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Cross-border E-commerce Trademark Translation Guided by Skopos Theory

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DOI: 10.23977/langl.2023.060108 | Downloads: 296 | Views: 1961


Li Zhang 1


1 School of Languages & Culture, Nanjing University of Information Science & Technology, Nanjing, 210044, China

Corresponding Author

Li Zhang


Under the influence of economic globalization, the world's commodity trade is becoming more and more frequent, and the competition between the same type of products is becoming more intense in the process of broadening the international market. Therefore, trademark translation is more important for the cultural fit of the corresponding consumer countries. From the perspective of translation purpose theory, this paper studies the translation of some cross-border e-commerce commodity trademarks, analyzes the problems existing in the translation of cross-border e-commerce commodity trademarks, and puts forward countermeasures to improve the translation of trademarks.


Translation purpose, trademark translation, translation strategy


Li Zhang, Cross-border E-commerce Trademark Translation Guided by Skopos Theory. Lecture Notes on Language and Literature (2023) Vol. 6: 48-53. DOI:


[1] Vermeer Hans. J. Skopos and Commission in Translational Action [M].1989.
[2] Christiane N. Translating as a Purposeful Activity, Functionalist Approaches Explained [M]. Shanghai: Shanghai Foreign Language Education Press, 2001.
[3] VENUTI L. The Translation studies reader [M]. London and New York: Routledge, 2000:222-223.

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