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)

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

Lemn Sissay

Semiotic features: Layout

Semiotic features: Layout

Semiotic features: Layout

Semiotic features: Translation Layout

Semiotic features: Translation 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

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

Semiotic features: Interdependence between image and text

Semiotic features: Interdependence between image and text

Audi Advert

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

Audi Advert

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

Globalisation

Localisation

Glocalisation

Globalisation

Localisation

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

Glocalisation

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

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