創譯（transcreation）一詞，顧名思義，結合了翻譯與創意二元素，因其標
榜以目標語重新創作，來重現來源語的情感與概念，能有效跨越文化藩籬，近
年在廣告行銷產業相當活躍。透過創譯，譯者能夠自由運用想像力與創意，使
用增譯或刪減技巧，來達到迎合目標語文化，為目標語觀眾重現同等的情感效
果的目的。
　　然而，不只是廣告行銷，本論文觀察到近年在台灣卡通配音產業，也使用
了大量創譯手法。有鑑於此，本論文以圖里（Gideon Toury）的描述翻譯學
（descriptive translation studies）為架構，分析台灣北部一間以創譯見長的配音
工作室，由其重新配音製作的四部美式卡通與動畫，以記錄創譯在卡通配音產
業的應用，包括實際所使用的策略與作品產出過程，並探討背後決策動機。為
達研究目的，本論文採質性與量化研究並進之研究方法，與研究對象深度訪
談，初探創譯策略、過程與動機，也同時進行中英文本內容分析（content
analysis）。
　　研究結果顯示，卡通創譯配音的製程，大致可分為三階段，分別為粗略翻
譯、創意改寫、配音。為了在地化配合台灣市場，常使用的創譯策略主要為在
對白中加入網路用語、大量搭配當地新聞時事、多語言（multilingualism）的使
用，其中亦包括台灣本地方言與口音。此外，本研究也發現，在台灣人收視習
慣逐漸受到網路串流服務的影響下，使用創譯策略能迅速且有效地吸引視聽者
目光，在競爭激烈的電視傳播產業中，能創造一定程度的話題性與市場利基。

Transcreation, initially used in advertising and marketing contexts, was conceptualized as the combination of translation, creativity, and cross-cultural communication not until these years. It has been referred to a rendering process with an emphasis on catering to the cultural preference of the target readers (Pedersen, 2014). That is, via freely applying addition and deletion techniques, translators are able to exert their imagination and creativity to recreate an experience for the target language receptors similar to what the source language receptors had perceived from the original text.
In recent years, Taiwan cartoon dubbing industry has witnessed a growth of the adoption of transcreation. The current study therefore aims to explore the underlying motivation of this translation strategy and the industrial procedures developed, to perform text analysis on four cartoon series produced by a Taiwan dubbing studio featuring the use of transcreation. Hence, it is conducted both qualitatively and quantitatively through recruiting the translation and dubbing team as the interviewee and at the meanwhile investigating and inducing the transcreation techniques from the cartoon subtitles.
Based on the result of the interview, the motivation behind and the procedure of doing transcreation are revealed. Also, as the result suggests, the most commonly used techniques of transcreation could be categorized into the usage of Internet slangs, current issues in Taiwan, and the localized language, Taiwanese, in the dialogues. It is found that the adoption of transcreation has its own niche in local market and could be viewed as one of the solutions to survive in the fierce competition of Taiwan television broadcasting industry.

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