research methods in translation and interpreting studies
DESCRIPTION
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 - PowerPoint PPT PresentationTRANSCRIPT
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