目的论视角下企业跨境电商平台对外宣传文本翻译策略研究.pdfVIP

文化交流 文化创新比较研究 第16期 目的论视角下企业跨境电商平台对外宣传文本 翻译策略研究 陈文佳袁鲍文 渊浙江工商大学 外国语学院袁浙江杭州 310018冤 摘要院当今中国国内的跨境电子商务发展趋势比较良好袁后疫情时代我国的对外贸易发展也需要跨境电子商 务平台遥 目前袁它已成为公司发展的有效途径袁因此跨境电子商务平台中公司及其商品的英译质量就显得非常关 键袁其优劣直接影响到中国企业产品在海外推广的效果遥 目的论为跨境电商平台的英译工作提出了翻译规范袁有 助于达到为预期受众群体客户服务的目的遥 该文基于目的论视角袁对Alibaba等跨境平台外宣文本的翻译进行研 究袁分别从跨境电商平台极为重要的两部分野关键词冶和野企业简介冶入手袁探究翻译策略袁并提出更正意见袁以期达 到更好的宣传效果遥 关键词院目的论曰翻译曰跨境电商平台曰产品外宣文案曰关键词曰流量 中图分类号院H315.9 文献标识码院A 文章编号院2096-4110渊2023冤06渊a冤-0154-07 Researchonthe Translation StrategiesofExternal Publicity TextsofEnterprise Cross-BorderE-Commerce Platform from thePerspective of SkoposTheory CHENWenjia,BAOWen (Schoolof ForeignLanguages,Zhejiang Gongshang University, HangzhouZhejiang, 310018,China) Abstract: The developmenttrend of cross-border e-commerce in China today isrelatively good.The development of Chinas foreign trade in the post-epidemic period also requires the cross-border e-commerce platform, which has become an effective way for company development. The quality of English translation is very critical, and its pros and cons directly affectthe effect of Chinese enterprises products in overseaspromotion. Skopostheory proposes translation normsfor thetranslation ofcross-border e-commerce platforms, in order to help achieve the purpose of servingthe tar鄄 geted customers. Basedonthe Skopostheory,this article studiesthe translation strategiesofforeign propagandatexts on cross-border platforms such as Alibaba. Starting from two extremely important parts of cross-border e-commerce plat鄄 forms, namely keywords and enterprise introduction, the article explores the translation strategies and puts forward cor鄄 rection suggestionsinorderto achieve betterpromotionalresults. Key wor