功能对等理论视角下的跨境电商翻译研究——以亚马逊平台为例

A Research on Cross-Border E-Commerce Translation from the Perspective of Functional Equivalence Theory—A Case Study on the Amazon Platform

摘要: 在全球化的大背景下，跨境电商行业蓬勃发展，交易规模不断扩大。亚马逊作为国际电商领域的巨头，在全球跨境电商市场中占据着举足轻重的地位，其平台商品翻译的质量也显得尤为关键，直接关系到商品信息能否准确、高效地传达给消费者。然而，当前亚马逊平台上的商品译文却存在诸多问题，表达生硬、用词不当等情况屡见不鲜。这些问题使得消费者在跨境交易中获取信息时困难重重，不仅降低了信息获取的效率，还影响了信息的准确性，进而对消费者的购买决策产生不利影响。鉴于此，本研究将以奈达功能对等理论为指导，深入探究亚马逊平台商品信息的翻译。针对翻译过程中遇到的专业术语、长难句等重难点问题，选用适当的翻译方法，力求产出高质量的译文，实现原文与译文在功能和意义上的对等，从而让目标语读者能够如同源语读者一样，轻松理解译文内容。最终，本研究旨在为亚马逊平台的商品翻译提供有益的参考与借鉴，助力其提升翻译质量，更好地满足消费者的需求。

Abstract: In the context of globalization, the cross-border e-commerce industry is booming and the transaction scale is constantly expanding. Amazon, as a giant in the international e-commerce field, holds a significant position in the global cross-border e-commerce market. The quality of product translations on its platform is particularly crucial, as it directly affects whether the product information can be accurately and efficiently conveyed to consumers. However, the current product translations on the Amazon platform have many problems, such as stiff expressions and inappropriate word choices, which are common occurrences. These problems make it difficult for consumers to obtain information during cross-border transactions, not only reducing the efficiency of information acquisition but also affecting the accuracy of the information, thereby having a negative impact on consumers’ purchasing decisions. In view of this, this study will be guided by Nida’s functional equivalence theory to deeply explore the translation of product information on the Amazon platform. For the difficult problems encountered in the translation process, such as professional terms and long complex sentences, appropriate translation methods will be selected to strive for high-quality translations, achieving functional and semantic equivalence between the original text and the translation, so that readers of the target language can understand the content of the translation as easily as readers of the source language. Ultimately, this study aims to provide useful references and inspirations for the translation of products on the Amazon platform, helping it improve translation quality and better meet the needs of consumers.