生态翻译学视域下跨境电商产品推介英译探究

Research on English Translation of Cross-border E-commerce Product Promotion from the Perspective of Eco-translatology

产品推介文本结合书面模式与电子模式,在产品名称及各种参数的基础上,辅以照片或视频,属于多模态杂糅型文本。由于其自身的复杂性,可在生态翻译学理论框架下进行这一应用翻译领域的研究。依据'三生''三维'两个理念,分析该理论对英译多模态产品推介的指导作用,从而实现译文在跨文化商务环境下的'三位一体'文本功能。

Product recommendation text combines written mode with electronic mode.It belonged to multimodal miscellaneous text on the basis of product name and various parameters,supplemented by photos or videos.Because of its complexity,it was possible to study this field of Applied Translation within the framework of eco-translatology.Based on the two concepts of'three generations'and'three dimensions',this paper analyses the guiding role of the theory in the promotion of English-translated multimodal products,so as to realize the'trinity'text function of the translation in the cross-cultural business environment.