探讨创译在饮食名称中的应用及国人对其的看法 = A study on transcreation for food and beverages in Singapore : consumer perception

• Main Author: 李丽婷 Lee, Joey Li Ting
• Other Authors: Arista Kuo
• Format: Final Year Project
• Language: Chinese
• Published: Nanyang Technological University 2021
• Subjects: Humanities::Language::Chinese
• Online Access: https://hdl.handle.net/10356/146923
• Institution: Nanyang Technological University

新加坡是一个名副其实的美食大熔炉，其饮食文化极为发达，汇聚了各种来自异国的美味佳肴和富有特色的当地小吃。热爱美食的国人和外国旅客可以在新加坡大饱口福，因此它被誉为“美食天堂”，吸引无数外国旅客慕名而来，造就了蓬勃的餐饮业。不过，新加坡餐饮业市场的竞争也异常激烈，加上受到新冠病毒疫情的影响，餐饮业者面临严峻的生存压力。为了能够吸引消费者的注意，他们开始注重营销，但其营销策略却大同小异。只有少数餐饮业者在这方面有所创新，并将创译饮食名称作为其营销策略，即采用创译手法使得译文能够适应目标消费者，增加其吸引力，从而促进销售额。 据此，本文重点分析“少年食堂”和“里喝”这两个新加坡本土饮食品牌所使用的创译饮食名称如何帮助达到其营销目的。此外，为了能够深入了解新加坡国人对于创译饮食名称的看法和在翻译策略上的偏好，笔者以调差问卷的形式访问了50位来自不同年龄层的新加坡国人，探究他们面对创译饮食名称时的感受，以及创译饮食名称的适用性。最后，根据调差问卷的结果，对餐饮业者使用创译菜名作为营销策略提出方向性的建议。 Singapore is a veritable melting pot of food, with a well-developed food culture that brings together a variety of exotic delicacies and distinctive local snacks. It is known as a “Food Paradise”, it attracted numerous foreign tourists, creating a thriving food and beverage industry. However, the competition in the industry is also extremely fierce. Coupled with the impact of the Covid-19 pandemic, the operators are facing severe pressure to survive. To attract the attention of consumers, they began to focus on marketing, but the marketing strategies they used were similar. Only a few food and beverage operators have innovated and used transcreated food and beverages names as their marketing strategy. They used transcreation methods to make the names adapt to the target consumer, increase its attractiveness, and thus promote sales. This thesis focuses on how transcreated food names are being used by Singapore’s two local food and beverages brands, “Nic & Tom Eatery” and “LiHo”, and how did it help to achieve marketing purposes. Also, to gain an in-depth understanding of Singaporeans’ views on transcreated food and beverages names and their preference of translation strategies, a survey was conducted on 50 Singaporeans from different age groups to explore their opinion on transcreated food and beverages names, and the applicability of transcreation in food and beverages names. Finally, based on the results of the survey, some general suggestions are provided regarding the use of transcreated food and beverages names as a marketing strategy.