Relevance and Text-on-Screen in Audiovisual Translation

<p>This book examines audiovisual translation (AVT) practices that fall outside conventional AVT norms drawing on work from relevance theory to highlight alternative perspectives and make the case for a multidisciplinary approach to AVT.</p><p>The volume focuses on creative subtitling – otherwise known as 'text-on-screen' – through the lens of relevance theory a cognitively grounded theory of communication. Sasamoto explores the ways in which a relevance theoretic approach can provide an analytical framework for a better understanding of the interaction between 'text-on-screen' and viewers' interpretation processes and in turn how media producers professional or otherwise use 'text-on-screen' to engage viewers in innovative ways. The volume looks at such forms as telop creative text use on screen and forms of user-generated text-on-screen.</p><p>The book introduces a new dimension to work on cognative pragmatics and the wider applications of relevance theory in multimodal communication and AVT making it of interest to scholars in these disciplines.</p>