{"id":5243,"date":"2022-06-28T11:31:58","date_gmt":"2022-06-28T09:31:58","guid":{"rendered":"https:\/\/www.way2global.com\/news-from-way2global\/le-regole-per-un-buon-sottotitolo\/"},"modified":"2024-08-05T10:28:59","modified_gmt":"2024-08-05T08:28:59","slug":"le-regole-per-un-buon-sottotitolo","status":"publish","type":"post","link":"https:\/\/way2global.com\/en\/news-from-way2global\/the-rules-for-good-subtitling\/","title":{"rendered":"The rules for good subtitling"},"content":{"rendered":"<p>The spread of multimedia content in world marketing strategies has led many companies to discover just how important it is to follow certain\u00a0<strong>rules to ensure good subtitles<\/strong>.<\/p>\n<p>This requirement becomes clear as soon as attempts are made to launch a brand abroad, leveraging content that is already available in the original language.\u00a0<strong>Automated translation<\/strong>\u00a0is commonly chosen to contain cost, but this decision may undermine effectiveness and negatively impact brand awareness.<\/p>\n<p>Automatically generated translations, without any input from industry professionals are full of\u00a0<strong>linguistic and technical inaccuracies<\/strong>, which can lead to misunderstandings and worse still, push people away instead of attracting them. This loses potential customers. Nowadays, many machine translation inaccuracies appear so well written that marketing staff may not notice them \u2014 to ensure accuracy, a professional is needed.<\/p>\n<p><strong>Correct subtitling<\/strong>\u00a0requires the input of a\u00a0<strong>translator specialized<\/strong>\u00a0in providing this kind of service. Translation of multimedia content must be grounded in certain rules regarding\u00a0<strong>the main characteristics of subtitles<\/strong>, i.e.:<\/p>\n<ul>\n<li>length;<\/li>\n<li>summarization;<\/li>\n<li>synchrony;<\/li>\n<li>color;<\/li>\n<li>position.<\/li>\n<\/ul>\n<p>Compliance with these rules strongly influences end product quality. Let&#8217;s take a closer look at them.<\/p>\n<h2>Length, summarization and synchrony<\/h2>\n<p>The first rule for a good subtitle is appropriate\u00a0<strong>length<\/strong>. The sentence must be\u00a0<strong>no longer than two lines<\/strong>. Lengthy expressions occupy more screen space, encroaching on images, or requiring resizing of type. Both circumstances should be avoided, as they hinder enjoyment of the content. Sentences need to be concise, which leads to the second rule \u2014 summarization.<\/p>\n<p>Time and space limitations make it impossible to transcribe everything that is spoken in full, so\u00a0<strong>summary<\/strong>\u00a0is required. The\u00a0<strong>5Ws<\/strong>\u00a0are crucial in this sense, providing essential information by answering:\u00a0<strong>who, what, when, where<\/strong>\u00a0and\u00a0<strong>why<\/strong>.<\/p>\n<p>A good subtitle consists of\u00a0<strong>a single concept<\/strong>, the most important one, so anything superfluous \u2014 that is not necessary for understanding the message \u2014 should be eliminated. In doing so we must bear in mind another aspect: translations in some languages naturally come out\u00a0<strong>longer than\u00a0the original<\/strong>. Finding linguistic expressions that are congruent, understandable to the audience and within applicable length limits is the key challenge here.<\/p>\n<p>The third rule for good subtitling is\u00a0<strong>all about the synchronicity of text, sound and image<\/strong>. Sentences must be in sync with all the elements in the scene. So if there is an explosion, laughter or any other sound effect, it needs to be reproduced at the exact moment as it takes place. Anticipating such effects in the text is strictly forbidden as it would ruin the surprise. As far as dialog is concerned, the subtitle must align as much as possible with the spoken words and the speaker&#8217;s rhythm.<\/p>\n<p>These three rules focus above all on the content, whereas these next three mostly regard form.<\/p>\n<h2>Colour, position and duration<\/h2>\n<p>Those who work in marketing are all too aware of attention to detail. This criterion holds true for subtitling.<\/p>\n<p>Let&#8217;s go back to our list of rules and a fourth one on\u00a0<strong>colour<\/strong>. A good subtitle never attracts attention to itself but should always accompany the scenes shown. Bright colors must be avoided \u2014\u00a0<strong>it is best to write sentences in white on a black background<\/strong>. There is one exception to this rule however: Different colors may only be used when several actors are speaking at the same time, with the matching of a different color to each voice.<\/p>\n<p><strong>Position<\/strong>\u00a0is another crucial element. The text should be placed\u00a0<strong>at the bottom of the screen and in the center<\/strong>. However there are exceptions, such as dialog, in which the text is placed on the left and right, to make it easier to understand who is speaking the words on screen. The presence of other elements that may hinder central positioning must also be considered, and a suitable solution must be developed, bearing in mind that all parts of a video must harmonize.<\/p>\n<p>The last rule addresses the length of time for which the text is displayed. A subtitle should\u00a0<strong>remain on screen between 1 and 8 seconds<\/strong>\u00a0in total, the estimated time it takes to read a sentence. Here too there may be exceptions. Longer display times may be used whenever there are uncommon or lengthy words, series of numbers and dialogs. The ultimate aim is to let the viewer enjoy every single scene and keep track of the plot.<\/p>\n<p>With automated translation alone, we run the risk of breaching these rules, resulting in a poorly subtitled video. This setback hinders enjoyment and spread of content, which negatively impacts company image and business opportunity. This is why it is important to turn to a professional if you wish to\u00a0<strong>enter new markets<\/strong>\u00a0with new content and win over the intended audience.<\/p>\n<p>At\u00a0<strong>Way2Global,<\/strong>\u00a0we provide a subtitling service focused on enhancing our customers\u2019 content, delivering quality, speed and sustainability. A special team is put together for every single project to ensure unbeatable quality and efficiency; each project sparks a value chain, which generates benefits for all our stakeholders. This is why so many companies turn to us.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The spread of multimedia content in world marketing strategies has led many companies to discover just how important it is to follow certain\u00a0rules to ensure good<span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":5020,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[132,11],"tags":[],"class_list":["post-5243","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-linguistic-services","category-news-from-way2global"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The rules for good subtitling - Way2Global<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/way2global.com\/en\/news-from-way2global\/the-rules-for-good-subtitling\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The rules for good subtitling - 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