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issue-5-calr 12-22-2014




AuthorProfessor Zhanna Maslova, Dr. Denis Minakhin 
Saratov State University, 
The Russian Federation

Abstract:   In the article it is suggested the cognitive theory of the poetic picture of the world as a methodological frame for further investigation of the poetic text. The main idea of the paper is that poetry as an art is based on the whole system of special conceptual structures which are the part of the conceptual picture of the world and these conceptual structures get representation in the language of the poetic text. The cognitive theory of the poetic picture of the world includes: defining the main cognitive function of the poetic picture of the world; defining the kind of knowledge, which is conceptualized through this function; structuring the field of this knowledge, highlighting its main structural elements which are under the process of conceptualization; defining the specific categories and categorical levels of the poetic picture of the world. Structural organization of the poetic picture of the world is the key point in the paper. It is stated that poetry as a kind of human cognitive activity reflects the experience of interaction between the human being and the world (“I”-system, “World”-system). the poetic picture of the world as a mental construct fixes standards, expectations and stereotypes about what events and situations may be the subject of poetry and what language form they should be represented in. 

Key Words: Cognitive poetics, poetic picture of the world, poetic concept, structures of knowledge, text

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The Literal Translation of English Advertising Slogans into Arabic and the Loss of the Originally Intended Effects

AuthorMona Frikha Elleuch
Principal Instructor of English at Faculty of Letters and Humanities of Sfax, Tunisia.
GRAD Discourse Analysis Research Unit 
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Abstract:   In the context of standardized advertising, importers are usually required to maintain the same meaning of the source advertising slogan to preserve the originally intended effects. Translators may either transfer the original advertising slogan into the target advertisement or literally translate it into the target language. The problem with literal translation is that the original advertising slogan has originally been intended for target customers who speak a different language and belong to a different culture. The paper attempts to explain how the literal translation of English advertising slogans into Arabic can lead to a loss of the originally intended effects.
Key Words:standardization, advertising slogan, literal translation, intended effect, graphic effect, aural effect, pragmatic effect, translation strategies

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Case Studies of Cultural Communication Concepts Expressed in the Germanic Terms for ‘Speech’

AuthorDr. Fee-Alexandra Haase
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Am Sportplatz 2 D-18573 Rambin Germany

Abstract:   This article refers to the studies of ‘contrastive rhetoric’ from a historical perspective examining ‘language contact’-situations within the Indo-European group of Germanic languages. We demonstrate that within this group of European languages specific forms of speech exist, which are uniquely bound to this group of languages. In our analysis we discuss those specific speech conceptions and trace their roots back to the Proto-Germanic roots. This historical analysis of specific Germanic roots provides an access to the understanding of culturally contrastive conceptions of speech communication within this group of languages contrasting with conceptions of speech in other language families...

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The Effects of Globalization on Identity

AuthorGizel Hindi , (Ed. D.)
Lebanese University Lebanon

Abstract:   The accelerating pace of globalization, the buzzword since 1990, is the cause of numerous socio-cultural complexities. Owing to globalization, literary texts have assumed a vital role to students’ communicative and critical awareness of the world around them. Globalization shares with postmodernism themes such as plurality and loss of identity in mediatic societies. Narratives are a motivational tool to not only achieve comprehension, but also experience the writers’ concern with contemporary issues. In the past, New Criticism boldly concluded that an objective analysis of text is feasible; however, the Reader Response theory advocated that readers interpret texts in relation to their own lives. Nonetheless, there are instances when a resistance to literary works occurs, particularly when conflicting cultural codes exist. Alienation— even self-effacement—could materialize consequent to attempting to create homogeneity and global solidarity. To postmodernists, meaning is no longer inherent in the text; the reader is involved in a quest to elucidate the textual material. In other words, intertextuality and deconstruction are at play since the content is a series of markings, and language is as an open system of signifiers that undermines the authority of words. With postmodernism, the reader is not a mere consumer but rather a ‘free’ interpreter of text; the printed matter is subject to a variety of interpretations. The effect of globalization on one’s identity is crucial to educated minds seeking enlightenment. In schools and universities, instructors ought to employ postmodern narratives in their language classes to suggest alternatives and pose queries concerning globalism...
Key Words: (Globalization; education; postmodern narratives; identity; plurality)

Download link:Article 4 (PDF)