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Research Methods in T&I Studies I

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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Research Methods in T&I Studies I

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  1. Research Methods in T&I Studies I Semiotic features

  2. 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)

  3. 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

  4. Semiotic features: Layout When the rain fallsThey talk of ManchesterBut when the triumphant rain fallsWe think of rainbowsThat's the Mancunian WayLemn Sissay

  5. Semiotic features: Layout

  6. Semiotic features: Layout

  7. Semiotic features: Layout

  8. Semiotic features: Translation Layout

  9. Semiotic features: Translation Layout

  10. Semiotic features:Translation Layout

  11. Semiotic features: Symbolic value of Illustration

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

  13. Semiotic features: Typography

  14. Semiotic features: Interdependence between image and text

  15. Semiotic features: Interdependence between image and text

  16. Audi Advert

  17. 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)

  18. Translation Strategies • Globalisation • Localisation • Glocalisation

  19. Globalisation

  20. Localisation • Jaegermeister • http://www.jager.com (Offical international site – localised for each country)

  21. 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

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