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Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007
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Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Dec 13, 2015

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Page 1: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Research Methods in Translation and Interpreting Studies

Semiotic features 27 November 2007

Page 2: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

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)

Page 3: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

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

Page 4: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Semiotic features: Layout

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

Lemn Sissay

Page 5: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Semiotic features: Layout

Page 6: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Semiotic features: Layout

Page 7: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Semiotic features: Layout

Page 8: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Semiotic features: Translation Layout

Page 9: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Semiotic features: Translation Layout

Page 10: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Semiotic features:Translation Layout

Page 11: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Semiotic features: Symbolic value of Illustration

Page 12: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Semiotic features: Social Value

il-’Arousa (the Bride) tea (Egypt)

Page 13: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Semiotic features: Typography

Page 14: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Semiotic features: Interdependence between image and text

http://www.visit4info.com/static/advert_pages/32994.cfm?back_page=11.cfm (Le Roulé cheese)

Page 15: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Semiotic features: Interdependence between image and text

Page 16: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Semiotic features: Interdependence between image and text

Page 17: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Audi Advert

http://www.audi.com/audi/com/en2/audi_brand.html

Page 18: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Audi Advert

Page 19: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

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)

Page 20: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Translation Strategies

Globalisation

Localisation

Glocalisation

Page 21: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Globalisation

Page 22: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Localisation

Jaegermeister http://www.jager.com http://www.jaegermeister.de

Page 23: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

Glocalisation

Stolichnaya Vodka http://www.stoli.com http://www.stoli-vodka.co.uk

Page 24: Research Methods in Translation and Interpreting Studies Semiotic features 27 November 2007.

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