创造性翻译的新世界： 论麦当劳广告的创译翻译手法 = The whole new world of translation creativity : a study on McDonald’s transcreation strategies
Ng, Jorin Wei Ting
Date of Issue2017-03-17
School of Humanities and Social Sciences
Transcreation is the result of frequent intercultural communication arising from increased globalisation. Multinational corporations turn to internationalising their advertisement marketing strategy to stay competitive in the globalising world. However, the increased interaction between different cultures highlights the cultural differences, which multinational corporations would have to overcome to reach out to the consumers from different countries. This resulted in the “glocalisation” marketing strategies, where multinational corporations adopt strategies in attempt to integrate into the local markets, on top of the existing globalisation marketing strategies. Translation hence plays a crucial role in determining the success of these marketing strategies and this is where transcreation is relevant. Transcreation does not emphasise on the faithfulness of the translation. Instead, it focuses on the purpose of the translated text and allows the translator to “transcreate” so that the barrier of culture and language are transcended and the translated text resonates with the target audience. Due to this adaptation characteristic, many advertising agencies adopted transcreation as their translation strategy for international advertisements. In Singapore, Chinese translation is never highly regarded, as evident from the series of blunders in translation on official websites and town councils’ public notices. The use of transcreation may help to increase the quality of Chinese translations and the use of Chinese advertisements in Singapore. Through various theories such as Hofstede’s Cultural Dimensions and AIDA marketing model, this paper seeks to examine how the transcreation helps in increasing translation quality and use of Chinese advertisements in Singapore, through the analysis of transcreation strategies used in China McDonald’s advertisements and application of these learning points gained to Singapore McDonald’s advertisements.
Final Year Project (FYP)
Nanyang Technological University