跨境网购商品名称与介绍翻译策略研究

Research on Translation Strategies of Commodity Names and Instructions of Cross-border Online Shopping

商品名称与介绍的翻译对于跨境网购的发展具有不可忽视的意义。采用诺德文本分析模式,从文内因素和文外因素两个角度对商品名称与介绍进行了系统分析。基于目的论三原则,对跨境网购商品名称与介绍的翻译策略进行了探讨,建议名称翻译着重采用直译、音译和零译等方法,介绍翻译力求突出语言和文化的可接受性。

The translation of commodity names and introductions is of great significance to the development of cross-border online shopping.Employing Nord’s text analysis model,this paper systematically analyzes commodity names and introductions from intratextual and extratextual factors.Based on the three principles of Skopos theory,this paper discusses the translation strategies of commodity names and introductions.It is suggested that name translation should focus on literal translation,transliteration and zero translation,and introduction translation should strive to highlight the acceptability of language and culture.