堂上讲授美国文化的五大象征时，可以启发学生用英语讨论中国文化的象征，学生热烈讨论中会涉及长城、孔子、筷子、菜系、丝绸之路、天安门广场、故宫等许多中华文化象征，启发学生尽可能详尽地用英语表述中国元素。同时，教师在备课过程中应尽可能多地熟悉中国特有文化的英文译法，多多积累中国文化各种英文介绍，例如，可以参考作品中涉及大量中国文化元素的林语堂、钱钟书和赛珍珠的作品及英文版的《中国文化》等书籍。
3、完善学生测评体系，强调中国文化
商务英语专业的学生测评不仅应该单独设置中国文化课程的考核，还应在综合英语、精读等课程的测试中体现中国元素，加入相关检测试题，学生在备考过程中系统复习，不断强化，中国文化素养必然会得到提高。在学生的听、说、读、写、译等能力的考试中尽可能选取与中国文化相关的资料。在学生的各类测试中增加中西文化比较，根据主题与作者观点，适当进行广泛的跨文化对比分析，使学生对中西方文化的特点有清楚的认识，能够深刻地意识到祖国传统文化的价值，通过系统教学、讲解、反复训练、复习、检测等环节实现学生熟练用英文较准确表达中国文化相关内容。
四、结语
1.跨文化英语教学模式下大学生自主学习能力培养——大学英语教学新思路
2.在跨文化英语教学中保持中国特色
3.高校学生跨文化交际能力培养的现状与思考——以高校英语教师为考察维度
4.跨文化英语教学与人文素质的培养
5.模因论视角下的中国文化英语教学
6.英语专业学生中国文化英语表达力研究——基于广西184名大学生的调查数据
7.初中文化英语品格重建初探
8.大学英语教师的跨文化教育
9.地方性院校大学生中国文化英语表达能力调查——以台州学院为例
10.大学英语教学中跨文化意识的培养
11.CBI与大学英语后续课程构建与实施研究——以《中国文化概况(英语)》为例
12.高师英语专业学生母语文化英语表达力调查及分析
13.希腊神话对现代英语文化的影响
14.高职院校跨文化英语教学的实践和探讨
15.高职院校跨文化英语教学中存在的问题与对策浅析
16.言语交际原则下的茶文化英语刍议
17.“产出导向法”理念下中国文化英语体验式教学模式探析
18.汉英语篇意合与形合的文化阐释
19.跨文化交际能力的培养与大学英语教学
20.英语教学中的跨文化意识培养
21.幼师生跨文化英语交际能力培养方法研究
22.地方高校英语专业学生中国文化英语表达能力研究——以咸阳师范学院外国语学院为例
23.中国文化英语表达力培养研究
24.培养跨文化交际能力在商务英语教学中的重要性及实施建议
25.背景文化知识与网络英语新闻阅读效度的实证研究
26.社会文化学与英语教学
27.批评对比修辞学视域下的跨文化英语写作“第三空间”
28.格式塔心理学视角下高校茶文化英语教学策略探究
29.“生活化英语”教学实践中的“文化—工具”关系
30.中西文化差异与英语词汇教学
31.基于人本主义教育观的大学英语教学研究——以培养学生中西文化英语表达能力为例
32.大学英语教学中文化教学探析
33.以“文”“化”人:理工院校中国文化英语教学实践探究
34.高校英语文化教学及其变量研究
35.浅谈商务英语教学中文化意识的培养
36.大学生地方文化英语表达力的实证研究
37.以内容为依托的中国文化英语教材编写原则探讨
38.大学英语教学中学生跨文化意识的培养
39.高中英语课堂中的文化教学
40.“微时代”跨文化英语交际能力发展研究
41.英语人名的文化特征及翻译策略
42.非英语专业学生中国文化英语表达能力研究
43.浅谈英语词汇的文化内涵
44.英文电影在综合英语跨文化教学中的运用
45.论商务英语谈判中商务文化意识的体现
46.理工科大学生中国文化英语表达能力调查与研究
47.在英语听力教学中介绍相应文化背景知识的重要性与必要性
48.跨文化英语教学与中学生阅读能力培养的二元思考
49.全球化语境下钧瓷文化英语翻译的现状及前景
50.论文化英语人才建设在成都城市文化软实力发展中的功能和作用
51.试论英语教学中的文化背景
52.英汉隐喻差异与跨文化英语教学
53.中国文化英语在高职生人文素质教育中的必要性
54.浅谈大学英语文化教学中的跨文化沟通风格
55.高职英语教学中的跨文化教学研究
56.大学英语教学中文化输入的教学方法研究
57.英语专业学生中国文化英语表达能力研究
58.从语言和文化的关系看高职英语教学中文化因素的导入
59.浅论英语教学中应注重文化的导入——培养跨文化交际能力
60.浅谈大学英语教学中的中国文化认同教育
61.英语语言文化类选修课开设的必要性和可行性
62.理工科大学生中国文化英语表达能力调查与研究
63.大学英语课堂中跨文化交际能力培养的实验研究
64.高职英语教学中文化教学策略探究
65.浅析跨文化英语报刊的传播作用
66.跨文化英语分子写作学建模的研究
67.语言输入与文化适应——大学英语阅读教学略论
68.跨文化英语课堂教学的系统工程分析
69.文化导入在高职英语教学中的应用
70.体育文化与英语习语
71.对外汉语专业学生的中国文化英语表达能力的研究
72.跨文化语境下的音乐院校中国文化英语教学与研究
73.如何提高英语专业学生的中国文化英语表达能力
74.大学跨文化英语教学结构模式和实践模式
75.文化差异视域下的跨文化英语教学研究
76.试论教改环境下跨文化英语教育
77.跨文化交际中的中国式英语现象浅析
78.大学英语文化教学生态失衡与对策研究
79.文化英语通识教育与艺术的智性模式
80.以平行视角审视及反思中国传统文化教学——评《中国文化英语教程》
81.农业院校非英语专业学生中国文化英语表达能力研究
82.旅游英语教学中的跨文化交际
83.跨文化英语教学与医学生跨文化自主学习能力的培养
84.大学英语教学中中国文化英语表达缺失的原因及对策浅探
85.英语词汇教学中的跨文化交际意识培养
86.跨文化语境下大学生中国文化英语表达能力的培养
87.对来华留学生“中国文化”英语授课之探索
88.跨文化交际教学本族语文化英语表达能力研究
89.牛津高中英语教材本土文化调查分析
90.基于文化导向教学模式下的高校商务英语精读教学策略
91.中西文化差异与商务英语教学
92.从英语词汇中的外来词汇——漫谈英语词汇中的希腊文化
93.英语专业教学中的中国文化意识培养——一份基于使用《阅读中国》进行文化教学改革的报告
94.西方文化视野下的参与式英语教学法探析
95.跨文化交际背景下的英语委婉语文化内涵探究
96.试析英语习语中的文化内涵
97.新时期地方院校大学生中国文化英语表达能力调查研究——以济宁学院为例
98.非英语专业研究生中国文化英语表达能力现状与对策研究
99.中学英语教学与跨文化交际能力培养
100.高职院校英语教学中母语文化融入研究
101.谈如何把英美文化渗透到高职高专英语教学中
102.英语习语语言中的文化要素
103.探析大学英语教学中母语文化的导入
104.从非英语专业大学生看中国文化英语表达力的缺失
105.加强语言意识培养,提高学生中国文化英语输出能力
106.英语教师中介作用与课堂文化教学相关性研究
107.英语专业基础英语课教学要渗透文化教育
108.学生中国文化英语表达能力的培养
109.跨文化英语教学对提高大学生民族文化自豪感的影响
110.对旅游专业学生中国文化英语表达能力的调查研究
111.论中国文化的英语教学
112.面子文化与大学英语口语教学策略研究
113.填补高校英语专业文化教育空白——一项高校英语专业开设《中国文化》英语课的必要性研究
114.大学生母语文化英语表达能力调查研究
115.浅谈英语教学中文化因素的渗透
116.英语教学中非英语专业研究生跨文化交际能力的培养
117.跨文化语境下重视中国文化英语表达能力的培养
118.大学英语教学中文化输入的问题及策略研究
119.大学英语通识教育文化类课程“反哺”教学初探
On Culture Taboos in Translation of Trademark Words and Coping Strategies
Xu Huimin
Abstracts: With the advent of economic globalization, more and more commodities are going out of the country and have a share in world market. Trademark is a special language symbol and important component of commodity culture，representing the unique characteristics of the commodity. It is also a powerful weapon for enterprisers to participate in international competition. Good trademark translation can bring tremendous wealth to the enterprise while the adverse trademark translation can make the enterprise pay a heavy price; therefore the survival of the enterprise has an intimate relationship with trademark translation. Trademark translation should follow the principles of translation and pay attention to the cultural forbidden zone in trademark translation. Here are many ways to translate trademarks, such as pinyin, transliteration and so on, which should pay attention to the cultural taboos of different countries and nationalities in order to avoid unnecessary troubles.
1. Introduction
The emergence of trademarks as a symbol of enterprise, it is a bridge between producers and consumers in direct dialogue it is a powerful weapon for enterprises to participate in international competition. The deepening of China's opening-up and the increasing economic activity of foreign-funded enterprises in China has greatly enriched the economic life of the Chinese people and created many new economic and commercial activities for the Chinese people. A large number of domestic exports to all parts of the world, foreign goods also flooded into the domestic market. Legitimate goods have their own trademarks. Today, with economic globalization and regional economic integration, more and more Chinese enterprises in order to seek larger development space and seek higher economic effectiveness for go out of the country and tend towards the world. At the same time, our lives appear many foreign brands with the same idea and purpose. A company whether can set up its own brand in this time of rapid economic growth and gain more development space, the key depend on product quality and research and development. But once you out of the country, you will face different culture, language, customs... under the background of the international market. The trademark language is a kind of language different from the ordinary word, and the ordinary word comparison implication is more profound and the content enriches makes the people easy to remember. For example advertisement and translation of trademark will play a crucial role in the early stage. It is not an exaggeration to say that when an enterprise’s brand is in the international market, the name of the commodity translated appreciately or not. In a sense, it is directly related to the brand in the international market, in a way, is directly related to the enterprise brand in the international market.
Nowadays we can see all kinds of trademarks when we walking in the street. The trademark is has the remarkable feature of a commodity producer or business operator who use it in order to distinguish his goods from other people's goods. Therefore, in the circulation of commodities, trademark is the symbol of commodities. Some trademarks is a word, some trademarks are just a simple image design, while some signs are the combination of graphics and words. Taking trademarks advertising commodity has become an important way of enterprises to tap the potential of international market and promote the development of international trade. Trademark translation is the transformation from one language to another, and to maintain its original style and connotation. Nowadays more and more foreign goods are entering the Chinese market. Meanwhile, more and more Chinese products are selling goods all around the world. How successfully translate the English trademark into Chinese trademark has become a problem for many enterprises and the translator to consider, and if China's enterprises have intention to enter the international market, that must be consider how to have good translate for Chinese trademark the into the English trademark.
This paper starts from the taboo of trademark translation, analyzes the cultural taboos which should be paid attention to in the process of trademark translation due to different cultures of various countries. With the exchange of Chinese and foreign products, the translation of trademarks is inevitable, so the translation of trademarks plays an important role in the sale of goods outside the home. The first chapter mainly introduces the background and significance of trademark translation. The second chapter mainly introduces the method of trademark translation. The third chapter mainly introduces the different cultural taboos in different cultures, and the fourth chapter mainly puts forward some corresponding strategies for the cultural taboos in the world. The fifth chapter mainly summarizes the full content.
2. Translation Methods of Trademark
In the process of trademark translation, businessmen strive for trademark individuality, concise content, break through the rules of grammar, as far as possible with the least content text bearing the most corporate culture and commodity value, and to make consumers have the desire to buy the goods and facilitate the effect of memory.( 许金杞. 意美、音美、形美——英文商标的汉译[J], 外语与外语教学，2002, (11): 48.).
2.1Transliteration
Transliteration is based on the pronunciation of English trademarks, which are translated in the same or similar pronunciation of Chinese characters. Its advantage is that it can maintain the original pronunciation advantage of the original brand and brand name, which can reflect the exotic atmosphere of the goods. Taking transliteration of trademark name is mainly composed of a person's name, enterprise name or other proper noun. This method is used in both English trademark translation and Chinese trademark translation. A common used for transliteration English trademark, such as Sony, L 'Orea, Nike, Casio, Revlon, Ikea etc.
2.2 Synthetic Phonics
Synthetic Phonics is to cut words or make words together, create a new word to translation brand name, make the brand name novel and interesting, impressive, and have abundant association. Therefore, it can play a role in the advocacy. Such as 新意达集团“Newit” (New + Wit), 东方星钟表“Eastar”（Eeast + star）, 肤美灵化妆品“Skinice”（skin + nice）, 金霸王电池“Durable cell” (Durable + Cell), 尤妮佳“Unicharm”（union + charm）, 德生电 “Tecsun”（technology+ sun）.
2.3 Spelling
The trademark taking spelling which is more simply and intuitive, and is named directly in the form of pinyin. Such as:大宝（DABAO）、六神（LIUSHEN）、华为（HUAWEI）etc. When we use pinyin to translate the name of an English trademark, sometimes it does not have corresponding words or expressions of Chinese. Some trademarks will be presented in the form of pinyin in the translation process, but the word may have different meanings in English-speaking countries. For example, there is a trademark called “FUCK Pincers”, which probably initials of the company name. But in English, the word means “cheating, cajoling” or even sex slang. Therefore, when we translate trademarks, we should be careful of each country of cultural differences and cultural taboos. Although the use of pinyin translation of trademarks have failed cases, but the use of Pinyin translation of trademarks have a successful case. Such as “Chun Lan”（春兰空调）and “Chang Hong”（长虹空调）. But these successes are in the minority. Some trademarks that use pinyin translation can be misleading, produce negative associations and cause ambiguity. Such as the lipstick brand “芳芳”, translated by pinyin as “Fang Fang”, but in English, the word “Fang” means “along, sharp tooth of a dog; a snake’s poison-tooth”. So, for cosmetics that want to make people beautiful, the translation is too different from its original meaning, and it can't arouse consumers' desire to buy. Although pinyin translation is relatively simple compared with other translation methods, but the trademark is only a sign, which usually loses the deep meaning of the original trademark. For example, “金龙” translates to “King Long”. The pronunciation of “金” and “King” is very close, and it has a noble meaning, and this conversion is reasonable. In China, “龙” is the symbol of Chinese culture, symbolizing the meaning of justice and prosperity, but the word “Long” in English pronunciation for “Wolf” so with the meaning of “龙” have a clear difference in meaning. In these cases, the loss of the original meaning of the trademark but also to foreign consumers puzzled, do not understand what these trademarks mean, thus affecting the sales volume.
2.4 Liberal Translation
The liberal translation refers to the translation according to the purport of the original text, not the word translation. Usually in the translation of sentences or phrases used more, liberal translation is mainly used in the original language and the translation of large cultural differences in the case. Liberal translation is more able to reflect the language characteristics of the nation. The transliteration of trade mark means that the translator has to abandon the literal meaning of the original text in order to conform to the original content and the main language function, which is based on the national culture and focuses on the cultural connotation. In other words, the transliteration is a completely literal translation. Such as “Red Bull”（红牛饮料），“Microsoft”（微软），The liberal translation, also called "Functional equivalence translation", usually only chooses the content of the original text and discards its form, which is a kind of translation after digestion. For example: “雀巢咖啡”translated into Nescafe. Nescafe is the abbreviation of Nestle Coffee, why do you have this translation? Because the coffee's outsourcing bottle cap is printed with the design of Nestle, its English is Nestle, and the “咖啡” translation is coffee, so in translating, The translator according to the meaning take two words together is “Nescafe”.
3. The Culture Taboos in Translation of Trademark
Because in international trade different countries have different social, historical and cultural backgrounds, a commodity often appears to be popular in one country, but in another it is neglected. This is because the translator did not take fully the cultural and historical background of the trademark translation into account, which led to the marketing failure. Translators should have a certain understanding of different countries of national culture and cultural taboos, there will not due to the mistake of trademark translation, result in the failure of commodity marketing. ( Nida, E. “Language, Culture and Translating”, 上海: 上海外语教育出版社, 1993.).
3.1 Taboos of National Psychology
National psychology refers to the character, temperament, emotion, value orientation, religious mentality and aesthetic psychology of a nation. Although the psychological model of a nation has the same characteristics as other nationalities, but most of them are different and mutually exclusive. The national psychological differences make people have psychological conflict in the people intercourse, and form the barrier of mutual intercourse. National psychology is the inherent psychological characteristic of a nation in the process of long-term evolution. Because different ethnic groups are affected by different ecological environment, religious belief and historical political and cultural background, different ethnic groups form different national psychology. Different national psychology has created different values and consuming psychology. The psychological mode of a nation inevitably influences its shopping mentality. In the process of trademark translation, if we ignore the national psychological differences, the good products will not be bought for the unacceptable translated trademark in sales place. Such as “帆船” carpet is also the traditional export products translated into junk results in the United States market no one to buy. Originally junk in English sailing accident also have rubbish, tattered meaning. Later it was translated into “Junco” to attract the attention of foreign people. Because of the different customs and morals of each country and nation, the translator should consider the culture and customs of the place of sale. The trademark of the “太阳神口服液” wants to show the world that the oral liquid can be full of youthful vigor, not directly translated into the "the god of the sun", the translator in the translation of the Cultural transformation, translated as "Apollo", the ancient Greek sun God's meaning, representing the light and youth, with the original language.
3.2 Element of Politics, Economy and History
Politics, economy and history determine the status of a country in the world, so it is a cultural taboo is an important factor to be considered in the translation of trademarks and a sensitive factor, so it is very important to take into account the political, economic and historical taboos in translation. Such as OPIUM perfume, inventor of the trademark in 1977 had been to China, he started from the Chinese snuff bottle modeling inspiration, created the "OPIUM" brand perfume, trademark means "OPIUM", translated as OPIUM will remind the Chinese of humiliation of the opium war, the strong national pride makes the perfume was listed in China slammed by consumers, and eventually banned due to violation of China's trademark law. Bear in modern economic terms, it can be matched with market, which means "market of falling market", popularly known as "weak city, market and bear market". Such words should not be used on trademarks.
3.3 The Variation of Culture Taboos in Different Countries
3.3.1 The Variation of Animal’s Symbolic Meaning
Panda: in China, they are seen as animals and pets, but in Muslim countries, they are seen as pig. African trademark also bans the panda.
Bats: westerners believe it is a symbol of terror, death and foreboding. Even kids know it's a vampire. However, in our country, it is regarded as a symbol of happiness, as an auspicious omen.
Elephant: in India, Sri Lanka and other countries are auspicious things and solemn symbols. But in some European countries, elephants have the same meaning as idiots
Owl: in our country, the owl is regarded as an ominous sign. In addition to the Swiss, westerners believe that it is the embodiment of wisdom, courage and toughness.
Peacock: in our country and south Asia, it symbolizes auspiciousness and beauty. India also sees it as a national bird, but Europeans see the peacock as a scourge.
Dogs: dogs in the west are seen as a loyal partner, protected by law. Instead, in some parts of northern Africa, people hate dogs and taboo dogs.
Cats: in many countries, they are considered pets. Europeans think cats can bring good luck. But many people in western countries think black cats are unlucky.
The crane: our country regards it as a symbol of good luck and longevity, while the French think the crane is a stupid man's name.
Rabbit: many countries think that rabbits are cute and docile, but in Australia they are the exception. Because rabbits eat grass, they are the bane of wool production, so they don't like the “rabbi” brand.
Phoenix: in our country is a kind of the miraculous animals, on behalf of the "lucky, happiness, and elegant. Chinese people believed that a “凤凰”bicycle can bring good luck, but in western culture legend phoenix is not dead bird, there is the meaning of" renewable "and" resurrection ", so the goods no takers in the west it is not surprising. A similar example of “喜鹊”，but the English word is “magpie” is talking about boring people in the west.
3.3.2 The Variation of Number Symbolic Meaning
0: Indians believe that the number ending in 0 is positive.
1: in the eyes of westerners, “1” means perfection and initiation.
3: the Greeks and Egyptians considered the “3” to be sacred, dignified and auspicious. Some western countries see this as an unlucky number.
4: North Korea, Japan and China think this number is unlucky. In the eyes of Japanese, it is lazy and useless. The Arabs thought it was immortal, so they attached great importance to this number.
7: Some Europeans and Americans think this is a good luck, while Singaporeans have the opposite idea.
8: this is a lucky number in China, which is very similar to the word "发", which people tend to choose when choosing a number. Singaporeans, however, say the Numbers are not good.
13: the west and Singapore think this number will bring bad luck and misfortune. So there are no 13 floors in western countries.
Digital deification also shows the difference between east and west. In our country “666”, “999”, “金六福”, “三元” and “13” these digital products, in the United States can see the “7-up”, “Modle Seven” and “7-eleven”and other trademarks of goods, but “666”, “13” goods exported to the United Kingdom and the United States will become a problem, because the “six” in the west is the symbol of the devil, 13 is an unlucky number. It is difficult for us to master the culture of each country, which requires us to accumulate knowledge to avoid the cultural taboos of other countries in the translation of trademarks.
3.3.3 The Variation of Color Symbolic Meaning
In China, green symbolizes life, red symbolizes passion, white symbolizes purity, and black symbolizes solemnity. In the United States, light colors are generally liked, such as ivory, light green, light blue, yellow, pink, light yellow, and they don't like purple. In France, people have imaginative about color. In addition, the color research and application is very exquisite, like red, yellow, blue and other colors. Bright-color is regarded as the symbol of vogue, luxuriant, nobility, so bright-color is popular in France. In eastern France, boys in fashion wear blue and girls wear pink. For Belgium, chrysanthemum means death, so similar to the chrysanthemum color won't welcome. For southern Belgium, girls love pink and boy love blue, ordinary people love the elegant grey. Avoid dark green, black and green color for Nazi uniform. It is not appropriate to use blue and yellow as a commercial in Sweden. Many countries like green, especially in the desert where Arabs see green as life, and green as a symbol of life for the flag. The Japanese, however, taboo green, who think green, is unlucky. In Malaysia, green is the symbol of disease. Westerners use white to symbolize purity, and black symbolizes death. Britain regards “red” as cruel and unlucky. In western countries, westerners regard white as a symbol of purity and beauty, and the bride's wedding dress is white, which symbolizes the purity and fidelity of love.
4. Coping Strategies of Cultural Taboos in the Process of Translation
Trademarks are the unity of language and culture. Trademark translation, with the perspective of cross-cultural communication, accurately grasp, the surface culture and deep culture, which can turn the material value to the abstract spiritual value. It allowed consumers to understand the material value of goods and material language culture and spiritual culture. Goods are sold to different countries and regions, so cultural differences between different types and degrees are necessarily reflected in the language. Although the translator deals with individual words in trademark translation, the translator always faces two cultures. Facing with fierce competition, the translator must have a strong awareness of intercultural communication, and break the bondage of language form equivalence concept in order that bring out the sound and make all brand names of goods have broad market prospects.( [3] Newmark, Peter. A Textbook of Translation[M]. Shanghai: Shanghai Foreign Language Education Press, 2001.).
4.1 Catering to Consumer Psychology
Culture affects all aspects of our lives. It restricts and regulates the process of feeling the world and forming ideas, thus forming some perceptual cultural determinism. These perceptual stereotypes affect people's values and consumer psychology. The translation of trademarks must take into account the cultural habits and aesthetic psychology of consumers. In international trade, it is not difficult to find that the product of the same trademark is popular in one place and suffers from a snub in another. It is important that whether trademark translation can cater to consumers' aesthetic psychology. A people said that "The translator must be a real cultural person". If the translator is not sufficiently knowledgeable about the language and cultural phenomena of the target language, it is likely to make unavoidable mistakes in language or culture. For example, the “白象” battery produced in our country is translated as “White Elephant”, originally in English, “White Elephant” meaning is “big and useless”. For example, there is a kind of electric appliance called “蝙蝠”, the Chinese will take their homophonic, “蝠-福气”. When translated into “Bat”, it will cause Westerners to resent it because they hate the animal. It is important to know how to translate the correct trademark. The import trademarks translation needs to take into account the traditional culture of China and the consumption psychology of Chinese consumers. Foreign products enter the Chinese market, if they want to set up a good product image, and be loved by Chinese consumers, they should have a translation which is consistent with Chinese consumers' cultural habits and aesthetic psychology Such as the United States drink “Coca Cola”, a translator used several of its similar homophonic Chinese characters as their trademark name in its first sale in China, the result is no one buy, because these several Chinese characters together reminiscent of the shape of the tadpole, meaning of “啃蜡蝌蚪”. Later, a called Jiang Yi translator careful study of the translation of the “Coca-Cola”, not only retained the “cola” pronunciation, but also cater to the Chinese consumer's psychology, point out its “delicious” taste, and the “happy” effect. In a sense, “cola” can be sold in the Chinese market, which is a good idea of the translation has played a great role.
4.2 The Use of Concise Language
For trademark translation, consumers are impressed by the simple and easy to understand and easy to understand. Because of the significant differences in pronunciation, word formation, historical background and cultural tradition between Chinese and English, some of the most concise and powerful trademarks in one language may appear to be protracted and difficult to remember. For example the American beer “Budweiser”, translate into“百德威斯” is difficult to remember Obviously there is no “百威” to be concise, and "百威" makes people feel refreshed and infinitely powerful. The trademark translation should make the reader feel good, remember, love and be willing to buy its goods, such as “Panten”(潘婷), “Olay” (玉兰油), the translation is elegant and pleasant to hear. Therefore, when translating trademarks, we should bear in mind the memory function of trademarks, make the translation straightforward and simple, easy to read and easy to remember, and try to avoid those lengthy and cumbersome ones, that is, no real meaning, difficult to read and hard to remember . The most important goal of trademark translation is to enable consumers to remember the products they represent through the translation of trademarks. Therefore, trademark translation must be simple, easy to remember and vivid image.
4.3 Reflecting Commodity Information
The function of a trademark is to illustrate the performance of the commodity and reflect the characteristics of the commodity. A trademark is also a concise advertisement. A commodity wants to open sale, besides the quality is good, the variety is opposite the road, the price is reasonable, very important one is the translation of the trademark. By trademark, people can have the most basic understanding of the commodity, as far as possible to the purpose of pre-sale. Therefore, the translation of the trademark should indicate the performance of the commodity from one aspect of the commodity, leaving a deep impression on the consumers. The translation must conform to the nature of the product and reflect its accurate positioning in the original text. For example: the world famous toothpaste brand Crest has the meaning of “Top, Peak point, Helmet” and so on, which makes people think of the “hard and hard surface protection”. If it can protect the teeth like a helmet, who can say no? Today, P&G products are almost everywhere in the world, and the “Safeguard” is particularly profound. The word is composed of “safe + guard”, safe means “safe, safe, reliable” and “guard” means “protection” two words together, became a “security”. This can make people think that the product is safe and does not stimulate the skin and can also play a role in skin care. The translation of the trademark should indicate the performance of the product and impress the consumers. Such as: the name “Benz” of Germany comes from the name of “KarlBenz”. In Taiwan, it was translated as “朋驰” and also translated as “本茨”. Although these translations are similar to the original name, the literal meaning does not reflect the performance of the goods, or it can be said to have no meaning. Now, "Benz" is translated as “Benz”, which is similar to the original name, which can also be thought of in the literal meaning of the translated name to the excellent performance of the car. Again such as “Nike” and “original intention”, the Greek goddess of victory, “娜姬”, “Nike” to the original feeling of propaganda object may be like a beautiful and victory, and the feeling of “Nike” to the Chinese tend to be more abrasion resistance, more in line with the consumer psychology of the Chinese . Excellent trademarks try to reflect the characteristics and advantages of commodities to cater to consumers' purchasing psychology. These logos are full of allegorical or inspiring people's rich associations to create an irresistible feeling.
The trademark language is a kind of language different from the ordinary word, and the ordinary word comparison implication is more profound and the content enriches makes the people easy to remember. Trademark language has several characteristics，First, the trademark language to have independence, only has the independent trademark to give the consumer the visual impact and the appeal, thus achieves the recognition and the approval goal. In other words, there could be no other identical trademarks. Second, the trademark language should be symbolic, trademark logo must have a high cohesion and profound implication. This requires businesses in the development of trademarks to the corporate culture, entrepreneurial spirit and the characteristics of enterprise products in the brand. Third, the trademark language should also be descriptive, refers to the trademark language generally implies the quality of goods, indicating its characteristics and performance. Four, the trademark language should also have the imagination characteristic, this can give the consumer an imaginary space, lets the consumer feel that uses this kind of product to have the unexpected effect. Five, use foreign words to do trademark language, according to their own cultural patterns, new things to be reconstructed.
我国的小学英语长期受到传统教学模式以及升学压力的影响，教师在教学中往往偏重于语言能力的培养，忽视和淡化了英语教学中的文化因素，导致学生学的都是“死知识”，不能在日常生活中灵活运用，有时甚至由于自身对英语文化背景缺乏了解，从而使自己陷入尴尬的境地，造成学生对英语学习的厌恶，使学生成绩一落千丈。因此，教师在进行基础英语知识教授的同时，应把语言知识的传授与文化教学有机地结合起来。与此同时，在整个世界变得越来越小的今天，要想使我国的经济走向世界，就需要更多的了解其他国家的文化，培养跨文化意识和跨文化交际能力。因此，文化教学尤其要从刚刚接触英语的小学生抓起，这样更有利于他们牢固地掌握文化知识，在将来的国际竞争中立于不败之地。
二、文化教学在小学英语教学中存在的问题
(一)以传统的教学模式为主
目前，我国小学英语教师在教学中仍然以传统的教学模式为主，教师的讲解占用了课堂大部分时间，学生在学习中处于被动地位。这种灌输式教学方法严重脱离了素质教育的宗旨，抹杀了小学生的想象力、创新意识、积极性以及主动性，偏离了现实社会生活，不能与实际接轨。
(二)文化教学在小学英语教材中难以体现
目前小学英语教材或是不注重文化的重要性，缺少相应的关注度;或是文化内容单一，缺乏趣味性。与此同时，部分教师注意到了文化教学的重要性，但是教学的重点却有一定的偏差，缺乏一定的操作技巧。因此，在新课标的背景下，更应注重文化教学在小学英语教材中所占的比重，将语言知识与文化知识的传授齐头并进，使二者协调发展。
(三)小学英语教师自身的文化素养难以满足文化教学的要求
目前，我国小学英语教师的文化素养还比较低，这将难以满足当前文化教学对英语教师的要求。一些小学教师在看待西方文化的态度上不够客观，在接纳中西方文化的差异上有一定的偏颇。小学生很容易受到教师的影响，造成不良后果。
(四)小学生缺乏良好的英语语言学习环境
语言环境对语言学习者的学习起到关键的作用。只有营造适当的环境，小学生才会有真情实感，才能更好地学习英语。但是，由于英语的语言特点及语法结构与汉语有很大差异，小学生在学习时缺乏良好的语言环境。这就要求小学英语教师在教授英语的同时，应尽量为学生创设良好的语言环境，让学生的学习和生活中处处蕴藏着英语的气息。
三、小学英语文化教学的相关对策
(一)充分利用课堂教学的各个环节
在常规的课程中进行文化教学可以使英语课堂产生“润物细无声”的效果，于无形之中将英语文化渗透给小学生，这样更有利于加强他们的记忆。例如，教师在每节课上课之前，可以利用几分钟的时间，让一个学生把课下搜集的有关西方节日的习俗、英语中的成语、格言、谚语、神话故事等，向全班同学做口头汇报。每节课前都由一个人来做这样的汇报，如此，该同学在准备的过程中便把相关的英语文化牢牢掌握了，全班同学同样有所收获。
(二)有效组织英语文化活动
学校可以定期组织一些英语情景剧、英语演讲比赛、英语故事会、英语文化日等相关活动。在活动中尽量多设置一些角色扮演，让教师和学生通过融入角色去体会英语文化的妙趣横生，使学生真正成为英语文化学习过程中的参与者和小主人。通过自身的参演，获得了锻炼的机会，同时也能真切地感受到西方文化的浓郁特色，增强对英语文化的感悟与理解，增进自身对英语文化的热爱。
(三)不断强化教师自身的文化意识
英语文化教学要求小学英语教师要始终保持与时俱进的精神，把握时代的脉搏，努力使自己成为学生学习道路上的指路人。作为教师要牢固树立终身学习的观念，不断学习中西方文化间的差异，以适应英语文化教学对教师的高标准和高要求。
(四)充分利用外籍教师的优势
学习一门外语，与使用这种语言的人接触是非常关键的，在某种程度上，这种接触甚至是其他任何方式都无法取代的。由外籍英语教师直接授课，小学生便可以直接地进行模仿性学习，这在一定程度上可以弥补中国教师授课的某些不足之处，在英语文化的思想传播、英语语言氛围的营造以及行为习惯和行为方式上对小学生起到潜移默化的影响作用。
(五)为学生创设良好的校园英语学习环境
首先，校园广播是深受广大小学生喜爱的，为此，教师可以组织相关人员每天做一个有关中外文化方面的报道，内容由学生自行搜集整理，这样，学生走在校园里便能听到英语，学到英语，时时刻刻沉浸在英语学习的氛围中。其次，由于小学生很喜欢阅读宣传栏，教师可以在教室的一面墙壁上开辟出一个专门的文化栏，让学生自己动手搜集整理一些有英语国家特色的图片或文字，做成手抄报、剪纸等作品，贴在文化栏上。通过这一搜集和制作过程，不仅可以增进小学生对英语文化的了解，同时也会激发他们对英语学习的兴趣，增进他们对英语国家的了解以及对不同文化的热爱之情，为他们以后的英语学习奠定良好的基础。
(六)鼓励学生多渠道获得学习资源
商务交际的一个重要环节就是商务谈判，如交易中商品的价格、发货时间、付款方式、售后服务等都会涉及谈判，谈判不仅需要商务英语的使用规范得体，而且要求语言的使用符合对方的文化背景，及饮食文化等，不能触到对方的禁忌，这样才能顺利进行交际，最终促进交易的完成。此外培养出良好的人际关系也有利于企业间加深并建立长期合作关系，开发更多的客户。但是受高职学制的影响，商务英语专业的人才培养方案和课程设置都过于重视学生商务英语知识和专业技能的培养和教学，缺乏文化的教学，使文化和语言知识脱节。这在表面上看确实是集中全部力量培养学生的知识技能，但是却忽略了这样一个事实，培养出的人才只掌握了语言这个交流的载体，却缺乏引导交流顺利进行的内容，会说英语，但却不知道该说什么，交流的不恰当严重时会影响商务关系的建立。因此不了解对方的国家情况、地理环境、人文环境、文化风俗、商务文化，就无法建立良好的商务关系。虽然通过商务英语专业教学确实培养出了许多有非常高的商务英语知识和技能的学生，日常的交往活动中，也可以轻松自如地和外国人交流，但是在商务活动中，因为对对方的国家文化了解甚少，导致贸易无法正常进行，或者给公司带来贸易损失的现象也很多。
2商务英语教学的现状
学生是教学的主体，一切教学活动都应该从培养符合社会和岗位需求的人才出发。高职教学有别于本科的教学，高职教学更注重学生的实践能力，这是高职办学的特色。一切学科都需要跟岗位需求相结合，高职商务英语教学也是如此，开设了商务实训课程，努力使学生拥有实际操作技能，理论学习的同时加强实践。因此，高职商务英语教学的课程设计也是从这一目的出发，包括语言和商务知识的传授，同时进行商务环境模拟。这是商务英语从业人员的基本素质要求。只有语言能力过关，商务知识专业的学生才能从事对外贸易活动。但是这两点虽然具备了从事商务活动的基本条件，但却不能保证能够顺利开展商务活动，这是因为各种交际活动归根结底都是人与人之间的交往，所以相互尊重，尊重对方的文化习俗，不触碰对方的禁忌是根本保证，这就需要了解贸易国的文化和习俗。目前高职英语教学普遍对文化的重视性不强。
导致这一现象的原因有两点，一是学生没有这方面学习的需求，高职的学生普遍基础薄弱，缺乏学习的主动性，而且对英语的学习还是停留在过四、六级的需求上。虽然教师在课堂上有时也会给学生渗透一些文化知识，但却会有学生因此而反映教师教学不专注课本，课外知识导入过多。二是整个学生培养方案中没有英美文化这样的课程，因此教师在教学中按照大纲教学就不会进行过多的文化知识的导入，了解文化差异是顺利进行交际的必要条件，只有交流顺利才能进行进一步的贸易谈判、商务往来，为了达到这一目的，一定要从教师和人才培养方案这个根本来明确文化的重要性，加强对学生的商务文化的培养。同时也要让学生理解这类课程设置的意义，调动学生的学习积极性和主动性。举一个简单的例子，商务宴请是贸易往来中非常常见的一种活动，有利于促进商务关系的建立和维护，但是如果处理不当也会适得其反。简单的一次宴请会涉及许多文化方面的内容。如座位安排礼仪、餐具的使用礼仪、上菜的顺序、搭配酒类的习惯、餐桌上取食的礼仪、餐桌上交谈的礼仪、用餐后或用餐中离席的礼仪，以及劝酒布菜的中西方区别，等等。此外如果宴请的对象是西方人，那么就要注意宴会时间的选择，一定要在工作时间中进行，因为西方传统注重家庭和个人私有时间，占用他的休息时间，即使是商务宴请这样的活动也会给对方造成不快，同时也要注意按时参加宴会不要迟到。而在中国和日本等一些国家，商务活动从业人员加班和应酬是工作常态，人们喜欢在酒桌上解决问题，开发客户，维护与客户的关系。因此了解这些差异，尽量避免给对方带来不快，是商务活动能够顺利展开的必要条件。
3如何在教学中培养学生的文化意识
了解了文化对于国际贸易顺利开展的重要性和原因之后就要对学生进行文化的渗透和导入，来增强学生的文化意识和学习的兴趣。那怎么来实现这个目的呢？下面针对目前教学活动存在的问题来给出一些解决方法。首先，教师需要明确教学思想和教学目的。要从根本出发，虽然学生是课堂教学的主体，但是在课堂教学活动中，教师的思想行为和教学倾向性会对学生的学习重心产生影响，因此想要通过教学提高学生的文化水平，提升学生的文化意识，就需要教师的教学思想和教学目标重视文化的渗透和导入。其教学活动是根据不同的商务环境、文化进行实用型商务人才的培养，在教学中教师一定要明确这一点，只有从思想上真正认识到商务文化的重要性，在商务英语教学中，才会渗透商务文化，也才能从根本上改变现状。目前有的教师本身就不重视文化在日常教学中的渗透，因此要督促教师从自身做起，提升教师自身的文化素质，这样才能将文化知识传达给学生，让学生对文化的作用有所了解，调动学生的学习兴趣和积极性。其次，运用多种手段，采取周刊选读、分组讨论、网络查询等各种不同的方式来进行教学，通过任务教学法、情景教学法等多种方法让学生学习语言知识的同时对其他国家的礼仪、文化、习俗都有一定的认识和了解，提升学生的综合素质。教师可以借助网络资源、有声资料，尽可能多地让学生接触到文化知识，同时要注重培养学生的团队合作精神和组织能力、交际能力。
通过社会调查、小组讨论、案例教学、分角色扮演，进行互动式的教学。教师还需要掌握跨文化外语教学的具体方法和技能，在进行课堂练习时，要充分发挥学生的主动性和创造性，尽量多地给学生交流发言的机会，让他们实现语言知识、商务知识和文化知识的有机融合，培养既具有语言能力又具有跨文化商务沟通能力的商务英语复合型人才。最后，要重视日常教学中跨文化知识的导入。因为英语、商务和文化三者之间关系紧密、相互联系，因此培养企业需求的实用型商务英语人才，就不能忽略对学生能力和文化的培养。所以我们需要培养既有扎实的语言能力，又有专业的商务词汇和表达，以及跨文化的知识多能型人才。我们对前两项都非常重视，也一直是教学的重点，而文化意识的培养就经常被忽略，而这对于学生今后的交际和可持续性发展是非常必要的。我们无法要求老师在短短的三年学制中能教授学生所有的文化差异，这是根本做不到的，我们要做的是培养学生的非语言交际能力，帮助学生意识到文化差异在交际中会引起的误会和失误，引导他们意识到文化对于交际的重要性，从而掌握学习方法和方向，具备继续学习的能力。非语言交际是跨文化交际中非常重要的因素，据研究大概有70%左右的信息是通过非言语交际方式来传递的。因为非语言交际传递的信息不直接，只有相同文化基础的人才能意识到，因此它所传递的信息甚至比语言所传递的信息更有影响力，一个简单的手势或动作，如果触碰了对方的文化禁忌，就会引起误会，进而会导致无法进行正常的交际，更不要说进行商务谈判与合作了。所以要重视不同文化中肢体语言所代表的不同意义，也就是不同文化下的非语言交际方式。在不同文化中，肢体语言的意义并不完全相同，各民族有不同的非语言交际方式。在日常教学中，高职学制只有三年，无法在课堂上进行大量的跨文化信息的导入，但是可以让学生课后多花点时间去查找与教材内容相关的文化背景知识，每节课拿出一点时间让学生进行讲解。这样既锻炼了他们的自主学习能力及语言的运用能力，也掌握了文化知识，如此在达到学生学习英语的同时，也提高了学生学习英语的兴趣。
4结语
