Conflict and communication in audio-visual advertisement translation : Dolce and Gabbana’s experience in China

• Main Author: Koh, Zack Johnson
• Other Authors: -
• Format: Thesis-Master by Coursework
• Language: English
• Published: Nanyang Technological University 2020
• Subjects: Humanities::Language
• Online Access: https://hdl.handle.net/10356/138688
• Institution: Nanyang Technological University

Modern technology in today’s world had rapidly propelled globalization and catapulted an international rise of new media and social media applications such as Facebook and Instagram. They have digitally changed the way businesses operate and how they market their products and services to consumers now. In this regard, cross-cultural audiovisual advertisement as a form of intersemiotic translation is fast becoming significant in the field of translation studies over the recent years. Thus, cross- cultural communication and understanding is utmost vital for producing effective marketing efforts, thereby generating positive consumer responses. This paper explores the topic of conflict and communication in audiovisual advertisement translation through evaluating the Audio-visual advertising setback faced by world-renowned luxury fashion brand Dolce and Gabbana (D&G) in China. This was done in order to collect, gather and analyze insights and lessons learnt from the translation point of view, through an application of Reception Aesthetics and Reader-Response theories. A case study analysis of D&G’s audiovisual advertisement in China, entitled “Eating with chopsticks” is done based on the analysis and interpretation of images, colour, lighting, sound (music), and text (voiceover and subtitles). Recommendations are proposed as a set of guidelines to help D&G and also other businesses build a better cross-cultural communication and understanding between the East and West, especially when it comes to international marketing communications such as advertisements and commercials. Last but most importantly, producers of cross-cultural advertisement must bear in mind that such advertisement is by itself a translation in true essence.