Research Methods in T&I Studies I 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 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 When the rain falls They talk of Manchester But when the triumphant rain falls We think of rainbows That's the Mancunian Way Lemn Sissay

Semiotic features: Layout

Semiotic features: Translation Layout

Semiotic features: Symbolic value of Illustration

Semiotic features: Social Value il-’Arousa (the Bride) tea (Egypt)

Semiotic features: Typography

Semiotic features: Interdependence between image and text

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. ( glossary)

Translation Strategies Globalisation Localisation Glocalisation

Globalisation

Localisation Jaegermeister  (Offical international site – localised for each country)

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