翻譯與銷售策略的關聯性－以中國食品如何在巴塞隆納販售為例

Translation and Marketing Policies: How Chinese Food Products Are Selling in Barcelona

Lucía Molina ； Laura Santamaria ； 吳仙凰(Sian-Huang Wu)

《語文與國際研究》 18期 (2017/12) Pp. 83-99

https://doi.org/10.3966/181147172017120018005

摘要

如何將產品打人外國市場並且成功銷售的關鍵取決於產品如何在目標文化中呈現。這當中涵蓋了多種因素，而且毫無疑問的「翻譯」絕對是一個相當重要的因素。根據Fox（1995）指出：「翻譯得宜的譯文能確保產品成功進入外國市場；反之，不恰當的翻譯卻會搞砸一切。」因此，本期刊論文主要探究巴塞隆納所販售中國飲食產品標籤之翻譯結果，分析產品的銷售模式與各產品譯者所採用的翻譯技巧之間的關聯性。本研究假設指出各產品的譯者所使用的翻譯技巧與下列兩項因素有關：目標文化的語言政策（以加泰隆尼亞為例）以及產品的潛在消費群。

關鍵字

飲食文化翻譯 ； 動態對等 ； 跨文化溝通 ； 語言政策 ； 文化元素

並列摘要

Success of food products trying to reach new foreign markets depends on how these items are presented in the target culture. There are different factors to be taken into account and translation is without any doubt among the most important ones. As it was explained in Fox (1995) ＂competent translation ensures the successful entry of a company's goods into a foreign market; incompetent translation spells disaster＂. This paper analyzes the translations of the labeling of Chinese foodstuffs, new in the Barcelona market. Our aim is to describe the translation method as well as to explain the framework of circumstances and purposes in relation with product underlying the choice of a particular translation method. We depart from the hypothesis that the translation methods applied are based on two fundamental axes: one is the linguistic policy of the target country (Catalonia in this case) and the other is the target customer.

並列關鍵字

culinary translation ； dynamism in translation ； intercultural communication ； linguistic policy ； cultural references

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