Dubbing Strategies in "The Social Network" and Facebook's Advertising: A Case Study of "Facebook friends - The chairs are like Facebook"
Bianca Cloe Cardella - 0730211 Lingue e Letterature - Studi Interculturali L11
information on case study n°1: "THE SOCIAL NETWORK"
Release
Genre
Country of origin
September 28, 2010
HISTORICAL DRAMA
America
Director
Original language
ENGLISH
David Fincher
Practical case: DUBBING STRATEGIES
these strategies help adapt the original content into italian while keeping the style
DESCRIPTIVE EQUIVALENT
SHIFT
CULTURAL EQUIVALENT
FUNCTIONAL EQUIVALENT
THE SOCIAL NETWORK
OMISSION
MODULATION
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.
THE CREATION OF FACEMASH
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.
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.
Case study. "Facebook Friends – The Chairs Are Like Facebook"
Campaign description
Main Slogan: "Chairs are like Facebook."
Format: 90-second video ad Objective: Present Facebook as a space that connects people, just like everyday objects do.
Launched: 2013 Occasion: Celebration of Facebook’s billionth user
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."
Case study. "Facebook Friends – The Chairs Are Like Facebook"
TEXT AND LANGUAGE
Type of Text
Theme
Medium / Channel
Designed to go viral and spread through Facebook itself
Human connection
Poetic and metaphorical
Case study. "Facebook Friends – The Chairs Are Like Facebook"
Communicative Functions
Expressive
Referential
Conveys an emotional and almost philosophical tone about human connection.
The message informs about Facebook without directly describing it.
Poetic
Conative
Uses creative metaphors to give the brand a deeper identity.
Encourages viewers to perceive Facebook as a primary need in social life.
Case study. "Facebook Friends – The Chairs Are Like Facebook"
Linguistic Structure and Style
Types of Sentences
Call to Action (CTA)
Use of Pun
Case study. "Facebook Friends – The Chairs Are Like Facebook"
Translation and Cultural Adaptation
Functionalism
Localization
Transcreation
Case study. "Facebook Friends – The Chairs Are Like Facebook"
Psychological Analysis
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.
What does Historical Drama mean?
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.
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.
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
Bianca Cloe Cardella - 0730211 Lingue e Letterature - Studi Interculturali L11
Bianca Cardella
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Transcript
Dubbing Strategies in "The Social Network" and Facebook's Advertising: A Case Study of "Facebook friends - The chairs are like Facebook"
Bianca Cloe Cardella - 0730211 Lingue e Letterature - Studi Interculturali L11
information on case study n°1: "THE SOCIAL NETWORK"
Release
Genre
Country of origin
September 28, 2010
HISTORICAL DRAMA
America
Director
Original language
ENGLISH
David Fincher
Practical case: DUBBING STRATEGIES
these strategies help adapt the original content into italian while keeping the style
DESCRIPTIVE EQUIVALENT
SHIFT
CULTURAL EQUIVALENT
FUNCTIONAL EQUIVALENT
THE SOCIAL NETWORK
OMISSION
MODULATION
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.
THE CREATION OF FACEMASH
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.
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.
Case study. "Facebook Friends – The Chairs Are Like Facebook"
Campaign description
Main Slogan: "Chairs are like Facebook."
Format: 90-second video ad Objective: Present Facebook as a space that connects people, just like everyday objects do.
Launched: 2013 Occasion: Celebration of Facebook’s billionth user
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."
Case study. "Facebook Friends – The Chairs Are Like Facebook"
TEXT AND LANGUAGE
Type of Text
Theme
Medium / Channel
Designed to go viral and spread through Facebook itself
Human connection
Poetic and metaphorical
Case study. "Facebook Friends – The Chairs Are Like Facebook"
Communicative Functions
Expressive
Referential
Conveys an emotional and almost philosophical tone about human connection.
The message informs about Facebook without directly describing it.
Poetic
Conative
Uses creative metaphors to give the brand a deeper identity.
Encourages viewers to perceive Facebook as a primary need in social life.
Case study. "Facebook Friends – The Chairs Are Like Facebook"
Linguistic Structure and Style
Types of Sentences
Call to Action (CTA)
Use of Pun
Case study. "Facebook Friends – The Chairs Are Like Facebook"
Translation and Cultural Adaptation
Functionalism
Localization
Transcreation
Case study. "Facebook Friends – The Chairs Are Like Facebook"
Psychological Analysis
Social Psychology
Neuroscience POV
Short narrative
David Fincher
Opportunities
Contextualize your topic
What does Historical Drama mean?
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.
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.
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
There aren't real CTA, but facebook = something natural