探究广告中的创译应用 ：以可口可乐影视广告为例 = The application of transcreation in commercials : a case study on Coca Cola's advertisements

• Main Author: 蔡美婷 Chua, Louis Mei 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/10356/152879
• Institution: Nanyang Technological University

世界各国之间的频繁经济来往迫使国际企业的进程不断加快。为了顺应全球经济发展的趋势，企业进入全球市场时便必须提供优质的产品及服务，通过广告宣传来提升企业的国际影响力。企业必须自我优化翻译策略才能顺利融入世界经济之中，而这就和企业采取的广告策略颇有关系。据此，广告翻译不仅要达到广告效应，更要在文化方面尽可能地符合受众国的习惯。创新的广告能够博取消费者的眼球和支持，广告商也因此只能转向创译策略，脱离以往的传统翻译原则框架。这个具有创造性的空间使得广告翻译变得更有效，也可以帮助达到企业的营销目的。然而，并不是每一则使用创译策略的广告都可以达到营销目的。创译的应用需要到位，即指贴切受众国文化及语言习惯等其他因素的结合，才能顺利将广告和产品的印象刻在消费者的心里。 对此，本文将通过李克兴的创译原则、消费者的感觉与联想、广告学的AIDMA营销法则等理论，重点分析中国可口可乐广告中使用的创译手法如何达到广告目的。本文也将透过问卷调查分析来对比中国可口可乐和百事可乐的创译广告，揭露创译应用对企业行销的影响。 关键词：创译 可口可乐 广告翻译策略 行销策略 Abstract Transcreation has been gaining popularity as a marketing strategy used in advertisements due to increasingly frequent economic exchanges between countries in the world. To comply with the trend of economic development globally, companies must provide high-quality services when entering the global market and enhance their international influence through advertisements. Self-optimization of their translation strategies is needed to smoothly integrate into the world economy, which is closely related to their advertising strategies. Advertisement translations must not only achieve the purpose of advertising, but also conform culturally to the customs of the targeted countries as much as possible, Creative and innovative advertisements attract the attention of consumers; therefore, advertisers need to turn to Transcreation instead of following traditional translation principles. During the application of Transcreation, it is important to consider multiple factors of the targeted countries and audiences, such as the culture and language habits of the targeted audiences and countries, in order to leave an impactful impression in the consumers’ minds. Through Li Kexing’s Transcreation principles, AIDMA marketing model as well as consumers’ perception and thoughts association theories, this paper seeks to examine how Transcreation in China’s Coca-Cola advertisements achieved their advertisement objectives. This paper also aims to reveal the impact of Transcreation strategy in corporate marketing, by comparing China’s Coca-Cola and Pepsi advertisements through a questionnaire survey. Keywords: Transcreation Coca-Cola Advertisement Translation Marketing strategies