传播学视域下跨境电商平台产品标题的英译原则研究

Research on Chinese-English Translation Principles of Products’Title on Cross-border E-commerce Platform from the Perspective of Communication Studies

当前,跨境电商平台在我国对外贸易中占据着非常重要的地位,其中,有效的产品标题推介信息发挥了重要的作用。产品标题的英译是对外传播的一种形式,本质上是跨文化传播。从传播学角度看跨境电商平台产品标题的英译应坚持四个原则:传播效果首位原则,传播受众中心原则,传播内容精选原则,多模态协同运用原则。

Cross-border e-commerce platforms play a vital role in China's foreign trade,among which effective product title information plays a significant role.The English translation of product title is a form of external commu⁃nication,which is essentially cross-cultural communication.From the perspective of communication studies,this pa⁃per proposes that the translation of product titles on cross-border e-commerce platforms should adhere to four princi⁃ples:the principle of communication effect priority;the principle of communication audience centricity;the principle of communication content selection;the principle of multi-mode coordination.It is hoped that these principles can ef⁃fectively improve the translation effect of product titles and promote the international marketing of Chinese products.