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Lost in Translation: A Content Analy...

Mejia, Ilich Dubail.

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Lost in Translation: A Content Analysis of the Promotional Material of Foreign-Language Films in the United States.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Lost in Translation: A Content Analysis of the Promotional Material of Foreign-Language Films in the United States./
Author:	Mejia, Ilich Dubail.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
Description:	105 p.
Notes:	Source: Masters Abstracts International, Volume: 82-01.
Contained By:	Masters Abstracts International82-01.
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=27837124
ISBN:	9798641315768

Lost in Translation: A Content Analysis of the Promotional Material of Foreign-Language Films in the United States.
Mejia, Ilich Dubail.

Lost in Translation: A Content Analysis of the Promotional Material of Foreign-Language Films in the United States. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 105 p.

Source: Masters Abstracts International, Volume: 82-01.

Thesis (M.A.)--The University of North Carolina at Chapel Hill, 2020.

This item must not be sold to any third party vendors.

World cinema allows audiences to watch how filmmakers from all over the world portray stories important to them and to their community. This paper studied the traditional marketing, namely film posters and film trailers, of foreign-language films as they are distributed in the United States. Through a content analysis, it examined how official posters and trailers changed in presentation from when they were introduced in the film's country of origin versus when they were distributed in the United States. The materials of the films studied were those of the films shortlisted by the Academy Awards for their Best International Feature Film category, between 2006 and 2018. Specifically, this research answered how the marketing of foreign films differs between what's done in their home counties and what strategies are adopted in America and how are cultural elements handled by American distributors when they're tasked with selling a product that portrays a culture different from where it is to be offered. The study found that marketing material of foreign-language films in the United States reduced dimensions of culture presented, required additional sources to account for its merits, and prioritized violent imagery while glamorizing other darker themes. These findings matter because successfully considering them as future promotional material for this category of films is created, film distributors will avoid promoting xenophobic ideals or inaccurate representations of foreign cultures.

ISBN: 9798641315768Subjects--Topical Terms:

536353
Marketing.
Subjects--Index Terms:

Cross-cultural marketing

Lost in Translation: A Content Analysis of the Promotional Material of Foreign-Language Films in the United States.
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