摘要

随着经济全球化和信息技术的发展，跨境贸易已经不再是虚妄。依托于跨境电商平台的贸易比比皆是，并且呈现出逐年增加的趋势。越来越多的公司加入到这个全球化经济的大舞台上。而英语作为当今世界的主流语言，在跨境电商中也充当了必不可少的角色。但由于某些不可抗因素，跨境电商平台出现了很多翻译不得当的现象，因此跨境电商广告翻译已经渐渐成为了公司的一大难题。要改正这种现象，就要了解和掌握跨境电商掌握翻译的技巧和策略。本文拟在目的论视阙下，从翻译目的论的三大原则来探究跨境电商广告翻译的特点、技巧以及策略，指出英语广告翻译并不是简单的逐字对应，此外还要充分考虑中西方语言文化和习俗的差异。通过深入研究跨境电商广告的词语、句子的构词特点和修辞手法，了解和掌握英语广告翻译的方法，灵活运用直译、音译、意译、创译等方法，删添改补，努力使译文简洁明晰，让人眼前一亮，从而创作出高质量的广告翻译作品。这样不但让消费者充分了解其产品品牌，还能全面了解商品的性能，更好地起到广告的宣传目的。

关键词：跨境电商  目的论  广告翻译  翻译策略    

Contents

Abstract i

Introduction 1

Chapter 1 Literature Review 2

1.1 Cross-Border Electronic Commerce  2    

1.2 Development of Translation Theory 2        

1.3 Translation Skopos Theory 4

1.3.1 Translation Principle of Commercial Advertisement 4

1.4 Research Status at Home and Abroad 7

1.4.1 Domestic Research Status 7

1.4.2 Foreign Research Status 8

Chapter 2 Characteristic of Cross-Border E-Commerce Advertising Translation 9

2.1 Concise and Colloquial Words and Sentence 9

2.2 Flexible Sentence Structure 10

2.2.1 Using Imperative Sentences Extensively 10

2.2.2 Using Elliptical Sentences Frequently 10

2.2.3Using Multiple Rhetorical Devices Flexibly 11

2.2.4 Creating New Words 12

Chapter 3 Advertising Translation Skills of Cross-Border E-Commence under Skopos Theory 14

3.1 Three Principles of Skopos Theory in Translation 14

3.1.1 Skopos Principle 14

3.1.2 Coherence Principle 14

3.1.3 Loyalty Principle 15

3.2 Understanding Comprehensively the Cultural and Linguistic Discrepancy between China and the West 15  

3.3 Advertisement Translation Skills of Cross-Border E-Commerce 16

3.3.1 Literal Translation 17

3.3.2 Transliteration 18

3.3.3 Free Translation 18

3.3.4 Creative Translation 19

Conclusion 21

Bibliography 23

Acknowledgements 24