翻译目的论指导下跨境电商平台英译规范性研究——以永福罗汉果文案翻译为例  

作　　者：邸倩宇 易永忠[1] 

机构地区：[1]桂林电子科技大学外国语学院,广西桂林541004

出　　处：《现代英语》2022年第22期51-54,共4页Modern English

基　　金：2022年广西研究生教育创新计划项目《基于跨境电商平台的永福罗汉果饮膳养生文化英译推广》(项目编号:YCSW2022261);桂林电子科技大学研究生案例库建设项目《研究生英语视听、阅读》案例库建设(项目经费号:C99YJM00LX51);广西壮族自治区学位与研究生教育改革课题项目《新时代研究生学位英语混合式教学模式理论与实践研究》(项目编号:JGY2020086)的阶段性成果。

摘　　要：在经济全球化和互联网迅速发展的背景下,跨境电商这一新兴经济产业模式随之快速发展。疫情时代的跨境电商需求增大,为线上消费带来全球性机遇,然而广西永福罗汉果在跨境电商平台的销量并不理想,究其原因是文案不够完善。文章选取亚马逊、阿里巴巴、eBay等主流跨境电商平台的罗汉果文案进行研究,采用弗米尔的翻译目的论,指导修正跨境电商罗汉果文案,促进永福罗汉果养生文化的传播,并为跨境电商翻译工作者提供参考。Cross-border e-commerce refers to the trading process of cross-border retail e-commerce,which is divided into transaction subjects in different customs territories,and reaches transaction,payment and settlement through the Internet,and delivers goods to consumers through cross-border logistics.The increasing demand of cross-border e-commerce in the epidemic era has brought global opportunities for online consumption.However,the sales volume of Guangxi Yongfu Luo han guo in cross-border e-commerce platform is not ideal,which is due to the imperfect copywriting.This paper studies the copywriting of Luo han guo on mainstream cross-border e-commerce platforms such as Amazon,Alibaba and eBay,and adopts Vermeer’s translation Skopos theory to guide the revision of cross-border e-commerce Luo han guo copywriting,promote the dissemination of Yongfu Luo han guo health culture,and provide reference for cross-border e-commerce translators.

关 键 词：跨境电商 罗汉果文案 翻译目的论 文化传播 

分 类 号：H315.9[语言文字—英语]