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1
Content available remote Bildlinguistik – Ansätze, Aspekte, Aufgaben
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Opiłowski R.
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2011
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nr 19
197-212
EN
Images as constituents multimodal texts are in linguistics treated as peripheral elements. Nowadays, however, printed and digital text of commercial nature not only constantly use language and images to shape their messages and to persuade but also combine these two semiotic codes to form one whole. A linguistic analysis of any multimodal text has to consider the functional, structural and argumentative combination of language and image. Therefore the author of the paper suggests to conduct linguistic analyses of multimodal texts within the framework of “linguistics of image” focused on speech actions. As the formal fields of research of the linguistics of image the author proposes and presents: text structure, iconicity in language and typography while the addressed issues, the substantial aspects, should be: the image-based nature of metaphors, phraseologisms and figurative speech, as well as remotivation of image-evoking word combinations, and the language-image correlation. The combination of both aspects, formal and substantial, of text linguistics is presented on the bases of text design.
2
Content available remote Mit Autoritäten argumentieren. Sprachliche und bildliche Autoritätszitate in der Werbekommunikation
100%
Opiłowski R.
Colloquia Germanica Stetinensia
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2012
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nr 20
53-70
EN
Arguing for something in advertising is often done with the aid of authoritative utterances of well-known people and their depiction in a given advertisement. Types of such argumentation can be classified according to the source of authoritative features of the quoted persons. Besides quoting prominent people advertisements also create quotations and present photographs of unknown people or institutions which owing to their status in social culture help assign positive features to the product. The main goal of advertisements referring to various authorities is the acceptance of the advert’s message and as a consequence of the advertised product by the audience. The effectiveness of such strategy depends on the force of a given authority, his/her acceptance by the recipient, on proper matching of the authoritative features to the features of the product and on original arrangement of the argumentation in the text and image of the advertisement.
3
Content available Von der Textlinguistik zur Bildlinguistik. Sprache-Bild-Texte im neuen Forschungsparadigma
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Opiłowski R.
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nr 3
PL
This article reflects on different approaches to multimodal communication in text linguistics. For some time text linguistics deals with multimodal texts, however, the communicative and functional complexity of language-image-texts could give a reason to establish a new discipline – image linguistics, which is based on texts linguistics and develops already existing text theory and analytical methods. Nevertheless, within this article I propose a compromise and vote for developing of multimodal text linguistics.
4
WENN WERBUNG ÜBER DIE WERBUNG SPRICHT. METAKOMMUNIKATIVE STRATEGIEN IN DER WERBUNG
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Opiłowski R.
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tom 131
125-135
EN
Among many advertising strategies there appeared recently a special one: an advertising which refersto itself in metacommunicative way. An advertising medium, a formal component (e.g. a headline), an advertising design as well as a transmitter and receiver become themselves a persuasive, directly verbalized theme of an advertising. This creates a unique metacommunicative parallel text, which forms together with other advertising elements through words and image a whole advertising. This self-referential strategy allows a recipient to recognize the advertising as a text class, because of his/ her passive knowledge. Through that an advertising meets the persuasive function of aestheticization, acceptability, comprehensibility and attractiveness.
5
Content available Sprache und Bild als Forschungsgegenstand in linguistischen Disziplinen (Bild-, Text-, Medienlinguistik und Stilistik)
100%
Opiłowski R.
Convivium. Germanistisches Jahrbuch Polen
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2013
11-36
PL
Struktury językowo-wizualne są wszechobecne w tekstach drukowanych, audiowizualnych i cyfrowych. Od pewnego czasu język i obraz w komunikacji medialnej są przedmiotem gorących dyskusji i interpretacji, przede wszystkim w lingwistyce germanistycznej i brytyjskiej. Niniejszy artykuł zbiera dotychczasowe głosy w dyskusji nad modelami i perspektywami w subdyscyplinach językoznawczych, w ramach których badana jest intensywnie komunikacja językowo-wizualna (lingwistyka obrazu, tekstu i mediów oraz stylistyka). Dyscypliny te przedstawione są w perspektywie germanistycznej i uzupełnione o dotychczasowy dorobek badań polonistycznych.
EN
At present, lingual-visual structures are ubiquitous in printed, audio-visual and digital texts. Language and images are in mass media communication a subject of hot debate and discussion, especially in the German and British linguistics. This paper aims to recapitulate the approaches and perspectives in the linguistic sub-disciplines which study intensively the lingual-visual communication (image linguistics, text and media linguistics and stylistics). The outline focuses on German linguistics research, however the Polish investigations are also presented.
DE
Sprachlich-visuelle Strukturen sind in gedruckten, audiovisuellen und digitalen Texten allgegenwärtig. Seit einiger Zeit sind Sprache und Bild in der massenmedialen Kommunikation ein Gegenstand heißer Diskussionen und Interpretationen vor allem in der germanistischen und britischen Linguistik. Der vorliegende Beitrag sammelt die bisherige Diskussion über Ansätze und Perspektiven in den linguistischen Subdisziplinen, in denen man sich intensiv mit der sprachlich-visuellen Kommunikation auseinandersetzt: Bild-, Text-, Medienlinguistik und Stilistik. Diese Disziplinen werden aus germanistischer Sicht behandelt und um Erkenntnisse bisheriger polonistischer Studien ergänzt.
6
Content available remote Torsten Siever/Peter Schlobinski (Hg.) (2012): Entwicklungen im Web 2.0. Ergebnisse des III. Workshops zur linguistischen Internetforschung. Band 3. Frankfurt/M.: Peter Lang. 190 S.
100%
Opiłowski R.
Studia Germanica Gedanensia
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2013
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nr 29
329-331
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