What was the original name of this movie? When foreign marketing imposes its own rules
Santamaria, Laura (Universitat Autònoma de Barcelona)
Han, Mengye (Universidade de Vigo)

Date: 2017
Abstract: Their titles are one of the key elements for the commercial success of movies, but if we look at how mov- ie titles are translated, we could conclude that their meaning has been changed at random. Moreover, although a number of researchers have discussed the role played by titles, like Bransford and Johnson (1972) and Genette (1987), or the translation of titles, as Nord (1993), when coming to the speci c genre of movies, there is scarce academic research about the translation of movie titles, perhaps because it has not been considered as a thorough translation activity. Nevertheless, a lot of attention is given to movie titles by the lm industry since they entail the rst contact with the target public. We will present a functional approach to explain the changes in meaning between the original and the translated movie titles. We have developed the concept of movie microtitle that we de ne as an icono- textual unit, which allows us to research in the eld of the translation of movie titles from a perspective of paratranslation (Yuste Frías 2005). In order to account for the semiotic component of lm posters, a non-verbal dimension has been added to the functional model of Christiane Nord (1995). The translation of animated movie microtitles from English into Chinese between 2008 and 2012 will be taken as the corpus. Our analysis will focus on the phatic function of the original and the translated movie titles. The parameters to determine whether the phatic function has been accomplished will be listed from the point of view of the linguistic and iconic characteristics of the microtitles. In fact, meaning changes in the translation of movie microtitles can be explained by the role played by the conventions of the source and target culture and the need to preserve the phatic function of the movie titles to sell the lms in theaters in different cultural contexts.
Rights: Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial i la comunicació pública de l'obra, sempre que no sigui amb finalitats comercials, i sempre que es reconegui l'autoria de l'obra original. No es permet la creació d'obres derivades. Creative Commons
Language: Anglès
Document: conferenceObject
Subject: Translation ; Movie titles ; English into Chinese ; Animated films ; Audiovisual translation ; Title translation ; Animation films ; Dubbing, paratranslation ; Microtitle ; Translation function ; Phatic function ; Chinese ; English
Published in: Leipzig International Conference on Translation & Interpretation Studies. Leipzig, Alemanya, 10è : 2017

18 p, 1.4 MB

The record appears in these collections:
Research literature > UAB research groups literature > Research Centres and Groups (scientific output) > Arts and Humanities > REICIT, Recerca en Estudis Interculturals i Traducció
Contributions to meetings and congresses > Presentations

 Record created 2017-06-24, last modified 2020-08-09

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