Contents

Acknowledgments

Abstract

摘要

Chapter One Introduction-1

1.1 Background, Purpose and Significance of the Study-1

1.2 The Structure of the Thesis-1

Chapter Two Literature Review-3

2.1 Introduction on Functional Equivalence Theory-3

2.2 Research on Functional Equivalence Theory-3

2.3 Research on C-E Translation of Cross-border E-commerce-4

Chapter Three Case Analysis on C-E Translation of Aliexpress Product Page-6

3.1 Translation Standards According to Functional Equivalence Theory-6

3.1.1 To Convey Messages-6

3.1.2 To Convey the Style-6

3.1.3 To Conform to the Grammatical Rules and Expressions of Target Language-7

3.1.4 To Achieve Similar Readers’ Response-7

3.2 Translation Methods-7

3.2.1 Literal Translation-8

3.2.2 Free Translation-8

3.2.3 Transliteration-9

Chapter Four Conclusion-11

References-12

Abstract

The main function of product page is to introduce the products’ message to consumers and guide the consumers. Such as the introduction to the product function, usage, etc. These aspects determine stylistic features of the products page which reflected in the vocabulary, syntax, etc. It has the characteristics of practicality, objectivity and simplicity. At present, there is a lot of research on e-commerce terminology translation, but research on the product page’s translation is little. There is much C-E translation of the product page which made by the seller through translated word by word or automatic translation software from Chinese e-commerce platform translation. There is a lack of standardization. It doesn’t consider the purpose and effect of final translation. 

In this paper, the writer explores standards and methods of the translation on product page C-E translation of cross-border platform under the guidance of Functional Equivalence Theory. It points out that it is important to choose the appropriate translation methods for product page to achieve the four standards of Functional Equivalence Theory which includes conveying information, conveying style, conforming to the rules of grammar and expression of target language and achieving similar readers’ response. Then it can be realized the function of translation better.

Key words:  Functional Equivalence Theory; C-E translation; product page;   standards and methods