A Study Of E-C Translation Of Cross-Border E-Commerce Web Pages From The Perspective Of The Functionalist Translation Theory

As an important branch of e-commerce,cross-border e-commerce has become an important means for enterprises of many countries to carry out international trade as well as a driving force for steady growth and structural adjustment of foreign trade.Cross-border e-commerce can be divided into cross-border export and import,and cross-border import websites can also be divided into domestic cross-border import platforms and local platforms in overseas countries.The former includes Tmall International and JD International,while the latter includes Amazon and e Bay.Major cross-border import websites such as Amazon and e Bay build their websites in Chinese directly,while other minor and medium-sized cross-border e-commerce websites usually choose a cost-effective method,i.e.,translating the web pages into Chinese based on their local ones.With the growth of cross-border e-commerce website users and their demand in China,the quality of cross-border import websites needs to be improved.As the most important part of providing information for Chinese users,the Chinese translation of web pages also needs improvement.On cross-border e-commerce websites,navigation bars,commodity titles,and commodity descriptions are the three most important elements to attract and guide customers to place orders.Meanwhile,the Chinese translation of the above three texts plays a particularly key role in the construction and operation of cross-border e-commerce websites.The translation of cross-border e-commerce web pages belongs to applied translation,whose main purpose is to provide information for consumers and attract them to place orders.Therefore,the text function,translation requirements,and translation purposes of cross-border e-commerce websites can be analyzed from the perspective of functionalist translation theory.Based on this theory and especially on the three rules of Skopos theory put forward by Vermeer,which are respectively the skopos rule,the coherence rule,and the loyalty rule,the cross-border import website lookfantastic.com is taken as the research object or a case study to analyze the problems in the Chinese translation of navigation bars,commodity titles,and commodity descriptions on the cross-border e-commerce website.Furthermore,according to Nord’s classification of documentary translation and instrumental translation,some corresponding countermeasures are suggested to solve these problems.This thesis innovatively combines the functionalist translation theory with the Chinese translation of the cross-border e-commerce website in the hope of providing exploratory policies for translators and website developers in the Chinese translation of English cross-border e-commerce website pages in order to further improve the relevant Chinese translation texts,maximize the role of the website and increase its profits.