C-E Translation Strategies of Product Promotion on Cross-Boarder E-commerce Platform——A Ca Study of Cosmetics Promotion on Amazon Wenjie Hu, Changhui Fu, Pei Xu
College of Foreign Languages, Hunan University of Technology and Business
Abstract: This paper analyzes the features of the cosmetics promotion on Amazon and compares the Chine and English cosmetics promotion. Then, the paper propos the C-E translation strategies, which will provide references for the translation of product promotion on similar cross-border E-commerce platforms in the future.
Keywords: Product promotion; Cosmetics; C-E translation
DOI: 10.47297/wspciWSP2516-252722.20220603
1. Introduction
穿越时光I ndustry penetration in the cross-border e-commerce industry is increasing year by year, indicating that more and more consumers are willing to buy products and rvices on E-commerce platforms. Therefore, the authenticity and accuracy of the translation of product promotion will greatly affect consumers' desire to buy goods, so the correct translation of it has become an esntial part of the pro
cess of lling products on the cross-border e-commerce platform. This paper aims to propo the C-E translation strategies, which will provide references for the translation of product promotion on similar cross-border E-commerce platforms in the future.
拥挤造句
About the author: Wenjie Hu, Lecturer at Hunan University of Technology and Business. Changhui Fu, a nior student at Hunan University of Technology and Business.
Pei Xu, a nior student at Hunan University of Technology and Business.
秋天的图画图片
Funded Project: This work was supported by the [Joint Foreign Language Rearch Project of Social Science Foundation of Hunan Province of China] under Grant [No. 20WLH15].
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2. Characteristics of Top Cosmetics Promotion on Amazon
(1) Features of Product Name Structure志愿活动方案
1)Brands + product lines+ specifications
(1) “Estee Lauder Perfecting Loo Powder, Light Medium, 0.35 Oz”
(2) “Dior Addict Lip Maximizer High V olume Lip Plumper Cd NIB 001 Pink 6ml”
2) Brand + product line + effect + ingredient + specification
(3) “Maybelline Lifter Gloss Hydrating Lip Gloss with Hyaluronic Acid, 0.18 Ounce”
(4) “Neutrogena Oil-Free Liquid Eye Makeup Remover, Residue-Free, Non-Greasy, Gentle & Skin-Soothing Makeup Remover Solution with Aloe & Cucumber Extract for Waterproof Mascara, 3.8 fl. oz”
3) Brands+ product lines+ target customers+ specification
(5) “Estee Lauder Double Wear Stay-in-Place Makeup SPF 10 for All Skin Types, No. 1W2 Sand, 1 Ounce”
(6) “Moisturirs by Clinique Dramatically Different Moisturizing Gel (Pump) for Combination Oily to Oily Skin / 6. 200ml”
(2) Features of Vocabulary
1) Being clo to the product, more than one word phra ud in the translation
(7) “BS-MALL Makeup Brushes Premium Synthetic Foundation Powder Concealers Eye Shadows Makeup 14 PCS Brush Set, Ro Golden, 1 count”
In the introduction of the makeup brush, all the words cut the product itlf, unlike Taobao's products information, which often piles up more adjectives.
(8) “Dior Forever Foundation Spf 35-2n Neutral”
In this Dior foundation promotion message, the contents are very brief and clear.
2) Emphasizing functional vocabulary and highlighting product characteristics
(9) “Maybelline Instant Age Rewind Erar Dark Circles Treatment Multi-u Concealer, Fair, 0.2 Fl Oz (Pack of 1)”，in this message，emphasis on “instant age rewind” “Dark Circles Treatment”
(10) “IT Cosmetics Your Skin But Better CC+ Cream, Light (W) - Color Correcting Cream, Full-Coverage Foundation, Hydrating Serum & SPF 50+ Sunscreen-Natural Finish ”
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Creativity and Innovation Vol.6 No.3 2022 In this ca, “light”, “color correcting” and “full-coverage” are stresd here to emphasize the function.
(11) “Estee Lauder Double Wear Stay-In-Place Powder Makeup - 2C1 Pure Beige 0.42 oz Women”
In this ca, “Double Wear” and “Stay-In-Place” are utilized, easy to understand.
Therefore, in the cross-border e-commerce product Translation, in the product promotion information can u more functional vocabulary corresponding to the product, to enable customers to brow can feel at a glance effect, which not only can be a good introduction to the product, and give customers accurate information, is conducive to attracting customers.
3. Comparison of Chine and English Product Promotion on Amazon
(1) Title Information Transmission Comparison
(12) “Sculpting Lipstick”
“哑光丝绒唇膏”
Also in terms of the texture of the lipstick, the Chine title is "哑光丝绒" and the English title is "sculpting". The former, while making the reader understand the texture, also attached rhetoric to it, comparing the effect of this texture to velvet can be associated with the reader. The latter us a straightforward word to make it clear to the reader.
Also in terms of the texture of the lipstick, the Chine title is "哑光丝绒" and the English title is "sculpting". The former, while making the reader understand the texture, also attached rhetoric to it, comparing the effect of this texture to velvet can be associated with the reader. The latter us a straightforward word to make it clear to the reader.
(13) “Sculpting Eye Shadow 5-Color Palette”
“花漾魅型五色眼影盘”
Chine's "花漾魅形" corresponding to the English language is "sculpting", according to the principle of compliance theory, with "花漾魅形" first highlighted the chine culture, and condly, just right from the side to show the product's consumers - the beauty of the female group;藏红花泡水喝有什么功效
(14) “炫黑造型双头眼线液笔”
“Little Black LinerThick. Thin. Ultra-Fine.”
Chine added a description of "炫黑造型" on the basis of English, and the language is more oriented. Bad on this, when translating such product titles into
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English, cross-border e-commerce companies should try to u literal translation, define the product with accurate words, and try to abandon the rhetoric and cumbersome words related to the product, so that the product information is more conci and clear.
(2) Prentation of Product Details
气球的拼音怎么写(15) 急速水润，满满玻尿酸，随时润养娇唇；晶莹水亮：亮泽剔透，饱满诱人嘟嘟唇
Like a magic wand, Lip V olumizer touches onto lips with a thrilling plumping effect. Lips look more sculpted and feel moisturized and nourished.
Chine version, the u of "水润" "晶莹" more visual, abstract words, so that the product prentation information is full of poetic beauty, but also potentially highlighted the functionality and effect of the product, while the English "look more sculpted and feel moisture and nourished" us a more specific expression, clear and need to be associated.
The formula responds to your lips’ unique chemistry to reveal a hint of tint that’s perfectly you.
(16) 加速淡纹，细腻毛孔更弹嫩
Fight the look of multiple signs of aging.
English translation is directly result-oriented "fight of aging", which highlights the direct expression of English.
(17) 想要轻薄透气一整天？拒绝暗沉氧化脸？来自底妆世家DW持妆粉底液，24小时持妆无暇，高透气不暗沉。油皮亲妈，打造清透无暇高级哑光肌。24小时持妆无暇不脱粉，24小时抗油抗汗不暗沉。
Wear confidence. Double Wear Makeup is the fresh matte foundation that looks flawless whatever comes your way. 24-hour wear. Oil-free. Controls oil all day. Sweat-, heat- and humidity-resistant. Lifeproof, waterproof foundation. 24-hour color true.
Chine adopts lively tone, product description us words suitable for life context, such as “油皮亲妈”. Controls Oil all day. This kind of expression is more rious.
4. T ranslation Strategies of English Product Promotions on Amazon
Bad on the comparison between the English and Chine product promotions, the following translation strategies can be propod:
(1) Free Translation
For the interface translation of Florasis beauty makeup, there are many unique Chine expressions involved, which have no corresponding concepts in English.
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一个舌一个鸟Following are translation examples of Florasis’ overas website.
(18) 花西子同心锁口红
Blooming Rouge Love Lock Lipstick
(19) 花西子首乌眉粉笔
uozidai Floral Eyebrow Define Pencil
(20) 花西子牡丹镂月浮雕彩妆盘洛神赋
Floral Engraving Odey Makeup Palette (The Encounter)
(21) 花西子百鸟朝凤浮雕彩妆盘
Floral Engraving Phoenix Makeup Palette
Example (18), In Chine, “同心锁” means something that the Immortal who is in charge of love will u to lock two person's fate together, creating a love between them. It's known as a One-heart lock or Concentric lock or love lock. Giving this to your lover is like a promi of love for an eternity, allowing two hearts to become one for an eternity etc.
In this ca, the translation of love lock would help foreign readers get a n of the meaning and culture of “同心锁”, and the literal translation of Concentric locks would be confusing.
孝庄太后简介Example (19)，首乌’s translation is “Luozidai”,the full name of “首乌”is “何首乌”, It is a medicinal herb recorded in the Compendium of Materia Medica, It has the purpo of replenishing sperm and blood, strengthening and fixing hair. The u of this word in the title of the brow pencil here is intended to emphasize the efficacy of the eyebrow pencil. Translating 首乌 directly into Fallopia multiflora would be so obscure that the reader will not be able to understand the implications."Luozidai", also known as "Luodai", "Dailuo", also known as "Thrush Stone", according to legend, was originally from Persia and is a synthetic thrush pigment. It only needs to be dipped in water when using it, and there is no need to grind it like Huihuiqing. Therefore, Luozidai was loved by women at that time. In the Song Dynasty, the u of thrush ink was more widely ud. Luozidai here can not only let readers understand the efficacy of this eyebrow pencil, but also well combined with Chine culture.
Example (20), “洛神赋”been translated into“The encounter”, "洛神赋" is a lexicon created by the Cao Wei literary scholar Cao Zhi during the Three Kingdoms period. It fictionalizes the author's own encounter with 洛神 and the love between each other, the image of 洛神 is beautiful, the love of man and god is ethereal, due to the specialness of man and God, they cannot be together and the writer express
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