廣告創譯策略探究:以 Jo Malone 之臺灣與中國官網為例

Abstract

創譯一詞由「翻譯」（translation）與「創意」（creation）組合而成，是一種以目標語為主的翻譯策略，其核心特點在於考量目標文化，並對原文進行再創。創譯的再創特色，廣泛應用於行銷廣告領域，達到符合目標文化及推廣效果。然而，近年與廣告創意相關的研究當中，針對不同地區的創譯策略表現以及再創程度仍屬稀缺，特別是華文地區的創譯行為。為填補此研究缺口，本論文以英國奢侈品牌 Jo Malone 官網之產品文案為例，旨在對比臺灣繁中與中國簡中版本，探討繁中與簡中的創譯表現是否異同之處，其又如何使用創譯策略進行文字轉換、加入創意，以強化情感品牌的共鳴說服效果。 本研究採用量化與質化方法：首先，以 Ho 改良後的評價架構 (appraisal framework，2024) 版本作為主要分析框架，初步統計原文、譯文文本使用評價性論述的比例，並進一步探討文字的創譯轉換，及結合 Chesterman 提出的語用翻譯策略，分析譯文最常使用的翻譯策略方式，以達到廣告文本的最大效果。 本研究結果顯示，儘管基於相同的原文與類似的語言系統，華文地區的臺灣繁中與中國簡中在創譯策略的運用、文字的翻譯轉換，與行銷效果的呈現上仍存在顯著差異。此外，從中亦觀察到不同中文版本的再創程度、說服策略，尤其是在產品層面的切入角度，吸引不同的目標讀者以達說服目的。

Transcreation, a combination of translation and creation, is a target-oriented translation that emphasizes cultural adaptation and recreation of the source texts. The features of transcreation make it a commonly used approach in marketing texts to maximize persuasive impact effectively. While recent studies have explored transcreation in advertising, few have looked into how the transcreation results vary in translation strategies and level of recreation, particularly within the Chinese-speaking world. To fill the gap, this study examines the transcreation approach reflected in the copywriting of the British luxury brand, Jo Malone, which offers Traditional Chinese (TC) and Simplified Chinese (SC) on its official website. The research mainly investigates the similarities and disparities in transcreation strategies and how content changes focus on emotional branding and creativity. Quantitative and qualitative research are employed to examine the transcreated texts. Ho’s refined appraisal framework (2024), exploring the interpretations of individual attitudes or texture voice positions imbued with the assessments, would be applied to preliminarily calculate the percentage of evaluative texts across different versions and further analyze the pragmatics shifts and emphasis of appeals or appraisal in linguistic resources. In addition, Chesterman’s classification of pragmatic strategy (1997), which involves substantial changes at the syntax, semantic, and pragmatic levels, is used to discuss the translation strategies commonly used in the transcreation process. The study demonstrates that even under the same source text and similar logistic system, the transcreation of advertisements in TC and SC versions involves not only the differences in transcreation strategy, textual transfer, and marketing styles but also the notable variations in the extent of recreation. Both versions exhibit notable disparities in styles, emphasis on persuasive approaches, and the different evaluative aspects of the product to cater to their respective customers.