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Chapter 1 Introduction
1.1 Research Background
英语论文怎么写
In the era of globalization and information era,e-commerce has been widely usedin international trade and has greatly promoted the economic development of countriesaround the world.A remarkable result of the evolution of e-commerce market segmentsis the birth of cross-border e-commerce.Although cross-border e-commerce has justentered the life of Internet users in recent ten years,there is a great expectation forcross-border e-commerce both at home and abroad,and some more issues are to betaken into consideration in cross-border e-commerce than in ordinary e-commerce,suchas cross-border logistics,different languages and currencies.
With the expansion of cross-border e-commerce in many countries,some majorcross-border e-commerce platforms have built more versions of the websites in variouslanguages.For example,lightinthebox.com,a top foreign trade website in China,hasbuilt 26 versions of websites in languages like English,French,Spanish,German,Italian,Portuguese,Japanese,and so on.But for some relatively minor cross-bordere-commerce websites that also do domestic trade,it costs much less in translating thesource language of web pages into the target language than in directly building foreignlanguage websites.Therefore,for these cross-border e-commerce websites,thetranslation of web pages plays a very important part in attracting more foreignconsumers to place orders.
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1.2 Research Purpose and Significance
E-commerce is the product of the development of the Internet.It has greatlyimproved the efficiency of business activities and promoted the development of theglobal economy.Both at home and abroad,e-commerce has a relatively mature system,and with the deepening of trade globalization,cross-border e-commerce has graduallythrived.It not only enables consumers to easily obtain goods from other countries butalso broadens the international market.
From the consumers’perspective,the most concerned texts on e-commerce webpages are usually commodity titles,commodity descriptions and navigation bars.Therefore,the translation of them is also the most important part of websiteconstruction and operation.Now that visitors enter cross-border e-commerce websites,they must have certain shopping needs or intentions.Although videos,pictures andother media resources on web pages are also effective elements to attract customers to place orders,without navigation and professional product descriptions consisting ofaccurate keywords,users would not get the information they want and would not placean order on the website,and,as a result,the website could not generate cash flow.Inaddition,cross-border import websites are springing up in the market.In addition toproducts,prices and promotions on the websites,the overall sense of using the websiteis also a factor that makes a cross-border e-commerce website stand out from manycompetitors.At present,the Chinese translation of most English cross-bordere-commerce import websites can roughly express the meaning of the source text andplay a certain role in attracting users,but there is still much room for improvement.
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Chapter 2 Literature Review
2.1 Previous Studies on Translation of English for E-commerce
Business English is a communicative activity system in which participants who areinfluenced by social and cultural factors selectively use English vocabulary,grammarand pragmatic strategies in written or oral form in business activities to achieve theirrespective business objectives and follow industry practices and procedures(Zhang,2002).The Chinese translation of cross-border e-commerce web pages mainly involvesthe translation of navigation bars,commodity titles and introductions,and the texts ofthem are the words and sentences chosen by the website to display and sell products toachieve business purposes.Therefore,the English used in cross-border e-commerce webpages also belongs to a part of business English.Moreover,the translation ofcross-border e-commerce web pages has also become a branch of business Englishtranslation,that is,e-commerce English translation.
Many researchers at home and abroad describe business English from differentperspectives,among which the analysis of business English under the framework oflanguage for specific purposes is the most common and mainstream.After the SecondWorld War,economic exchanges between countries have grown rapidly,and English hasbecome the lingua franca in international exchanges.Halliday(1964)first put forwardthe concept of English for specific purposes(ESP)in the Linguistic Sciences andLanguage Teaching written in cooperation with others in the 1960s:English for civilservants;for policemen;for officials of the law;for dispensers and nurses;forspecialists in agriculture;for engineers and fitters.Strevens(1977)defined ESP coursesas those in which the aims and the content were principally or wholly determined byfunctional or practical English requirements of the learner.
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2.2 Studies on Translation of Cross-border E-commerce WebPages
The construction of cross-border e-commerce websites came into being in the early21st century.Nantel and Glaser(2008)concluded from previous studies that evenhigh-quality translations created a cultural distance which affected the web users’evaluation of the website,and conversely,where the language was less important,suchas in the evaluation of the quality of an offer,the consumer's native language had noinfluence on the buying decision.Therefore,most cross-border e-commerce websites atthat time did not translate the web pages into the target language based on the sourcelanguage website,but directly built websites in the target language and most of the studies on the usability of cross-border e-commerce websites were carried out from thecultural and cross-cultural aspects abroad since then.
There are several large cross-border e-commerce platforms in China,among whichAlibaba.com was first established.Du Yuanhai(2009)discussed the application andpractice of business English on Alibaba.com.Zhang Hongfan(2010)made a deepanalysis of the application mode,characteristics and functions of e-commerce Englishadvertising on DHgate.com.However,the cross-border e-commerce industry stilllagged due to national policies and other reasons,so there were few studies oncross-border e-commerce translation.Subsequently,in August 2013,the General Officeof the State Council forwarded the opinions on the implementation of policies related tosupporting cross-border e-commerce retail export.Some bottlenecks that have plaguedthe development of cross-border e-commerce in China for a long time have beenpreliminarily solved(Lai,2014),so many scholars continued to study the translation ofcross-border e-commerce but most of them studied the English translation of Chinesewebsites.Duan Lingshuang(2016)explored the characteristics of the English languagein cross-border e-commerce with specific case studies and their Chinese translationstrategies.Qiao Hui(2016)analyzed the development status of e-commerce inDonggang and the application of e-commerce English translation from the perspectiveof Nida's functional equivalence theory,and discussed the relationship betweene-commerce English and the development of rural e-commerce.
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Chapter 3 A Brief Introduction to Functionalist Translation Theory(FTT)...........10
3.1 Historical Development.......................10
3.1.1 Katharina Reiss and Text Typology Theory.........................11
3.1.2 Hans Vermeer and Skopos Theory............................12
Chapter 4 Problems and Modifications of E-C Translation of the Cross-borderE-commerce Web Pages from the Perspective of FTT........................18
4.1 Problems and Modifications of E-C Translation of the Navigation Bar............18
4.1.1 Irregular Structure of the Navigation Bar and Modifications..................19
4.1.2 Ineffective Guidance of Individual Bars and Modifications....................19
Chapter 5 Conclusion............................48
5.1 A Summary of the Study.....................................48
5.2 Limitations of the Study and Suggestions for Further Studies..........................49
Chapter 4 Problems and Modifications of E-C Translation ofthe Cross-border E-commerce Web Pages from thePerspective of FTT
4.1 Problems and Modifications of E-C Translation of theNavigation Bar
Generally speaking,when consumers visit an online shopping website,the firstthing they see is usually the navigation bar on the website because the bar is usually setat the top of the web page to show them the overall layout of the website,provide themwith efficient navigation,and guide them to place orders eventually.For new users ofthe website,the accuracy and convenience of the navigation bar can determine whetherthey will come back to the website.At present,the design of the navigation bar of mostwebsites is mature,so is the translation of it.However,on this website,a few navigationbars can still be translated better to enhance their function.
4.1.1 Irregular Structure of the Navigation Bar and Modifications
Studies have confirmed that the aesthetic appeal factor in the network service sceneis an important driving factor for customer dominance,initial trust,and flow experience,and the total effect of aesthetics on customers'online behavior intention in the initialtrust stage is the strongest(Li,2016).In addition to the layout,color,and pictures on thewebsite,the navigation bar is also one of the aesthetic appeal factors so the word countof each bar should be as consistent as possible to give customers the impression oftidiness and regularity.
The Chinese texts of the main navigation bars on lookfantastic.com are mostly inthe form of Chinese four-character words,for example,“Sale”is translated as“优惠活动”,“New&Trending”is translated as“新品上市”and so on.However,there are stilltexts of two bars which are in the form of the two-character words:‘Men’is literallytranslated as'男士’and‘Blog’as‘博客’.These two two-character words are mixed inthe eleven four-character words,breaking the consistency of the navigation bar andresulting in the decline of the overall beauty of the website.The aesthetic appeal of thenavigation bar will affect the initial trust of new users,and the inconsistency of thesetwo words may influence the impression of some new users of the website so that theywill not place orders on the website,which does not accomplish the purpose of thenavigation bar and breaks the skopos rule.
英语论文参考
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Chapter 5 Conclusion
5.1 A Summary of the Study
For minor and medium-sized cross-border e-commerce websites likelookfantastic.com,user experience is often influenced by the search engine,navigationbar,and product information on the website and the English texts of navigation bars,commodity titles,and commodity descriptions need to be translated into Chinese.Cross-border e-commerce websites have a strong commercial purpose,and the mainpurpose of their translation is to provide information for consumers and attract them toplace orders.Therefore,the text functions,translation requirements,and translationpurpose in cross-border e-commerce translation can be analyzed from the perspective offunctionalist translation theory.
According to the three rules of the skopos theory,the translation problems on theweb pages are analyzed in this thesis.The problems in the translations of navigationbars that violate the three rules of the skopos theory are divided into two categories:irregular structure of navigation bars and ineffective guidance of individual bars,theproblems in commodity titles are grouped into four categories:pretermission of titles,wordy and lengthy titles,the mistranslation of titles and improper translations causedby cultural differences,and there are four sorts of translation problems in commoditydescriptions:mistranslation of words or sentences,logical confusion of sentences,descriptions with redundance and inappropriate translations caused by culturaldifferences.These problems not only affect the consumer's shopping trends or desire toshop at the time but also affect their subsequent evaluation and impression of theproduct and the website.
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