The study of milk tea product name design in bilingual menu ---- study samples: "Misstea", "Hey Tea". "Chi Cha San Chen", "Itea", "Liho"
Over the past century, milk tea shops have flourished in Asia, and English has become a medium for conveying messages and cultural symbols throughout the region. Therefore, more and more milk tea shops are producing bilingual menus, which provides an opportunity for further investigation in Translat...
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| Format: | Thesis-Master by Coursework |
| Language: | English |
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Nanyang Technological University
2023
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| Online Access: | https://hdl.handle.net/10356/168462 |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | Over the past century, milk tea shops have flourished in Asia, and English has become a medium for conveying messages and cultural symbols throughout the region. Therefore, more and more milk tea shops are producing bilingual menus, which provides an opportunity for further investigation in Translation Studies. While research on culinary disciplines rarely focuses on the beverage sector, most of these studies focus on language structure and cultural factors specific to Chinese cuisine. This study combines translation and marketing to analyze the bilingual menus of five typical milk tea shops in Singapore, and to derive practical translation methods suitable for the beverage industry. Based on the Skopos Principle, functional skopos theory breaks the traditional perspective of translation studies. Therefore, menu translation from the perspective of Skopostheorie is feasible. This paper is mainly divided into five parts: the first chapter of the research background, objectives and innovation were summarized. Chapter two makes a systematic analysis of the current situation of menu translation and functional Skopos Theory. The third chapter introduces the drink menu of five shops, and analyzes the menu function of them in detail. In chapter four, the translation strategies of drink menus in naturalization and foreignization are formulated according to the Skopos principle, fidelity principle and coherence principle of functional skopos theory. The author uses literal translation, free translation, transcreation and transliteration to make a detailed analysis of the typical cases of drink menus in five stores. The fifth chapter is the conclusion. It is divided into two parts: the result of the study, the deficiency of the outcome and the future suggestion. The study demonstrates the feasibility of using functional Skopos Theory to guide the translation of drinks menu, and finds that it is possible to analyze drinks menu flexibly by using multiple translation methods, so as to design bilingual drinks menu with characteristics. The main limitation is that it is difficult to measure the acceptability of customers to different drink menu names and translation strategies. In the future, we can design unique brand names by on-the-spot investigation and analysis on the preferences of consumers in different regions.
Based on the above analysis, this paper aims to provide a positive direction for the translation of restaurant menus, and to provide some practical suggestions for the translation of restaurant menus. It does not criticize any specific menu or define a less successful translation of a menu with a single beverage product. Instead, it lists the names of products that have been successfully translated and analyze their advantages from a business and translation perspective.
Key words: Drink menu, Skopos Theory, Domestication, Foreignization |
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