目的论视角下的跨境电商翻译研究

A Study on Cross-Border E-Commerce Translation from the Perspective of Skopos Theory

近年来,跨境电商成为我国外贸重要增长点。从长远来看,聚焦跨境电商翻译,凝练出可促进实践的翻译技巧非常重要。跨境电商产品翻译具有明显目的性,根据该实践特点,在翻译目的论理论基础上,从目的原则、连贯原则、忠诚原则三个视角出发,分析亚马逊平台中英翻译真实语料,总结相应翻译策略,旨在存跨境电商翻译实践发展。

Cross-border e-commerce has grown rapidly since its introduction in 1995,but there is little translation practice of it.In the long run,it is important to focus on cross-border e-commerce translation and condense translation techniques that can facilitate practice.The purpose of cross-border e-commerce products translation is obvious.Given this feature and based on the Skopos Theory,this paper analyzes the real translation corpus from the Amazon from three perspectives:skopos rule,coherence rule and fidelity rule,and summarizes the corresponding translation strategies,which are beneficial to the development of cross-border e-commerce translation practice.