The coronavirus pandemic has swept through virtually every industry and audiovisual translation is no exception. Lockdown led to an upsurge in viewing of streaming and on-demand content. So in this post we’d like to unpack the main changes in this field over the last few months.
More globalised content calls for more audiovisual translation
Audiences have been turning to on-demand content platforms such as Netflix, Twitch and YouTube. The upshot has been content globalisation whereby people watch increasing numbers of foreign films and series, as is also the case in the advertising industry. With cinemas closed, the Internet was the only way to keep up to speed and catch the latest films on the billboard.
This meant that audiovisual translation was of paramount importance in conveying content which was fully localised in another country. Localised dialogue makes things much more realistic. There are words and times in a film which call for a native-speaker expert who can interpret them. This is one of the reasons why high-quality professional translation is essential.
Audiovisual translations are extremely helpful in ensuring that all the spoken components of films and series are properly rendered. However, cinema is not the only industry where this is needed as it may also be crucial for videogames, plays and even websites.
How it impacts end-product quality
When we view a film, we expect a product that we can see and hear simultaneously. Poor dubbing is one of the reasons why users prefer to watch a film in its original version. There are numerous cultural references and idioms specific to a language which the translator needs to factor in. This will help to get the cultural context across to the audience appropriately.
When subtitling a film, series or any other audiovisual content, it is critical to respect the context, the message to be conveyed and the feelings of the moment. Using capital letters or phrases in brackets to describe the scene can be very useful. This process is similar in any kind of software or videogame.
In a nutshell, audiovisual translation and accurate subtitling are becoming increasingly significant in the globalised society in which we live. They allow the film’s original slang, dialect and culture to be retained. This is why professional translators are a must if you’re looking to deliver content tailored to everyone.
