Nike #makeitcount advert with graphics subtitled
On UK TV the majority, but by no means all adverts are subtitled (so long as you have them turned on in the first place). Online, I see very few subtitled. However I came across a campaign from Nike promoting the use of a twitter hashtag #MAKEITCOUNT that has subtitled it’s advert online for the deaf and hard of hearing. The difference is they have subtitled the graphics and not the audio (which is music lyrics) which is traditionally what subtitles are used for:
The subtitles have also been used in the more conventional way to translate into other languages, but again it is the graphics that are translated and not the music audio:
What I found interesting is that Nike have also chosen to match the graphics style of text on screen and replicate as best as they can with the subtitles too. Here is an illustration:
This includes adding the “@twitterhandle” names of the athletes appearing in the advert in the twitter handle style. This is included both in same language subtitles and the translation subtitles:
See for yourself by watching the subtitled Nike #MAKEITCOUNT advert here:
Do you like this? Or would you rather see the audio subtitled? I suppose it illustrates that for Nike the key messages they want the viewer to understand are in the graphics and not the audio in the first place. And if it is not, they really should be subtitling the music audio!
elenagmaroto 11:13 pm on February 19, 2013 Permalink |
Great post!
I think they made a big mistake by trying to match the subtitles to the graphics so much, specially by using upper case they are making it so much more difficult to read and enjoy. It’s a very good campaign but dynamic becomes fuzzy at some point. Too little on screen time and way too many one-liners.
I don’t know the term in English but in Spanish this type of graphic subtitling is called “inserto” (inserts?) as opposed to conventional subtitles. Audio subs usually take precedence over inserts (like when you are watching some sign but there’s dialogue too) but, like you said, I agree that Nike probably is more interested in the graphics here.
I would love you to visit my blog but I’m still working on it. Hopefully soon you could 🙂
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iheartsubtitles 10:05 am on February 20, 2013 Permalink |
Thanks for your comments. I agree the timing’s are way too fast but it is clear the speed has been matched again for the graphics on the screen. You are correct that these are technically inserts – it is the first example I have seen of inserts been added via closed captioning on a You Tube video so found it fascinating. Let me know when you have updated your blog and I’ll be sure to visit.
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