A Report On E-C Translation Of E-Commerce Product Detail Pages Of LEGO Toys

In the background of economic globalization,e-commerce is booming and China has been the center of this e-commerce mania across the world.Generally,corporations sell their products through e-commerce product detail pages which feature descriptions of different products on online shopping websites.The LEGO Group is one of the biggest toy companies in the world and is now shifting its focus to newly emerged markets in East Asia particularly in China with emphasis on e-commerce(2023).The LEGO Group has already published a series of e-commerce product detail pages on its official e-commerce website(www.lego.com),and Chinese translation is needed for their products to be sold on Chinese e-commerce websites.Thus,this thesis aims to provide a dedicated version of Chinese translation for some of the selected e-commerce product detail pages and at the same time providing a reference of the translation of e-commerce product detail pages in general.Textual translation,which was first thoroughly defined and explained by the renowned linguist Eugene A.Nida,is adopted for this translation practice.Textual translation begins with the understanding and the analysis of the source text with information transmission,and the construction of the translation followed.According to Professor Hu Zhuanglin,three external factors should be taken into consideration for the adaptation of textual translation practices: the situational context,cultural context and the contextual functions.The factor of contextual functions can be further divided into the narrative function,the descriptive function,the expository function,the directive function,the binding function and the textual function.The fundamental goal of translating e-commerce product detail pages is to make the products appealing to as many customers as possible.Thus,during the translation practice,the author will first analyze each product page and decide which textual translation factor and the translation method shall be taken into consideration for translating different pages.Moreover,the translation will strictly fit into the scope of business translation to enhance the economic value.It has been found through this translation practice:(1)The translation of e-commerce product detail pages must be centered around the customers as its core objective is to sell product in a different scenario from the background of the source language.(2)By adapting the textual translation,the translator can better analyze the cultural and emotional background of the translation of e-commerce product detail pages to find a right translation direction for each and every different page.(3)Parallel text is of great importance to set a proper tone for the translation of e-commerce product detail pages.This report provides a detailed view on the features of the textual translation combined with the method and rules of business translation so as to explore a way of optimizing the translation of e-commerce product detail pages.In conclusion,since different LEGO products are targeted for different customers,textual translation helps classify different translation content and highlight the most important factor in a certain translation.However,there are times when more than one factor shall be taken into consideration and it’s a challenge to integrate the textual translation with business translation which means flexible approaches are needed for improvement.