A Study of Subtitle Translation for Publicity Films in Perspective of Multimodal Discourse Analysis:Taking Chinese Culture Publicity Films as Examples
Publicity films play a crucial role in shaping national image and disseminating traditional culture.The subtitle translation of publicity films is concise,interpreting the textual content with visual and auditory elements and taking cultural backgrounds into consideration.Taking 3 Chinese culture publicity films released in 2022 and 2023 as examples,this paper analyzes the subtitle translation of publicity films under the framework of multimo-dal discourse analysis.The analysis reveals it is no-annotation translation,with text,image and sound integrat-ed,that characterizes subtitle translation.At the cultural level,translators should consider cultural backgrounds and differences.At the content level,translators need to emphasize on the mutual correspondence of multimodal elements.At the contextual level,the target text should be aligned with the context and situation created by non-verbal elements.In terms of expression,the elements need to transform from multiple dimensions,making them more acceptable to the audience.
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