Respectus Philologicus
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Analysing Impactful Slogans in WHO’s Immunisation Campaigns: Study on Linguistic Strategies for Promoting Vaccination
Full text linkUtilising the content and discourse analyses, the article aims to reveal the shared rhetorical linguistic tactics employed in 16 slogans from WHO’s Immunisation Week campaigns (2013–2023) to proficiently communicate messages. Slogans are vital for promoting vaccination in public health initiatives. The analysis reveals graphical, phonological, lexical, syntactic, and semantic features of slogans. Graphically, partial capitalisation and hashtags enhance visibility and engagement. Phonological features include alliteration and assonance, creating memorable rhythms. Lexically, inclusive language and action verbs motivate and persuade. Syntactically, imperative verbs, parallel structures, repetitions, and ellipses enhance impact and memorability. Semantically, puns, personifications, metaphors, and antitheses add depth and engage the audience. The findings inform future campaigns, facilitating the development of impactful slogans to combat vaccine-preventable diseases
Žodinių ir vaizdažodinių kalambūrų perteikimas iš anglų į lietuvių kalbą dubliuotame animaciniame filme „Ponas Žirnis ir Šermanas“
No full textThe rendering of verbal and verbal-visual puns in dubbing is a tough task that requires taking into account linguistic challenges, multimodal cohesion and dubbing synchronies. Thus, the aim of this research is to determine how verbal and verbal-visual puns are rendered from English into Lithuanian in the animated film Mr. Peabody & Sherman (2014). There have been collected 27 cases of puns including 14 verbal (52%) and 13 verbal-visual (48%) puns. The categorisation of verbal and verbal-visual puns according to the type revealed that verbal puns contained examples of homonymy, homophony and paronymy, but paronymic verbal puns prevailed the most. Almost all cases of verbal-visual puns were homonymic because of their intersemiotic construction which is usually based on polysemous words. All cases of verbal and verbal-visual puns have been rendered by employing 3 translation techniques: PUN→PUN, PUN→NON-PUN, PUN→PUNOID. The prevailing technique for transferring verbal and verbal-visual puns was PUN→PUN, which reveals the translator’s attempt to tackle linguistic challenges and consider multimodal cohesion and dubbing synchronies.Šiuo tyrimu siekiama išanalizuoti žodinių ir vaizdažodinių kalambūrų perteikimą iš anglų į lietuvių kalbą dubliuotame animaciniame filme Ponas Žirnis ir Šermanas (2014). Tyrimo uždaviniai – apžvelgti žodinio ir vaizdažodinio kalambūrų sampratas, tipologiją, vertimo iššūkius ir procedūras; surinktus atvejus suskirstyti pagal kalambūrų tipus ir vertimo procedūras ir išanalizuoti iš multimodalinės kohezijos ir sinchronizacijos perspektyvų. Tyrimas, atliktas pasitelkiant multimodalinės transkripcijos metodinį įrankį, atskleidė, kad iš filme aptiktų 27 atvejų, žodinių kalambūrų buvo 14 (52%), o vaizdažodinų – 13 (48%). Žodinių kalambūrų atvejai pasiskirstė tarp homonimijos, homofonijos ir paronimijos, o dėl intersemiotinės struktūros, vaizdažodiniai kalambūrai dažniausiai buvo homonimai. Visi žodinių ir vaizdažodinių kalambūrų atvejai buvo perteikti pasitelkiant 3 vertimo procedūras, t.y., verčiant į kalambūrą, nekalambūrą arba pakeičiant retorinėmis figūromis. Dažniausiai pasitelktas vertimas į kalambūrą atskleidė vertėjo gebėjimą susidoroti su lingvistiniais sunkumais, atsižvelgiant į multimodalinės kohezijos ir dubliažo sinchronizacijos problemas
Funkciniai metakalbiniai komentarai skliaustuose Martino Fordo knygoje „Rise of the Robots“ ir jų vertimas į lietuvių kalbą
Full text linkResearch on the translation of metalinguistic comments (MLCs) in parentheses is rather scarce considering the relevance of the topic. The quality of the translation largely depends on the use of translation strategies such as the omission and addition of MLCs in the target texts as well as the retention or displacement of punctuation marks based on the function of the comment in the original language and the pragmatic aspects of punctuation. The aim of the study is twofold: to determine the functions of MLCs in parentheses in a popular science text and the strategies of their translation into Lithuanian. The study is mainly based on the typology of the functions of MLCs in parentheses and the classification of translation strategies, developed by Levin and Ström Herold (2021). The results of the study revealed that MLCs in parentheses in popular science texts were mostly used for the purposes of specification and were always retained in target texts. MLCs in parentheses that appeared only in the target text included cases of additions and shifts that were used to maximise the pragmatic effect, to highlight the author’s subjective opinion or to hide information that was not particularly relevant to the target reader. Omission, on the other hand, was more of a coincidence than a tendency.Metakalbinių komentarų (MK) skliaustuose vertimas – aktuali, tačiau iki šiol nepakankamai dėmesio sulaukusi tema. MK skliaustuose praleidimas ir pridėjimas, skyrybos ženklų išlaikymas arba pakeitimas atsižvelgus į MK funkciją originalo kalboje ir į pragmatinį skyrybos aspektą – vertimo teksto kokybei itin reikšmingi klausimai. Tyrimo tikslas yra dvipusis – nustatyti metakalbinių komentarų skliaustuose funkcinius tipus mokslo populiarinamajame tekste ir jų vertimo į lietuvių kalbą būdus. Tyrimas daugiausia grindžiamas M. Levino ir J. Ström Herold (2021) sudaryta MK skliaustuose funkcijų tipologija ir vertimo būdų klasifikacija. Apibendrinus gautus rezultatus paaiškėjo, kad mokslo populiarinamajame tekste MK skliaustuose dažniausiai yra patikslinimai, kurie verčiant visada išlaikomi. Taip pat nustatyta, kad siekiant kuo didesnio pragmatinio efekto ir norint išryškinti subjektyvią autoriaus nuomonę ar paslepiant lietuvių skaitytojui ne itin aktualią tikslinamąją informaciją, tarp tik vertimo tekste atsiradusių MK skliaustuose yra ir pridėjimo, ir pakeitimo atvejų, o praleidimai yra daugiau atsitiktinumas, o ne tendencija
War Discourse in the Biographical Novels About Artists: Intermedial Aspect
Full text linkWar narrative in the biographical novels about painters has been analysed in their intermedial links with the paintings of said artists. The object of analysis is novels about the Spanish artist Francisco Goya written by Manfred Schneider, Carlos Rojas, and Jacek Dehnel; Ralf Dutli’s novel about Chaim Soutine; and a separate section dedicated to a selection of novels about Ukrainian artists: Ivan Holubkovskyi’s text about Oleksa Novakivskyi, Stanislav Stetsenko’s work about Mykola Hlushchenko, Kateryna Lebedieva’s book about Les Kozlovskyi, Volodymyr Yavorivskyi’s novel about Kateryna Bilokur. At the core of the study is the intermedial methodology based on theory by I. Rajewski, A. Hansen-Löve, S. Macenka, and A. Berger. Different aspects of war discourse in novels and its interaction with the creations of artists have been identified and highlighted, i.e., thematisation of war, description of painting creation, ekphrasis and references to works of art, use of art poetics in a literary text, aesthetics and psychology of creativity stipulated by war
Construction of Agency within Climate Change Framing in Media Discourse: a Corpus-Based Study
Full text linkThe study addresses the role of linguistic agency in framing climate change in media discourse based on the corpus of 75 articles from leading British and American news outlets. We have used corpus manager AntConc to analyse the linguistic context of the phrase climate change and alternative terms (climate crisis, climate emergency, etc.) when positioned as an agent vs a recipient of the process. Both metaphorical and non-metaphorical framing patterns have been identified, with the discussion of their broad social implications. We have revealed that climate change is routinely represented as a contributor towards negative situations of different kinds but rarely as a direct and exclusive cause. This may divert the readership’s attention from the urgency of the problem, as its salience is not underscored enough. The most important finding is that climate change is frequently associated with humanlike agency, presented as an evil-doer or an enemy that must be fought. We argue that this framing is problematic as it backgrounds humans’ responsibility for causing and exacerbating climate change
Multimodal Representations of Lithuanian Brands: The Case of “Džiugas”, “Rūta” and “Pieno žvaigždės”
Full text linkFigurative representations of brand images have not been thoroughly studied in Lithuanian linguistics. The present research aims to investigate the multimodal metaphors and metonymies explored by the famous Lithuanian corporate brands Džiugas, Rūta and Pieno žvaigždės. The work examines how the multimodal metaphors and metonymies of the brands are cognitively structured from the perspective of illustrations, logos and layout. The interaction of verbal and visual elements in corporate discourse is particularly important when expressed using graphics, logos and layout for the corporate mission statements, descriptions of the brand history and other materials available on their websites. The analysis reveals that the most frequent source domains for brand imaging are PERSON/LIVING ORGANISM, SUCCESS, TRADITIONS and CAUSE FOR EFFECT, PART FOR WHOLE, PRODUCT FOR PRODUCER metonymies, among others. In the case of personification, the brand is defined as an individual who possesses the qualities highly valued in corporate discourse: growth, positivity, adaptability, dynamism and collaboration. These metaphors facilitate a better understanding of the brand and contribute to the formation of a persuasive brand image that resonates with consumers. The analysis of the multimodal manifestations of brand identity in the cases of Džiugas, Rūta and Pieno žvaigždės reveals the intricate interplay of metaphor and metonymy in constructing and conveying meaning across various modes of representation. Each brand’s illustrations, logo and layout incorporate visual elements, typography, and colour palettes that contribute to their unique identities and evoke specific associations.
 
“An Artist With Trauma” in Search of Identity: The Postmodernist Options in Ukrainian and Turkish Literatures
Full text linkThe article examines the typological features of the image of an artist with trauma and its correlation with the issue of identity. The subjet matter for the analysis are the novels My Name is Red by O. Pamuk and The City with Chimeras by O. Ilchenko. The article utilises historical-literary, comparative, and mythopoetic research methods and studies of traumatic writing and identity problems. The article defines the characteristic features of the image of a traumatised artist, such as the artist\u27s stay in a traumatic situation of creative and personal crisis, fanatical worship of the idea of serving Beauty with a dominance of the aesthetic over the moral, willingness to justify death as a form of convincing opponents; the presence of a physical injury. The article also substantiates the expediency of Medusa Gorgona’s image as a mythos-archetypal counterpart of this image. The results of the comparative analysis prove that an artist with trauma is relevant primarily for the artistic understanding of the post-colonial experience as a type of trauma. Their heroes are in search of identity. It becomes their successful or unsuccessful attempt to overcome the trauma through creativity
Idioms in General English Corpora: on Frequency, Register, and Cross-Variety Variation
Full text linkResearch into idioms and phraseology has become an established part of the corpus linguistic research agenda and has often revolved around either corpus-based or corpus-driven methodologies. At the same time, a relatively recent approach to socio-variational aspects of language in the form of Cognitive Sociolinguistics has contributed to establishing an ideal platform for the study of variation in the varieties of English. The present paper rests on these two research strands in a survey devoted to variation on the level of idioms in present-day English, namely those denoting competition. While idioms, first and foremost, are theoretically identified with the frameworks of Phraseology, Cognitive Linguistics, and Applied Linguistics, among others, this study will make use of a corpus-based method of idioms introduced by Moon and Gustawsson’s idioms frequency and significance threshold, paired with Moze and Mohamed’s sociolinguistic profiling of idioms. The Idioms will be examined in two national varieties of English, namely those spoken in Great Britain and the USA, which are represented in the British National Corpus and the Corpus of Contemporary American English, respectively. With the assumption that the concept of competition is variety-specific, the main questions to be answered during the analysis are: (1) To what extent can the frequency of use of idioms be regarded an element of variation? and (2) Are there any differences in the prominence of specific variables, such as frequency, register, gender, and age across the two varieties under study? The preliminary findings indicate a significant amount of similarity, but upon closer examination of the data, some important variations are emphasised. Thus, a discussion of the results provides a basis for an inter-variety comparison of the idioms denoting competition and, in so doing, adds to the universality / variation debate
Konotacja w średniowiecznych grupach apozycyjnych
Full text linkConnotation as a syntactic mechanism of announcing a specific component in a sentence occurs or not in appositional groups. Based on the test for the non-ellipticity (or ellipticity) of the utterance, it can be determined whether the opposition base or the apposition itself is connoted (the sentence is then incomplete) or not (after the ellipse of the component, the sentence is still complete). Old Polish appositional groups of the type James and John, sons of Zebedee; Bolesław, priest and heir; chapter „Ut noxius” were reviewed in this article. They have been recorded from all monuments of the Polish language and constitute a representative collection of constructions of this type at that time. As a result of the analysis, it was found that in some types of expressions, the base was connoted (Mary, rose lights) or apposition (You, Lord). There were also groups with an unconnoted base (Piotr mayor from Koźmin) and an unconnoted apposition (stone, margarita). On this basis, the typology of the analyzed groups was established, distinguishing groups with unconnoted base and apposition, with connoted base and apposition, with unconnoted base and connoted apposition, and with connoted base and unconnoted apposition.Konotacja jako składniowy mechanizm zapowiadania określonego składnika w zdaniu występuje bądź nie także w grupach apozycyjnych. Na podstawie testu na nieeliptyczność (lub eliptyczność) wypowiedzenia można stwierdzić, czy podstawa apozycji lub sama apozycja są konotowane (zdanie jest wówczas niepełne) czy też nie (po elipsie składnika zdanie jest nadal kompletne). Oglądowi w artykule poddano pod tym kątem staropolskie grupy apozycyjne typu Jakub i Jan, syny Zebedeuszowe; Bolesław, ksiądz pan i dziedzic; kapitulum „Ut noxius”. Wynotowane one zostały ze wszystkich zabytków języka polskiego i stanowią reprezentatywny zasób ówczesnych konstrukcji tego typu. W wyniku analiz ustalono, że w niektórych typach podstawa była konotowana (Maryja, światła roża) lub apozycja (ty, Panie). Występowały też grupy z niekonotowaną podstawą (Piotr burmistrz z Koźmina) oraz niekonotowaną apozycją (kamień, margaryta). Na tej podstawie ustalono typologię analizowanych grup, wyróżniając grupy z niekonotowanymi podstawą i apozycją, z konotowanymi podstawą i apozycją, z niekonotowaną podstawą i konotowaną apozycją oraz z konotowaną podstawą i niekonotowaną apozycją