{"title":"The Literal Translation of English Advertising Slogans into Arabic and the Loss of the Originally Intended Effects","authors":"Mona Frikha Elleuch","doi":"10.60149/wdah4474","DOIUrl":"https://doi.org/10.60149/wdah4474","url":null,"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.","PeriodicalId":338571,"journal":{"name":"CALR Linguistics Journal - Issue 5","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133639256","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Case Studies of Cultural Communication Concepts Expressed in the Germanic Terms for ‘Speech’","authors":"F. Haase","doi":"10.60149/usnv5532","DOIUrl":"https://doi.org/10.60149/usnv5532","url":null,"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.","PeriodicalId":338571,"journal":{"name":"CALR Linguistics Journal - Issue 5","volume":"211 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115055933","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"COGNITIVE INVESTIGATION OF THE INTEGRATED MENTAL BASIS OF CREATIVE WRITING","authors":"Z. Maslova, Denis Minakhin","doi":"10.60149/doiq3574","DOIUrl":"https://doi.org/10.60149/doiq3574","url":null,"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.","PeriodicalId":338571,"journal":{"name":"CALR Linguistics Journal - Issue 5","volume":"103 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2014-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121347901","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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