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The Saint as Food, the Torture as Medicine: Some Aspects of Christopher of Mytilene’s Imagery in his Dodecasyllabic Calendar and its South Slavonic Translations

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Dikova E. P.

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tom 11

165-176

EN

Christopher of Mytilene, a secular poet of the early 11th century, had embarked on a difficult task when creating his dodecasyllabic Christian Calendar, that is two-verse storytelling about saints and, mainly, about the tortures they died of. He accomplished it more than successfully, besides in quite a vivid and spectacular way, by means of various poetic and rhetorical techniques. Food and medicine imagery was just a minute aspect of his mastery, yet a powerful one, acquiring not only artistic and rhetorical, but also mnemonic functions. the poet used such images – just as he used e.g. Biblical allusions – as a way to convey a variety of details in succinct messages; the information thus compressed is unfolded by means of associations in the mind of the perceiver. These associations are related not only to Christianity, but also to many other aspects of the Byzantine cultured life, including certain elements from Antiquity. I will try to reveal this mechanism and to show the attempts of the 14th-century South Slavonic translators to render it as well as their decisions in cases of realia unknown to their audience. For this purpose, I have selected certain Greek verse memories (as given in the editions of Eustratiadis and Cresci & Skomorochova Venturini) from the Verse Synaxarion for the summer half of the year together with their two South-Slavonic correspondences of the 14th century (according to the two respective early manuscripts of the Slavonic Verse Prolog), again only for the months from March to August.

2

Figury retoryczne w dyskursie perswazyjnym – konfrontacja na podstawie analizy reklam polskich, włoskich i francuskich

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Dolata-Zaród A. , Pastucha-Blin A.

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tom XXIII/2

7-20

EN

The aim of the present article is to offer a comparative analysis of advertising discourse with regard to the presence and classification of rhetorical figures as an efficient strategy of persuasion. Short commercial texts extracted directly from trade offers of producers, sales companies and online shops, as well as advertisements published on websites and in on-line versions of magazines have been analyzed. Due to limited textual capabilities, we have decided to restrict the scope of the analysis to texts which promote cosmetic products, as well as those that advertise various beauty treatments as a means of improving the appearance and well-being of contemporary women. In order to fully demonstrate the comparative aspect of the study, we have analyzed advertisements of the same products (of commonly known brands) in three linguistic versions, Polish, Italian and French, thus indicating the differences and similarities stemming from the employment of rhetorical figures.

3

Język reklamy jako narzędzie komunikacji firm na rynku młodych konsumentów

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Badzińska E.

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tom Nr 42

5-19

PL

W niniejszym artykule podjęto próbę analizy języka reklamy jako narzędzia komunikacji firm z grupą młodych konsumentów. Przedstawiono zakresy słownictwa, słowa kluczowe oraz figury retoryczne stosowane w reklamie adresowanej do młodych odbiorców. Przytoczone przykłady reklam obrazują próby wywierania wpływu na zachowania młodych konsumentów poprzez używanie oraz współkreowanie specyficznego dla nich języka, stosowanie łatwo przyswajalnych przez młodzież pojęć technicznych i zwrotów obcojęzycznych. Pokazano również, jak manipuluje się odczuciami młodego odbiorcy poprzez tworzenie przyjemnych skojarzeń za pomocą słów kluczy. Zaprezentowane figury retoryczne to kolejny przykład oddziaływania na zachowania odbiorców za pomocą odpowiednio dobranego słownictwa. Przykłady tekstów reklam zaczerpnięto z czasopism młodzieżowych, telewizyjnych spotów reklamowych oraz z reklam w Internecie.

EN

An attempt of the analysis of the language of advertising as a tool of business communication on the market of young customers was undertaken in this paper. Vocabulary, key words as well as rhetorical figures used in advertisements aimed at young people were presented. The examples of advertisements mentioned in this paper show an attempt of exerting pressure on young people's behaviour. It is done by using and creating a language typical for this group of customers or application of technical and foreign language terms easily assimilable by the young. It was also shown that emotions of this group of customers are manipulated by creating nice associations with the help of key words. Presented rhetorical figures are another example of influencing young customers' behaviour by specially selected vocabulary. Example texts of advertisements were taken from youth magazines, TV commercials and Internet advertisements.

4

'Metabasis': kilka słów o apostrofie

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Ryczek W.

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2016

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tom 22: Warunkiem trwałości jest przemiana. Parafrazy, kontynuacje i aluzje literackie

27-51

EN

The main aim of the paper is to make some remarks on apostrophe (aversio), its figurative nature and discursive functions. The figure of rhetorical address to some person other than judge has many affinities with other linguistic or stylistic devices, for instance exclamation, a rhetorical question, animation, personification, aposiopesis, prosopopoeia. As a rhetorical aversion it remains always involved in a communicative context. Using many modes of figuration, apostrophe conveniently gives the poet an opportunity to modulate his poetic voice. Then, it seems to be a mark of invested passion or sublime poetry. The considerations on apostrophe are concentrated on three issues: forms and meanings of this figure in rhetorical tradition (Quintilian, Górski, Keckermann, Stanisław Kostka Potocki, Euzebiusz Słowacki), idea of apostrophe as a central figure of post-Enlightenment poetry (Jonathan Culler), and its role in a poetic invocation (for example of Jan Kochanowski’s Latin ode to Henryk Walezy and stanza addressed to ‘Heavenly Muse’ in Torquato Tasso and Piotr Kochanowski).