Bianca Cloe Cardella - 0730211 Lingue e Letterature - Studi Interculturali L11

Bianca Cloe Cardella - 0730211 Lingue e Letterature - Studi Interculturali L11

Dubbing Strategies in "The Social Network" and Facebook's Advertising: A Case Study of "Facebook friends - The chairs are like Facebook"

David Fincher

America

Country of origin

HISTORICAL DRAMA

Genre

Director

September 28, 2010

Release

ENGLISH

Original language

information on case study n°1: "THE SOCIAL NETWORK"

FUNCTIONAL EQUIVALENT

CULTURAL EQUIVALENT

DESCRIPTIVE EQUIVALENT

MODULATION

OMISSION

SHIFT

THE SOCIAL NETWORK

Practical case: DUBBING STRATEGIES

these strategies help adapt the original content into italian while keeping the style

THE CREATION OF FACEMASH

Background

In the Facemash creation scene, the Italian dubbing of The Social Network faces several challenges in preserving the effectiveness of the original. The sequence is characterized by a fast-paced rhythm, technical language, and Mark Zuckerberg's tone is cold, analytical, yet simultaneously excited and dismissive.

Mark: Non voglio usare animali ma mi piace l’idea di mettere a confronto due persone. Da alla cosa il sapore di un algoritmo di Turing perchè votare una foto sarà più implicito che scegliere un numero per esprimere la ficaggine di una persona come su ficheononfiche.com.Innanzitutto ci serviranno un sacco di foto. Purtroppo Harvard non ha un album fotografico centralizzato, quindi dovrò prendere ogni immagine dalle singole residenze universitarie. Ha inizio l’hackeraggio.

Mark: I’m not gonna do the farm animals, but I like the idea of comparing two people together. It gives the whole thing a very “turing” feel since people’s ratings of the pictures will be more implicit than, say, choosing a number to represent each person’s hotness like they do on hotornot.com. The first thing we need is a lot of pictures. Unfortunately, Harvard doesn’t keep a public centralized Facebook, so I’m going to have to get all the images from the houses people are in. Let the hacking begin.

THE CREATION OF FACEMASH

Case study. "Facebook Friends – The Chairs Are Like Facebook"

Campaign description

Launched: 2013 Occasion: Celebration of Facebook’s billionth user

Format: 90-second video ad Objective: Present Facebook as a space that connects people, just like everyday objects do.

Main Slogan: "Chairs are like Facebook."

The video showcases images of chairs, doorbells, doors, bridges, and planets, narrated to draw parallels between these objects and Facebook, highlighting the idea of human connection. The campaign "The Things That Connect Us" was developed by the advertising agency Wieden+Kennedy (W+K) for Facebook in 2012. W+K is renowned for crafting Nike’s iconic slogan: "Just Do It."

Type of Text

Case study. "Facebook Friends – The Chairs Are Like Facebook"

Poetic and metaphorical

Human connection

Designed to go viral and spread through Facebook itself

Medium / Channel

Theme

TEXT AND LANGUAGE

Communicative Functions

Encourages viewers to perceive Facebook as a primary need in social life.

Conative

Uses creative metaphors to give the brand a deeper identity.

Poetic

Conveys an emotional and almost philosophical tone about human connection.

Expressive

The message informs about Facebook without directly describing it.

Referential

Case study. "Facebook Friends – The Chairs Are Like Facebook"

Use of Pun

Call to Action (CTA)

Types of Sentences

Linguistic Structure and Style

Case study. "Facebook Friends – The Chairs Are Like Facebook"

Transcreation

Localization

Functionalism

Translation and Cultural Adaptation

Case study. "Facebook Friends – The Chairs Are Like Facebook"

Psychological Analysis

Case study. "Facebook Friends – The Chairs Are Like Facebook"

Social Psychology

Neuroscience POV

Short narrative

David Fincher

Opportunities

Contextualize your topic

• Plan the structure of your communication.
• Give it a hierarchy and give visual weight to the main point.
• Add secondary messages with interactivity.
• Establish a flow through the content.
• Measure results.

The Social Network tells the true story of how Facebook was created, an event that changed modern history. The film takes place in the early 2000s and features real people like Mark Zuckerberg, Eduardo Saverin, and Sean Parker. It is based on real events but adds some drama for storytelling.

A historical drama is a movie or TV show that tells real historical events or sets a fictional story in a specific historical period, trying to recreate the atmosphere, costumes, and cultural details.

What does Historical Drama mean?

Your content is liked, but only engages if it is interactive. Capture the attention of your audience with an interactive photograph or illustration.

Threats

Contextualize your topic

• Plan the structure of your communication.
• Give it a hierarchy and give visual weight to the main point.
• Add secondary messages with interactivity.
• Establish a flow through the content.
• Measure results.

There aren't real CTA, but facebook = something natural