Production details BMW 3X- Bruce Lee (2006) (Spain)
"The combined use of these two translation modes is new to Spanish audiovisual advertising, and seems to have succeeded in capturing the audience’s attention. Far from rejecting the spot for its use of subtitling, the Spanish audience, more familiar with dubbing, welcomed it to such an extent that people have been imitating both the Asian actor’s words and the slogan for quite some time, and the spot has become a viral. The juxtaposition of different semiotic systems – visual, textual, and iconic – and different translation modes seem to be masterfully intertwined, creating a cohesive product. In terms of both the ad’s inner structure and the storyline, there does not seem to be any mismatch or incoherence between the translation mode used and the audience’s expectations, as proven by its commercial success: BMW increased the sales of its X3 model by 73% (Cano, 2007). It is worth mentioning that this BMW campaign was not the result of a careful strategic plan. Rather, its success happened by chance: the campaign was launched at the end of the year, and the client had almost run out of production budget, so the advertising agency did a lot of thinking and decided to look for some canned material that they could use as a starting point. The gambit was successful."
New Insights into Audiovisual Translation and Media Accessibility. Amsterdam, NL: Rodopi, 2010. ProQuest ebrary. Web. 10 March 2016.
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