관객의 몰입을 위한 영화포스터 번역╶정보적 엔트로피를 중심으로
Movie Poster Translation for the Immersion of Audiences through the Control of Informational Entropy
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This study explores how the movie poster translation functions as a marketing performance for making audiences immersed by controlling information quantity. As a marketing tool, the movie poster aims at encouraging audiences to see the movie by capturing their attention at a glance. Therefore, making audiences become interested and enticing them to become immersed in the movie poster should be considered for their translation. This study analyzes changes of text–image relations in movie posters with the concepts of entropy and redundancy in the information theory of Shannon and Weaver. Forty American movie posters and their Korean-translated counterparts were selected for observing aspects of the variation of text–image relations through the control of entropy and redundancy. The American posters of high entropy generate redundancy by providing audiences with as much freedom of interpretation as possible. On the other hand, the Korean-translated posters re-establish the text–image relations in such a way that the redundancy is high and the entropy is low, thereby inducing the audience to passively receive large amounts of information. Because movie posters originally designed with a strong marketing purpose entice audiences to become immersed, movie poster translation should be considered as recreating a performance of marketing function.
Abstract
This study explores how the movie poster translation functions as a marketing performance for making audiences immersed by controlling information quantity. As a marketing tool, the movie poster aims at encouraging audiences to see the movie by capturing their attention at a glance. Therefore, making audiences become interested and enticing them to become immersed in the movie poster should be considered for their translation. This study analyzes changes of text–image relations in movie posters with the concepts of entropy and redundancy in the information theory of Shannon and Weaver. Forty American movie posters and their Korean-translated counterparts were selected for observing aspects of the variation of text–image relations through the control of entropy and redundancy. The American posters of high entropy generate redundancy by providing audiences with as much freedom of interpretation as possible. On the other hand, the Korean-translated posters re-establish the text–image relations in such a way that the redundancy is high and the entropy is low, thereby inducing the audience to passively receive large amounts of information. Because movie posters originally designed with a strong marketing purpose entice audiences to become immersed, movie poster translation should be considered as recreating a performance of marketing function.
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