Movie Titles’ Translation Strategies from English into Thai in Monomax Application

The objective of this study is to analyze the strategies employed in translating English movie titles into Thai within the Monomax Application. A total of 501 English movie titles spanning the decade of 2011 and 2020 were examined because a decade provides clear guidelines for data collection, analysis, and interpretation. The strategies for translating film titles into Thai conducted by Thongwan (2012) served as a framework for this study. The findings revealed that all 10 translation strategies were employed as follows respectively: 1) naming a new name regardless of the old name, 2) naming a new name based on the original name, 3) partial translation and adding Thai language, 4) partial transliteration and adding Thai language, 5) all translation and adding Thai language, 6) all transliteration and adding Thai language, 7) all transliteration without adding Thai, and 8) all translation without adding Thai language. Meanwhile, the last two which are 9) partial transliteration without adding the Thai language and partial translation without adding the Thai language were found used only once per each. Notably, the translated movie titles in Thai often featured distinctive and attractive elements, such as rhyme and alliteration. These findings corresponded to Nida & Taber (1974) translation theory that translation process is related to purpose and cultural linguistic norms. Future studies could explore the reception and perception of these translated titles among Thai audiences, shedding light on which strategies resonate most effectively and why.