Meaning-Making in Urdu Advertisements and their English Translations: A Social Semiotic Perspective
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Social Semiotics##common.commaListSeparator## Advertisements##common.commaListSeparator## Multimodality##common.commaListSeparator## Language##common.commaListSeparator## Translation##common.commaListSeparator## Background##common.commaListSeparator## Colours##article.abstract##
This research describes meaning-making processes in the selected Urdu advertisement and its English translations by applying the Social semiotic theory. The research investigates the cultural and social factors that influence the production of ads. The study aims to contribute to understanding the linguistic and cultural dimensions of advertising and translation. The data comprises selected Urdu advertisement Surf Excel Ramazan. The descriptive method is applied to explore the meanings of multimodal text (ad) and its translation through the Lens of social semiotic theory by Halliday (1978). The study finds that the choice of language in advertising is a crucial and complex interaction of different semiotic resources that contribute to meanings in multimodal texts. Translation of multimodal text entails the knowledge of linguistic and semiotic resources.
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