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Research Methods in T&I Studies I. Semiotic features. Semiotic features. Semiotics The study of signs Ferdinand de Saussure (semiology) Roland Barthes Julia Kristeva Umberto Eco Charles S. Pierce (semiotics) Charles W. Morris Thomas Sebeok Umberto Eco (bridges both approaches)

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semiotic features
Semiotic features
  • Semiotics
    • The study of signs
  • Ferdinand de Saussure (semiology)
    • Roland Barthes
    • Julia Kristeva
    • Umberto Eco
  • Charles S. Pierce (semiotics)
    • Charles W. Morris
    • Thomas Sebeok
  • Umberto Eco (bridges both approaches)
  • Social Semiotics (Kress & Hodge 1988)
semiotic features1
Semiotic Features
  • Non-verbal features to consider in translation
    • Layout
    • Symbolic value of type of illustration
    • Social value of images and messages
    • Typography
    • Dress Code
    • Colour
    • Visual Code Switching
    • Interdependence between image and text
    • Religious and legal sanctions
semiotic features layout
Semiotic features: Layout

When the rain fallsThey talk of ManchesterBut when the triumphant rain fallsWe think of rainbowsThat's the Mancunian WayLemn Sissay

semiotic features social value
Semiotic features: Social Value

il-’Arousa (the Bride) tea (Egypt)

audi advert1
Audi Advert

Vorsprung durch Technik

  • "Vorsprung durch Technik" is Audi's tagline in Germany. Literally translated, it means "advancement through technology"; however, English cannot fully capture the meaning of "Vorsprung" which means "to leap ahead." The slogan describes Audi's ambitions in the development of new vehicles and technology; the perpetual challenge is to question existing concepts and adopt innovative approaches.

(http://www.audiusa.com/audi/us/en2/tools/ glossary)

translation strategies
Translation Strategies
  • Globalisation
  • Localisation
  • Glocalisation
localisation
Localisation
  • Jaegermeister
    • http://www.jager.com (Offical international site – localised for each country)
semiotic features2
Semiotic Features
  • Features of English Advertising
    • Manipulation of idiomatic expressions
    • Making heavy use of morphological innovation (Tobleronism)
    • Heavy use of adjectival compounds
    • Exploiting various sign systems