“理解,表达,变通”框架视角下的跨境电商翻译研究——以亚马逊英文官网商品简介为例

随着跨境电商在中国的快速发展,中国消费者接触到的外国商品日益增多。然而,一些电商平台并不注重对商品介绍的优化,多以机器翻译简单处理,甚至存在忽略不译的情况。文章以"理解,表达,变通"框架为理论支撑,以亚马逊跨境电商平台英文官网中的商品介绍作为主要研究对象,通过实例中的原、译文对比,分别从"理解""表达"和"变通"三个阶段分析译员在跨境电商翻译过程中需要注意的方法和技巧,为后续相关译者翻译商品简介提供借鉴。

With the rapid development of cross-border e-commerce in China,an increasing number of foreign commodities are available for Chinese consumers.However,in some cases,e-commerce platforms do not pay much attention to the optimization of commodity introduction,but merely process it perfunctorily with machine translation or even ignore it directly.Based on the"Comprehension,Expression and Adaptation"(CEA)framework,the paper selects the commodity introduction in the English official website of Amazon,a cross-border e-commerce giant,as its main research object.Through a comparison between original text and translation,the paper analyzes the methods and skills that translators are supposed to pay attention to in the process of cross-border e-commerce translation from the three stages of"comprehension""expression"and"adaptation"to provide reference for subsequent translators.