POETRY, A PERSUASIVE STRATEGY IN THE ITALIAN ADVERTISING LANGUAGE

Author(s): Mirela Aioane / Language(s): Romanian Issue: 24/2021

We would like to take up in this article the emergence inside Italian advertising slogans of great Dante and two great contemporary Italian poets, Giuseppe Ungaretti and Salvatore Quasimodo, thereby paying a homage to the great Ungaretti, as last year we commemorated half a century since he passed away. Advertising designers are heading towards modern poetry, apparently deprived of any logic, fixed rhythms and compulsory rhymes, full of words, spontaneity, varied rhythmicity, an experimental poetry. Thus, they are able to remind us of some great well-known writers ‘style. Poetry in advertising grants a special tone to advertising discourse, it expresses emotion, feelings, on which every slogan relies upon, it is an original form of communication which raises the interest of the ever more distracted and absent-minded audience, inferring style both to the advertising message and to the product advertised, as well.

IMPERSONALIZATION OF UTTERANCES, A NEGATIVE POLITENESS STRATEGY INVOLVING THE COMPLEX PREDICATE WITH MODAL AND ASPECTUAL OPERATOR WITHIN THE ROMANIAN AND SPANISH TELEVISUAL POLITICAL DISCOURSE

Author(s): Laura Grama / Language(s): Romanian Issue: 24/2021

The article approaches pragmatic issues of the complex predicate with modal and aspectual operator and verbal semantic support within the Romanian and Spanish televisual political discourse, more precisely the impersonalization of utterances as a strategy specific to negative politeness. It is emphasized that, through this mechanism of negative politeness, the locutor decreases the benefit and increases the cost for himself (the generosity maxim of the politeness principle) ensuring verbal cooperation during the conversation.

Contemporary political satirists:

Author(s): Jacob de Bruyn / Language(s): English Issue: 2/2023

The conventional understanding of the church’s prophetic witness is that it is founded on the prophets portrayed in the Hebrew Bible/Old Testament. They communicated God’s message in relation to various issues such as religious practices and loyalty to God, but also, importantly, criticism and denunciation of political and social injustice. Satirical shows, in this study, refer to the satirical news components of TV late-night talk shows, as well as internet based satirical socio-political shows, where satirical commentary forms the common thread with prophetic witness, namely the indictment of political and social wrongdoing. Specific shows referred to in this study are The Daily Show with Trevor Noah, Jimmy Kimmel Live!, Last Week Tonight with John Oliver, Honest Government Ad, and Jonathan Pie. The angle of this paper differs from other studies in that it does not look at Christian/religious themes specifically, rather any issue warranting a prophetic voice, but which is often absent. The challenge addressed in this article is to see if a link between contemporary political satire and prophetic witness can be justified theologically. A cursory overview on satire in the book of Jonah as the most comprehensive representation of the genre within the prophets is done, as well as a discussion on possible prophetic themes and examples in a selection of political satire programmes. The study concludes that, while political satirists are not prophets, when interpreted in the context of God’s kingdom, they do at times speak prophetically.

Identity investment in stand-up comedy and online sketches

Author(s): Mihaela-Viorica Constantinescu / Language(s): English Issue: 2/2023

The article focuses on identity investment in stand-up comedy and online sketches performed by Romanian (or of Romanian descent) comedians acting abroad (France and United Kingdom). It aims at highlighting various humorous strategies that could be construed around a shared feature: the importance of the performer’s stage identity (persona). The analysis is based on a theoretical framework which combines stance(taking) studies and discourse approaches to humour. Immigrant’s (as marginal performers) humour reveals subversive humour: a means of coping with reality, aimed to expose and challenge power structures. The comedians explore stereotypes regarding Romanian or Eastern European immigrants in France and the UK. The differences in staging the stereotypes depend on the comedian’s identity investment in the persona he creates during the humorous performance, as well as on the degree of marginality he assumes for that persona.

Translating humour in children’s theatre for (unintended) diasporic audiences.

Author(s): Catalina Iliescu-Gheorghiu / Language(s): English Issue: 2/2023

This article delves into children’s literature, more specifically, children’s theatre containing humour, and its double process of translation and/or adaptation, both “page to stage” and “stage to stage”, when a different language is involved, and the play is to be performed for an audience belonging to the target culture and an unintended diasporic one. The research perspective is descriptive (of the translational process) and comparative (of the source and target products). On the one hand, it analyses the cognitive and social mechanisms which create humour of different types (literary-stylistic, visual-auditive, and situational/of expectations) and those which allow the existence of ethnic humour. On the other hand, it tackles the translators’ decision-making process and the translation/adaptation strategies reflected by the final product. The material used for this research comprises the literary work in original, the script in the source language, the script in the target language, the recordings of the Romanian performance and the performance in Spanish by the Theatre “Anton Pann” (Romania). The author of this article coordinated the team of translators whose hybridity lies in their condition of first and second generation of Romanian residents in Spain. The results of this insight bring into light the debate on ethnic humour legitimacy and, at the same time, draw scholarly attention to the role played by translators in constructing and perpetuating images of cultures/literatures.

Subtitling Arabic humour into English:

Author(s): Hanan Al-Jabri,Ghadeer Alhasan,Sukayna Ali / Language(s): English Issue: 2/2023

This article examines how humour in Arabic stand-up comedies is translated into English in an audio-visual context. The study uses a case study of Arabic stand-up comedies streamed on Netflix, including Live from Beirut by Adel Karam and Comedians of the World/ Middle East. The shows which are subtitled into English involve a variety of Arab comedians speaking different dialects, including the Levant dialect (Lebanese, Jordanian, and Palestinian) and Gulf dialects, particularly the Saudi dialect. While several studies were conducted to examine the translation of English humour into Arabic, very few explore the translation of Arabic humour into English, especially in the realm of audio-visual translation. Arabic and English are two different languages reflecting different norms and cultures and, therefore, many linguistic and cultural challenges are expected to arise in the process of translation between them. The study draws on Pederson’s (2005) strategies for translating cultural references and Díaz-Pérez’s (2013) strategies for translating wordplay and puns. The study identifies two types of humour used in the Arabic stand-up comedies, namely language-restricted jokes (wordplay, puns, language variation, and taboo language) and culture-restricted jokes which require knowledge about the concept or character being referred to. Several translation strategies were used by Netflix subtitlers to render these types of jokes into English, including paraphrasing, generalizing, specification, substitution, and omission.

Book review

Author(s): Iveta Žákovská / Language(s): English Issue: 2/2023

Book review

Author(s): Loukia Kostopoulou / Language(s): English Issue: 2/2023

ADVERTISING LANGUAGE. THE STREET PANEL

Author(s): Carmen Neamţu / Language(s): Romanian Issue: 25/2021

A 2021 BRAT study demonstrates that, despite the costs, street panel advertising is an effective way to reach the consumers. In this paper we will see some relevant ad classifications This paper presents some considerations related to the situation of advertising made through billboards. A good panel must be visible, surprising, intelligible, impressing and memorable. The story must be moving to conquer you.

PRAGMATIC FUNCTIONS OF THE REPETITION OF THE COMPLEX PREDICATE WITH MODAL AND ASPECTUAL OPERATOR WITHIN THE SPANISH TELEVISUAL POLITICAL DISCOURSE

Author(s): Laura Grama / Language(s): Romanian Issue: 25/2021

The article approaches pragmatic issues of the complex predicate with modal and aspectual operator and verbal semantic support within the Spanish televisual political discourse, more precisely the pragmatic functions of the repetition of the complex predicate. It is emphasized that the repetition of the complex predicate with modal and aspectual operator has conversational functions, being involved in the exchange of roles between interlocutors or as a form of dialogue control, as well as interactive functions, highlighting the relationships between the actors of the conversational exchange.

GLOBAL AND ECONOMIC ASPECTS OF LANGUAGE POLICIES AND EDUCATION

Author(s): Marius-Adelin Uzoni / Language(s): English Issue: 26/2021

This paper discusses language policies as a field influenced by various factors. The most important ones being globalization, economy, and politics. The relationship between language policies and the aforementioned factors is bidirectional and is subjected to constant change. This research begins by discussing aspects that concern language policies in general, but unavoidably goes toward the impact of English on language policies.

Interdisziplinarität der politischen Wahlkampf- und Wahlsloganforschung – Rückblick und Forschungspotenziale

Author(s): Agnieszka Mucha / Language(s): German Issue: 1/2022

The main objective of the article is to present the interdisciplinarity of research on campaign slogans and posters. Initial considerations include presenting the current state of research – it is evident that such efforts have been undertaken since the 1960s, in the context of multiple disciplines such as linguistics, political and communication sciences, as well as market and advertising psychology. The most important aim of the article is to showcase methods which can be used to analyse election campaigns and describe them through the lens of “performance studies.” Various performativity strategies are listed and briefly explained. The author concludes that theatrical analysis can also be applied in a non-theatrical context, especially in campaign research. The subject demands more detailed inquiry, since the election campaign and the political performance must be considered as an essential condition for the existence of a democratic government.

Opiniile specialiștilor privind utilizarea umorului în terapia tulburărilor de limbaj și comunicare

Author(s): Teodora Popescu / Language(s): Romanian Issue: 2/2022

This paper addresses an important and innovative subject for the speech language therapy settings and it is the first research study which investigates specialists' opinions on the use of humour in the Romanian speech and language therapy domain. The design of the study implies the development of a new questionnaire created during the research. Data were collected through this survey in an on-line format and thematic analysis method for data analysis was performed. In this research participants were SLTs (N=210) who work in different urban and rural areas in Romania. The research results highlight the presence of humour in SLTs settings and the interest in this field among specialists, suggesting that humour has notable implications in SLT’s domain. Access to humour for people with language impairment is dependent on: age; level of language development; specificity of language impairment; type of humour used. The main difficulties in understanding and using humour for children with language disorders are related to: understanding abstract linguistic concepts; vocabulary limits and constraints; poor executive functions; understanding social rules; accepting another person's perspective. Humour can be incorporated into speech and language therapy activities in a variety of ways and used at different stages of the speech and language therapy approach

Een kleine taalgemeenschap – een groot onderzoeksveld

Author(s): Agata Kowalska-Szubert,Bożena Czarnecka / Language(s): Dutch Issue: 1/2021

There is a growing trend in the scientific world to publish papers in English. Describing research in the field of technology or medicine in English is justified, because it allows for faster verification of results and their application by scientists in any part of the world, and thus their faster use by ordinary people. It is questionable, however, whether it makes sense to write about a language – especially one as small as Dutch – in the language of Shakespeare. Dutch still lends itself very well to scientific argument, as the publications in this volume prove.

Wpływ typu relacyjności na recepcję tekstu: Wnioski z eksperymentu

Author(s): Daria Andrzejewska / Language(s): Polish Issue: 1/2022

The subject of this article are four types of text relationality, that is the H2H effect. The research perspective adopted falls within the basic assumptions of linguistics, and in particular within the research on plain language in Poland and the world. The purpose of the experiment is to determine the impact of the H2H effect on the effectiveness of the text and how the sender is perceived. The first part is focused on the techniques of simplifying the text in terms proposed by the Pracownia Prostej Polszczyzny (PPP UWr), discussing in particular the stage related to building relationships in the text. The author then explains the origins of the concept of H2H and its division into four relational types. She also indicates the typical exponents of the sender (H1) and receiver (H2). The most important part, however, is the survey experiment that author conducted. The research questions concern how the four H2H types affect participant engagement, text evaluation and how the sender is perceived. It turns out that the role of H1 and H2 exponents is crucial in building the relatability of the text.

THEORETICAL CONSIDERATIONS ABOUT THE RISE OF THE FAKE NEWS AND BREXIT PHENOMENON. THE STAGE OF RESEARCH

Author(s): Mariana Pop / Language(s): Romanian Issue: 26/2021

The paper presents the state of research on the fake news phenomenon and disinformation, in relation to the referendum on UK membership of the European Union. The disinformation dates back to the earliest times, but the novelty comes from technological advances that make the exchange of information, ideas and opinions between the citizens of different nations of the world almost instant nowadays, via the Internet. The technological element is the complexity, size, scale, speed of information dissemination and the low cost of information dissemination. The paper addresses the way information is transmitted in the public space and the way new media operates, presents studies on social media content, the consequences of disinformation on democracy, society and human perception. Also includes arguments that show the power of ideas, perceptions and identities that have the potential to influence attitudes and behaviors that can trigger changes in the international system. This includes some of the implications of technological progress and disinformation found in the British decision to leave the European project. The Article also analyses and develops this issue both through my own contribution and perspective and through the arguments identified by researchers in the fields of international relations, communication and sociology.

TOPONIMICAL CLASSES. THE CASE OF THE UPPER JIJIA AREA

Author(s): Bogdan Constantin Archip / Language(s): Romanian Issue: 26/2021

Our research consists to drawing attention to the important part of toponymical classes in the Upper Jijia Area.

ON GRAMMAR AND REALITY

Author(s): Laura Carmen Cuțitaru / Language(s): English Issue: 27/2021

The search for answers about the connection between language and thought, represented so well by the German philosophers in past centuries all the way down to Wilhelm von Humboldt, and revisited with moderate success by the American linguistics of the 40’s, seems to have found an unprecedented enthusiasm in today’s cognitive psychology and elsewhere. Outlandish claims about language (native or foreign) are flooding the public space. The present paper focuses on such a claim by Vietnamese-born American Classicist and author Phuc Tran.

Липсващата прошка, отсъстващото покаяние

Author(s): Mihail Nedelchev / Language(s): Bulgarian Issue: 1/2002

„Полиглотска“ философия. Езикът и неговият двойник

Author(s): Ana Dimiškovska-Trajanoska / Language(s): Bulgarian Issue: 1/2002