生态翻译学视角下会展文本翻译的理论框架构建与实践路径

Construction of Theoretical Framework and Practical Path of Exhibition Text Translation from the Perspective of Eco-Translatology

摘要: 会展文本作为跨文化会展活动的核心信息载体，其翻译质量直接决定展会的国际传播效能与商业价值。本文以生态翻译学“适应–选择”理论为核心，结合中国国际进口博览会、德国汉诺威工业博览会等20余个国际展会的双语文本案例，系统构建“翻译生态环境–三维转换策略–译文生存效果”的会展文本翻译理论框架。研究表明，会展文本翻译本质是译者主动适应“源语文本–目标读者–社会文化–交际目的”构成的复杂生态系统，通过语言维、文化维、交际维的动态转换，实现译文在目标语境中的有效“生存”。该框架为会展文本翻译实践提供了本土化理论指导，也为生态翻译学在应用文本领域的深化提供了实证支撑。

Abstract: As the core information carrier of cross-cultural exhibition activities, the translation quality of exhibition texts directly determines the international communication efficiency and commercial value of exhibitions. Taking the “Adaptation-Selection” theory of eco-translatology as the core, this paper systematically constructs a theoretical framework of exhibition text translation consisting of “translation eco-environment-three-dimensional transformation strategies-translation survival effect” by combining bilingual text cases from more than 20 international exhibitions such as the China International Import Expo and Hannover Messe. The research shows that the essence of exhibition text translation is that translators actively adapt to the complex ecosystem composed of “source text-target readers-social culture-communicative purpose”, and realize the effective “survival” of the translation in the target context through the dynamic transformation of linguistic dimension, cultural dimension and communicative dimension. This framework provides localized theoretical guidance for exhibition text translation practice and empirical support for the deepening of eco-translatology in the field of applied texts.