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This book provides a comprehensive introduction to Audiovisual Translation (AVT) in India. It examines the AVT of TV advertisements, analyses trends and practices of AVT in India, and studies the challenges faced by AV translators, including synchronising video with voice/dialogue in advertisements and time and space/text compression for subtitling. The volume studies the interplay of language, culture transfer, and the role of the AV translator in Indian AV advertisement translations and looks at how global advertising impacts local language and culture. It emphasises the role of the translator and explores how the translator devises strategies by considering various elements in an AV medium to achieve equivalence through the translation process.
Drawing on case studies, this work will be indispensable to students and researchers of translation studies, media studies, language and linguistics, advertising, film studies, communication studies, and South Asian studies.
List of contents
1. Audiovisual Translation: An Introduction 2. Trends and Practices of Audiovisual Translation 3. Advertising in India from Print to TV/AVs (1880s-1990) 4. Issues and Challenges in Audiovisual Translations/ Advertisement Translation 5. Conclusion
About the author
Priyanka Rachabattuni, PhD in Translation Studies, Central University of Hyderabad, Hyderabad, India.
J. Prabhakar Rao, Professor of Linguistics, Head, Center for Study of Foreign Languages, University of Hyderabad, Hyderabad, India.
Summary
This book provides a comprehensive introduction to Audiovisual Translation (AVT) in India. It examines the AVT of TV advertisements, analyses trends and practices of AVT in India, and studies the challenges faced by AV translators.
Report
"Dive into the fascinating world of audiovisual translation (AVT) in India with this insightful book! Drawing on compelling case studies, the authors unpack the intricate art of translating TV advertisements, addressing challenges like syncing dialogue with visuals, crafting concise subtitles, and adapting global campaigns for local audiences. Rich in insights, this comprehensive volume is an indispensable resource for scholars of translation, media, and communication."
Professor Jorge Díaz-Cintas, Centre for Translation Studies (CenTraS), University College London
