1. Multimodality refers to the integrated use of different communication modes such as language, images, sounds, gestures to make meaning. It emerged in the 1920s in psychology and was later applied to linguistics.
2. Key aspects of multimodality include meaning being made through different modes working together, the production of wholes through combining modes, and understanding the complete meaning through all modes.
3. When translating advertisements, the translator must consider cultural differences and aim to produce a message that will be appropriately understood in the target culture while preserving overall meaning. Images may need to be adapted to target audiences.
Roland Barthes was a leading theorist of semiotics and post-structuralism. In his 1957 book Mythologies, Barthes examines how contemporary social systems create modern myths by draining original ideas of their real meaning and repackaging them with a new signification. Barthes analyzes examples from everyday French life and develops Ferdinand de Saussure's theory of signs by adding a second level of signification where signs are elevated to the level of myth. Barthes believes dominant ideologies successfully present themselves as popular by stripping images of their actual context and meaning to create myths that imply very different messages than reality.
This document summarizes Ruth Wodak's Discourse Historical Model approach to critical discourse analysis (CDA). It discusses how CDA highlights the relationship between social power relations and discourse. It also notes that CDA is not a single theory but a diverse research program. The Discourse Historical Approach is problem-oriented and interdisciplinary. It integrates historical context and explores how discourse changes over time. According to this approach, language is social and interconnected with power dynamics, ideologies, interactions, and interpretations.
Critical discourse analysis (CDA) aims to reveal hidden values and perspectives in language use. CDA explores the connection between language and its social/political contexts. Key principles of CDA are that social issues are constructed through discourse, power relations are negotiated in discourse, and ideologies are produced in discourse. CDA analyzes discourse genres, framing, multimodality, identity construction, and texts from the world wide web. Criticisms of CDA include that it does not sufficiently consider reader interpretation or provide systematic textual analysis.
The document discusses different types of media discourse such as in newspapers, television, and radio. It defines key concepts like critical discourse analysis and different genres like drama, talk shows, news, and music. Some key points made are that media discourse can influence perspectives and be shaped by various micro and macro level factors. Examples from Pakistani media show how discourse addresses social and political issues through language used in dramas, talk shows, news headlines and music.
Media Discourse Analysis is a presentation on behavior of media and society its includes science of colors , brain , society ,electronic media ,print media , examples of anchors and dramas , Pakistan society based dramas example , drama example and its factor ,media reporting and its factors .
translation connects the world, and to be able to communicate with others. it transfers knowledge between the languages. to enable to communication between different people, and through translation, we help to understand each other.
Affective stylistics examines how a text affects the reader during the reading process, rather than viewing the text as a static object. It involves close analysis of the text, often word-by-word, to understand how it structures the reader's response moment to moment. While the text is the focus, affective stylistics sees meaning as arising from the reader's experience rather than being inherent to the text itself. It aims to study how the reader engages with the text and makes sense of it during the reading process.
Critical discourse analysis of the ideology of media presented through newsMazhar Ranjha
The document discusses critical discourse analysis (CDA) and its application to analyzing news media. It provides definitions and approaches to discourse analysis and differentiates it from CDA. CDA pays attention to ideologies and power relations underlying discourse. The aims of CDA are outlined, including uncovering implicit meanings and ideologies. Two examples are given analyzing how newspapers framed a news story about a police incident differently, showing their different ideological stances. The document serves to introduce CDA and its relevance to analyzing media discourse.
Roland Barthes was a leading theorist of semiotics and post-structuralism. In his 1957 book Mythologies, Barthes examines how contemporary social systems create modern myths by draining original ideas of their real meaning and repackaging them with a new signification. Barthes analyzes examples from everyday French life and develops Ferdinand de Saussure's theory of signs by adding a second level of signification where signs are elevated to the level of myth. Barthes believes dominant ideologies successfully present themselves as popular by stripping images of their actual context and meaning to create myths that imply very different messages than reality.
This document summarizes Ruth Wodak's Discourse Historical Model approach to critical discourse analysis (CDA). It discusses how CDA highlights the relationship between social power relations and discourse. It also notes that CDA is not a single theory but a diverse research program. The Discourse Historical Approach is problem-oriented and interdisciplinary. It integrates historical context and explores how discourse changes over time. According to this approach, language is social and interconnected with power dynamics, ideologies, interactions, and interpretations.
Critical discourse analysis (CDA) aims to reveal hidden values and perspectives in language use. CDA explores the connection between language and its social/political contexts. Key principles of CDA are that social issues are constructed through discourse, power relations are negotiated in discourse, and ideologies are produced in discourse. CDA analyzes discourse genres, framing, multimodality, identity construction, and texts from the world wide web. Criticisms of CDA include that it does not sufficiently consider reader interpretation or provide systematic textual analysis.
The document discusses different types of media discourse such as in newspapers, television, and radio. It defines key concepts like critical discourse analysis and different genres like drama, talk shows, news, and music. Some key points made are that media discourse can influence perspectives and be shaped by various micro and macro level factors. Examples from Pakistani media show how discourse addresses social and political issues through language used in dramas, talk shows, news headlines and music.
Media Discourse Analysis is a presentation on behavior of media and society its includes science of colors , brain , society ,electronic media ,print media , examples of anchors and dramas , Pakistan society based dramas example , drama example and its factor ,media reporting and its factors .
translation connects the world, and to be able to communicate with others. it transfers knowledge between the languages. to enable to communication between different people, and through translation, we help to understand each other.
Affective stylistics examines how a text affects the reader during the reading process, rather than viewing the text as a static object. It involves close analysis of the text, often word-by-word, to understand how it structures the reader's response moment to moment. While the text is the focus, affective stylistics sees meaning as arising from the reader's experience rather than being inherent to the text itself. It aims to study how the reader engages with the text and makes sense of it during the reading process.
Critical discourse analysis of the ideology of media presented through newsMazhar Ranjha
The document discusses critical discourse analysis (CDA) and its application to analyzing news media. It provides definitions and approaches to discourse analysis and differentiates it from CDA. CDA pays attention to ideologies and power relations underlying discourse. The aims of CDA are outlined, including uncovering implicit meanings and ideologies. Two examples are given analyzing how newspapers framed a news story about a police incident differently, showing their different ideological stances. The document serves to introduce CDA and its relevance to analyzing media discourse.
This document provides an overview of methodologies for week 17, including required readings on political discourse analysis, content analysis, and critical discourse analysis. It discusses key points about quantitative and qualitative research methods, definitions of political discourse, and Fairclough's three-dimensional framework for critical discourse analysis. The document also summarizes debates on the merits of qualitative versus quantitative research and provides context on the historical development of different methodological approaches in the social sciences.
This document provides an introduction to critical discourse analysis (CDA). It defines CDA as going beyond describing discourse to explain how and why particular discourses are produced. The document outlines some of the key principles of CDA, including that discourse constructs and reflects social issues and power relations. It then gives a brief historical background on the development of CDA out of critical linguistics in the 1970s. The document also discusses some of the main approaches to CDA developed by scholars like Fairclough, Van Dijk, and Wodak. It provides examples of "toolkits" used for CDA analysis and discusses some common criticisms of CDA, such as claims that analyses can be too complex or focus on obvious prejudices
Genre refers to major types of literature and communicative events that have recognized structures and purposes. There are three main approaches to analyzing genre: the ESP school focuses on academic genres, the Sydney school emphasizes communicative purpose and staging, and rhetorical genre studies views genres as social actions. While the approaches have differences, they also share similarities in recognizing the social dimensions and purposes of genres. Applying genre theory to pedagogy can help students develop competence in valued genres of their disciplines and communities.
This document discusses multimodal discourse analysis, which examines how meaning is made through the combination of words, images, sound, and other modes of communication. It provides background on how this approach draws from Halliday's social semiotics view of language. Examples are given of how visual elements like eye contact, perspective, and layout contribute to meaning-making. Genres like advertisements, news stories, and film trailers are discussed in terms of their illocutionary and perlocutionary acts. Limitations of multimodal discourse analysis are noted.
Transformational generative grammar is a theory of language developed by Noam Chomsky that uses rules called transformations to relate the deep structure and surface structure of sentences. The deep structure represents the core semantic relations, while the surface structure follows phonological form. Transformations map the deep structure onto the surface structure. There are different types of transformations like subject-verb inversion and subject-operator inversion. Transformational generative grammar analyzes language syntactically and semantically and can result in paraphrases or resolve ambiguities.
Stuart Hall was a prominent British sociologist and theorist known for his work on multiculturalism, identity, and media studies. His influential writing emphasized that audiences decode media messages differently based on their backgrounds and experiences. Hall analyzed the television communication process through four stages: production, circulation, use/consumption, and reproduction. He argued that encoding and decoding do not necessarily match, and that audiences can interpret messages in dominant, negotiated, or oppositional ways. Hall's work was groundbreaking in establishing cultural studies and shifting focus to how audiences make meanings from cultural symbols.
Hall proposed a new theory of communication that argues meaning is not fixed by the sender and the audience is not passive. There is a "lack of fit" between encoding and decoding meaning as the producer encodes meaning differently than how the receiver decodes it based on their background and interpretation. Hall referred to distinct moments in the communication process including production, circulation, distribution, consumption and reproduction as part of the communication circuit where meaningful exchange requires the message to be correctly decoded.
This document discusses genre analysis and different types of genres. It defines genre as a way to group texts that share common communicative purposes. There are three main approaches to genre analysis in applied linguistics: English for Specific Purposes, New Rhetoric, and functional-systematic. The document also discusses public genres that are openly accessible versus occluded genres that are more closed. It provides examples of academic and professional genres and describes characteristics of professional genres like genre integrity and being products of established disciplinary procedures. The conclusion states that genre analysis enhances understanding of language use within important discourse communities.
The document discusses discourse analysis and how language users interpret meaning beyond just recognizing grammatical structures. It examines how coherence and cohesion allow readers to understand fragmented or ungrammatical texts by filling in gaps. Conversational interactions are analyzed in terms of turn-taking, completion points, and the cooperative principle of relevance, brevity, and honesty. Discourse analysis investigates how language is used in context.
Critical Discourse Analysis (CDA) is an interdisciplinary approach to the study of discourse that views language as a form of social practice. Scholars working in the tradition of CDA generally assume that (non-linguistic) social practice and linguistic practice constitute one another and focus on investigating how societal power relations are established and reinforced through language use
The document discusses discourse analysis and key concepts in analyzing language use and interpretation. It covers the Hallidayan model of language which analyzes context of culture, context of situation (including field, tenor, mode), genre, and register. It also discusses Grice's cooperative principle and maxims of conversation, implicatures, and approaches to discourse analysis including initial analysis, conversation analysis, and critical discourse analysis.
The document discusses the relationship between media and ideology, power, and racism. It notes that politicians see media as a way to disseminate ideology and normalize social relations. Media plays a role in shaping understanding of sexuality. Media also aims to control minds and help powerful groups exercise cultural leadership by circulating their ideas, though those ideas can also be contested. Media can promote some races over others. It concludes that people should have "media literacy" to understand these influences.
This document provides an overview of the Discourse Historical Approach (DHA) developed by Ruth Wodak. It discusses key aspects of the DHA including that it aims to systematically integrate background information in the analysis and interpretation of texts. The DHA was first developed to analyze the construction of anti-Semitic stereotypes in Austrian political discourse. Key aspects of the DHA discussed include its focus on power relations, ideology, and critique through triangulation. The document also outlines linguistic strategies used in DHA analysis and discusses its conceptualization of discourse, context, and levels of analysis.
The document summarizes Norman Fairclough's dialectical-relational approach to critical discourse analysis (CDA). It outlines Fairclough's three-dimensional framework for analyzing discourse as text, discursive practice, and social practice. For each dimension, Fairclough proposes specific analytical categories and concepts, including textual analysis of vocabulary, grammar, cohesion and structure; discursive analysis of utterance force, text coherence and intertextuality; and social analysis of the relationship between discourse and power/ideology. The document provides an overview of Fairclough's influential work developing CDA and his dialectical theory of discourse.
This document discusses the work of Australian linguist Michael Halliday and his theory of Systemic Functional Linguistics (SFL). [Halliday identified seven language functions that children acquire: instrumental, regulatory, interactional, personal, heuristic, imaginative, and representational.] Halliday's approach analyzes language in terms of context (field, tenor, mode), semantics, and lexico-grammar. Central to SFL is the use of "system networks" to represent linguistic choices. According to Halliday, language is a functional system organized to express three primary meanings: ideational, interpersonal, and textual.
1) The linguistic approach to translation theory emerged around 50 years ago and focuses on issues of meaning, equivalence, and shift. It is centered on the structuralist works of theorists like Roman Jakobson, Eugene Nida, and Peter Newmark.
2) Theorists like Nida emphasized achieving dynamic equivalence and natural expression in the target text for the target audience. Others like Newmark supported a more literal approach.
3) Later theorists like Vinay, Darbelnet, and Catford examined translation shifts and techniques like direct translation, transposition, and modulation. This shifted the structural approach's emphasis to changes between the source and target texts.
Critical Discourse Analysis (CDA) examines how power, dominance, inequality and bias are maintained and reproduced within social contexts through discourse. There are three main models of CDA: Norman Fairclough's Dialectal-Relational Approach analyzes texts, production/interpretation processes, and social conditions in three stages; Teun van Dijk's Socio-Cognitive Approach focuses on the interaction between cognition, discourse and society; Ruth Wodak's Discourse-Historical Approach developed in the Frankfurt School tradition, aims for practical applications through large interdisciplinary research projects.
This document discusses discourse analysis and provides information on key concepts. It defines discourse analysis as the analysis of language beyond the sentence level, including analysis of text and conversation. It also discusses several basic ideas in discourse analysis such as text analysis, conversation analysis, cohesion, coherence, speech events, turn-taking, and the cooperative principle. The document provides examples and explanations of these concepts.
Multimodal discourse analysis examines how texts use multiple modes of communication like images, video and sound alongside words to create meaning. It considers how design elements contribute to meaning in texts. The approach draws from Halliday's view of language as one of many semiotic resources used in social contexts. It analyzes how texts employ modes to realize ideational, interpersonal and textual meanings. Examples of analyses include studies of images in advertisements and newspapers, and frameworks for examining genre and multimodality in films.
The Language of TV Commercials’ Slogans: A Semantic AnalysisBahram Kazemian
This qualitative-descriptive study highlights the semantic property of the slogans of TV commercials. The study
focuses on the analysis of linguistic tools used by the copywriters of TV commercials to influence the target audience. Leech’s (1981) associative meaning with its sub-types provide a theoretical basis to the study. The research displays multiple strategies used by the copywriters. It underscores the associations attached to the keywords of the selected slogans according to the mentioned theory of meaning. The research helps the TV viewers to understand the guile used by the copywriters to entrap them as well as the researchers of the field of semantics.
This document provides an overview of methodologies for week 17, including required readings on political discourse analysis, content analysis, and critical discourse analysis. It discusses key points about quantitative and qualitative research methods, definitions of political discourse, and Fairclough's three-dimensional framework for critical discourse analysis. The document also summarizes debates on the merits of qualitative versus quantitative research and provides context on the historical development of different methodological approaches in the social sciences.
This document provides an introduction to critical discourse analysis (CDA). It defines CDA as going beyond describing discourse to explain how and why particular discourses are produced. The document outlines some of the key principles of CDA, including that discourse constructs and reflects social issues and power relations. It then gives a brief historical background on the development of CDA out of critical linguistics in the 1970s. The document also discusses some of the main approaches to CDA developed by scholars like Fairclough, Van Dijk, and Wodak. It provides examples of "toolkits" used for CDA analysis and discusses some common criticisms of CDA, such as claims that analyses can be too complex or focus on obvious prejudices
Genre refers to major types of literature and communicative events that have recognized structures and purposes. There are three main approaches to analyzing genre: the ESP school focuses on academic genres, the Sydney school emphasizes communicative purpose and staging, and rhetorical genre studies views genres as social actions. While the approaches have differences, they also share similarities in recognizing the social dimensions and purposes of genres. Applying genre theory to pedagogy can help students develop competence in valued genres of their disciplines and communities.
This document discusses multimodal discourse analysis, which examines how meaning is made through the combination of words, images, sound, and other modes of communication. It provides background on how this approach draws from Halliday's social semiotics view of language. Examples are given of how visual elements like eye contact, perspective, and layout contribute to meaning-making. Genres like advertisements, news stories, and film trailers are discussed in terms of their illocutionary and perlocutionary acts. Limitations of multimodal discourse analysis are noted.
Transformational generative grammar is a theory of language developed by Noam Chomsky that uses rules called transformations to relate the deep structure and surface structure of sentences. The deep structure represents the core semantic relations, while the surface structure follows phonological form. Transformations map the deep structure onto the surface structure. There are different types of transformations like subject-verb inversion and subject-operator inversion. Transformational generative grammar analyzes language syntactically and semantically and can result in paraphrases or resolve ambiguities.
Stuart Hall was a prominent British sociologist and theorist known for his work on multiculturalism, identity, and media studies. His influential writing emphasized that audiences decode media messages differently based on their backgrounds and experiences. Hall analyzed the television communication process through four stages: production, circulation, use/consumption, and reproduction. He argued that encoding and decoding do not necessarily match, and that audiences can interpret messages in dominant, negotiated, or oppositional ways. Hall's work was groundbreaking in establishing cultural studies and shifting focus to how audiences make meanings from cultural symbols.
Hall proposed a new theory of communication that argues meaning is not fixed by the sender and the audience is not passive. There is a "lack of fit" between encoding and decoding meaning as the producer encodes meaning differently than how the receiver decodes it based on their background and interpretation. Hall referred to distinct moments in the communication process including production, circulation, distribution, consumption and reproduction as part of the communication circuit where meaningful exchange requires the message to be correctly decoded.
This document discusses genre analysis and different types of genres. It defines genre as a way to group texts that share common communicative purposes. There are three main approaches to genre analysis in applied linguistics: English for Specific Purposes, New Rhetoric, and functional-systematic. The document also discusses public genres that are openly accessible versus occluded genres that are more closed. It provides examples of academic and professional genres and describes characteristics of professional genres like genre integrity and being products of established disciplinary procedures. The conclusion states that genre analysis enhances understanding of language use within important discourse communities.
The document discusses discourse analysis and how language users interpret meaning beyond just recognizing grammatical structures. It examines how coherence and cohesion allow readers to understand fragmented or ungrammatical texts by filling in gaps. Conversational interactions are analyzed in terms of turn-taking, completion points, and the cooperative principle of relevance, brevity, and honesty. Discourse analysis investigates how language is used in context.
Critical Discourse Analysis (CDA) is an interdisciplinary approach to the study of discourse that views language as a form of social practice. Scholars working in the tradition of CDA generally assume that (non-linguistic) social practice and linguistic practice constitute one another and focus on investigating how societal power relations are established and reinforced through language use
The document discusses discourse analysis and key concepts in analyzing language use and interpretation. It covers the Hallidayan model of language which analyzes context of culture, context of situation (including field, tenor, mode), genre, and register. It also discusses Grice's cooperative principle and maxims of conversation, implicatures, and approaches to discourse analysis including initial analysis, conversation analysis, and critical discourse analysis.
The document discusses the relationship between media and ideology, power, and racism. It notes that politicians see media as a way to disseminate ideology and normalize social relations. Media plays a role in shaping understanding of sexuality. Media also aims to control minds and help powerful groups exercise cultural leadership by circulating their ideas, though those ideas can also be contested. Media can promote some races over others. It concludes that people should have "media literacy" to understand these influences.
This document provides an overview of the Discourse Historical Approach (DHA) developed by Ruth Wodak. It discusses key aspects of the DHA including that it aims to systematically integrate background information in the analysis and interpretation of texts. The DHA was first developed to analyze the construction of anti-Semitic stereotypes in Austrian political discourse. Key aspects of the DHA discussed include its focus on power relations, ideology, and critique through triangulation. The document also outlines linguistic strategies used in DHA analysis and discusses its conceptualization of discourse, context, and levels of analysis.
The document summarizes Norman Fairclough's dialectical-relational approach to critical discourse analysis (CDA). It outlines Fairclough's three-dimensional framework for analyzing discourse as text, discursive practice, and social practice. For each dimension, Fairclough proposes specific analytical categories and concepts, including textual analysis of vocabulary, grammar, cohesion and structure; discursive analysis of utterance force, text coherence and intertextuality; and social analysis of the relationship between discourse and power/ideology. The document provides an overview of Fairclough's influential work developing CDA and his dialectical theory of discourse.
This document discusses the work of Australian linguist Michael Halliday and his theory of Systemic Functional Linguistics (SFL). [Halliday identified seven language functions that children acquire: instrumental, regulatory, interactional, personal, heuristic, imaginative, and representational.] Halliday's approach analyzes language in terms of context (field, tenor, mode), semantics, and lexico-grammar. Central to SFL is the use of "system networks" to represent linguistic choices. According to Halliday, language is a functional system organized to express three primary meanings: ideational, interpersonal, and textual.
1) The linguistic approach to translation theory emerged around 50 years ago and focuses on issues of meaning, equivalence, and shift. It is centered on the structuralist works of theorists like Roman Jakobson, Eugene Nida, and Peter Newmark.
2) Theorists like Nida emphasized achieving dynamic equivalence and natural expression in the target text for the target audience. Others like Newmark supported a more literal approach.
3) Later theorists like Vinay, Darbelnet, and Catford examined translation shifts and techniques like direct translation, transposition, and modulation. This shifted the structural approach's emphasis to changes between the source and target texts.
Critical Discourse Analysis (CDA) examines how power, dominance, inequality and bias are maintained and reproduced within social contexts through discourse. There are three main models of CDA: Norman Fairclough's Dialectal-Relational Approach analyzes texts, production/interpretation processes, and social conditions in three stages; Teun van Dijk's Socio-Cognitive Approach focuses on the interaction between cognition, discourse and society; Ruth Wodak's Discourse-Historical Approach developed in the Frankfurt School tradition, aims for practical applications through large interdisciplinary research projects.
This document discusses discourse analysis and provides information on key concepts. It defines discourse analysis as the analysis of language beyond the sentence level, including analysis of text and conversation. It also discusses several basic ideas in discourse analysis such as text analysis, conversation analysis, cohesion, coherence, speech events, turn-taking, and the cooperative principle. The document provides examples and explanations of these concepts.
Multimodal discourse analysis examines how texts use multiple modes of communication like images, video and sound alongside words to create meaning. It considers how design elements contribute to meaning in texts. The approach draws from Halliday's view of language as one of many semiotic resources used in social contexts. It analyzes how texts employ modes to realize ideational, interpersonal and textual meanings. Examples of analyses include studies of images in advertisements and newspapers, and frameworks for examining genre and multimodality in films.
The Language of TV Commercials’ Slogans: A Semantic AnalysisBahram Kazemian
This qualitative-descriptive study highlights the semantic property of the slogans of TV commercials. The study
focuses on the analysis of linguistic tools used by the copywriters of TV commercials to influence the target audience. Leech’s (1981) associative meaning with its sub-types provide a theoretical basis to the study. The research displays multiple strategies used by the copywriters. It underscores the associations attached to the keywords of the selected slogans according to the mentioned theory of meaning. The research helps the TV viewers to understand the guile used by the copywriters to entrap them as well as the researchers of the field of semantics.
Discourse Analysis article shared by Azhar Khan ..1Abdullah Saleem
This document discusses a study that analyzed six advertisements using methods of critical discourse analysis. The study aimed to investigate the intentions and techniques used by companies to influence consumers. Norman Fairclough's three-dimensional model and Kress and van Leeuwen's grammar of visual design were used to analyze how power and ideology are expressed in advertisements. The results showed that private producers try to give power to viewers to persuade them to buy products, while government producers try to show their own power. Overall, advertisements generally use power and ideology to change behaviors and thoughts.
Linguistic Fundamentals in Translation and Translation StudiesSugey7
This document discusses the role of linguistics in translation. It begins by defining linguistics as the scientific study of language and explores its various branches including theoretical linguistics and applied linguistics. The document then explains how linguistics relates to and assists with translation. Specifically, it notes that translators need knowledge of linguistics to understand word functions and meanings in context. The document also summarizes several key levels of linguistics - including phonology, grammar, semantics, and context - that translators must understand to perform accurate translations between languages.
A Critical Discourse Analysis of Advertisments in MalaysiaIhsan Ibadurrahman
The document provides a summary of a study analyzing advertisements in Malaysia using critical discourse analysis. It begins with an introduction to advertising and critical discourse analysis. It then reviews relevant literature on critical discourse analyses of advertisements conducted in other contexts. The methodology discusses how the current study analyzed 10 advertisements from Malaysian media using questionnaires and a three-level approach of linguistic, social, and cultural analysis. The results and discussion section provides examples of how 5 of the advertisements were analyzed based on this framework, looking at linguistic features, target audiences, and implied cultural meanings. In summary, the document outlines a critical discourse analysis of Malaysian advertisements applying techniques used in previous similar studies.
2014. Dialogic Voices Of Writers And Readers In Traveller Forums Through Inte...Tracy Hill
This document analyzes the dialogic voices of writers and readers in travel forums through interpersonal markers. It explores travel forums as a web genre where writers pose questions and readers respond, exchanging roles. The research analyzes a corpus of 180 travel forum threads from TripAdvisor using a framework of writer stance and reader engagement encoded in interpersonal markers. Findings suggest these markers characterize the genre by enabling persuasion, evaluation, and solidarity.
This document analyzes the semantic features of the language used in English advertisements. It examines how advertisers use denotative and connotative word meanings, adjectives, coined words, repetition, metaphor, ambiguity and concrete words to achieve persuasive goals. The analysis looks at examples from advertisements for products like Bournvita, Guinness, Boncafe and medicines. It finds that advertisers strategically employ these semantic techniques to positively influence audiences and make their messages clear, vivid and memorable.
The Analysis of Figurative Speech On products Advertisement in The World.
The aim of this study is to (1) investigate the use of figures of speech in printed advertisement and internet advertisement from food advertisement until men’s product and women’s product, (2) analyze which type of figurative speech that use in product advertisement like Alliteration, Anaphora, Assonance, Euphemism, Metonymy, Paradox, Oxymoron, Hyperbole, Personification and Simile. It means that in order to the reader can know what kinds of figurative speech that uses in the products advertisement.
The document discusses critical literacy and its development and applications in education. It provides definitions of critical literacy from various scholars and outlines some of its key principles, including critiquing relationships between language, power and social practices. It also discusses how critical literacy has evolved since the 1970s and been taken up in different educational contexts. Several classroom applications of critical literacy are described, such as using questioning techniques and choosing empowering texts for students.
Discourse Analysis article shared by Azhar Khan ..2Abdullah Saleem
This document provides a summary of a bachelor's thesis that analyzes advertisements in British and Czech lifestyle magazines. The thesis examines advertisements from linguistic, visual, and stylistic perspectives. It discusses theoretical concepts related to the discourse of advertising, including the role of images, language features, and style. The practical part of the thesis involves analyzing ten advertisements in detail - four from each country - to identify similarities and differences in the devices used between Czech and British ads. The analysis shows that while some devices differ between the two countries, advertisements generally share many common features.
For all media students in the second year of A levels, for the written exam at the end of the year, this is some help for the second part of the first section of that exam!
Reading meaning through the visual images social semiotic approach to tell ma...Alexander Decker
This document summarizes a research study that analyzed visual images on the cover pages of TELL magazine in Nigeria using social semiotic multimodal discourse analysis. The study aimed to identify visual image features used on selected covers, describe how messages are communicated through those features, and relate the meanings to social context. It reviewed literature on multimodal discourse analysis and social semiotic approaches. The study sought to apply social semiotic MDA to the magazine covers' visuals independently of the linguistic texts, in order to understand how meaning is constructed solely through images. Four recent editions of TELL magazine were selected for analysis.
Reading meaning through the visual images social semiotic approach to tell ma...Alexander Decker
This document provides a social semiotic analysis of visual images on the cover pages of four editions of TELL magazine from Nigeria. It discusses how social semiotic approach and multimodal discourse analysis can be used to interpret meaning from the visual elements alone, without reference to the linguistic text. Key modes analyzed include color, symbols, images, and composition. Specific cover pages are interpreted in detail to show how meanings around Nigerian politics, leadership, and oil industry are communicated visually. The analysis concludes the visual images are effectively conveying important social and political messages to readers.
This document discusses developing advertising campaigns and concepts. It provides steps to develop campaign concepts which include analyzing facts about the product, audience, objectives and medium. It stresses developing a central idea or theme and determining the most effective copy appeal and approach. It discusses writing headlines, body copy and visualizing ideas before rewriting. It emphasizes keeping the central idea simple but strong and testing it against others with numerous variations to keep it fresh. Checklists are provided to review copy against objectives before finalizing. The key is starting with a strong consumer benefit and subordinate techniques to the central idea.
This document discusses the different forms of writing in translation, including literary translation, informative translation, technical translation, cultural translation, and vocative translation.
Literary translation focuses on translating literature while maintaining artistic quality. Informative translation aims to convey the overall message or theme of a text without focusing on word-for-word translation. Technical translation deals with non-literary texts related to technical fields and requires subject knowledge. Cultural translation focuses on cultural processes and movements between cultures rather than fixed texts. Vocative translation involves translating terms used to directly address readers or listeners.
The document provides examples and explanations of each translation form to explore how translators approach texts differently depending on their literary, informative, technical, cultural, or
Using discourse analysis to fuel brand strategies by Ray PoynterMerlien Institute
Paper presented at the international conference on Qualitative Consumer Research & Insights 2011
7 & 8 April 2011, Malta
Organised by Merlien Institute
http://www.merlien.org
The document provides an analysis of Dove's "Campaign for Real Beauty" advertisements. It analyzes the structure and language of three Dove advertisements based on theories of advertisement discourse analysis. The structure consists of a headline, illustrations, and body copy. Through analysis of verbal and non-verbal signs, the study finds the advertisements use propaganda-like language to convey the message that Dove cares about portraying a wide range of women's beauty beyond just fashion models. The purpose is to change stereotyped beauty standards.
A MULTIMODAL DISCOURSE ANALYSIS OF SELECTED ADVERTISEMENT OF MALARIA DRUGSNicole Heredia
This document presents a multimodal discourse analysis of advertisements for several new malaria drugs in Nigeria. It analyzes the visual and linguistic components of 4 advertisements. For the first ad, it describes how the image of a monster-like mosquito signifies malaria as a deadly threat that the advertised drug can remedy. The second ad shows a happy family who appear to have been helped by the drug, with the message that it stops mosquitoes and therefore malaria. The third places images of African children in a map of the continent to represent the huge impact of malaria in Africa, where the advertised drug could help. The fourth features a famous actress endorsing the drug to increase the ad's popularity. Overall it examines how images enhance and communicate messages
Pragmatic presupposition focuses on the study of the relationship between the speaker and the hearer at the time of communication and the language they used. It can effectively serve advertising language from the linguistic field. In other words, pragmatic presupposition can meet some of the requirements of the advertisements. Nowadays people confront a variety of commercial advertisements, such as food advertisements, drink advertisements, digital product and cosmetic advertisements, etc. In fact, advertising language is the core factor which determines the success or failure of one commercial advertisement. Most domestic and overseas scholars have studied advertising language through cooperative principles,rhetoric and systemic-functional grammar, etc. However, they do not pay enough attention to the pragmatic presupposition manifested in both Chinese and English cosmetic advertisements. Therefore, this paper conducts a comparative study based on previous studies of pragmatic presupposition with new data. The data analyzed in this study are taken from some major fashion magazines in America, United Kingdom and China, such as VOGUE, Cosmopolitan,Trends health,etc. These cosmetic advertisements were advertised in the recent 20 years. Through the analysis, it is found that there is no significant difference between Chinese and English cosmetic advertisements in terms of types of pragmatic presupposition manifested. Both Chinese and English advertisers mainly adopt four types of pragmatic presupposition: existential presupposition, factive presupposition, state presupposition and behavior presupposition, and state presupposition takes up the largest proportion. The present study provides a more comprehensive analysis of pragmatic presupposition and classification of it. In addition, the results of this study also could help advertisers and consumers increase their mutual understanding.
This webinar will provide an overview of the Role-Space model developed by Peter Llewellyn-Jones and Robert G. Lee. The core premise is that a role is not something we have, rather is it something we do. The model proposes three interrelated dimensions of interpreter decision making and behavior: interaction management, participant alignment and the presentation of self. The interaction between and amongst these axes forms the role-space that an interpreter occupies in an interaction. Before learning to interpret, students must be aware of their own communicative behaviors in the languages and cultures with which they work before applying them cross-linguistically and cross-culturally. Examples from the trainer’s own interpreting and teaching practice will be provided to illustrate applications of the model.
LAND USE LAND COVER AND NDVI OF MIRZAPUR DISTRICT, UPRAHUL
This Dissertation explores the particular circumstances of Mirzapur, a region located in the
core of India. Mirzapur, with its varied terrains and abundant biodiversity, offers an optimal
environment for investigating the changes in vegetation cover dynamics. Our study utilizes
advanced technologies such as GIS (Geographic Information Systems) and Remote sensing to
analyze the transformations that have taken place over the course of a decade.
The complex relationship between human activities and the environment has been the focus
of extensive research and worry. As the global community grapples with swift urbanization,
population expansion, and economic progress, the effects on natural ecosystems are becoming
more evident. A crucial element of this impact is the alteration of vegetation cover, which plays a
significant role in maintaining the ecological equilibrium of our planet.Land serves as the foundation for all human activities and provides the necessary materials for
these activities. As the most crucial natural resource, its utilization by humans results in different
'Land uses,' which are determined by both human activities and the physical characteristics of the
land.
The utilization of land is impacted by human needs and environmental factors. In countries
like India, rapid population growth and the emphasis on extensive resource exploitation can lead
to significant land degradation, adversely affecting the region's land cover.
Therefore, human intervention has significantly influenced land use patterns over many
centuries, evolving its structure over time and space. In the present era, these changes have
accelerated due to factors such as agriculture and urbanization. Information regarding land use and
cover is essential for various planning and management tasks related to the Earth's surface,
providing crucial environmental data for scientific, resource management, policy purposes, and
diverse human activities.
Accurate understanding of land use and cover is imperative for the development planning
of any area. Consequently, a wide range of professionals, including earth system scientists, land
and water managers, and urban planners, are interested in obtaining data on land use and cover
changes, conversion trends, and other related patterns. The spatial dimensions of land use and
cover support policymakers and scientists in making well-informed decisions, as alterations in
these patterns indicate shifts in economic and social conditions. Monitoring such changes with the
help of Advanced technologies like Remote Sensing and Geographic Information Systems is
crucial for coordinated efforts across different administrative levels. Advanced technologies like
Remote Sensing and Geographic Information Systems
9
Changes in vegetation cover refer to variations in the distribution, composition, and overall
structure of plant communities across different temporal and spatial scales. These changes can
occur natural.
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
Denis is a dynamic and results-driven Chief Information Officer (CIO) with a distinguished career spanning information systems analysis and technical project management. With a proven track record of spearheading the design and delivery of cutting-edge Information Management solutions, he has consistently elevated business operations, streamlined reporting functions, and maximized process efficiency.
Certified as an ISO/IEC 27001: Information Security Management Systems (ISMS) Lead Implementer, Data Protection Officer, and Cyber Risks Analyst, Denis brings a heightened focus on data security, privacy, and cyber resilience to every endeavor.
His expertise extends across a diverse spectrum of reporting, database, and web development applications, underpinned by an exceptional grasp of data storage and virtualization technologies. His proficiency in application testing, database administration, and data cleansing ensures seamless execution of complex projects.
What sets Denis apart is his comprehensive understanding of Business and Systems Analysis technologies, honed through involvement in all phases of the Software Development Lifecycle (SDLC). From meticulous requirements gathering to precise analysis, innovative design, rigorous development, thorough testing, and successful implementation, he has consistently delivered exceptional results.
Throughout his career, he has taken on multifaceted roles, from leading technical project management teams to owning solutions that drive operational excellence. His conscientious and proactive approach is unwavering, whether he is working independently or collaboratively within a team. His ability to connect with colleagues on a personal level underscores his commitment to fostering a harmonious and productive workplace environment.
Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
-------------------------------------------------------------------------------
Find out more about ISO training and certification services
Training: ISO/IEC 27001 Information Security Management System - EN | PECB
ISO/IEC 42001 Artificial Intelligence Management System - EN | PECB
General Data Protection Regulation (GDPR) - Training Courses - EN | PECB
Webinars: https://pecb.com/webinars
Article: https://pecb.com/article
-------------------------------------------------------------------------------
For more information about PECB:
Website: https://pecb.com/
LinkedIn: https://www.linkedin.com/company/pecb/
Facebook: https://www.facebook.com/PECBInternational/
Slideshare: http://www.slideshare.net/PECBCERTIFICATION
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
The simplified electron and muon model, Oscillating Spacetime: The Foundation...RitikBhardwaj56
Discover the Simplified Electron and Muon Model: A New Wave-Based Approach to Understanding Particles delves into a groundbreaking theory that presents electrons and muons as rotating soliton waves within oscillating spacetime. Geared towards students, researchers, and science buffs, this book breaks down complex ideas into simple explanations. It covers topics such as electron waves, temporal dynamics, and the implications of this model on particle physics. With clear illustrations and easy-to-follow explanations, readers will gain a new outlook on the universe's fundamental nature.
How to Add Chatter in the odoo 17 ERP ModuleCeline George
In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
This presentation was provided by Steph Pollock of The American Psychological Association’s Journals Program, and Damita Snow, of The American Society of Civil Engineers (ASCE), for the initial session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session One: 'Setting Expectations: a DEIA Primer,' was held June 6, 2024.
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
Exploiting Artificial Intelligence for Empowering Researchers and Faculty,
International FDP on Fundamentals of Research in Social Sciences
at Integral University, Lucknow, 06.06.2024
By Dr. Vinod Kumar Kanvaria
2. Multimodality
When was it first used?
In the 1920s, the term
'multimodality' was first
used not in linguistics, but
it was used in psychology
to refer to the relations
between the sensory
perceptions (van Leeuwen,
2011).
What does it mean?
the approaches that understand communication and
representation to be more than about language, and
which attend to the full range of communicational
forms people use—image, gesture, gaze, posture and
so on—and the relationships between them" (Jewitt,
2009, p. 14). van Leeuwen (2011) defines
multimodality as “the integrated use of different
semiotic resources (e.g. language, image, sound and
music) in texts and communicative events” (p. 281).
3. 3
Jewitt et al. (2016) identifies three
important processes that characterize
any multimodal research:
1. Meaning-making is done by different
symbiotic resources, each one offers
special limitation and potentialities.
2. The production of multimodal wholes
is involved via the meaning-making
process.
3. The complete whole is found out via all
semantic resources.
4. 4
Lyons (2016) describes three main
assumptions that multimodal studies are
based on:
1. The first assumption is that
communication includes the use of
multiple modes (image, writing, speech,
gestures and others), and the intermodal
relationships all these modes are
engaged in meaning making.
2. The second assumption is that meaning
is formed through the selection and
configuration of several modes in
interactions.
3. The final assumptions is that this
interaction uses resources which are
socially shaded over time to make a
culturally- shared scene, in the way in
which they can deliver the meaning.
5. Snell- Horny (2009) suggests that multimodal
text can be traced into four different genres:
1. Multimodal texts are delivered by electronic or technical media
including both sound and sight (as in material for film, television, or
sub-/subtitling).
2. Multimodal text includes several modes of nonverbal and verbal
expressions involved both sound and sight (e.g. opera and drama).
3. Multimodal texts have several graphic design systems, nonverbal and
verbal, as in advertising brochures and comics.
4. Audiomedial texts can be spoken or written, as in political speeches.
6. Mode:
Forceville (2009) considers
mode as an interpretable
sign system due to a
specific perception
process. Besides, he
mentions four different
modes: pictorial, spoken,
written, and sound music.
Price and Jewitt (2013) point
out that scholars who work on
multimodal communication
focus on instances of
interactions between several
communicated modes and
challenge the usual view that
language (spoken or written) is
considered as the most
important tool of meaning
making
Hart (2014a) explains the
similarity between images and
written language by saying
that, “although they are iconic
[…] images also perform a
symbolic function as they can
‘stand for’ particular people,
places and time periods which
may, in turn, invoke attitudes
and emotions”
6
7. Semiotics:
Kress (2010) believes that
semiotic resources are
socially made, and carry
distinguished regularities of
social events; occasions and
a specific stability,
according to that symbiotic
resources are never fixed.
Michin (2013) maintains that the visual elements and the
linguistic devices are similar because they both convey and
create attitude and modes. To illustrates, van Leeuwen
(2005) holds that resources involve symbiotic modes (e.g.
images, language, gestures and music) and along with
everyday objects like food and dresses because they have
cultural value and importance.
7
8. Image centricity
1. Image centricity implies the
perception and compositional
dominance of the image over.
Accordingly the image size, quality
and layout structures show images as
a perceptual entry pointing to the
cognitive points of departure and
reading paths for the structural of
multimodal meaning.
2.Images are not only formal and
dominant, but they are also
semantically-central, in that they
constitute independent core of the
meaning that can frame the text
to be the conceptual core and the
object of interest, interpretation
and verbal commentary.
9. Genre-based Multimodality
Boese (2005) believes that “The three underlying concepts that appear
consistently in the definitions of the term ‘genre’ are: style, form, and
content of a document. The purpose of a document is subsumed by these
features” (p. 6).
Paltridge (2008) defines genre as the way in which people “get things
done” by the use of written and spoken discourse (p. 84).
10. Translating Advertisements
Christelle (2012) believes
that “the translation of
advertisements requires
particular skills and
marketers should be aware of
the advantage of translating
their advertisements in order
to reach a larger audience”
Sullivan (2013), translation
is usually considered to be
about the printed words, but
the multimodal environment
translators have to take
account of other elements
(still or moving images,
music, page, layouts and
typography).
Garcia (2000) believes that:
"[m]ore than anyone else, the
translator of advertising will feel a
special predilection for creating
neologisms, knowing not only that
they will be well received by the
public – who are always entertained
by these formulations, but will also
serve to support the objectives of a
message that is full of novelty and
able to attract the reader’s
attention" 10
11. 11
Christelle (2012) states that the translator has to be familiar with cultural and ideological
background of the targets settings. She adds that this will give the translator the right
strategies to use or not use some suppression (e.g. some expressions have bad connotations for
the targets consumers). She believes that “cultural, ideological and sociological factors
therefore determine the success of translated advertising copy and should be given special
attention if the translator does not want to produce a distorted message in the target
setting” .
One of the distinguishing factors to attract or persuade people is cultural states i.e.,
translators have to bridge the small or big gaps between two cultures. For example,
Andriunaite and Liubineine (2006) show that several texts in Ads do not fit the same norms
which are shown in the source text. They add that in translating Ads, the translator should be
aware of the cultural differences which do not allow the same brand or product to be
presented in the same one.
12. Example
12
The Spanish retired model Judit Masco, she is
known for being a good
role model and a natural beauty who has a
traditional family and a successful career
the English copy features an actress with a
similar profile: Thandie Newton
13. Translating Advertisements
Christelle (2012) denotes that translators, in their choice of words, have to be in a motive and
they can suit the consumers to recognize themselves in that advertising. Therefore, she states
that the multisemiotic nature of Ads has an important role because different consumers or
audiences have different values, for different pictures, different symbols as well as different
colours; and in translating Ads symbols in the original Ads are sometimes required in the
campaign to new consumers or audiences.
Guidere (2001) committing on the texual level and visual level, states that when it comes to
translating, the equivalence occurs on the syntagm level, and not at word level. Also affirm that
"the emphasis is not on staying close to the text, but on the advertisement's ability to
communicate meaning and create the necessary effect on the target audience" (P. 65). He then
classifies levels to assess the effectiveness of the Ads translation:
13
14. changes in the translated Ads
Al-sherhar (2001) shows that
particular changes made to Ads
translated for Arabic countries, such
as removing tattoos and making the
model appear more Arabic; instances
of freely, literally or idiomatically-
translated advertisements can be
found as image changes. example
15. Four basic rules for translating Ads
In terms of the related literature, Arens and Bovee (1994) gave four basic rules for
translating Ads:
1. The translator has to be a copywriter in an influential way; the issue is not a matter
of rewriting ST Ads in TT Ads.
2. Translators have to understand market and features of the product.
3. Translators should render the Ads into TT native tongue consumers.
4. Advertisers should give the translators of Ads an easy translatable language, with no
space for idiomatic expressions or double meaning expression.
16. De Pedo (1995) mentions the following Ad translation
strategies for words and images:
The words can be:
1. Literally-translated: literal meaning of the words, is out of
context, of course taken directly from dictionary.
2. Idiomatically-translated: this kind of translation the
content of the text is preserved, taking into account that
the form is framed by devices and patterns of the TL.
3. Freely-translated: it occurs where both the ST and the TT
are only of global correspondence.
The images can be:
1. No changes on them.
2. Changes related to actor or
actress who should act
similarly to their target
audience in each version of
the commercial.
3. Change altogether.
17. Multimodality and Translation
In Translation, the translator faces not only verbal text but also nonverbal
text. According to that, Petrilli and Ponzia (2012) state that "the translator
must navigate in the iconic dimension of language and move beyond the
conventions and obligations of the dictionary to enter the live dialogue among
national languages, among languages internal to a given national language,
and among verbal signs and nonverbal signs"
17
18. Damaskinidis (2012) states that it is important to illustrate
the interdisciplinary movement between translation, semiotics
and visual literacy.
Ferraz (2014) Visual literacy
approaches of statics, dynamic
images, or mixed, so as to
examine their relevance and
significance in all fields, and to
question the issues of the
possibility of representation,
images as a process of meaning-
making, expanding prospective,
and the relationship between
translation and knowledge.
Damaskinidis (2013) explains
that the translations of
multimodal texts should
consider visual literacy as
the possibility to render
verbal and nonverbal
semiotic elements for the
purpose of delivery ST
culture to the TT audience.
Avgerinou and Prttersson (2011)
believe that images, whenever
provided with a caption with that
information delivered, became
more complicated and difficult
to manage, where the caption of
the image is coordinated into a
diverse non-verbal elements.
18
19. Semiotic Approaches to Translation
According to Kourdis (2015,
p. 303), translation "from
a perspective of semiotics,
is studied as a simply
semiotic act that includes
the translation from one
semiotic system (SL) to
another semiotic system
(TL)"
Multimodality or
multimodal approaches still
new in Translation Studies;
nonetheless, their main
meaning is shared with the
term ‘intersemiotic’
translation, and this term is
proposed by Jakobson
(1959/2004)
Petrilli (2003) argues that
the process of translation
occurs between verbal and
non-verbal languages, also
between various non-verbal
languages. Therefore, she
concludes that the act of
translation is to render or to
interpret, and accordingly
occurs when signs exist 19
20. Systematic Functional Theories in Multimodal
Translation
SFL three metafunctions: the
ideational, the interpersonal and
the textual which are proposed by
halliday (1978) for verbal
language. This approach
fortunately extends to be applied
to all modes.
The metafunctional analysis of
images is established on social-
semiotic account of the way that
meaning is realized visually as
presented by Kress and van
Leeuwen (2006).
21. Visual Grammar
Kress and van Leeuwen (2006), based on this orientation, have their own concept of Visual Grammar,
which depends on the idea that the language of images has the same type of rules with words and
sentence syntax. They (2006) confirm that images could be analysed by using the visual grammar
and analyse their relations to words. Besides, they argue that images are governed by the same
principles applied to written texts. This approach has been the motivation to visual social semiotics
(Jewitt & Oyama, 2001).
Smith (2008) affirms that typography or layout has to be considered with caution, especially in
cross-cultural translations. He (P.54) continues his argument to state that while translating, the
layout of the ST shows a specific constrains for in the making of TT, because most of the time the
client asked to keep the original version of them as a close as possible . He also mentions that when
it comes to issues of layout and illustrations, translators are supposed to post to be consulted on
the suitability of visual designs.
22. Multidimensional Approaches to Translation
Gerzymisch-Arbogast (2005) describes
thus term as:
“a form of translation which transfers -
with a specific purpose - a speaker or
hearer's concern expressed in a sign
system, formulated in a medium, via the
same medium or a medium, or a
combination of media into another sign or
semiotic system” (p. 5).
He (2005) also proposes that interpretation and
the translation dimensions "involve a change in
the sign system"; for example, "transferring
visuals/symbols to written discourse or
transferring written text to visual/symbols or
transferring visual/symbols to visual/symbols"
(e.g. international electronic advertising). So, the
translator may need to move to towards
translation from a multifaceted viewpoint, and
accordingly translation is significantly orientated
multimedia.
23. Translation as a Form of Multiple Literacy
Practice
In order to translate a picture
book or a film, the translator does
not only need visual literacy, but
there is a need for something
more specific, like media literacy.
Oittinen (2008) states that the translator
has to put into consideration the external
translational process, which includes the
translator’s primary activity, for example,
from the electronic respective of the ST to
its arranging as an eventual outcome in the
computer. Analysing the visual elements
could help the translator's decision-making
of the appropriateness of the general
framwork of the multimodal text (Smith
2008).
24. Translation as a Form of Multiple
Literacy Practice
while translating the same multimodal text
into several languages, the translator has to
pay attention to the visuals which have to be
arranged in relation to several verbal
components. For instance, Risku and Pircher
(2008) examine how the translators, working
in the field of technical communication where
focus is on both text and images, have
mastered new skills during translation
training.
To elaborate on their point of view, in
technical communication, the translator
has to take decisions about the suitability
of the ST visual element, in terms of the
context of particular verbal element in
the TT, it results, significant in the TT
are to yield the wanted result in the
target culture.
25. example
For example, in the original
version of the movie “Inside out”,
the child refuses to eat broccoli
because it is hated by children, but
it was replaced green papers in the
Japanese version because they are
more hated by the Japanese
children (Richter 2015).
26. Mediation in Translation
Torop (2008) approaches his ideas from a
semiotic perspective. He illustrates that
the only way to understand translations is
to examine mediation and translational
processes. He adds that translation
semiosis can be used to manage the
mediation processes between different
signs system.
Dendrinos (2007) mentions that there are two kinds of
mediation with strong semiotic aspects:
1. Visual mediation: the message can depend on the visual
text via a photograph, a graph, etc. This is done to
readers, who may not understand the visual text either
partially or completely, to clarify or just report the
visual information by guiding the leaders to specific
aspects of the visual, or by directing the leaders to the
way of interpreting a visual.
2. Multimodal mediation: this type of mediation is relayed
similarly in a text of single or multiple modalities
example.