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Audiovisual Translation in India: Trends and Practices book cover

1st Edition

Audiovisual Translation in India Trends and Practices

By Priyanka Rachabattuni, J. Prabhakar Rao Copyright 2025
166 Pages 6 B/W Illustrations
by Routledge India

166 Pages 6 B/W Illustrations
by Routledge India

166 Pages 6 B/W Illustrations
by Routledge India
Also available as eBook on:
This book provides a comprehensive introduction to Audiovisual Translation (AVT) in India. It examines the AVT of TV advertisements, analyses trends and practices of AVT in India, and studies the challenges faced by AV translators, including synchronising video with voice/dialogue in advertisements and time and space/text compression for subtitling. The volume studies the interplay of language,... Read more

1. Audiovisual Translation: An Introduction 2. Trends and Practices of Audiovisual Translation 3. Advertising in India from Print to TV/AVs (1880s-1990) 4. Issues and Challenges in Audiovisual Translations/ Advertisement Translation 5. Conclusion     

Biography

Priyanka Rachabattuni, PhD in Translation Studies, Central University of Hyderabad, Hyderabad, India.

J. Prabhakar Rao, Professor of Linguistics, Head, Center for Study of Foreign Languages, University of Hyderabad, Hyderabad, India.

"Dive into the fascinating world of audiovisual translation (AVT) in India with this insightful book! Drawing on compelling case studies, the authors unpack the intricate art of translating TV advertisements, addressing challenges like syncing dialogue with visuals, crafting concise subtitles, and adapting global campaigns for local audiences. Rich in insights, this comprehensive volume is an indispensable resource for scholars of translation, media, and communication."

Professor Jorge Díaz-Cintas, Centre for Translation Studies (CenTraS), University College London

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