Uppu Jyothirmai | The English and Foreign Languages University (original) (raw)
Doctorate in audio visual translation : localization of TV commercialsM Phil in audio visual translation: localization of TV commercialsMaster of Arts in EnglishWorked as an Assistant Professor for English language and communication skillsHave been a Sub Editor cum Reporter in a News Paper for the Education page.
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EFL University, Tarnaka
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Papers by Uppu Jyothirmai
GITAM UNIVERSITY PRESS, 2015
Localization of Audio Visual Commercials: A Study of Theory and Practice The term 'localization' ... more Localization of Audio Visual Commercials: A Study of Theory and Practice The term 'localization' is often associated with software localization ever since it has emerged through personalization of computers. It is also associated with management theories which study consumer behaviour from the perspective of local markets. As far as translation theories are concerned, localization has been considered as a broader phenomenon in which translation is seen as a part. This happened since software localization, to which localization is so far attributed, primarily consists of the linguistic part and the technological part. Text in audio visual commercials basically comprises the language and the signs associated with it, which are inseparable, and hence the whole process of localization of a text is considered to be a translation process. Globalization, internationalization and localization are the steps through which this phenomenon has entered into the area of audio visual commercials. This study focuses upon the practices that are yet to be theorised and the existing theories that are to be revisited with an extended research. According to Iwona Mazur, "a localized text is not called on to represent any previous text; it is instead part of one and the same process of constant material distribution, which starts in one culture and may continue in many others"(Pym:5). In case of Localization of TV commercials, translation occurs among multiple texts. Thus, the significance of requirement for a source text and target text in translation process in general is under question. Therefore identifying the commercials that are localized for the present study is quite challenging. For this purpose, TV commercials are randomly collected from the web and commercials of a single company that are identical to each other made for various locales are chosen. Therefore
IMRF, 2015
Abstract: Translational practices are rapidly undergoing changes to keep pace with the technologi... more Abstract: Translational practices are rapidly undergoing changes to keep pace with the technological advancements. Globalization led to localization, where products as well as processes are being reshaped according to the local need and priorities. A gap between such changing practices and translation theories makes the applicability of theories more complex. The paper undertakes an empirical research emphasizing the theorization of the replacements that are occurring in the existing translational practices. It focuses on localization of TV Commercials. The data comprises series of Kalyan Jewellery commercials from the Web that are localized in south Indian states. Oreo commercials are also used to support the argument. References of these commercials with web links are given at the end of the paper. A study of ‘intra semiotic translation’ that occurs in these commercials containing multiple texts collected can serve as a platform to understand how verbal and non verbal elements are replaced retaining a similar theme. The study intends to look at all semiotic components that participate in the process of localization as translation. The paper can be considered as an initiation towards theorizing localization processes in an empirical mode.
Translation practises are rapidly changing in the field of TV advertisements as the goods and ser... more Translation practises are rapidly changing in the field of TV advertisements as the goods and services are crossing boundaries. Texts are being localized beyond the notion of a source text and a single target text. The present paper analyses a series of such advertisements of a soap product. The objective of the study is to understand how the concept of text is rapidly changing in the process of localization, in the field of audio visual translation. The widening scope of the text and its role in translating an 'idea' which is assumed to be formed at the stage of internationalization is discussed. It observes various aspects that impinge the process of localization across time and space through descriptive analysis.
GITAM UNIVERSITY PRESS, 2015
Localization of Audio Visual Commercials: A Study of Theory and Practice The term 'localization' ... more Localization of Audio Visual Commercials: A Study of Theory and Practice The term 'localization' is often associated with software localization ever since it has emerged through personalization of computers. It is also associated with management theories which study consumer behaviour from the perspective of local markets. As far as translation theories are concerned, localization has been considered as a broader phenomenon in which translation is seen as a part. This happened since software localization, to which localization is so far attributed, primarily consists of the linguistic part and the technological part. Text in audio visual commercials basically comprises the language and the signs associated with it, which are inseparable, and hence the whole process of localization of a text is considered to be a translation process. Globalization, internationalization and localization are the steps through which this phenomenon has entered into the area of audio visual commercials. This study focuses upon the practices that are yet to be theorised and the existing theories that are to be revisited with an extended research. According to Iwona Mazur, "a localized text is not called on to represent any previous text; it is instead part of one and the same process of constant material distribution, which starts in one culture and may continue in many others"(Pym:5). In case of Localization of TV commercials, translation occurs among multiple texts. Thus, the significance of requirement for a source text and target text in translation process in general is under question. Therefore identifying the commercials that are localized for the present study is quite challenging. For this purpose, TV commercials are randomly collected from the web and commercials of a single company that are identical to each other made for various locales are chosen. Therefore
IMRF, 2015
Abstract: Translational practices are rapidly undergoing changes to keep pace with the technologi... more Abstract: Translational practices are rapidly undergoing changes to keep pace with the technological advancements. Globalization led to localization, where products as well as processes are being reshaped according to the local need and priorities. A gap between such changing practices and translation theories makes the applicability of theories more complex. The paper undertakes an empirical research emphasizing the theorization of the replacements that are occurring in the existing translational practices. It focuses on localization of TV Commercials. The data comprises series of Kalyan Jewellery commercials from the Web that are localized in south Indian states. Oreo commercials are also used to support the argument. References of these commercials with web links are given at the end of the paper. A study of ‘intra semiotic translation’ that occurs in these commercials containing multiple texts collected can serve as a platform to understand how verbal and non verbal elements are replaced retaining a similar theme. The study intends to look at all semiotic components that participate in the process of localization as translation. The paper can be considered as an initiation towards theorizing localization processes in an empirical mode.
Translation practises are rapidly changing in the field of TV advertisements as the goods and ser... more Translation practises are rapidly changing in the field of TV advertisements as the goods and services are crossing boundaries. Texts are being localized beyond the notion of a source text and a single target text. The present paper analyses a series of such advertisements of a soap product. The objective of the study is to understand how the concept of text is rapidly changing in the process of localization, in the field of audio visual translation. The widening scope of the text and its role in translating an 'idea' which is assumed to be formed at the stage of internationalization is discussed. It observes various aspects that impinge the process of localization across time and space through descriptive analysis.