The Practice Report On The C-E Translation Of Online Product Recommendation From The Perspective Of Skopostheorie

With the fast development of Internet and global e-commerce, more and more people are choosing to buy goods online at home and abroad due to theconvenience and multiple choices of online shopping. Meanwhile, Chinese merchants are selling their products to customersoverseas on the cross-border e-commerce platforms. In the transaction process, the online product recommendation plays an important role in introducing and advertising the products as well as propelling the sales online. The online product recommendation aims at providing information and attracting purchase behaviors, which is in line with the Skopostheorie’semphasis on the purpose of translation. Therefore, Skopostheorie can serve as the guidance theory in translating online product recommendation. The report gives a detailed text analysis of online product recommendation on the lexical level, semantic level, rhetoric level and cultural level. Under the guidance of Skopostheorie and based on the text features of the online product recommendation, the report puts forward three translation principles, namely principle of completeness, principle of conciseness and principle of affinity. Analysis on translation cases of different categories is given and translation methods including literal translation, free translation, condensed translation and recreation translation are also brought out accordingly. The final objective of this research is to give guidance in the C-E translation of online product recommendation to better facilitate the export sales for Chinese e-commerce sellers.