@article{ART002360434},
author={Shin, Naan},
title={Movie Poster Translation for the Immersion of Audiences through the Control of Informational Entropy},
journal={The Journal of Translation Studies},
issn={1229-795X},
year={2018},
volume={19},
number={2},
pages={175-202},
doi={10.15749/jts.2018.19.2.007}
TY - JOUR
AU - Shin, Naan
TI - Movie Poster Translation for the Immersion of Audiences through the Control of Informational Entropy
JO - The Journal of Translation Studies
PY - 2018
VL - 19
IS - 2
PB - The Korean Association for Translation Studies
SP - 175
EP - 202
SN - 1229-795X
AB - This study explores how the movie poster translation functions as a marketing performance for making audiences immersed by controlling information quantity. As a marketing tool, the movie poster aims at encouraging audiences to see the movie by capturing their attention at a glance. Therefore, making audiences become interested and enticing them to become immersed in the movie poster should be considered for their translation. This study analyzes changes of text–image relations in movie posters with the concepts of entropy and redundancy in the information theory of Shannon and Weaver. Forty American movie posters and their Korean-translated counterparts were selected for observing aspects of the variation of text–image relations through the control of entropy and redundancy. The American posters of high entropy generate redundancy by providing audiences with as much freedom of interpretation as possible. On the other hand, the Korean-translated posters re-establish the text–image relations in such a way that the redundancy is high and the entropy is low, thereby inducing the audience to passively receive large amounts of information. Because movie posters originally designed with a strong marketing purpose entice audiences to become immersed, movie poster translation should be considered as recreating a performance of marketing function.
KW - translation;movie poster;multi-modality;entropy;redundancy
DO - 10.15749/jts.2018.19.2.007
ER -
Shin, Naan. (2018). Movie Poster Translation for the Immersion of Audiences through the Control of Informational Entropy. The Journal of Translation Studies, 19(2), 175-202.
Shin, Naan. 2018, "Movie Poster Translation for the Immersion of Audiences through the Control of Informational Entropy", The Journal of Translation Studies, vol.19, no.2 pp.175-202. Available from: doi:10.15749/jts.2018.19.2.007
Shin, Naan "Movie Poster Translation for the Immersion of Audiences through the Control of Informational Entropy" The Journal of Translation Studies 19.2 pp.175-202 (2018) : 175.
Shin, Naan. Movie Poster Translation for the Immersion of Audiences through the Control of Informational Entropy. 2018; 19(2), 175-202. Available from: doi:10.15749/jts.2018.19.2.007
Shin, Naan. "Movie Poster Translation for the Immersion of Audiences through the Control of Informational Entropy" The Journal of Translation Studies 19, no.2 (2018) : 175-202.doi: 10.15749/jts.2018.19.2.007
Shin, Naan. Movie Poster Translation for the Immersion of Audiences through the Control of Informational Entropy. The Journal of Translation Studies, 19(2), 175-202. doi: 10.15749/jts.2018.19.2.007
Shin, Naan. Movie Poster Translation for the Immersion of Audiences through the Control of Informational Entropy. The Journal of Translation Studies. 2018; 19(2) 175-202. doi: 10.15749/jts.2018.19.2.007
Shin, Naan. Movie Poster Translation for the Immersion of Audiences through the Control of Informational Entropy. 2018; 19(2), 175-202. Available from: doi:10.15749/jts.2018.19.2.007
Shin, Naan. "Movie Poster Translation for the Immersion of Audiences through the Control of Informational Entropy" The Journal of Translation Studies 19, no.2 (2018) : 175-202.doi: 10.15749/jts.2018.19.2.007
