A Report On The E-C Translation Of Digital Trust (Excerpts) Under The Guidance Of Functional Equivalence Theory

As global digital technology improves,global consumption is enhancing.In such an era,how to effectively engage customers has become a growing concern for Chinese companies and brands.Digital Trust,a book in the field of e-commerce,explores consumers’ motivations for interacting with brands on social media platforms through real-life business examples,offering practical ways to help companies and brands engage customers.As a text in the field of e-commerce,the large number of terms in the text makes it difficult for readers to understand.The specialization of common words is also a major feature in the text,and the meaning of these words in the professional field is quite different from their basic meaning,and more attention must be paid when translating.Besides,other common words do not have the characteristics of professionalism,but if they are not translated properly,they may also cause semantic ambiguity.At the syntactic level,the text uses plenty of complex sentences and compound-complex sentences to convey information and achieve objectivity and conciseness.These sentence patterns are complicated and pose a great challenge to translation.Under the guidance of functional equivalence theory,this report,based on the English-Chinese translation practice of Digital Trust(excerpt),provides translation methods to address difficulties in translation at both lexical and syntactic levels.At the lexical level,some terms are difficult to understand,therefore,footnotes can be added on the basis of literal translation to help readers understand the translation.For the translation of specialization of common words,it is necessary to select the corresponding professional meaning in the field based on the context.In the face of other common words,translators should get rid of the traditional lexical rules and adopt various translation skills such as conversion and unpacking.At the syntactic level,complex sentences are complicated and difficult to understand,therefore,the method of “kernel sentence” can be used with specific translation skills such as sequential translation,reversing,and division.The compound-complex sentences have the dual characteristics of compound sentences and complex sentences.The two main sentences of the sentence pattern can be translated separately,and then they can be cleverly connected according to the semantics of the original sentence.Through this translation practice,the translator hopes to provide references for the translation of similar texts in the field of e-commerce,believing that successful translations can provide practical help for e-commerce to engage customers.