A Verbal-Visual Intersemiotic Translation Model of Advertisement Slogans

Abstract

This research departs from observations over messages contained in the advertisement slogans of consumer products, especially those using foreign languages. The aim was to find out if shifts have occurred in the translation processes of the slogans from one language to another. Data analysis was performed on the aspect of verbal (interlingual) translation of the slogansfrom English into Indonesian using Jackendoff’s Conceptual Structure. Jakobson’s intersemiotic translation approach was used to analyze the messages of the verbal slogan translated into their visual language. The results show that translation shifts have occurred, both verbally and visually

Translating Culture-Specific Items in Khairy Shalaby’s “The Time-Travels of the Man Who Sold Pickles and Sweets”: A Semiotic Approach

“…[i]t is paramount to the clarification of relations between different types of signs whose signification changes according to… significant elements involved in the process of constructing meaning" (p. 1). For example, Kurniasih, Nuriman, and Jaelani (2019) studied verbal-visual intersemiotic translation of advertisement slogans in Indonesian context. They investigate the translation of selected advertisement slogans from English into Indonesian, adopting Jackendoff's (1990) conceptual structure and Jakobson's (1959) intersemiotic translation approach.…”