On E-C Translation Of Instructions From The Perspective Of Skopostheorie

With the increasing enhancement of China’s overall national strength, the citizens’ demand for a better living standard has increased with each passing day. Meanwhile, more and more people are trying to purchase high-quality merchandise abroad through various means. As a result, the online shopping malls, which are based on the B2C (Business-to-Customer) e-commercial modal, have emerged along with the appearance of overseas purchasing agents. The term B2C refers to a consumption mode that the enterprises utilizes the internet as a trading platform to provide consumers the access to shopping online. As an online trading website, iHerb.com mainly sells the natural healthcare products and personal care products as many people have increasingly attached an importance to their daily health. However, many domestic consumers still get stuck in overseas online-shopping for the two following reasons:first of all, the lack of the capability to read and speak in English; secondly, the product manuals contain plenty of medical terms which are very difficult for the customers with the deficiency of associated background to understand. Therefore, the translation quality of these product manuals has become the key to efficient communication in online trading.The website iHerb.com mainly specializes in the natural healthcare products. The manuals of this series not only possess the characteristics of scientific and technical texts but also have their unique features. As the promotion of bilateral trade continues at a feverish pace, improving the translation quality of product manuals has many benefits from the perspective of information transmission as below:firstly, it will be more efficient to actualize sales promotion; secondly, it will help the consumer to understand the features of the products and let them make the right choice for their health. Based on the text of product manuals from iHerb website, this thesis tries to analyze their linguistic features, combining the problems arising in the process of translation with the principles of "Skopostheorie" to explore the suitable translation methods and strategies to maximize the information transmission and to realize their vocative function. This article argues that the translator should complete the task according to the analysis of the features of the text. Since different text types have different functions, the translation should be done in terms of the relevant function of the text and the translator should choose the appropriate translation strategies and methods to fulfill the purpose of translation.