Age or Aim: Subtitling Strategies and Qualities of Disney’s Animation Film Trailers for Indonesian Audiences

DOI

10.2991/978-2-38476-321-4_40How to use a DOI?

Keywords

Film Trailer; Subtitling Strategies; Subtitling Quality

Abstract

Films are often closely regulated by age ratings to ensure content appropriateness for different age groups. However, it remains unclear if these considerations extend to film trailers, particularly in the context of subtitling strategies and quality. This study investigates the correlations among subtitling goals, strategies, and quality in Disney’s animated film trailers for Encanto, Raya and the Last Dragon, and Turning Red, which are age-rated differently in the U.S. and Indonesia, targeted at Indonesian audiences. The research utilizes Skopos theory, Gottlieb’s subtitling strategies, and Pedersen’s FAR model to evaluate subtitle effectiveness and quality. A qualitative approach, including surveys and focus groups across different age groups, was employed to explore how subtitles influence viewer comprehension and engagement. The findings indicate that younger viewers (under 13) are more visually oriented, focusing on animation rather than reading subtitles. This suggests that targeting this age group with specific subtitling strategies may not be as crucial. Differences in age rating systems between the U.S. and Indonesia add complexity, affecting subtitle comprehension due to varying vocabulary mastery and reading speeds. The frequent use of transfer and paraphrase strategies ensures clear and comprehensible translations, while strategies like condensation, expansion, imitation, and decimation address spatial and temporal constraints. The FAR Model assessment shows that subtitles generally exhibit good quality, with minor errors indicating effective conveyance of the intended message. The application of Skopos theory emphasizes the promotional purpose of the trailers, often prioritizing this over age-based considerations. This interconnected approach underscores the need to balance readability, synchronization, and promotional goals while navigating the challenges posed by age rating discrepancies and user reception. The study concludes that subtitling strategies prioritize broader audience engagement over age-specific goals, enhancing promotional effectiveness.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - SF. Lukfianka Sanjaya Purnama
AU  - M. R. Nababan
AU  - Riyadi Santosa
AU  - SF. Luthfie Arguby Purnomo
PY  - 2024
DA  - 2024/12/24
TI  - Age or Aim: Subtitling Strategies and Qualities of Disney’s Animation Film Trailers for Indonesian Audiences
BT  - Proceedings of the Third International Conference on Communication, Language, Literature, and Culture (ICCoLliC 2024)
PB  - Atlantis Press
SP  - 545
EP  - 557
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-321-4_40
DO  - 10.2991/978-2-38476-321-4_40
ID  - LukfiankaSanjayaPurnama2024
ER  -