On the Translation of Online Product Promotions from the Perspective of Eco-translatology

Abstract

After the rapid development of cross-border e-commerce, its development focus has shifted from scale to quality. It is urgent to improve the quality of translation for the cross-border e-commerce industry when the translation demand is soaring. Commodities are exposed and introduced to foreign buyers through online promotions on cross-border e-commerce platforms, since their translation can affect click-through rates, sales and images of Chinese sellers. Eco-translatology, which combines ecology and translation, provides a theoretical basis for many disciplines and fields. Taking footwear as an example, this study analyzes problems in current translation through the comparative analysis of commodity promotions on Amazon in the United States and AliExpress in China, two major cross-border e-commerce platforms. Then it studies the English translation of online product promotions from the three-dimensional transformation in terms of language, culture and communication under the guidance of Eco-translatology to put forward some suggestions for the online product promotions translation. It aims to provide references for Chinese sellers to engage in cross-border e-commerce and help enterprises and commodities go global successfully.