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The Need for Cognitive Closure and Its Marketing Performance in Art Film Poster Translation
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다양성영화포스터의 번역에서 인지종결욕구와 마케팅적 기능 수행

논문 기본 정보

Type
Academic journal
Author
Journal
Institute for Cultures of English Speaking Nations 영어권문화연구 영어권문화연구 제12권 제1호 KCI Accredited Journals
Published
2019.1
Pages
239 - 267 (29page)

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The Need for Cognitive Closure and Its Marketing Performance in Art Film Poster Translation
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Abstract· Keywords

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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.
#Translation #Art film poster #NFCC #Narrative #Marketing performance.

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References (24)

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김순영 / 2006 / 스코포스의 관점에서 본 영화제목 번역 유형 / 통번역교육연구 4(2):31~46 google schola 민경원 / 2014 / 영화의 이해 / 커뮤니케이션북스 google schola 박승현 / 2007 / 장르의 속성에 대한 고찰 / 언론과학연구 7(1):78~107 dbpia 양웅 / 2007 / 광고표현 수사법에 따른 이해와 선호 효과: 브랜드 인지도와 의미고정의 영향을 중심으로 / 광고학연구 18(4):153~184 dbpia 오미형 / 2012 / 한국영화의 제목번역 고찰 / 번역학연구 13(1):59~85 dbpia

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