The cognitive poetics of English-Chinese advertisement translation

Author(s):  
Ying Cui

Abstract Advertisements often use poetic methods to increase aesthetic value, evoke emotion, and strengthen recipients’ impression. This study explores the cognitive poetics of English-Chinese advertisement translation and investigates how poetic methods are treated in translation. It draws upon poetics, psychology, and translation to study a corpus of 198 English-Chinese poetic advertisements. Two major poetic methods in the advertising discourse – repetition and image establishment – will be outlined, as well as their functions in invoking an emotional response and lasting impression. Then, analysis of a representative example will demonstrate how the poetic elements are transferred across languages, and the results of two surveys confirm their effects. The discussion is intended to shed light on the audience’s reception and perception of advertisements and provide translators with practical reference regarding poetic methods and the importance of the audience’s emotion and impression.

2019 ◽  
Vol 15 (11) ◽  
pp. 20190703 ◽  
Author(s):  
Anne-Sophie Tribot ◽  
Julie Deter ◽  
Thomas Claverie ◽  
François Guillhaumon ◽  
Sébastien Villéger ◽  
...  

Cultural and recreational values of biodiversity are considered as important dimensions of nature's contribution to people. Among these values, the aesthetics can be of major importance as the appreciation of beauty is one of the simplest forms of human emotional response. Using an online survey, we disentangled the effects of different facets of biodiversity on aesthetic preferences of coral reef fish assemblages that are among the most emblematic assemblages on Earth. While we found a positive saturating effect of species' richness on human preference, we found a net negative effect of species abundance, no effect of species functional diversity and contrasting effects of species composition depending on species' attractiveness. Our results suggest that the biodiversity–human interest relationship is more complex than has been previously stated. By integrating several scales of organization, our study is a step forward in better evaluating the aesthetic value of biodiversity.


2020 ◽  
Author(s):  
Sara Mechraoui

This study, which is inspired by Cognitive Poetics, aims to test the feasibility of its basic methods on the analysis of Milan Kundera’s novel Life Is Elsewhere (1973). Kundera’s style seems at first plain, but greater importance was given to his philosophical and psychological treatment of subjects than the narratological world that he creates. He brilliantly mixes many narrative techniques to expose his existential and aesthetic ideals. The aesthetic value of the novel studied under the cognitive stylistic approach in this study sought answers to the following question. How can Life Is Elsewhere (1973) be read from a cognitive linguistic perspective? The findings confirmed the relevance of the cognitive poetic approach to the narrow reading of Milan Kundera’s works. Life Is Elsewhere (1973) is a merit of narrative control in that the author allows the reader to live the life story of a young poet, to appreciate his ups and downs, at the same time, read his philosophical ideas about life and his artistic control of the novel. Though a cognitively inspired approach might seem odd at the thematic level, for a purely hermeneutic researcher, the level at which both author and reader would exchange meaning from the text is catered for in the rich textual world of the novel. The latter sustains the universality of the works and confirms the suitability of the cognitive poetic framework to any piece of literature.


2021 ◽  
Vol 25 ◽  
pp. 39-49
Author(s):  
Галина Яроцкая ◽  

The following study is dedicated to the analysis of a collection of internet memes as media products of discursive and humorous practices. The intertextuality of a meme is required criteria that must be present in its discursive, epistemological and aesthetic value; if the meme does not have this quality, it essentially has no chance of being put into use, gaining the status of a precedential phenomenon, and integrating into the culture altogether. Internet practices of humorous discussion reflect the main characteristics of society’s valuative and emotional response to the formed global pandemic situation. The main linguistic and discursive features of this response are intertextuality, interdiscursivity, polycody, and the use of language/word play, among which the most frequently used in this internet collection turned out to be the strategic utilization of absurdity and reframing-based linguocognitive play. Comic effects are achieved in most cases due to knowledge of precedential phenomena, which is why many memes are difficult to decode for those who are uninformed.


2019 ◽  
Vol 37 (2) ◽  
pp. 116-127
Author(s):  
O. G. Revzina

Cognitive poetics is a part of cognitive science. Cognitive science is a scholarly paradigm of the second half of the 20th – first decades of 21st cent. Cognitive science shares all traits of scholarly paradigm: critics of predecessors, new understanding of investigation object and new conceptual apparatus, new tasks and effective methods of its solution, and its indraft, in the capacity of obligatory, into material of scholarly of fiction. It’s always written about discourse of fiction, that it is at the interface of literary criticism and linguistics. It is exactly literary texts that form the “figure” of modern cognitive poetics, whereas its “background” is religious, humorous texts and also mass-media products. Cognitive poetics devotes itself to the exploration of mental processes, accompanied by communication of reader and text. Notions of prototype and uniformity, conceptual metaphor and metaphorical blending are treated, resting on works of M. Freeman, G. Lakoff, K. Hautley, P. Stockwell. Special attention is payed to incompatibility of cognitive poetics, that proclaims deligitimation of fiction, with philological and structural-semiotic approaches, with ideas of aesthetic function of language and aesthetic value of verbal work of fiction, with concepts of mimesis and catharsis by Aristoteles. In the last part analysis by M. L. Gasparov of the verse by A. Fet (Чудная картина, Как ты мне родна: Белая равнина, Полная луна, свет небес высоких и блестящий снег И саней далеких Одинокий бег) and the verse by Percy Bysshe Shelley «Ozymandias» are discussed. M. L. Gasparov is far from cognitive poetics, but he builds his analysis, resting on the major human cognitive capacity – visual perception and tridimensional text space, reconstructed by him, which implicitly refers to cognitive deixis. Holistic perception is superposed with strong emotional experience and unselfish satisfaction. P. Stockwell, on the contrary, starts from the notion of cognitive deixis and describes its kinds, but, analyzing “Ozymandias”, he applies to well-known figures of different senders and receivers. The parallel is made between sculpture and poet and then – between destroyed statue and text as an archetype. The verse is also concentrated on the production process of creation and on the act of reading: traveler reads inscription and then reads it to narrator, which in its turn reads it to us in the form of verse. Finally Stockwell reaches that explanation of the impact on the reader, made by this verse. Thus, incompatible in theory turns to be pretty compatible in practice.


2021 ◽  
pp. 266-290
Author(s):  
Astghik Astghik

THE FUNCTIONS OF ARMENIAN FEMALE ADORNMENTS (XVIII-XX CC.) Adornments as cherished keepsakes vary with their roles and significant meanings behind them. They have existed throughout history from ancient times to the present in particular ways to represent their positive and beneficial aspects as well as aesthetic value and beauty, belief and affiliation, custom and tradition to define social status within a community. Due to the provision of great amount of information about the adornments by early male and female wearers we come to know the wide spectrum of their performance indicating function and quantity, type and purpose, gender and age, time and circumstances. Articles of adornment progressed through ages in forms and in ways of wearing. One of the prized and popular purposes for jewelry is to signify valued relationships and bonding experiences to bring good luck to the person who possesses them. The symbolism often makes jewelry more meaningful and important carrying a positive connotation integrated into the design. They often serve as gifts. The form of donation (e.g. during the wedding rituals), oblation (e.g. to the church or a holy spring), getting and receiving adornments are very striking. On a larger scale studies on decorations of XVIII-XX cc. shed light on several benefits and several ideas of a strong positive message. The forms and the patterns of the decorations include symbols, often combination of symbols, associated with the sun, the moon, water (wavy lines), plants (bud, almond, flower, branches etc.), animals (snake, fish, frog, bee etc.), dragons and so on. From this point of view supernatural might of the metals, the precious stones and shells bring happiness and healing. The colours of artificial beads, wooden beads, made of the sacred trees wood and coins having apotropaic properties were considered to have a specific function as well. The rare inscriptions used as patterns are fairly notable too. There are fascinating materials in the Armenian folklore that add depth and a range of concepts to the context of the adornments which facilitate to recognize the character of the decorations profoundly and think about their prominent role within the Armenian culture.


2020 ◽  
Vol 6 (1) ◽  
pp. 119-150
Author(s):  
Keiko Sagara ◽  
Nick Palfreyman

Abstract Abstract (Japanese Sign Language) The numerals 10, 100 and 1,000 are expressed variably in Japanese Sign Language (JSL) and Taiwan Sign Language (TSL), two languages that also have historic links. JSL was used in deaf schools that were established in Taiwan during the Japanese colonial era, leaving a lasting impression on TSL, but complex sociolinguistic situations have led to different outcomes in each case (Fischer, 2014; Sagara, 2014). This comparative sociolinguistic analysis is based on two datasets comprising a total of 1,100 tokens produced by 72 signers from the Kanto and Kansai regions (for JSL) and the cities of Tainan and Taipei (for TSL). Mixed effects modelling reveals that social factors such as the age and region of the signer have a significant influence on how the variable is realised. This investigation shows how careful cross-linguistic comparison can shed light on variation within and between sign languages that have been in contact, and how regional variation in one language may influence regional variation in another.


2011 ◽  
Vol 10 (4) ◽  
pp. 565-588 ◽  
Author(s):  
Dezheng Feng ◽  
Peter Wignell

By analysing multimodal TV advertisements, this study aims to show how intertextual voices are exploited in advertising discourse to enhance persuasive power. Taking as their point of departure the assumption that all discourses are intertextual recontextualizations of social practice that draw on external voices from both specific discourses and discursive conventions, the authors identify two types of intertextual voice in TV advertisements: character and discursive voice. This article illustrates the multimodal construction of voices and demonstrates that the choice of voices is closely related to the ‘domain’ of the product. It is argued that the intertexual voices contribute to the advertising discourse through multimodal engagement strategies. Character voice endorses the advertised product through such resources as lexico-grammar, intonation, facial expression and staged narrative, while discursive voice endorses the advertised product through contextualization and intertextual discourse structure. It is hoped that the study will shed light on the understanding of the heteroglossic nature of advertisements, the interaction between intertextual voices and the advertised message, and multimodal construction of voices and engagement.


Author(s):  
Sara Mechraoui

This study, which is inspired by Cognitive Poetics, aims to test the feasibility of its basic methods on the analysis of Milan Kundera’s novel Life Is Elsewhere (1973). Kundera’s style seems at first plain, but greater importance was given to his philosophical and psychological treatment of subjects than the narratological world that he creates. He brilliantly mixes many narrative techniques to expose his existential and aesthetic ideals. The aesthetic value of the novel studied under the cognitive stylistic approach in this study sought answers to the following question. How can Life Is Elsewhere (1973) be read from a cognitive linguistic perspective? The findings confirmed the relevance of the cognitive poetic approach to the narrow reading of Milan Kundera’s works. Life Is Elsewhere (1973) is a merit of narrative control in that the author allows the reader to live the life story of a young poet, to appreciate his ups and downs, at the same time, read his philosophical ideas about life and his artistic control of the novel. Though a cognitively inspired approach might seem odd at the thematic level, for a purely hermeneutic researcher, the level at which both author and reader would exchange meaning from the text is catered for in the rich textual world of the novel. The latter sustains the universality of the works and confirms the suitability of the cognitive poetic framework to any piece of literature.


Author(s):  
Dominic McIver Lopes

One question that leads us into aesthetics is: why does beauty matter? Or, what do aesthetic goods bring to my life, to make it a life that goes well? Or, how does beauty deserve the place we have evidently made for it in our lives? A theory of aesthetic value states what beauty is so as to equip us to answer this question. According to aesthetic hedonism, aesthetic values are properties of items that stand in constitutive relation to pleasure. Contemporary versions of aesthetic hedonism don’t explain what makes aesthetic values aesthetic, but they do explain what makes them normative, stating what makes it the case that aesthetic value facts lend weight to what an agent should do, for the fact that acting yields pleasure is always a reason to act. This book introduces and defends an alternative to aesthetic hedonism. According to the network theory, aesthetic value facts lend weight to its being an achievement for an agent to act. Since agents achieve by acting in coordination with one another, the theory takes seriously the sociality of aesthetic activity. The main argument for the network theory is that it better explains six facts about aesthetic activity than does aesthetic hedonism. The book also discusses the relationship between aesthetic value and pleasure, the point and distinctive character of aesthetic discourse, and the metaphysics of aesthetic value. Two final chapters use the network theory to shed light on how aesthetic value matters to us as individuals and as members of collectives.


2019 ◽  
Vol 47 (6) ◽  
pp. 1733-1747 ◽  
Author(s):  
Christina Klausen ◽  
Fabian Kaiser ◽  
Birthe Stüven ◽  
Jan N. Hansen ◽  
Dagmar Wachten

The second messenger 3′,5′-cyclic nucleoside adenosine monophosphate (cAMP) plays a key role in signal transduction across prokaryotes and eukaryotes. Cyclic AMP signaling is compartmentalized into microdomains to fulfil specific functions. To define the function of cAMP within these microdomains, signaling needs to be analyzed with spatio-temporal precision. To this end, optogenetic approaches and genetically encoded fluorescent biosensors are particularly well suited. Synthesis and hydrolysis of cAMP can be directly manipulated by photoactivated adenylyl cyclases (PACs) and light-regulated phosphodiesterases (PDEs), respectively. In addition, many biosensors have been designed to spatially and temporarily resolve cAMP dynamics in the cell. This review provides an overview about optogenetic tools and biosensors to shed light on the subcellular organization of cAMP signaling.


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