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

2. 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 falls They talk of Manchester But when the triumphant rain falls We think of rainbows That's the Mancunian Way Lemn Sissay

5. Semiotic features: Layout

8. 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

16. Audi Advert

17. 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) http://www.jager.com

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