Abstract
AbstractThis study investigates the use of "text" and "image" in "humorous advertisements" taken from different internet sites .These text have been analyzed from two perspectives : the semiotic and pragmatic perspectives. The semiotic perspective of analysis serves to find out how the image is designed to produce the humorous effect .As for the pragmatic perspective of analysis, word and image explicature, implicated premises and implicated conclusion work together to reach mutual understanding. Five advertisements have been chosen as the data of the present study. Proposed translations are presented according to the semiotic and pragmatic perspectives of analysis .The study arrives at the findings that when words are used to steer readers' attention to the image employed to direct them to a specific written message, the text-image interaction is pragmatic in nature, and the link between text and image is indexical (semiotic) in both cases. The translator preserves implicatures in his translation, letting the audience to deduce the underlying meaning of the amusing advertisments based on their existing experience or knowledge.
