다양성영화포스터의 번역에서 인지종결욕구와 마케팅적 기능 수행
The Need for Cognitive Closure and Its Marketing Performance in Art Film Poster Translation
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This essay discusses how art film poster's distinctive elements perform a marketing function by manipulating audiences' “NFCC (Need for Cognitive Closure).” For analysis, original British and U.S. art film posters and their Korean-translated counterparts were examined. The original film posters aimed at audiences with a low NFCC who are highly motivated to search for information about the film. Korean-translated posters, however, aimed at audiences with a high NFCC who want to get information directly from film posters. Korean-translated posters strengthen or distort the original posters as a strategy to give more detailed information about the film's narrative as well as its selling points. As a result, the translated posters lose some of the distinctive characteristics of art film posters, such as indeterminacy and the ambiguity. Korean translated posters perform their marketing strategy for attracting audiences with a high NFCC by imitating the patterns of commercial film posters.
Abstract
This essay discusses how art film poster's distinctive elements perform a marketing function by manipulating audiences' “NFCC (Need for Cognitive Closure).” For analysis, original British and U.S. art film posters and their Korean-translated counterparts were examined. The original film posters aimed at audiences with a low NFCC who are highly motivated to search for information about the film. Korean-translated posters, however, aimed at audiences with a high NFCC who want to get information directly from film posters. Korean-translated posters strengthen or distort the original posters as a strategy to give more detailed information about the film's narrative as well as its selling points. As a result, the translated posters lose some of the distinctive characteristics of art film posters, such as indeterminacy and the ambiguity. Korean translated posters perform their marketing strategy for attracting audiences with a high NFCC by imitating the patterns of commercial film posters.
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