Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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Effect of Dubbing on the Ticket Power of Animation Movies

더빙의 여부가 애니메이션 영화 흥행에 미치는 영향

  • Park, Ju-Yeoun (Department of Culture and Arts Management, Graduatet School, Hongik University) ;
  • Shin, Hyung-Deok (College of Business Administration, Hongik University) ;
  • Kwon, Kyoung-Min (College of Business Administration, Hongik University)
  • 박주연 (홍익대학교 대학원 문화예술경영학과) ;
  • 신형덕 (홍익대학교 경영대학 경영학과) ;
  • 권경민 (홍익대학교 경영대학 경영학과)
  • Received : 2014.07.04
  • Accepted : 2014.10.10
  • Published : 2014.10.31
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Abstract

This study examined the effects of dubbing on the ticket sales of foreign animation movies put on the screen in Korea in the context of 'Skopos Theory'. The ticket power of animation increased when dubbing was chosen as the translation strategy. Moreover, the effects were greater when the animation was in the peak seasons, classified as non-restricted, and made in non-US countries. The ticket power was also found to be greater when celebrities joined in the dubbing. This finding was consistent with the 'Skopos Theory', which implied that dubbing is superior to captioning for audience understanding and audience attraction. This study confirmed empirically the positive effects of dubbing on the performance of foreign animation movies, which is the contribution to the literature that has been limited on case studies. These results also suggest that a dubbing strategy should be consistent with its target audience.

본 연구는 애니메이션 영화에서 빈번히 사용되고 있는 더빙 번역전략이 흥행에 미치는 영향을 스코포스 이론의 틀에서 실증적으로 연구 분석하였다. 한국영화진흥위원회의 2차 자료를 이용한 연구결과 더빙은 자막에 비해 매출액에 유의한 정(+)의 영향을 미쳤으며 이 영향은 성수기일 때, 연령등급이 낮을 때, 미국작품이 아닌 때 유의하게 더 높은 것으로 나타났다. 또한 연예인이 더빙에 참여했을 때 자막을 사용하거나 일반성우만이 참여한 경우보다 매출액이 유의하게 더 높은 것으로 나타났다. 이 결과는 스코포스의 이론에 기반한 번역전략인 더빙이 애니메이션의 관객을 고려할 때 자막보다 더 높은 품질의 번역이며 목표관객에 의해 더 선호되며 높은 매출로 이어진다는 것을 보여준다. 본 연구결과는 더빙의 긍정적인 영향을 사례분석에만 의존했던 기존의 연구와는 달리 실제 데이터를 이용해 실증적으로 검증하였다는 점에서 시사점이 있으며 향후 외국 애니메이션의 번역전략에 있어서도 목표관객의 특성 파악이 중요함을 시사한다.

Keywords

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