Learn about various types of audiovisual translation in the world of entertainment

Home 9 Translation 9 Learn About Various Types Of Audiovisual Translation Beyond Simple Subtitles

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Aug 28, 2024 | Translation

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Learn About Various Types Of Audiovisual Translation Beyond Simple Subtitles

As K-Drama addicts, we have all mastered the art of following subtitles while watching and enjoying the series. But how different is translating K-Pop and K-Drama? Is this just a translation of content or much more? Let’s learn all about Audiovisual Translation today!
Hong Hae-in & Baek Hyun-woo’s romance would not have cut so deep had you not read the subtitles at the bottom of the screen or heard the dubs in your language. Therefore, it is clear that audiovisual translation is much more than mere translation of terminology from the source language to the target language. So, let us first learn what audiovisual translation is.

What Is Audiovisual Translation?

Audiovisual translation is the process of translating words, terminology, and verbal conversation of audio and video sources from the original to the target language. It is also known as Multimedia translation. Though different, many confuse it with intralingual translation, which typically means translating complex original dialogue to a more straightforward plain language. But that’s not all! Let us help you understand better by explaining the various types of audiovisual translation.

What Are The Various Types Of Audiovisual Translation?

The infographic shows 8 types of Audiovisual Translation

Surtitles

This process is where the art of theatre artists meets the art of translation. To elaborate, surtitles refer to translating theatre and opera lyrics and dialogues reflected on a screen above the main stage. This majorly helps people with hearing disabilities and bridges the language gap for non-natives and linguistically diverse people.

Dubbing

In the field of audiovisual translation, dubbing is the most common translation, in which the original audio of a video production is replaced by native-language audio. Here, a translator plays a crucial role because the translator must translate content, maintain linguistic and cultural sensitivity, and ensure the original essence is duly conveyed. The voice artist then records a new audio by reading the translated script.

Trivia: Pokémon 4Kids dubs are considered the worst as the interpretation lacks Japanese origin.

Therefore, we hope you understand that dubbing requires in-depth knowledge and an understanding of the source and target language, as well as cultural significance. So, if you are willing to dub your content, identify the content type, audience, and competition.

Subtitles

Let us now discuss the audiovisual translation subtitling process. Subtitles refer to the written translation of the dialogue at the bottom of the screen, which we all read while listening to the original dialogue. So basically, subtitling service allows the audience to hear the original dialogue while giving the translation in their preferred language. Interestingly, subtitles don’t just include dialogues but also all written elements shown on the screen, such as newspaper headlines, letters, text, and much more.

Now, imagine you know the language a bit, so you will quickly catch when the translator misses the mark or maybe tries to be as sarcastic as Chandler! But I am sure you can hear the translation from this picture. Well, if you are a true FRIEND, then only!

Voice Over

Here, audiences can hear the translation and original content simultaneously. Voice-over is mainly used in documentaries, interviews, and news to add a realistic touch where the volume of the original audio is faint. At the same time, the translated soundtrack or audio is heard clearly. Furthermore, voice-over translation is much cheaper compared to subtitling and dubbing.

Localization

Localization refers to adapting and translating entire content according to the target market. Furthermore, localization helps make the content culturally sensitive and politically correct, maintaining the target market’s standards and cultural aspects.

Overlaid Voices

Overlaid voices is a technique of audiovisual translation where the translated audio is layered on the original soundtrack or audio. Therefore, listeners and viewers can enjoy both languages simultaneously. It is mainly used in documentaries and interviews, the sole purpose of which is to connect with a culturally diverse audience. Interestingly, listeners can hear a small snippet of the original audio while the translated version starts or ends, making it more overlapping.

Audio Description

Most used for visually impaired people, the audio description describes a scene or moment in the video without sound or conversation because this technique helps visually challenged people understand the context. Furthermore, this technique elucidates the context of the video, which can sometimes be challenging to understand by expressions or sound effects.

SDH or Subtitles for the Deaf and Hard of Hearing

If you are someone who has trouble following the dialogues, then this is for you. Maybe you don’t know, but your K-drama might have an SDH version where everything is written so you can understand. Furthermore, if you are worried that your professor might catch you watching dramas in the middle of a boring class, then opt for the SDH version. It includes:

Sound effects such as animal noises, ringing phones, climate, etc.
Speaker identification, such as specific symbols or names of speakers.
Music such as mood, lyrics, and musical identifiers for the soundtrack.

Difference Between Dub, Subtitle, And Surtitles

Aspect	Dub	Subtitle	Surtitle
Definition	Replacing the original audio track with the target language audio track	Textual representation of the translated dialogues at the bottom of the screen	Textual translation displayed during live performance above the stage
Medium	Films, TV Shows	Films, TV Shows	Opera, Theater, Drama
Purpose	To offer a localized audio experience	For translating spoken dialogues for target audiences	To offer live translation for the audience
Pros	Can enhance and improve immersion with voice acting	To allow viewers to hear the original language while reading and understanding the dialogue	To offer a seamless real-time translation for non-native or linguistically diverse audiences
Cons	Poor performance and translation can lead to a lousy experience	It covers parts of the screen and can be distracting	Not recommended for all types of live performances

What Can Be Translated Under Audiovisual Translation?

→ Videos

→ Movies

→ Series

→ Documentaries

→ Podcasts

→ Interviews

→ Speeches

→ Audios

→ Lectures

→ Conferences

→ Tutorials

→ Animations

→ Images

→ Slideshows

→ Plays

→ Television shows

→ Live shows

→ Advertisements

→ Video games

How Important It Is To Translate Audiovisual Content?

Translation and transcription of audiovisual content from one language to another language is crucial for multiple reasons. This marketing strategy that had made BTS a global sensation! However, that was not the only plan producers had when audiovisual translation came into being. Here are some of the reasons to translate various types of content in the entertainment world:

Accessibility

Translating and adapting content breaks the language barrier, promotes inclusivity, and broadens the audience’s reach.

For instance, without AVT, we would still be in DARK about how Jonas Kahnwald was born and reborn in various timelines and disrupted our brain cells. Furthermore, we would also not know how Professor and Raquel fell in love while Tokyo went all in Rio and pulled the biggest MONEY HEIST in the history of Spain.

Cultural Exchange

What could be a better way to promote cross-cultural understanding and appreciation than LOST IN TRANSLATION (2003)? Imagine not watching this brilliant philosophical movie about how love conquers language and cultural inequality, set in the midst of a third culture: Japanese. The movie is one of the best examples of not only cultural displacement but also alienation and disconnection.

Market Expansion

There is no better way to explain this than to show how Netflix crossed 207.64 million paid subscribers in 2021. The platform features movies, TV series, and web series from various parts of the world, with dubs and subtitles for each production. Therefore, its global reach helped it earn big bucks when it started translating content from one language to another.

Educational Value

Did you know AVT has significantly improved primary school students’ language skills and vocabulary? A study conducted in Spain for 3 months showed that primary school students learned English faster and better with dubbing and subtitling. Therefore, AVT not only promotes educational values but also motivates them to learn.

Legal Compliance Reasons

Did you know your production can be banned in Germany or Slovenia if you do not dub or offer subtitles for foreign languages? These two countries have norms and laws that say you should dub and provide subtitles for foreign productions. Therefore, if you plan to go beyond your country and show your creativity to the world, start translating lyrics or dialogues, or both.

Why Is Audiovisual Works And Products Difficult To Translate?

The infographic shows four reasons why audiovisual translations are difficult

Timing And Sync

Lyrics or dialogues in different languages sound different, and therefore, it is evident that timing and synchronization play an essential role. Therefore, The Audiovisual Translator must be able to translate and transcribe content to match the timing and sync of the original soundtrack creatively. Otherwise, the lip movement in your favourite reality shows will not match.

For instance, imagine while Cap says, “You get hurt, hurt ’em back. You get killed… walk it off” in English, the Chinese Cap says, “Run fast if someone tries to kill you.”

Cultural Nuances

While translating audio from one language into another, translators often fail to carry the humour, idioms, and cultural references. Various streaming services like HBO, Netflix, and Amazon Prime invest billions into audiovisual translations, but some lower-budget platforms and projects make DARTH VADOR’s French name DARK VADOR!

Multisemiotic Nature

In AVT, maintaining multisemiotic cohesion is essential. Translators must translate subtitles and offer dubs that resonate not only with the audio but also with the video. The combined effect of dialogue, visuals, and sounds makes a high-quality Audiovisual translation. For instance, the Lithuanian production aptly demonstrated cohesion by syncing subtitles with visuals in GARDEN OF EDEN.

Character Speech Variability

Another critical challenge of AV Translation is maintaining the character of the speaker. The translator must translate the content in a way that reasonably conveys the message and personality of the speaker, including but not limited to timber, pitch, tone, and prosody. For instance, Hagrid had a regional accent in HARRY POTTER’s French adaptation. This gesture conveyed the essence and resonated with the French audience.

What Qualifications Make A Good Audiovisual Translator?

While the world revolves around artificial intelligence, no one can replace an excellent audiovisual translator for accurate and precise translation. Therefore, choosing a translator with a bachelor’s degree in translation from a reputed university or institution is essential. Even better if the translator holds a master’s degree in translation along with a specialisation in one field.

For personal qualifications, a translator must have an analytical mind and on-point research skills. Furthermore, translators nowadays must be comfortable with technology, AI-based translation tools, and neural machine translation technology. That is so because translation memory helps audiovisual translators increase productivity and meet tight deadlines. Also, not all productions have big budgets; therefore, translators might require AI for lower AV translation.

How Do Translators Handle Cultural Nunaces In Video Content Adaptation?

Infographic shows 5 ways translator handle cultural nuances in video content adaptation<br />

If we go by the books, a good translator does not just translate colloquial words to maintain cultural nuances but adapts to multiple strategies.

Localization

Localization is commonly used as the first step because translators must not only translate language but also measurements and currencies that must align with local conventions.

Transcreation

This is important because translators can modify content to resonate with the target audience. While it may seem simple, look around, and you will see so many wrong uses and problems for the translator’s shortcomings in language.

Cultural Adaption

A translator must have an in-depth knowledge of values, traditions, as well as linguistics nuances for cultural adaptation to convey the essence in the target language and resonate with the target audience.

Collab With Locals

Translators usually collaborate with the locals to learn colloquialisms and use specific terms and idioms to spark the same energy and idea in the target language. Collaborating with locals as well as experts helps to make the adaptation sensitive and accurate.

Maintaining Visual Consistency

Visuals carry a lot of meaning in movies, plays, animes, etc. Therefore, an Audiovisual translator must maintain visual consistency. While carrying the essence of the original is essential, it is important to use visual effects that do not hurt cultures.

For instance, in INSIDE OUT, Riley Andersen hates broccoli, but in the Japanese adaptation, instead of broccoli, green bell pepper was used to resonate with the Japanese audience. Now, a translator who does not know Japanese culture well enough would not have used it because only in-depth cultural knowledge can help translators understand what can be replaced or kept to maintain cultural significance.

Conclusion

Now that you know all about audiovisual translation, we hope you remember the translator’s efforts while watching a brilliant adaption, laugh out loud when you rewatch the contents with mistranslation, and analyse and criticise the significant setbacks in the entertainment world.

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