Attention-consuming or attention-saving: an eye tracking study on punctuation in Chinese subtitling of English trailers

Abstract Chinese subtitling of English trailers is essential for marketing foreign films in China, and there is a need to focus on audience reception. Ideal subtitles are expected to provide a necessary aid to the audience but to attract as little attention as possible. Paralinguistic factors like punctuation can influence the audience’s attention and reception. Therefore, this study aims to explore the impact of punctuation on a Chinese audience’s attention distribution between subtitles and visuals via the eye tracking technique. We recruited 62 participants and selected ten English trailers for films to be released. We prepared two parallel Chinese versions for each trailer, one using punctuation marks and the other using spaces. The participants were randomly assigned into two groups to watch the two versions respectively and filled out a questionnaire afterwards to rate their desire to watch those films. Data analyses show that, while punctuation does not have a significant impact on participants’ attitudes towards the films, the version without punctuation causes less fixation on subtitles, implying that omitting punctuation marks can ensure more attention to the visual and hence a better viewing experience.