Նշանագիտական թարգմանության առանձնահատկությունները տեսողական հաղորդակցությունում. «Իմ սիրուն» գովազդային արշավի օրինակով / Peculiarities of Semiotic Translation in Visual Communication: the Case of "Im Sirun" Ad Campaign

Abstract

Semiotics is developing rapidly, providing researchers with new tools to examine and decipher various phenomena in everyday reality, especially when those phenomena are verbal or nonverbal communications that include ambiguous messages. Such messages, representing a sign system rich in visual metaphors, are abundant in posters, where the visual image is sometimes accompanied by a linguistic description. This description, also called a verbal message, conveys the meaning of a visual metaphor or nonverbal message. However, there are cases when verbal and non-verbal messages do not complement each other but are opposed. Hence, this article attempts to describe one such case with the example of two posters from Avanta's "imsirun" advertising campaign. Conceiving the semiotic translation as resemiotization, two posters are analyzed with regard to the visual metaphor, linguistic description, and connotations contained in it. Using semiotic analysis, this article demonstrates that verbal and nonverbal messages contradict each other, resulting in the public's confused perception of these posters.