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Болгарские диалектизмы как источник пополнения славянских этимологических гнезд
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Болгарские диалектизмы как источник пополнения славянских этимологических гнезд

Author(s): Ljubov' V. Kurkina / Language(s): Russian Issue: 1/2020

Bulgarian dialect words from the Bulgarian etymological dictionary will be considered. Taking into account new lexicographic sources and new etymological studies on Slavic vocabulary, the author offers clarifications and additions to the decisions made in the dictionary: зачебрсвам, кокрдав, конàдя, развражувам се, прèвразник, нарè(д)вам, нарㆌвам, рㆌля, нарỳди се, жȇлдè ме, скорèц, прочурвам (се), слàвей). Etymological analysis of the Bulgarian vocabulary helps identify the scope of ancient word-formation models, restore word-formation and semantic connections of Bulgarian dialect words in the Slavic linguistic area.

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LEXIKALISCHE EINFLÜSSE AUF DIE MUNDARTEN VON CHLOI (KOMOTINI/GRIECHENLAND) UND GORNI JURUCI (KRUMOVGRAD/BULGARIEN): KONTRASTIVE BETRACHTUNGEN ZU ISOTOPIEN IM BEREICH DER GESUNDHEITSTERMINOLOGIE
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LEXIKALISCHE EINFLÜSSE AUF DIE MUNDARTEN VON CHLOI (KOMOTINI/GRIECHENLAND) UND GORNI JURUCI (KRUMOVGRAD/BULGARIEN): KONTRASTIVE BETRACHTUNGEN ZU ISOTOPIEN IM BEREICH DER GESUNDHEITSTERMINOLOGIE

Author(s): Martin Henzelmann,Georgi Mitrinov / Language(s): German Issue: 2/2020

In this paper, we will focus on some lexical features characteristic of the dialects spoken in the villages of Hloi (Greek Χλόη = Bulgarian Hebilevo/Хебилево) in the Greek region of Komotini (Κομοτηνή = Gyumyurdzhina/Гюмюрджина) and of the related dialects in the nearby village of Gorni Yurutsi (Горни Юруци) in the Bulgarian region of Krumovgrad. In particular, we will pay attention to isotopically significant terminology in the fields of health, healthcare, illness, and related phenomena. The local language variety spoken in both the Greek and the Bulgarian villages is clearly identified as a Bulgarian-based Rhodopean dialect, but the two villages deal with radically different conditions of language contact. In the first section, we will give a short overview of the problems of language contact in general. Then, in section two, we will focus on health terminology. We compare language materials collected on the two sides of the border, and discuss the impact of language contact in this area. Our conclusion is that contact-induced change is observed on both sides of the Bulgarian-Greek border, but it takes very different forms in Bulgaria and Greece due to quite different and very complex language influences.

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THE VOTIVE INSCRIPTION OF ΗΡΟΔΟΤΟΣ ΡΑΣΔΟY FOUND IN NOZRINA
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THE VOTIVE INSCRIPTION OF ΗΡΟΔΟΤΟΣ ΡΑΣΔΟY FOUND IN NOZRINA

Author(s): Lyubisha Vasilyevich,Zharko B. Velykovich / Language(s): English Issue: 2/2020

Back in 2008, a marble relief votive to an unknown deity was unearthed on the archaeological site called Grobljište in the village Nozrina, not far from the town Aleksinac in East Central Serbia. The relief was found broken into three segments and fragmented. The Greek votive inscription is visible on the bottom part. These fragments are currently kept at the National museum in Kruševac, as a part of their Collection of antiquities at the Department of archaeology. The deity depicted on the relief was interpreted by researchers as “Sol-Helios (which is considered to be identical to Apollo)”. This votive relief and the personal name of its dedicant, ΗΡΟΔΟΤΟΣ, was published in the literature, but the inscription on the relief was left out. Originally, the inscription was not dated. It is written in the Greek majuscule cursive, and in accordance to the shapes of the inscribed letters, this form of the alphabet could be most approximately (we underline most approximately) assigned to the end or the second half of the 1st c. A. D.. In this way, the inscription, that is the votive relief itself, might also be most approximately (we underline most approximately) dated to the end or the second half of the 1st c. A. D., and thus the Greek language of the inscription might be the Hellenistic koiné.

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COLOR TERMS FOR BLUE IN THE BALKAN LANGUAGES
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COLOR TERMS FOR BLUE IN THE BALKAN LANGUAGES

Author(s): Alexandra Chivarzina / Language(s): English Issue: 2/2020

Blue is one of the most interesting colors for traditional folk culture and the color terms system. Given the theory of color terms evolution by Berlin and Kay (1969), the term for blue is supposed to appear in a language at the stage when the first basic color terms are already defined. The marginality of blue is duplicated in the traditional folk culture, which may directly or indirectly indicate the use of definite lexemes in artifact naming. This article proposes to consider the functioning of the color terms for blue and its shades, using the example of the Balkan Slavic languages in comparison to the Albanian and Romanian ones.

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PROF. DR. SC. YORDAN ZAIMOV – A GREAT SCHOLAR AND AN UNFORGETTABLE TEACHER (1921-1987)
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PROF. DR. SC. YORDAN ZAIMOV – A GREAT SCHOLAR AND AN UNFORGETTABLE TEACHER (1921-1987)

Author(s): Anna Choleva-Dimitrova / Language(s): English Issue: 1/2021

Prof. Yordan Zaimov, Dr. Sc. is born on 23rd of April 1921 in Sofia. He graduated Slavic Philology at Sofia University “St. Kliment Ohridski” in 1944. He has the opportunity to be taught by some of the most prominent scholars. His brilliant linguistic knowledge (he spoke eight languages) will be the basis for his future notable success in some of the most difficult scientific fields such as etymology, onomastics, and diachronic linguistics. All his activities are connected completely with the Institute for Bulgarian Language at the Bulgarian Academy of Sciences. Significant moments from his life, dedicated to knowledge, are going to be presented as well as from his multidisciplinary work.

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К ЭТИМОЛОГИИ НЕКОТОРЫХ СЛАВЯНСКИХ ОЙКОНИМОВ АЛБАНИИ
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К ЭТИМОЛОГИИ НЕКОТОРЫХ СЛАВЯНСКИХ ОЙКОНИМОВ АЛБАНИИ

Author(s): Maxim A. Yuyukin / Language(s): Russian Issue: 1/2021

This article deals with some oikonyms of Slavic origin on the territory of Albania, mostly in the etymological aspect. They are located in the eastern part of the country, especially in the districts of Elbasan, Berat and Korça. Most of the place names are derived from personal names (Konjazmaniz, Mbjeshovё, Orenjё, Skavicё, Tёrzhnjevё, Uznovё, Zilehova) or from collective inhabitants’ names which are of anthroponymical origin (Bezmisht, Bodar, Dohoshisht, Trepsenisht, Ziçisht); some of them have common names as their stems (Brenogё, Gizavesh, Muzhёnckё, Rashnapojё). From the word-formative point of view, both the morphological names with the suffixes -ov-/-ev- (Mbjeshovё, Tёrzhnjevё, Uznovё, Zilehova), -j- (Muzhёnckё, Orenjё), -ьcь (Gizavesh, Konjazmaniz), -oka (Brenogё), -ьsk- (Kozjaveçko) and the lexico-semantic formations from collective inhabitants’ names with the suffixes -itji (Bezmisht, Dohoshisht, Trepsenisht, Ziçisht) and -i (Bodar) are represented. Different reflexes of the jers indicate the different chronology of the names’ adaptation by the Albanian language. Some motivating stems (*Dox-oš-, *Kon(ę, ’a)sъmanъ) are not otherwise attested in Bulgarian and South Slavic languages as a whole.

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BULGARISCHE LEXIK IN EINEM MULTIFAKTORIELLEN MAKROKOMPARATIVISTISCHEN KONTEXT
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BULGARISCHE LEXIK IN EINEM MULTIFAKTORIELLEN MAKROKOMPARATIVISTISCHEN KONTEXT

Author(s): Corinna Leschber / Language(s): German Issue: 1/2021

Bulgarian Lexical Stock in a Multifactorial Macrocomparativistic ContextWhile scientific development is advancing with increasing speed, we are gaining access to fast-growing global databases and being presented with new opportunities for scientific cooperation. Applying this new information allows for a broadened view on word-stock in Europe and in the adjacent regions in general, and at the same time enables conclusions to be drawn in relation to the lexical stock of individual languages, such as the Bulgarian language. Illustrating this with some examples, we will attempt to highlight the potential of a multifactorial macrocomparativistic perspective in terms of the prehistory and history of the Bulgarian language. We have chosen the following examples for this purpose: Bulg. mùga, bàra, lòkva, nirèja, vъrbà, òrex, mòrkov, tìkva, rjàpa, kos, cik/čik.In this way, we aim to demonstrate, that Bulgarian lexical stock (the words of which, in many cases, have also been loaned to the Romanian language) is an important element of a large, global, archaic network which has expanded itself over space and a long period of time, illustrating important milestones in the development of humanity over several millennia and pre-dating the Slavic or even Indo-European context.

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DES DESIRS ET DES MOTS
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DES DESIRS ET DES MOTS

Author(s): Bilyana Mihaylova / Language(s): French Issue: 1/2021

This article analyzes the etymology of the words expressing the notion of ‘desire’ in Bulgarian and Romanian, two of the members of the Balkan Sprachbund. The Romanian language is particularly interesting as it has undergone a strong Slavic influence. The etymological comparison of the words designating the notion of desire in the two languages shows us that there is no common etymon in Bulgarian and Romanian, which is inherited from Indo-European via Old Bulgarian and Latin respectively. Words expressing ‘desire’ in Romanian have a heterogeneous origin. Of the 16 words examined, only 6 are inherited from Latin, 2 are borrowed from French, and only one from Greek, while 7 lexemes are of Slavic origin. Six of the borrowed words show a semantic evolution from the source term. Four Romanian words, denoting the notion of desire in Romanian, are etymologically or semantically related to the notion of pain. Bulgarian words for desire manifest a greater diversity compared to Romanian words. The semantic fields of the primary notions from which the lexemes denoting ‘desire’ coincide in the two languages are the following: ‘to be thirsty’; ‘to seek, to ask’; ‘to say, to pronounce’; ‘aspiration’; ‘daydream’. In Bulgarian, there are no words which are linked to the original notion of pain (except for one dialectal verb), but instead another primary meanings such as ‘to be gluttonous’, ‘to melt’ and ‘to languish in love’ appear.

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СУБСТАНТИВИРОВАННЬІЕ ПРИЛАГАТЕЛЬНЬІЕ И ПРИЧАСТИЯ С КОНКРЕТНЬІМ ЗНАЧЕНИЕМ В СРЕДНЕВЕКОВЬІХ СЛАВЯНСКИХ ПИСЬМЕННЬІХ ПАМЯТНИКАХ
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СУБСТАНТИВИРОВАННЬІЕ ПРИЛАГАТЕЛЬНЬІЕ И ПРИЧАСТИЯ С КОНКРЕТНЬІМ ЗНАЧЕНИЕМ В СРЕДНЕВЕКОВЬІХ СЛАВЯНСКИХ ПИСЬМЕННЬІХ ПАМЯТНИКАХ

Author(s): Tatyana Ilieva / Language(s): Russian Issue: 1/2021

The article examines the substantive use of adjectives and participles of concrete meaning in medieval Slavic written monuments. An attempt has been made for semantic classification, according to the named substantive base of the motivational phrase, and within its framework – according to the named adjectival base of the substantive. Some peculiarities of their usage are traced, as well as the arising paradigmatic relations in the system. A comparison is made between the analyzed category of words historically and its status in our modern discourse.

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BUCHBESPRECHUNG: BARDHYL DEMIRAJ (HG.) (2020). ALTALBANISCHE SCHRIFTKULTUR – AUS DER PERSPEKTIVE DER HISTORISCHEN LEXIKOGRAPHIE UND DER PHILOLOGIE DER GEGENWART – AKTEN DER 6. DEUTSCH-ALBANISCHEN KULTURWISSENSCHAFTLICHEN TAGUNG (27. SEPTEMBER 2019. B
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BUCHBESPRECHUNG: BARDHYL DEMIRAJ (HG.) (2020). ALTALBANISCHE SCHRIFTKULTUR – AUS DER PERSPEKTIVE DER HISTORISCHEN LEXIKOGRAPHIE UND DER PHILOLOGIE DER GEGENWART – AKTEN DER 6. DEUTSCH-ALBANISCHEN KULTURWISSENSCHAFTLICHEN TAGUNG (27. SEPTEMBER 2019. B

Author(s): Helmut Wilhelm Schaller / Language(s): German Issue: 1/2021

Review of latest

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Степен на проява на признака при превод от руски (върху оценъчни прилагателни от оригиналния текст на „Майстора и Маргарита“ на Булгаков и неговия превод на български и на английски)

Степен на проява на признака при превод от руски (върху оценъчни прилагателни от оригиналния текст на „Майстора и Маргарита“ на Булгаков и неговия превод на български и на английски)

Author(s): Ivo B. Panchev / Language(s): English,Bulgarian,Russian Issue: XXXIII/2020

The comparative study of languages with various degree of relation is a linguistic subject that would always be relevant. Foreign language knowledge is an essential requirement for the deep analysis of a native language against the backdrop of an extensive palette of lexical phenomena. Foreign language learning in its own right is closely connected with the theory and practice of translation, and therefore, as a number of scholars have duly observed, the attribute of translatability could be included as a prerequisite for interlinguistic comparison. The interest in the contrastive study of vocabulary most certainly indicates a confirmed interest in translation and the practice of translation. Among the noteworthy linguistic situations in view of translation, there are those with discernible degree of sign expression. The contrastive analysis of such examples provides us with valuable information.

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New edition of Yordan Zaimov’s study of the Bitola inscription

New edition of Yordan Zaimov’s study of the Bitola inscription

Author(s): Ivona Karachorova / Language(s): English Issue: 2/2021

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„სიკვდილისა“ და„სიცოცხლის“ რეპრეზენტაციის ენობრივი საშუალებები (ქართულსა და თურქულ ენებში)

„სიკვდილისა“ და„სიცოცხლის“ რეპრეზენტაციის ენობრივი საშუალებები (ქართულსა და თურქულ ენებში)

Author(s): Tsiala Lagvilava / Language(s): Georgian Issue: 1/2020

The conceptual field of death-life in the cultures under study is the national-cultural manifestations of the universal field the integral semantemes of which are existence and non-existence (the end of existence). The phenomenon of death-life encompasses the entire organic world, which also makes a difference in its nomination, depending on the biological status of the object of death – concerning humans, animals or plants. In interpreting the research concepts, great importance is attached to the linguistic means of its representation. Conceptual meanings are expressed at different linguistic levels: lexical, phraseological and paremiological units. In addition, it is quite common to convey the content of a concept through figures of speech (metaphor, metonymy, synecdoche, personification). Synchronic analysis of the representation of the concepts – “Life” and “Death”, which shows the modern structure of the concept (on dictionaries and discourse materials), is filled with diachronic and comparative excursions based on etymological dictionaries and encyclopedic material.

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Izotopii generatoare de clișee jurnalistice în contextul pandemiei de Covid-19: „patologii la mod㔆 sau „cuvinte-oglindă” ale realității psihosociale?

Author(s): Armanda Ramona Stroia / Language(s): Romanian Issue: 12/2020

The present paper examines the dominant isotopies under which linguistic clichés emerge in the context of the intense media coverage of the current COVID19 pandemic. The analysis of the linguistic automatisms excerpted from the online journalistic discourse proved to be prolific in identifying additional features of the linguistic “behaviour” of clichés. Furthermore, the investigation facilitated our understanding of the underlying motivations, implications, and potential effects triggered by the use of specific prefabricated structures. As a general remark, the analysis of these dominant overused schemes revealed how media institutions overuse, under the pressure of the international model, specific lexico-semantic isotopies which exploit prefabricated structures from distinct fields: war, particularly the area of pyrotechnic elements(“explosion of new cases”, “huge explosion of Covid cases”), the semantic area of natural disasters subsumed to liquidity (“a new wave of COVID”, “anti-Covid control wave”, “death wave”, “a wave of hateful comments”, “wave of infections/confirmations/illnesses”, “flood of accusations/fines”, “tsunami of COVID-19 patients/displacements”). We have also identified journalistic automatisms circumscribed to the isotopy of the economy(“epidemiological balance”), ranking and sports competition (statistical clichés: “top of infections”, “Covid top”, “top Covid infections”, “European top of Covid evolution”, “vaccine race”, among others), disaster (clichés of melodramatic excess, salient to tabloid journalism: “disaster”, “chaos”, “nightmare”, “COVID-19 drama”). For the present article, we channeled our investigative effort only towards the first two dominant isotopies. To achieve these objectives, we proposed a two-dimensional research model. Specifically, we correlated the data obtained through conjugating linguistic micro-parameters (semantic, stylistic features, lexical and morpho-syntactic patterns) and macrolevel variables (pragmatic, psycholinguistic aspects, perspectives derived from the sociology of media communication, critical analysis of discourse, among others). The investigation results revealed that these linguistic patterns, analyzed under the conceptual “umbrella” of isotopy, can function as rhetorical and lexicosemantic strategies through which journalists activate the receptors’ affective responses. Consequently, media discourse can trigger and maintain artificial states of anxiety, panic, and restlessness. Over time, this journalistic operation leads, through the impact of obsessive repetition, to the passive consumption of media representations and cultural stereotypes, of preconceived ideas.

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Journalistic clichés under the conceptual “umbrella” of isotopies: “linguistic pathologies in vogue”† or “mirror-words” of psychosocial reality?

Author(s): Armanda Ramona Stroia / Language(s): English Issue: 12/2020

The present paper examines the dominant isotopies under which linguistic clichés emerge in the context of the intense media coverage of the current COVID19 pandemic. The analysis of the linguistic automatisms excerpted from the online journalistic discourse proved to be prolific in identifying additional features of the linguistic “behaviour” of clichés. Furthermore, the investigation facilitated our understanding of the underlying motivations, implications, and potential effects triggered by the use of specific prefabricated structures. As a general remark, the analysis of these dominant overused schemes revealed how media institutions overuse, under the pressure of the international model, specific lexico-semantic isotopies which exploit prefabricated structures from distinct fields: war, particularly the area of pyrotechnic elements(“explosion of new cases”, “huge explosion of Covid cases”), the semantic area of natural disasters subsumed to liquidity (“a new wave of COVID”, “anti-Covid control wave”, “death wave”, “a wave of hateful comments”, “wave of infections/confirmations/illnesses”, “flood of accusations/fines”, “tsunami of COVID-19 patients/displacements”). We have also identified journalistic automatisms circumscribed to the isotopy of the economy(“epidemiological balance”), ranking and sports competition (statistical clichés: “top of infections”, “Covid top”, “top Covid infections”, “European top of Covid evolution”, “vaccine race”, among others), disaster (clichés of melodramatic excess, salient to tabloid journalism: “disaster”, “chaos”, “nightmare”, “COVID-19 drama”). For the present article, we channeled our investigative effort only towards the first two dominant isotopies. To achieve these objectives, we proposed a two-dimensional research model. Specifically, we correlated the data obtained through conjugating linguistic micro-parameters (semantic, stylistic features, lexical and morpho-syntactic patterns) and macrolevel variables (pragmatic, psycholinguistic aspects, perspectives derived from the sociology of media communication, critical analysis of discourse, among others). The investigation results revealed that these linguistic patterns, analyzed under the conceptual “umbrella” of isotopy, can function as rhetorical and lexicosemantic strategies through which journalists activate the receptors’ affective responses. Consequently, media discourse can trigger and maintain artificial states of anxiety, panic, and restlessness. Over time, this journalistic operation leads, through the impact of obsessive repetition, to the passive consumption of media representations and cultural stereotypes, of preconceived ideas.

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Primul text de matematică tipărit în Moldova. Elementi aritmetice arătate firești (Iași, 1795)

Author(s): Liliana Soare / Language(s): Romanian Issue: 14/2021

The first mathematics textbook printed in Moldavia (Iași, 1795) was not sufficiently examined, although the translation offers us valuable information on the Italian influence on the Romanian language and a precious linguistic material as regards both the configuration of the Romanian literary language in Moldavia at the end of the 18th century and the constitution of mathematical terminology. The linguistic material excerpted reflects phonetic and morphologic norms specific of the author’s dialect, sometimes going beyond the criteria illustrated by the local tradition, especially in the morphosyntax field. The lack of a terminological tradition is to be observed in the high number of un-adapted terms, semantic loans and old terms. Amfilohie’s intense activity of translating from Italian (the scholar being a genuine forerunner of the Italianate movement in Moldavia) is proof of the depths of the cultural contacts with the western world, resulting in the intensification of the renewing of the Romanian vocabulary by assimilating Latin-Romance borrowings in general and Italian ones, in particular.

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The first mathematics textbook printed in Moldavia. Elementi aritmetice arătate firești (Iași, 1795)

Author(s): Liliana Soare / Language(s): English Issue: 14/2021

The first mathematics textbook printed in Moldavia (Iași, 1795) was not sufficiently examined, although the translation offers us valuable information on the Italian influence on the Romanian language and a precious linguistic material as regards both the configuration of the Romanian literary language in Moldavia at the end of the 18th century and the constitution of mathematical terminology. The linguistic material excerpted reflects phonetic and morphologic norms specific of the author’s dialect, sometimes going beyond the criteria illustrated by the local tradition, especially in the morphosyntax field. The lack of a terminological tradition is to be observed in the high number of un-adapted terms, semantic loans and old terms. Amfilohie’s intense activity of translating from Italian (the scholar being a genuine forerunner of the Italianate movement in Moldavia) is proof of the depths of the cultural contacts with the western world, resulting in the intensification of the renewing of the Romanian vocabulary by assimilating Latin-Romance borrowings in general and Italian ones, in particular.

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Eugenio Coseriu: Insights on Terminology

Eugenio Coseriu: Insights on Terminology

Author(s): Cristina Varga / Language(s): English Issue: 15/2021

Known for his extensive linguistic work and for his complex linguistic theoretical system, Eugenio Coseriu debates on different occasions the problematics of terminology as a secondary topic in different studies. Under the influence of the increasing visibility of terminology as a discipline, Coseriu‘s ideas on terminology published in the 1970s and 1980s have been used as a theoretical framework in terminology research and are quoted in several terminological studies. This article aims to explore and systematize all ideas about terminology put forward in Coserian studies, answering the following questions: in which articles does Coseriu state his ideas about terminology? What are the main Coserian views on terminology? Which of Eugenio Coseriu's statements about terminology come close to current theories of terminology? Our research is intended to provide a comprehensive inventory of Coserian statements about terminology and, in particular, about the place of terminology in the author's linguistic work.

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JAPANESE PROVERBS BETWEEN EQUIVALENCE AND COMPARATIVE TRANSLATION FROM JAPANESE AND ENGLISH INTO ROMANIAN. AN ANALYSIS FROM THE SEMANTIC AND PRAGMATIC POINT OF VIEW

JAPANESE PROVERBS BETWEEN EQUIVALENCE AND COMPARATIVE TRANSLATION FROM JAPANESE AND ENGLISH INTO ROMANIAN. AN ANALYSIS FROM THE SEMANTIC AND PRAGMATIC POINT OF VIEW

Author(s): Oana Florina Avornicesei / Language(s): English Issue: 1/2021

The current paper takes a comparative look at a selection of Japanese proverbs and their translation into English to their Romanian equivalents. The English translation belongs to David Galeff, the author of the book ‘Japanese Proverbs. Wit and Wisdom’ from which stems the selection of proverbs which are the object of the current analysis. The Romanian translation applies two methods. It tries to find an equivalent in Romanian, both in terms of wit i.e. wording or sense and in terms of wisdom i.e. meaning or reference. As such the two perspectives of analysis are semantic and pragmatic. The aim is firstly to find an equivalent in meaning and reference to a relevant wisdom inspired by reality and life. If such an equivalent is not found, alternative translations are attempted using other translation procedures,such as modulation or even adaptation. The theoretical framework used is the one Vinay and Dalbernet outlined in their ‘Comparative Stylistics of French and English: A Methodology for Translation’. This is a translational attempt to look towards the East and towards the West and see how different and how similar they are in the way they understand life and express that understanding. The aim of the analysis is to see to what extent it can identify corresponding ways of wording or equivalent forms of expression in Romanian for the wit and the wisdom incapsulated in the Japanese proverbs, via the English language.

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Jezična obilježja reklama u hrvatskom internetskom prostoru

Jezična obilježja reklama u hrvatskom internetskom prostoru

Author(s): Marica Čilaš Mikulić / Language(s): Croatian Issue: 2/2016

The advertising of products and services in the last hundred or so years has caused the gradual creation of specific advertising discourse, whose characteristics are, among other things, directiveness, superlativeness, lexical and syntactic repetition, figurativeness, intertextuality, etc. (Bagić 2006, Kovačević – Badurina 2001, Udier 2006, Stolac – Vlastelić 2014). Advertising discourse shows certain differences depending on the nature of the advertisements, whether they be printed advertisements (in newspapers, on billboards, in broadcast teletext) or spoken advertisements (on the radio). Television commercials combine the possibilities that are offered by visual and spoken media, thereby making multimediality its most prominent feature. Internet advertising arose in the 1990s. At that time, there was not a lot of advertising on Croatian websites, and the few advertisements that were found on these websites were modeled on English-language examples (Halonja – Kovačević 1999). This paper will analyze the linguistic (stylistic, semantic, lexical and syntactic) features of advertisements that appear on the Internet in the Croatian language in 2015, and they will be compared with the characteristics of advertising discourse in other media, as known from related literature.

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