译创研究十年(2011-2020年)回顾与展望

Transcreation Research in the Past Decade(2011-2020):A Retrospective and Prospective View

译创近十年来(2011-2020)成了语言服务行业的增值亮点。国外译创研究在广告、市场营销、视听、网站、文学等诸多领域取得了较为丰硕的成果。而国内译创研究成果显得单薄,主要偏向文学领域,国内翻译教学也未能跟上业界发展步伐。密切与业界联系,对无本译创实践进行研究、将译创引入翻译教学并进行相应研究等等在未来都大有可为。

Transcreation has become a remarkable value-added service in the language service industry in the past decade(2011-2020).Academia abroad have made considerable advances in research into transcreation not only in the literary field but also in specialized ones like advertising,marketing,AVT and website localization.Here at home,however,transcreation,a missing link in translation teaching,is underresearched with most of the academic focus on literary genres.Therefore,active engagement with the industry is highly desirable.There are bright prospects for research,among others,into transcreation without a source text and the transcreation teaching as well.