How to Prepare your Subtitles for Localization

Reiterating our previous article covering this topic, What is Subtitle Translation, subtitle translation is defined as “a specific translation mode that represents one of the three main types of audiovisual translation, the other two being dubbing and voice-over” (Gotlieb, 2001), some even say that “subtitling is not translating. It’s a lot harder, but it’s a lot more fun” (Ivarsson, 1998).

In subtitle translation, the “speech act is in focus; verbal intentions and visual effects are more important than lexical elements in isolation” (ibid). This gives the linguist a certain amount of linguistic freedom; furthermore “subtitling has to manage without well-known literary and dramatic devices such as stage direction, author’s remarks, footnotes, etc.” that usually make the finished translation read more fluently (Gotlieb, 2008).

In terms of subtitle length, subtitles usually consist of one or two lines of an average maximum length of 35 characters; however, in some cases, there can be up to 39 and 43 characters. They are either centred or left-aligned and should be rendered in tightly knit semantic units, as compactly as possible.

Most clients, however, especially in television and film, request a two-line subtitle of 60-70 characters that stays on the screen for 5-8 seconds. In order to give viewers enough reading time, subtitles should be shown at a pace not exceeding around 12 characters per second and the lines must not consist of more than 70 characters per subtitle (1-2 lines), always aligned with the in and out times (when they appear and disappear on screen) (Gotlieb 2001).

Speech rate adaptation is paramount, considering that subtitles are ultimately meant to be read at a normal human speed, implying that the on-screen subtitle text volume should be balanced (between 125-200 words per minute), not disappear too quickly, nor linger too long, in order to provide a satisfactory user experience.

Subtitle positioning and frame size are equally important in preparing any subtitle localization, usually being displayed at the bottom 1/3 of a screen for optimal readability. However, in some countries, like Japan, for instance, subtitles may appear vertically, which is a considerable exception mandating additional screen frame size considerations in line with the text volumes, as well as background colours that could obscure the subtitle texts and make them more readable.

Lastly, a paramount element in preparing subtitles for localization is adhering to the suitable file formats such as VTT, SSA/ASS, or the go-to SRT file format.

Since today MemoQ and Trados Studio allow .srt file translation, more translation service providers can provide subtitle translation.

And AD VERBUM is certainly no exception, providing complex subtitle localization solutions into a diverse selection of international languages, that meet both your needs and budgets.
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