生态翻译学下跨境电商产品说明书英译探析——以家具产品说明书为例

Chinese-English Translation on Product Instructions over Cross-Border E-Commerce under Eco-Translatology——Taking Furniture Product Instructions as Examples

新冠疫情暴发后,跨境电商实现了跨越式发展。跨境电商主要采用B2C模式,跨境电商产品说明书在B2C模式下充当了产品、企业与顾客三方的交流媒介,但目前跨境电商产品说明书翻译问题颇多。生态翻译学为该领域翻译提供了全新的研究视角,因此,采用生态翻译学的观点,将“语言维”“文化维”“交际维”作为切入点,以跨境电商家具类产品说明书英译为例,探究其翻译方法,以期为跨境电商产品说明书翻译研究提供一些新思路。基于案例分析法,提出:跨境电商产品说明书品牌名称采取音译和意译;产品使用说明采取省略和转换语态;根据思维与表达习惯差异采取换序;根据文化习俗差异删减谦词;提示词采取删译;产品宣传采取删译或改译。

After the outbreak of COVID-19,cross-border e-commerce has achieved a leapfrog development.Cross-border e-commerce mainly adopts B2C mode.Under B2C mode,product instructions over cross-border e-commerce serve as a communication medium among products,enterprises and customers.However,there are many problems in translation of product instructions over cross-border e-commerce at present.Eco-translatology provides a new perspective in this translation field.Therefore,the three levels of"language","culture",and"communication"under eco-translatology are viewed as the breakthrough point.Taking Chinese-English translation on product instructions over cross-border e-commerce as an example,correspondent translation methods are put forward so as to provide some new points on this translation field.Based on the case analysis,it is proposed that in the product instructions over cross-border e-commerce,transliteration and free translation are adopted for the brand name;ellipsis and voice transformation are adopted;order change is adopted according to the differences in thinking and expression,words of understatement are deleted according to the differences in cultural customs;words of prompt are deleted;publicity words are deleted or modified.