HUMOROUS ASPECTS IN THE ADVERTISING DISCOURSE: THE ANALYSIS OF THE OUTDOOR POSTER DEDEMAN

Author(s): Iuliana Apetri / Language(s): English Issue: 30/2020

Le discours publicitaire est un espace ouvert à la créativité icono-textuelle d’une manière illimitée. Notre démarche dévoile le moyen dont l’humour se manifeste dans la communication publicitaire de type outdoor poster. Pour décrypter le message transmis au public, il est utile de dresser notre attention vers les aspects qui contribuent à la création de l’humour au niveau linguistique, de même qu’au niveau iconique. Le mélange créatif des signes qui composent un message publicitaire avec une nuance humoristique a comme but de convaincre le récepteur d’acheter le produit ou d’adhérer au service présenté, dans une forme atypique, inédite et persuasive, au-delà des limites de la perception habituelle du dernier. L’analyse des réclames sélectionnées se fait par une approche interdisciplinaire, de nature sémiotique et psychosociologique, d’où on obtient la manière dont les signes linguistiques et iconiques agissent dans un message publicitaire de type outdoor.

LA FORCE HUMORISTIQUE DES PHRASÉOLOGISMES ROUMAINS

Author(s): Monica Geanina Coca / Language(s): French Issue: 30/2020

The paper analyses the way in which language resources are exploited in order to obtain humorous effects. The analysis starts from a couple of theoretical observations regarding the evaluation of verbal humor. The first part brings into focus a couple of Romanian phraseologisms, whose humorous values are to be investigated by following some indices included in the interpretive model proposed by Rodica Zafiu for the evaluation of verbal humor. The second part of the paper switches the focus on the mechanisms of humorous construction in the journalistic text; the application is made on titles of newspaper articles which make use of restructured phraseologisms.

“PONER EL DEDO EN LA LLAGA” EN LA FRASEOLOGÍA SOMÁTICA CONTRASTIVA (ESPAÑOL-RUMANO)

Author(s): Marius Rădoi / Language(s): Spanish Issue: 30/2020

This article aims to analyze verbal somatic idioms generated by the Spanish lexeme “dedo”. The contrastive analysis that we carry out is aimed at selecting those relevant and profitable phraseological units for the elaboration of a corpus whose beneficiaries will be Romanian students learning Spanish as a Foreign Language (levels A1-B2). We are convinced that the presence of the idiomatic component is possible and necessary from the initial stages of the teaching/learning process, even more so in the case of related languages, such as Spanish and Romanian. We focus on at the type of equivalences, the argument structure, the communicative function and other points of intersection. The results obtained will give us more precise keys for the elaboration of didactic materials that promote the acquisition of phraseological competence. In order to elaborate the corpus we consulted several phraseological repertoires, monolingual and bilingual dictionaries (both electronic and print versions).

REPRÉSENTATIONS STÉRÉOTYPÉES ET HUMOUR DANS LA BANDE DESSINÉE FRANÇAISE

Author(s): Mariana Şovea / Language(s): French Issue: 30/2020

One of the keys to Asterix’s international success lies in the vocation of the two heroes as travelers, who discover many foreign peoples but also their Gallic neighbors. Their adventures make appear many national and international stereotypes, which constitute an inexhaustible source of humor through various processes, such as simplification, exaggeration, repetition, etc. These identity stereotypes relate to foreigners as well as to French people and are exploited at the linguistic level (puns, défigements, names of characters, etc.) as at the visual level (caricatures of French and French-speaking personalities, clothes, gestures, etc.).

“EL SUR” Y EL DRAMA FREUDIANO

Author(s): Mohammed Amrouche / Language(s): Spanish Issue: 30/2020

The history (story) of “El on” is based on the relation father-girl. A parental relation marked by two periods, childhood and adolescence. A childhood full of moment of enjoyment and attachment in the image idealized by the father, an image full of mysteries. The change hastens in the behavior of the father and the distance which sets to his (her) daughter, later the communion activates (starts) an unlimited curiosity of Estrella which begins (affects) its own investigation on the causes of this distance and the past of his father. The results (profits) reveal the existence of another woman in the life of his forged father. Estrella does not manage to digest the discovery and begins with the destruction of the myth of the childhood on the image of the father. The director (manager) Erice managed to explore zones covered by Freud.

A TAXONOMY OF THE PRAGMATIC MARKERS WITHIN THE CURRENT ROMANIAN RELIGIOUS DISCOURSE

Author(s): Luminiţa Hoarţă Cărăuşu / Language(s): English Issue: 30/2020

Cet article repose sur l’analyse de la présence des marqueurs discursifs dans le discours religieux roumain de nos jours afin d’en identifier les fonctions au niveau pragmatique. Qu’ils aient le rôle d’introduire le thème débattu ou de structurer le discours ainsi issu, qu’ils revêtent une fonction phatique ou qu’ils demandent l’acquiescement du destinataire, les marqueurs pragmatiques sont indispensables à la cohésion d’un texte.

LA PÉDAGOGIE DIFFÉRENCIÉE POUR UN SYSTÈME ÉDUCATIF SÉNÉGALAIS PERFORMANT

Author(s): Momar Diop / Language(s): French Issue: 30/2020

This article is a result of a study which comes from our own experience as a teacher. The level of the students in Senegal is lowering down more and more because the last exams rates were very alarming particularly the Bac one. In fact, one can mention a lot of reasons such as cyclic strikes, teacher’s level, financial aspects, the decision-maker’s role and the lack of framing. From this article, we have re-examined the general pedagogy suggesting that the differentiated pedagogy be used. As a matter of fact, the chosen approach must show the origins, the definition and the advantages as far as its adoption is concerned in Senegal for an effective educational system.

LE RÔLE DES ÉMOTICONES ET DES ÉMOJIS DANS LA COMMUNICATION DES ÉLÈVES ET DES ÉTUDIANTS DE DAKAR ET SA BANLIEUE

Author(s): Papa Malamine Junior Mane / Language(s): French Issue: 30/2020

Nowadays, we can see that the forms of communication through the image are evolving dramatically. This is shown by the common use of emojis and emoticons in our written communication. Emojis and emoticons are a new trend of transmitting an emotion fueled by messaging applications. To this end, starting from the general postulate that emoticons and emojis are forms of language expressions with iconic and pictographic characters, it makes sense to question their role in communication. To reach our set objectives, we will, on the one hand, quote some theoretical data, by making a historical review that will focus on the origin of emoticons and emojis. On the other hand, we will start from the presentation of the formal characteristics of emoticons and emojis to analyze their operation mode.

UN LIVRE COMME UN DEVOIR : ISTORIA POPORULUI FRANCES. O ÎNCERCARE DE EXPLICAŢIE. LECŢII FĂCUTE LA UNIVERSITATE DE N. IORGA

Author(s): Sanda-Maria Ardeleanu / Language(s): French Issue: 30/2020

DE L’(AUDIO)VISUEL DANS L’ACTUALITÉ COMMUNICATIONNELLE

Author(s): Alin Găleată / Language(s): French Issue: 30/2020

PERSPECTIVES LINGUISTIQUES IMPLIQUÉES DANS L’ANALYSE DES SENS ET DES SIGNIFICATIONS DU TEXTE JURIDIQUE

Author(s): Mihaela Mihai / Language(s): French Issue: 30/2020

Idioma y marca país: propuesta de crear una marca global para promocionar el español

Author(s): Ignacio Temiño Martínez / Language(s): Spanish Issue: 27/2018

This paper highlights the importance of developing a nation branding strategy to increase market share for domestic products and strengthen foreign policy tools. Improving national reputation is a key element in our current global society. The language is one of the vectors that contributes to configure a nation brand. Spanish is one of the main international languages, with a promising future expansion, therefore a valuable active to build a nation branding strategy for any Spanish-speaking country. However, its impressive number of native speakers doesn’t turn into a high prestige nor a consolidated presence in international forums. It is essential that the Spanish-speaking countries become aware of the importance of the Spanish language and its economic value, in order to address a joint promotion of it through the creation of a common brand, with which to overcome individual promotion efforts. In the past, especially during second half of the nineteenth century, pan-Hispanic theories have been proposed with the aim of creating a political-economical community of Spanish speaking nations. This conception is now overcome, and has been replaced by a linguistic pan-hispanism promoted by the academies of the Spanish language, guarantors of Spanish language unity. Linguistic pan-hispanism must now take a further step to develop itself into a marketing strategy through a Hispanic global brand based on the language and to promote it.

A Comparative Study of Political Communication in Televised Pre-Election Debates in Poland and the United States of America

Author(s): Martin Hinton,Agnieszka Budzyńska-Daca / Language(s): English Issue: 1/2019

This paper combines quantitative and qualitative methodologies to study the persuasive strategies employed by candidates taking part in televised pre-election debates in Poland and the United States between 1995 and 2016. First, the authors identify the key strategies and calculate the frequency with which they are used by individual candidates. This allows for numerical comparisons between politicians in the two polities, as well as between winners and losers, and candidates of the right and the left politically. These statistical results led the authors to look more closely at the individual styles of two contrasting debaters. We conclude that the rhetorical landscape of political communication does not differ greatly between the two countries; although the data suggest noticeable differences in the approach of political parties and between individuals.

Advocacy and Enactment: Exercitives and Acts of Arguing

Author(s): Cristina Corredor / Language(s): English Issue: 1/2019

Goodwin and Innocenti (2016) have contended that giving reasons may be a form of enactment, where a claim is supported by the very activity of making the claim. In my view, the kind of interaction that these authors are considering should be analysed as a form of advocacy, and therefore as an exercitive speech act. In this paper I will suggest that acts of advocating, qua illocutions, institute a normative framework where the speaker’s obligation to justify cannot be redeemed by a mere “making reasons apparent”. In general, giving reasons is part of the procedure in virtue of which the advocate’s authority to exert influence is recognised by their addressees. This illocutionary effect should be distinguished from other perlocutionary consequences.

Confrontational Argumentative Strategies in the Discourse of Foreign Policy Experts

Author(s): Samira Allani / Language(s): English Issue: 1/2019

The aim of this study is to explore the discursive practices of foreign policy experts. While policy decisions involving war and peace keep people alarmed all over the globe, most of these decisions are shaped by policy experts who work on influencing public opinion through the media (Manheim, 2011). This study adopts a critical discursive stance and uses argumentation analysis to examine the ideological backdrop to the discourse of thirty opinion articles authored by American foreign policy experts in print media. Drawing on the Pragma-dialectical method of augmentation analysis (van Eemeren and Grootendorst, 2004), and more particularly on its notion of strategic maneuvering, the analysis examines the confrontational strategies used by this group of experts and attempts to determine the rhetorical goals pursued by these strategic maneuvers.

Four Basic Argument Forms

Author(s): Jean H. M. Wagemans / Language(s): English Issue: 1/2019

This paper provides a theoretical rationale for distinguishing four basic argument forms. On the basis of a survey of classical and contemporary definitions of argument, a set of assumptions is formulated regarding the linguistic and pragmatic aspects of arguments. It is demonstrated how these assumptions yield four different argument forms: (1) first-order predicate arguments, (2) first-order subject arguments, (3) second-order subject arguments, and (4) second-order predicate arguments. These argument forms are then further described and illustrated by means of concrete examples, and it is explained how they are visually represented in the Periodic Table of Arguments.

Marriage, Liberty and Constitution: a Corpusassisted Study of Value-Laden Words in Legal Argumentation

Author(s): Stanisław Goźdź-Roszkowski / Language(s): English Issue: 1/2019

This paper investigates the interplay between judicial argumentation and evaluative or emotive language identified in two US Supreme Court landmark cases on the right of same-sex couples to marry. The analysis of both majority and dissenting opinions leads to two main observations. First, marriage and liberty are indeed emotive words and they represent two major sites of contention between the concurring and dissenting judges. Second, there are important differences within the argumentative strategies employed by the judges. While (re)defining the concepts remains the major argumentative goal for both types of opinion, the majority opinions tacitly integrate the redefined concept of marriage into their argumentation. It is the dissenting opinions that explicitly raise the issue of (re)definition in order to defend and retain the original sense of marriage.

Language and Argument: a Review of the Field

Author(s): Martin Hinton / Language(s): English Issue: 1/2019

This paper has a dual purpose: it both seeks to introduce the other works in this issue by illustrating how they are related to the field of argumentation as a whole, and to make clear the tremendous range of research currently being carried out by argumentation theorists which is concerned with the interaction and inter-reliance of language and argument. After a brief introduction to the development of the field of argumentation, as many as eight language-based approaches to the study of argument are identified, taking as their perspective: rhetoric, argument structure, argument as act, discourse analysis, corpus methods, emotive argument, and narrative argument. The conclusion makes it clear that these branches of study are all themselves interconnected and that it is the fusion of methodologies and theory from linguistics and the philosophical study of argument which lends this area of research its dynamism.

Poster, Poster on the Wall, Do You Really Mean it All? Decoding Visual Metaphor ‘Global Warming’ in Public Awareness Campaigns

Author(s): Marina Platonova / Language(s): English Issue: 2/2019

The tendency to create messages using the elements belonging to different semiotic systems shifts our perception of a communicative act, contributing to the establishment of multimodal and intersemiotic communication practice. A visual metaphor is seen as one of the instances of a multimodal and intersemiotic message, which generates a text that is revealed gradually, uncovering numerous layers of meaning encoded within a metaphor and within visual, linguistic, and spatial settings it is placed in. The paper sets out to explore the notion of a visual metaphor and focuses on the application of the visual metaphor ‘global warming’ on posters created for the needs of public awareness campaigns, investigating simultaneous manifestation of iconic and metaphorical mappings in the given visual metaphor.

Specialized Knowledge Representation: from Terms to Frames

Author(s): Pamela Faber,Melania Cabezas-García / Language(s): English Issue: 2/2019

Understanding specialized discourse requires the identification and activation of knowledge structures underlying the text. The expansion and enhancement of knowledge is thus an important part of the specialized translation process (Faber 2015). This paper explores how the analysis of terminological meaning can be addressed from the perspective of Frame-Based Terminology (FBT) (Faber 2012, 2015), a cognitive approach to domain-specific language, which directly links specialized knowledge representation to cognitive linguistics and cognitive semantics. In this study, context expansion was explored in a three-stage procedure: from single terms to multi-word terms, from multi-word terms to phrases, and from phrases to frames. Our results showed that this approach provides valuable insights into the identification of the knowledge structures underlying specialized texts.