1st Edition

Audiovisual Translation in India Trends and Practices

    150 Pages 6 B/W Illustrations
    by Routledge India

    150 Pages 6 B/W Illustrations
    by Routledge India

    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, culture transfer, and the role of the AV translator in Indian AV advertisement translations and looks at how global advertising impacts local language and culture. It emphasises the role of the translator and explores how the translator devises strategies by considering various elements in an AV medium to achieve equivalence through the translation process.


    Drawing on case studies, this work will be indispensable to students and researchers of translation studies, media studies, language and linguistics, advertising, film studies, communication studies, and South Asian studies.

    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     


    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.

    "Probing into the entrenched bond between love, sexuality, and violence and its function of state-building in twentieth century Latin America, this book is a fascinating re-interpretation of the literature within the context of the political and social tumults. Rethinking history in an age when authoritative history is mistrusted, its clarification on the “structure of feeling” of Latin American geo-cultural reality points to a cartographic imagination and re-enchantment of the complex reality. A must read for students of literature, sociology and cultural studies."

    Xiaoping WangDistinguished Professor of Comparative Literature at Tongji University, China.  

    "In Labyrinths of Love, Alberto Castelli offers sensitive and perceptive new investigations of some of the major voices in Latin American literature. In so doing, he examines various conceptions of love and how they both intersect with and subvert larger sociopolitical concerns. Castelli's volume delivers a strong combination of theoretical understanding and close reading."

    James M. Decker (Ph.D.), Co-Editor, Interdisciplinary Literary Studies.