翻译目的论视角下的跨境电商商品标题翻译研究

A Study of Translation of Cross Border E-Commerce Commodities’ Titles from the Perspective of Skopos Theory

跨境电商作为新兴行业,近年来发展迅猛。截至2022年2月,我国的跨境电商综合试验区已扩围至132个,这将为跨境电商这一外贸新业态发展提供有力支撑。在跨境电商行业中,商品标题与商品检索和销量息息相关,卖家如要扩大销量,一定要重视商品标题的翻译质量。目前,跨境电商平台上,商品标题的翻译仍存在标题拼写错误,句法结构不合理,核心关键词过多,忽视跨文化差异等问题。因此,译者在进行商品标题翻译时,要注重翻译的实用性,以翻译目的论的目的原则、连贯性原则、忠实性原则为基础,确保译文的准确性,优化核心关键词,重视商品品牌翻译,完善商品标题结构,注重跨文化差异。

As an emerging industry, Cross Border E-Commerce has developed rapidly in recent years. In February 2022, China’s Cross Border E-Commerce Comprehensive Pilot Zones have been expanded to 132, which will provide strong support for the development of Cross Border E-Commerce, a new foreign trade format. In the Cross Border E-Commerce industry, products’ titles are closely related to product retrieval and sales. If sellers want to increase sales, they must pay attention to the translation quality of products’ titles. At present, the translation of products’ titles on Cross Border E-Commerce platforms still has many problems, such as spelling errors,unreasonable syntactic structure, cumbersome core keywords, and ignored cross-cultural awareness. Therefore,when translating commodities’ titles, translators should pay attention to the practicality of translation. Based on the principles of purpose, coherence and fidelity of Skopos theory, the translator should ensure the accuracy of the translation, optimize the core keywords, pay attention to the translation of commodity brand, improve the structure of title and emphasize to cross-cultural differences.