公示语是一种高度依赖语境的跨文化交际行为，译者、研究者均应充分把握语境、文化、角色等因素对翻译的影响。

Public signs, a form of highly context-dependent communicative act, should be dealt with by translators and theorists with full awareness of its context, culture-specific factors and communicators.

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本文以维索尔伦的顺应论为理论指导，旨在探讨顺应文化语境对翻译标准和翻译研究的影响及其对翻译教学的启示。

This paper builds on Verschueren s theory of adaptation to approach the importance of adaptation of cultural context in translation.

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