台灣大學夜市雙語菜單之研究

郭裕芯

doi:10.6838/YZU.2011.00315

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台灣大學夜市雙語菜單之研究

A Study of Bilingual Menus in Taiwan’s College Night Markets

郭裕芯 , Masters　　Advisor：柯宜中　　

英文 DOI： 10.6838/YZU.2011.00315

旅遊英文；雙語菜單；夜市；全球化；全球在地化；語言態度；翻譯策略； Night Market ； Globalization ； Glocalization ； Language Attitude ； Translation Strategy ； English for Tourism ； Bilingual Menus

Abstract │ Reference (63) │ Times Cited (6) │ Altmetrics

Abstract 〈TOP〉

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English for tourism has begun to receive much attention in applied linguistics. To contribute to the field, this research examines the uses of bilingual menus in Feng-Chia and Shih-Ta night markets in Taiwan. Research questions are: 1. How many and what kinds of vendors in Feng-Chia and Shih-Ta night market used bilingual menus? 2. What were vendors’ possible reasons and perceptions of using or not using bilingual menus? 3. What were the translation strategies that the vendors used in night markets? In February 2011, a survey on food categories, price range, vendor types (shop or booth), and chain store was conducted on 183 Feng-Chia and 81 Shih-Ta vendors. 35 vendors were interviewed on their perceptions of bilingual menus. The survey finds that 33% of Shih-Ta and 18% Feng-Chia vendors used bilingual menus. Chi-square analyses show that booth vendors of traditional Taiwanese food with price range below NT 50 are less likely to have bilingual menus (p<0.001). On the other hand, if the vendor sold foreign foods with higher price in chain store shop, they were more likely to use bilingual menus. Most vendors started using bilingual menus from 2008, mainly because of communicative purpose for the increasing number of foreigners. And for those who did not use bilingual menus, the main reason was vendors’ English proficiency. Those with sufficient English proficiency chose not to use bilingual menus because they can communicate orally; while those without English proficiency could not make bilingual menus and some were afraid to attract foreigners with bilingual menus. However, half of the interviewees who did not use bilingual menus showed their intentions to make bilingual menus in the future. As for translation strategy, more than 80% of the vendors applied Domesticating strategy to translate the meaning. Bilingual menus have many functions in addition to communication. Half of the interviewed vendors agreed that bilingual menus enhanced customers’ images of their quality. The role of bilingual menu in the future is like a cultural bridge to promote Taiwanese local features to the worldwide.

Reference ( 63 ) 〈TOP〉

Chinese References
連結：
Hsu, I. -C. 許怡呈 (2007)。台灣中文廣告─英文夾陳之觀察研究報告。靜宜大學英用語言系碩士論文。未出版。台中市。 [ A study of the mixing of English in Mandarin Chinese.]
連結：
Huang, W, -H., Hung, S. –C.& Tu, Y, -C. 黃文星、黃淑琴、涂鈺城 (2008)。閱聽眾語言態度與廣告效果關聯性之探討。朝陽商管評論，7(2)，69-89。 [The Study of the Correlation between Audience Linguistic Attitudes and Advertising Effectiveness.]
連結：
Huang, W.-T. 黃文堂 (2008)。「王建民現象」的建構與影響: 全球在地化的辯證考察。國立台灣大學社會科學院社會研究所。未出版。台北市。[The construction and effects of“ Chien-Ming Wang Phenomenon”：A Glocalization Perspective].
連結：
Shih, C. -L. 史宗玲 (2010)。文化專有菜單項目之翻譯: 從「最佳關聯」至「後設表述」。編譯論叢，3(1)，117-145。[Translations of Culture-specific Menu Entries: From “Optimal Relevance” to “Meta-Representation”]。
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Times Cited (6) 〈TOP〉

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