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Audiovisual translation is used to translate a wide range of visual materials, from short promotional videos to full-length feature films streamed worldwide. AVT is always in demand by businesses looking to extend the reach of their content to foreign-language audiences. It's a common yet complex area, and one that is often surrounded by an array of misconceptions.
It’s just a matter of translating the words into the target language:
AVT involves adapting the resulting text to match the lip movements of the actors, as well as ensuring that the translation is synchronised with the visual and audio elements.
It only works for films and TV shows:
While it might have been true before, now it’s needed for a wide range of content. Video games, educational videos, corporate training materials... The list goes on and on.
It’s essential for foreign-language content exclusively:
It’s necessary even when content is produced in the same language while intended for audiences in different regions or countries, as cultural references and idiomatic expressions may differ.
It’s not a must for commercial content:
AVT is a perfect solution for any video aimed at a multilingual audience, including presentations about your products and services.
Nothing besides the dialogue is translated:
AVT involves translating all elements of the audiovisual content, including on-screen text, captions, and other types of visuals.
These myths are connected both with AVT in general and with different AVT types, too. We’ll look at these types in more detail, starting with the most widespread.
You’ve probably noticed that multitudes of videos on media platforms are subtitled nowadays, translated or not. News stories, webinars, endless online-talks and a whole range of entertainment content – everything is subtitled. Closed captions are ever-present too, but why?
They neutralise incoherent speech. Sometimes people in the videos talk in a manner that is hard to understand for others. This can lead to misconceptions and incorrect hearing of words. Users simply can’t grasp the essentials of a video and are left unsatisfied. Subtitles may become just the thing to avoid that, boosting the comprehension levels.
Subtitles are access-providing. They also enhance viewing experience.
They are also access-providing. Text-based descriptions of the audio content, including dialogue, sound effects, and music allow people with hearing disabilities access your brand content. Subtitles for the deaf or hard-of-hearing (SDH) are intended for viewers who are both deaf or hard-of-hearing and do not understand the language of the video.
All in all, they enhance viewing experience. People tend to scroll their feeds and other web-pages without even turning the volume on, and subtitles help them grasp all the needed information. Captions are also convenient for those wanting to enjoy content in sound-sensitive or noisy environments.
Subtitles represent a flexible and cost-effective solution when translating video footage. But there are also two other types of AVT that can cater to you needs.
They play a crucial role in enhancing the audience's understanding and engagement with the content. Voiceovers add a new voice track to a video or audio content while still allowing the original audio to be heard. The new voice track may provide narration, dialogue, or commentary. It is typically recorded separately and mixed with the initial piece. Voiceovers are often used in documentaries, commercials, and educational videos.
Voiceovers can be a cost-effective solution as they require fewer resources.
Compared to other techniques such as on-screen actors or full dubbing, voiceovers – just like subtitles – can be a cost-effective solution. They require fewer resources and can be produced efficiently without the need for extensive set-up or complex post-production processes.
With the right voice talent and proper execution, voiceovers can greatly enhance the impact and effectiveness of various media projects. For instance, different voices can be chosen for particular purposes to better target your audience: a chilld’s voice for a toy commercial, and an adult one for furniture, etc. This also applies to the next AVT type, which is dubbing.
It’s frequently used in international films, TV shows, and cartoons. Dubbing is also present in the world of commercial content when authenticity is the goal.
It involves replacing the original dialogue of a video or film with a new audio in a different language. It is recorded by voice actors who match the lip movements of the original actors as closely as possible, creating the most realistic impression.
Dubbed dialogue can capture the neances, tone and the emotion of the original performace.
Skilled voice actors synchronise their performances with the visual cues, ensuring that the dubbed dialogue appears natural and seamless. This lip-sync accuracy enhances the viewing experience and maintains the illusion that the dialogue is being spoken by the characters on screen. Dubbed dialogue can capture the nuances, tone, and emotion of the original performance, providing an emotional connection to a story being told.
All these AVT types can be used for different types of visual content. But sometimes content can turn be tricky to translate. Below, we'll look at three of the most common challenges in this domain.
Technical difficulties: They are almost inseparable from the events that are conducted online (e.g., webinars and conferences). Things like poor internet connection and insufficient technical equipment lead to time and voice lags, causing confusion.
Performance traits: Videos can often be fast-paced, with speakers speaking quickly and covering a lot of information in a short amount of time. This, combined with not always smooth articulation, can slow down the process of preparing a transcript for further translation.
Complex language: Industry-specific online seminars contain complex language, jargon, or technical terminology – that’s why qualified experts with corresponding skills are given such tasks.
While these challenges may add to the overall difficulty level of translation, an experienced team is all that it takes to overcome them.
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So, let’s recap the essentials of this article. Audiovisual translation can significantly boost your business metrics and help you reach a wider audience. The demand for audiovisual translation depends on the preferences and needs of the target audience, as well as industry trends at any given time. But when done with expertise, it can result in a beautifully translated piece of content. Keeping this in mind when choosing a type of AVT would certainly unlock your opportunities to go global.
