探究创译在新加坡饮品菜单的应用 = Exploring transcreation within beverage menus in Singapore

• Main Author: 李诗琳 Lee, Shi Lin
• Other Authors: Arista Kuo
• Format: Final Year Project
• Language: Chinese
• Published: Nanyang Technological University 2022
• Subjects: Humanities::Language::Chinese
• Online Access: https://hdl.handle.net/10356/155717
• Institution: Nanyang Technological University

随着全球化的发展，很多企业选择进军海外市场。但是，源于语言与文化的不同，许多跨国公司并没有受到国外消费者的青睐。于是，翻译与文化结合的服务需求也变得愈发频繁。所以，创译富有的再创造性以及文化适应能力使它已经成为目前市场上用于翻译跨国营销材料的主要手法之一。这个趋势也使翻译学术界的众学者们对创译进行了广泛的研究。然而，在英汉或者汉英创译的背景下，多数学者只将中国和美国的语境纳入他们的研究范畴。这类创译研究普遍从一个单语国家的语言翻译成另一个单语国家的语言，而且局限在译文受众可能完全看不懂原文的情况下。 所以，本文将以崭新的角度探讨创译、在译文读者可能对原文有一定理解的情况下看待创译。新加坡是个双语国家，但鲜少学者对新加坡语境中的创译与应用进行研究。因此，本文将重点研究从中国至新加坡的跨国语境下进行的菜单创译，以两种角度分析喜茶与霸王茶姬的门店菜单。它们分别为：创译如何充当文化的桥梁，以及功能目的论。从新的语境下看创译，可以使创译的研究更加全面，并加以巩固创译充当语言与文化桥梁的概念。 The development of globalisation has prompted many enterprises to venture into the overseas market. However, due to language and cultural differences, many multinational companies are not favoured by foreign consumers. Therefore, there has been an increasing demand for services that combines translation and culture. Thus, transcreation has become one of the main method used to translate transnational marketing materials in the current market due to its rich creativity and cultural adaptability. This trend has also led many scholars in translation academia to conduct extensive research on transcreation. However, in the context of English-Chinese or Chinese-English transcreation, most scholars only take the Chinese and American contexts into their research scope. This kind of transcreation research is generally translated from the language of one monolingual country into the language of another monolingual country and hence, is limited in the case that the target audience may not understand the original text at all. Therefore, this paper will discuss transcreation methods under the condition that the target audience may have some understanding of the original text, using Singapore, a bilingual country, as context. This research will focus on analysing transcreation of beverage names in beverage menus of HEYTEA and Bawangchaji using the following angles: how transcreation acts as a cultural bridge, and the Skopos theory. Looking at transcreation in a new context can allow the study of transcreation to be more comprehensive and further consolidate the concept of transcreation acting as a bridge between language and culture.