Abstract

The paper first formulates an integrated approach to subtitling by combining elements ofSkopos theory, relevance theory and knowledge of media studies into one whole. Its ultimate goal is to realize the purpose of general translation as well as various kinds of specific aims on different occasions so as to facilitate audio-visual products to win over the intended audience, the market. Then, it discusses approach-related translation strategies and techniques for inter-lingual subtitling taking as case study the film Gone with the Wind, an adaptation of Margaret Mitchell’s 1936 novel.

Key words: Audio-visual subtitling, Skopos theory, relevance theory, integrated approach, translation strategy.