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    Wyświetlanie 1-14 z 14
    Tytuł:
    Metaphors Instrumental in Achieving the Pragmatic Effect in Animal Rights Advertisements
    Autorzy:
    Oļehnoviča, Ilze
    Tretjakova, Jeļena
    Liepa, Solveiga
    Powiązania:
    https://bibliotekanauki.pl/articles/1368380.pdf
    Data publikacji:
    2020-12-30
    Wydawca:
    Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
    Tematy:
    animal rights
    advertisement
    conceptual metaphor
    multimodal metaphor
    visual metaphor
    Opis:
    Metaphor can manifest itself in a variety of form including the visual one, which can be an extremely expressive means of communication. That is why visual metaphors are widely used by marketers and advertisers thus becoming a topical object of linguistic research programmes. The study of visual metaphor is tightly related to the study of conceptual metaphor as the target message delivered by a picture is derived from a certain source field that is employed for metaphorical representation. Another type of metaphor commonly used in visual representation is a multimodal metaphor. The present research dwells upon the study of metaphor use in animal rights protection advertisements. The hypothesis of the study is that visual metaphors present strong content that can activate emotions and contribute to the marketers’ desire to influence the audience.
    Źródło:
    Research in Language; 2020, 18, 4; 441-451
    1731-7533
    Pojawia się w:
    Research in Language
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Translating Conceptual Metaphor: The Processes of Managing Interlingual Asymmetry
    Autorzy:
    Massey, Gary
    Ehrensberger-Dow, Maureen
    Powiązania:
    https://bibliotekanauki.pl/articles/620964.pdf
    Data publikacji:
    2017
    Wydawca:
    Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
    Tematy:
    conceptual metaphor
    metaphor translation
    cognitive translatology
    translation process research
    Opis:
    Encountered at all levels of language, conceptual asymmetries between source and target languages present translators with fundamental challenges that require problem awareness, problem identification and problem solving. A case in point is conceptual metaphor in translation. Versions of conceptual metaphor theory have been applied in various productoriented studies of how translators deal with the challenge of metaphor in translation. However, there is potential in combining product-oriented approaches with techniques used to access translators’ cognitive processes, although process-oriented studies on how conceptual metaphor is re-conceptualised or re-mapped in translation are still rare. Building on an exploratory study carried out at our institute, in which findings from translation process data suggest that experience and/or training appears to be a main factor in handling conceptual metaphor, we present some salient features of re-mapping metaphor. Triangulating data from target-text products, keystroke logs and retrospective verbal commentaries collected under very similar conditions in a laboratory setting, we analyse how translators at different levels of experience handle two complex conceptual metaphors. The results appear to suggest that complex metaphor might indeed be culturespecific. They also potentially indicate that re-mapping practices are a function of experience and that re-mapping to a source-language target domain could create more uncertainty than generic-level re-mapping. Both findings hold pedagogical implications, which are discussed together with some methodological issues.
    Źródło:
    Research in Language; 2017, 15, 2; 173-189
    1731-7533
    Pojawia się w:
    Research in Language
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Metaphorical Representation of the European Union in Political Cartoons in English and Latvian
    Autorzy:
    Liepa, Solveiga
    Šaudiņa, Vilma
    Oļehnovičs, Dmitrijs
    Powiązania:
    https://bibliotekanauki.pl/articles/2129712.pdf
    Data publikacji:
    2021-12-30
    Wydawca:
    Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
    Tematy:
    metaphor
    multimodality
    political cartoon
    Opis:
    The study is carried out in the framework of Conceptual Metaphor Theory, but since it considers political cartoons that, apart from linguistic, involve also other modes, the findings of theoreticians researching visual and multimodal metaphors are applied. The purpose of the present study is to identify and analyse the visual and multimodal metaphors encountered in cartoons focusing on the European Union matters and to find out if political events are presented in cartoons in English and Latvian on the basis of the same conceptual metaphors.
    Źródło:
    Research in Language; 2021, 19, 4; 389-400
    1731-7533
    Pojawia się w:
    Research in Language
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Metaphors and Legal Language: a Few Comments on Ordinary, Specialised and Legal Meaning
    Autorzy:
    Wojtczak, Sylwia
    Witczak-Plisiecka, Iwona
    Powiązania:
    https://bibliotekanauki.pl/articles/1026698.pdf
    Data publikacji:
    2019-09-30
    Wydawca:
    Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
    Tematy:
    legal language
    metaphor
    law
    LSP
    Opis:
    The present text offers a few comments on the metaphorical dimension of legal language and the nature of legal language as such. The authors discuss selected metaphors in the context of the Polish legislation with the aim to show how the metaphorical dimension of language can be used and abused. It is also demonstrated that the metaphorical dimension of language can cross-cut the interface between language and law on different levels. There are metaphors in legal texts that can be deliberately used to emphasise or cover selected aspects of meaning, and others that can just happen to act irrespective of any premeditated action on the part of the legislator. Finally, in a wider perspective, it is shown that the relation between ordinary language and the language of the law, i.e. ordinary meaning and legal meaning, may itself be seen as a relation between two domains within which metaphorical mapping takes place. It is claimed that the divide between the realm of law and the “real world” goes beyond a trivial division relative to expertise in the law and expertise in legal discourse, but can be better understood as the division between the legal community and the non-legal community including the academia where linguists reside.
    Źródło:
    Research in Language; 2019, 17, 3; 273-295
    1731-7533
    Pojawia się w:
    Research in Language
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Paula Meehan’s<i>Cell</i>: The Imprisoned Dialogue of Female Discourses
    Autorzy:
    Poloczek, Katarzyna
    Powiązania:
    https://bibliotekanauki.pl/articles/620931.pdf
    Data publikacji:
    2014-12-01
    Wydawca:
    Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
    Tematy:
    discourse
    feminism
    metaphor
    Irish studies
    Opis:
    The paper discusses Paula Mehan’s play Cell with focus on the female discourses present in the context of this literary work and the multifold metaphorisation that both the title of the work and the contents invite. The discourses are analysed against the relevant social background and critical literature. The focal types of discourses under discussion involve imagery from maternal and familiar discourse, the “biological” discourse related to hygiene, the sexual discourse, the mock feminist discourse, the discourse of the military and the propaganda of the common good, and the discourse related to the animal world.
    Źródło:
    Research in Language; 2014, 12, 4; 401-421
    1731-7533
    Pojawia się w:
    Research in Language
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Cognitive Metaphors of the Mind in the Canterbury Tales
    Autorzy:
    Wawrzyniak, Agnieszka
    Powiązania:
    https://bibliotekanauki.pl/articles/620544.pdf
    Data publikacji:
    2014-03-01
    Wydawca:
    Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
    Tematy:
    metaphor
    metonymy
    associations
    culture-specific
    universal
    Opis:
    The paper presents an analysis of a number of cognitive metaphors pertaining to the concept of mind (e.g. sanity and insanity), heart, and fire. The study has been based on the text of Canterbury Tales by Geoffrey Chaucer. The paper contains a short theoretical introduction and a discussion of different linguistic and psychological approaches to issues related to figurative and literal, conventional language use. The analytical part focuses on the detailed contextual study of the cognitive metaphorical concepts. It is argued that many apparently similar concepts can evoke semantically conflicting metaphors, while concepts that appear to be mutually exclusive can sometimes evoke common associations and thereby similar metaphors.
    Źródło:
    Research in Language; 2014, 12, 1; 49-60
    1731-7533
    Pojawia się w:
    Research in Language
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Colorative Challenges in English Economic Terminology
    Autorzy:
    Rosyanova, Tatiana S.
    Powiązania:
    https://bibliotekanauki.pl/articles/1368408.pdf
    Data publikacji:
    2020-09-30
    Wydawca:
    Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
    Tematy:
    English economic terminology
    multi-compound terms
    metaphor
    Opis:
    The paper focuses on multicompound English economic terms with colorative components that constitute a large lexis group, creating constant challenges for translators of economic literature. The introductory part briefly outlines the cognitive aspects of terminology research and discusses advantages of descriptive approach toward economic terminology. Then, it is demonstrated that terminology displays emotive and expressive content by means of connotations as well as such tools as colour-related metaphors. The general trend within this terminological group is the diversity of metaphorical associations that influenced term-formation and the diversity of translating keys that can give the right semantic insight to the translator. Finally, colorative term compounds in economic terminology are regarded as a challenge posed in the context of translation.
    Źródło:
    Research in Language; 2020, 18, 3; 343-357
    1731-7533
    Pojawia się w:
    Research in Language
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    A Note on Iconicity and Motivation of Expression
    Autorzy:
    Pawelec, Andrzej
    Powiązania:
    https://bibliotekanauki.pl/articles/620681.pdf
    Data publikacji:
    2007-01-01
    Wydawca:
    Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
    Tematy:
    Peirce
    icons
    iconicity
    motivation in language
    metaphor
    Opis:
    While iconic effects can be detected at all levels of linguistic analysis, according to the standard position they have little, if any, relevance for the system of language. I would like to show that iconicity seems marginal only in static approaches. Motivation of form is central whenever a new way of expressing things is looked for. Once we see that language is about finding new means of expression, the obvious question to ask is what makes these means suitable: why they are accepted as satisfactory ‘vehicles’ of meaning. From this point of view, the issue of iconicity - correspondence of form and meaning - turns out to be an instance of a more general phenomenon: adequacy of symbols for novel tasks. The interactive theory of metaphor will be presented to substantiate the claim that conventional forms and meanings can be viewed as a reservoir of motives for expressive purposes.
    Źródło:
    Research in Language; 2007, 5; 205-212
    1731-7533
    Pojawia się w:
    Research in Language
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Time Metaphorization: Duality of Time as a Pursuer vis-à-vis Object of Pursuit
    Autorzy:
    Waliński, Jacek T.
    Powiązania:
    https://bibliotekanauki.pl/articles/2028574.pdf
    Data publikacji:
    2021-03-30
    Wydawca:
    Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
    Tematy:
    time
    motion
    conceptual metaphor
    cognitive corpus-based linguistics
    Opis:
    This paper discusses the duality of metaphorical conceptualizations of time focusing in particular on time as a pursuerand time as an object of pursuit metaphors, which are based the Figure–Ground reversal of each other. Using examples taken from the British National Corpus, it argues that these metaphorical conceptualizations of time are inconsistent with each other. This inconsistency resembles the discrepancy between the moving time and moving observer metaphors, which are, in strict terms, also inconsistent with each other. Looking at such contrasts between metaphorical representations of time from a broader perspective suggests that the concept of time arises from different, both physical and socio-cultural, dimensions of human experience.
    Źródło:
    Research in Language; 2021, 19, 1; 33-46
    1731-7533
    Pojawia się w:
    Research in Language
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Non-Commercial Advertisements: Multimodal Metaphor, Metonymy and Conceptual Blending at Work
    Autorzy:
    Ikere, Zaiga
    Oļehnoviča, Ilze
    Liepa, Solveiga
    Powiązania:
    https://bibliotekanauki.pl/articles/2129717.pdf
    Data publikacji:
    2021-09-30
    Wydawca:
    Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
    Tematy:
    conceptual blending
    metonymy
    multimodal metaphor
    non-commercial advertisements
    Opis:
    Nowadays the omnipresence of advertisements, and the necessity of conscious and subconscious mental interpretation of their hidden messages, can hardly be overlooked. In the present article, the authors attempt to provide additional evidence for the role of multimodal metaphor, metonymy, and conceptual blending in hidden cognitive mechanisms involved in the understanding and/or the correct interpretation of printed non-commercial advertisements and their overall communicative effect thus brought about. The objective is to consider and analyse text-image non-commercial advertisements randomly retrieved from the Internet; the analysis is carried out from the cognitive perspective and aims at discussing the functions of multimodal metaphor, metonymy and conceptual blending as powerful mechanisms exploited for creative purposes in advertising texts and accompanying images, and thus in conveying the central ideas embedded in the adverts.
    Źródło:
    Research in Language; 2021, 19, 3; 305-314
    1731-7533
    Pojawia się w:
    Research in Language
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Visual Metaphtonymy in Automobile Femvertising
    Autorzy:
    Chatti, Sami
    Powiązania:
    https://bibliotekanauki.pl/articles/1368411.pdf
    Data publikacji:
    2020-12-30
    Wydawca:
    Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
    Tematy:
    automobile femvertising
    women driving
    metaphor
    metonymy
    visual metaphtonymy
    Opis:
    In a 2017 landmark reform, Saudi authorities decided to lift the ban on women driving in this conservative society. In tribute to women's newly-gained freedom to drive, major automakers turned to Twitter to launch creative femvertising campaigns that vividly articulate the female empowering motto 'driving is feminine'. Building on the eloquence of visual rhetoric, which combines the communicative force of figurative language with the expressive potential of visual imagery, automobile advertisers resorted to visual metaphtonymy to efficiently target prospective female consumers. The selection of this visual compound, which emerges from the intricate interplay between metaphor and metonymy, allows for a dynamic interaction between the highlighting function of metonymy and the mapping role of metaphoric thought to establish informed parallels between femininity and automobility. Analysis of survey data on the likeability, complexity and effectiveness of a representative sample of four digital automobile advertisements asserts the role and value of visual metaphtontonymy in automobile femvertising.
    Źródło:
    Research in Language; 2020, 18, 4; 421-439
    1731-7533
    Pojawia się w:
    Research in Language
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    The study of conceptual metaphors in ESAP L2 writing: range and variability
    Autorzy:
    Permyakova, Tatiana
    Utkina, Tatiana
    Powiązania:
    https://bibliotekanauki.pl/articles/620641.pdf
    Data publikacji:
    2016
    Wydawca:
    Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
    Tematy:
    metaphor
    cognitive linguistics
    conceptual metaphor models
    academic discourse
    professional discourse
    English for specific purposes
    English for academic purposes
    L2 writing
    Economics
    metaphoric competence
    Opis:
    The article presents the study of the influence of professional competence of EFL learners on their academic writing. The task was approached through analyzing learners’ competence in specific knowledge domains - knowledge of terms and specific concepts, represented as conceptual metaphors. Conceptual metaphor models were analyzed in the English written texts produced by Russian students with different competences in economics – at both non-professional and professional levels of academic discourse (NPAD and PAD respectively). Metaphor Identification Procedure VU University Amsterdam (MIPVU) was applied to metaphor identification, and alternative metaphor and preferential conceptualization analysis was performed to compare the scope of source and the range of target in NPAD and PAD. Findings highlight the areas of commonality as well as divergence in terms of students’ professional competence represented in conceptual metaphors in L2 writing. The main differences in the scope of the source analysis are quantitative rather than qualitative. The range of target comparison between NPAD and PAD indicates a significantly larger range of targets for the professional level students, a lower level of metaphorization for the non-professional level, and inclusive strategies across the two levels. Practical recommendations suggest an improved research methodology for studying metaphor production in EAP and ESP as well as a deeper understanding of ESP content and its structure.
    Źródło:
    Research in Language; 2016, 14, 4
    1731-7533
    Pojawia się w:
    Research in Language
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Moving-Time and Moving-Ego Metaphors from a Translational and a Contrastive-Linguistic Perspective
    Autorzy:
    Brdar, Mario
    Brdar-Szabó, Rita
    Powiązania:
    https://bibliotekanauki.pl/articles/969661.pdf
    Data publikacji:
    2017
    Wydawca:
    Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
    Tematy:
    conceptual metaphor
    moving time
    moving ego
    fictive motion
    translation
    contrastive linguistics
    Opis:
    This article is concerned with some cross-linguistic asymmetries in the use of two types of time metaphors, the Moving-Time and the Moving-Ego metaphor. The latter metaphor appears to be far less well-entrenched in languages such as Croatian or Hungarian, i.e. some of its lexicalizations are less natural than their alternatives based on the Moving-Time metaphor, while some others are, unlike their English models, downright unacceptable. It is argued that some of the differences can be related to the status of the fictive motion construction and some restrictions on the choice of verbs in that construction.
    Źródło:
    Research in Language; 2017, 15, 2; 191-212
    1731-7533
    Pojawia się w:
    Research in Language
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Poster, Poster on the Wall, Do You Really Mean it All? Decoding Visual Metaphor ‘Global Warming’ in Public Awareness Campaigns
    Autorzy:
    Platonova, Marina
    Powiązania:
    https://bibliotekanauki.pl/articles/1026705.pdf
    Data publikacji:
    2019-06-30
    Wydawca:
    Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
    Tematy:
    environmental communication
    iconicity
    intersemiotic communication
    intermediality
    poster analysis
    public awareness campaign
    semiotic systems
    visual metaphor
    Opis:
    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.
    Źródło:
    Research in Language; 2019, 17, 2; 147-166
    1731-7533
    Pojawia się w:
    Research in Language
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
      Wyświetlanie 1-14 z 14

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