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La force persuasive et le discours des campagnes sociétales

100%

Woch A.

2015

tom 15

La communication aura pour l’objet d’examiner les particularités du discours persuasif des campagnes sociétales pour y relever des stratégies les plus fréquentes et pour comprendre par quels moyens linguistiques les experts en marketing sociétal tendent à éveiller les émotions du destinataire. On se penchera sur le rôle de trois opérations discursives, notamment enseigner, plaire et émouvoir dans le discours des campagnes sociétales en mettant l’accent sur la publicité qui fait l’appel à la peur et à la provocation. Notre analyse sera basée sur un corpus constitué par les slogans, les affiches et les vidéos des campagnes sociétales relevées sur les sites français, polonais et italiens.

The present article aims at analysing the persuasive strategies that the authors of the social campaigns use in order to change the opinions and attitude of their audiences. The scope of the article is to examine the persuasive force of the words used in the slogans of the social campaigns as well as the evocative power of the images on the posters and videos. For this, it will focus on the three objectives of the persuasive discourse, i.e. teaching, pleasing and touching the audience, and examine them in the context of social campaigns that use fear and provocation to achieve their aims. The analysis is based on a corpus of slogans, posters and videos of French, Polish and Italian social campaigns.

Spaces of Meanings and Translators’ Identities

61%

Lewandowska-Tomaszczyk B.

nr 1

Der Artikel enthält das Abstract ausschließlich in englischer Sprache.

The focus of the paper is the analysis of translators’ identities as expressed in Polish-to-English and English-to-Polish translations understood in terms of informed choices from spaces of meanings. The first part of the paper deals with the relation of approximate correspondences between thought and reality on the one hand, and between thought, image, linguistic system and cultural emotional type on the other. The concept of semantic approximation in communication, introduced in Lewandowska-Tomaszczyk (2010, 2012) is shown to be conditioned by cognitive categorization problems of the language user, as well as a conscious choice of the syntactic structure and meanings in discourse. The conscious choices from meaning spaces are motivated by the translator’s subjective intentions, as well as constraints imposed by the Target Language systems (displaced equivalence patterns), limitation on the translator’s linguistic repertory and by Source Culture and Target Culture models and conventions. In the second part the study an interpretation is proposed of semantic and cultural SL and TL similarities, meaning displacement and reconceptualization in monolingual and intercultural communication and translation to account for the translator’s linguistic and cultural identity dynamics, with a varying emotional message. It is illustrated by examples of Polish-to-English and English-to-Polish translations.

L'article contient uniquement le résumé en anglais.