scholarly journals Creativity оf Advertising Aesthetics in Generating New Fiction Texts

2021 ◽  
pp. 182-196
Author(s):  
Alla Sazhyna
Keyword(s):  
Driving Force ◽  
Literary Texts ◽  
Original Text ◽  
Perfect Form ◽  
The Aesthetic ◽  
Communicative Space ◽  
Semantic Parameters

The article under studies deals with the creative possibilities of an advertising text within modern arts. It is generally recognized that the main purpose of advertising is to turn a recipient into a consumer. The advertisers achieve this goal through implementing the four consecutive stages of affecting the receptive consciousness: drawing attention, arousing interest, stimulating desire and encouraging action, which requires a perfect form of presentation. For successful achievement of the above results, the advertisers use rational, emotional, logical, psychological and aesthetic means of persuasion all together. Consequently, advertisement, as a peculiar synthetic type of “aestheticized pragmatics”, does not reject the aesthetic constituent. In the course of perceiving an advertising text, there might occur certain teleological deviations: when the aesthetic component of advertising comes out in the receptive consciousness in the first place, the advertising text can acquire new semantic parameters and be transformed into a qualitatively different text. In this way, most advertising slogans are usually considered. Being separated from the original text, they turn into independent messages (such as proverbs, sayings, phraseologisms) and enter the flow of the contemporary communicative space of speech. Other phenomena, generated by the aesthetics of an advertising text, are numerous anecdotes and comedic sketches, which parody plot structures, themes, images and specifics of the speech of advertising texts, as well as act as autonomous genres. The article under discussion regards the generation of a new text as a free game within aesthetic communication, whereby the author (the advertiser) and the recipient (the consumer) become equally successful partners. In addition, the article contains the analysis of certain samples, in which the aesthetics of an advertising text annihilates its immanent utilitarian form and creates an independent fiction text. Thus, the aesthetic component of an advertising text turns into a particular creative motive, a driving force in generating new literary texts.

TRANSLATION AS MENTAL INTERPRETATION ACTIVITY IN LINGUISTICS AND LITERATURE

2019 ◽  
Vol 18 (28) ◽  
pp. 43-53
Author(s):  
Svitlana Gruschko
Keyword(s):  
Literary Criticism ◽  
Literary Work ◽  
Cross Cultural ◽  
Literary Translation ◽  
Literary Texts ◽  
Cultural Dimension ◽  
Cultural Communication ◽  
Original Text ◽  
Cross Cultural Communication ◽  
Cross Language

In the article the phenomenon of translation is regarded as mental interpretation activity not only in linguistics, but also in literary criticism. The literary work and its translation are most vivid guides to mental and cultural life of people, an example of intercultural communication. An adequate perception of non-native culture depends on communicators’ general fund of knowledge. The essential part of such fund of knowledge is native language, and translation, being a mediator, is a means of cross-language and cross-cultural communication. Mastering another language through literature, a person is mastering new world and its culture. The process of literary texts’ translation requires language creativity of the translator, who becomes so-called “co-author” of the work. Translation activity is a result of the interpreter’s creativity and a sort of language activity: language units are being selected according to language units of the original text. This kind of approach actualizes linguistic researching of real translation facts: balance between language and speech units of the translated work (i.e. translationinterpretation, author’s made-up words, or revised language peculiarities of the characters). The process of literary translation by itself should be considered within the dimension of a dialogue between cultures. Such a dialogue takes place in the frame of different national stereotypes of thinking and communicational behavior, which influences mutual understanding between the communicators with the help of literary work being a mediator. So, modern linguistics actualizes the research of language activities during the process of literary work’s creating. This problem has to be studied furthermore, it can be considered as one of the central ones to be under consideration while dealing with cultural dimension of the translation process, including the process of solving the problems of cross-cultural communication.

Working-Class Writing and the Use Value of the Literary

PMLA ◽  
2012 ◽  
Vol 127 (4) ◽  
pp. 932-938 ◽  
Author(s):  
Sonali Perera
Keyword(s):  
Working Class ◽  
World Literature ◽  
Literary Texts ◽  
Second Phase ◽  
Use Value ◽  
Aesthetics And Politics ◽  
Republic Of Letters ◽  
Greenwich Meridian ◽  
Country Culture ◽  
The Aesthetic

Formal preoccupations, which is to say specifically literary concerns, appear in small literatures only in a second phase, when an initial stock of literary resources has been accumulated and the first international artists find themselves in a position to challenge the aesthetic assumptions associated with realism and to exploit the revolutionary advances achieved at the Greenwich meridian.—Pascale Casanova, The World Republic of Letters“In our country culture has become so complex, this complexity is reflected in our literature. It takes a certain level of education to understand our novelists. The ordinary man cannot understand them …” … And she reeled off a list of authors, smiling smugly. It never occurred to her that these authors had ceased to be of any value whatsoever to their society—or was it really true that an extreme height of culture and the incomprehensible went hand in hand?—Bessie Head, A Question of Power (first ellipsis in orig.)ON WHAT BASIS ARE SELECT TRADITIONS OF LITERARY INTERNATIONALISM RECOGNIZED AS WORLD LITERATURE AND OTHERS DEEMED MERELY historical, relics of nostalgic Marxism or of resolved debates on aesthetics and politics? According to recent influential formulations, world literature is writing that in original or translated form circulates outside the author's country of origin. But what of traditions of literary internationalism, like those of working-class writing, that reverse and displace practical, utilitarian propositions to ask, instead, in more abstract terms, what is the use value of the literary? Bessie Head's A Question of Power poses a challenge to practical definitions. What of literary texts that have global currency but aren't of “any value whatsoever to their society”?

scholarly journals LANGUAGE TRANSFORMATIONS IN THE PROCESS OF TRANSLATION OF ENGLISH PROSE INTO UKRAINIAN (ON THE BASIS OF THE COLM TOIBIN’S NOVEL ‘HOUSE OF NAMES’)

2020 ◽  
Vol 1 (10(78)) ◽  
pp. 156-159
Author(s):  
Iryna Dumchak ◽  
Sofiia Shemerliuk
Keyword(s):  
Literary Texts ◽  
Original Text ◽  
The Novel ◽  
Translation Process ◽  
Source Language ◽  
Original Language ◽  
English Prose

The article deals with the peculiarities of transformations in the process of translation of English prose into Ukrainian. Despite the large number of works covering this issue, the problem of translating prose texts is not dismissed. There is a need to systematize and study the types of lexical and grammatical transformations, used in translating literary texts, in practice. To observe the process of formation of inter-language transformations, the novel by an Irish writer Colm Toibin ‘House of Names’ has been chosen. The various scientists’ approaches to establishing the transformation types are analyzed. It is revealed that due to differences in the syntactic, grammatical and morphological structures of the English and Ukrainian languages, lexical and grammatical transformations are widely used in translation. Lexical transformations are the deviations from direct vocabulary matches. The lexical transformations are mainly caused by the fact that the volume of the lexical units of the original language and the language of translation do not coincide. Among lexical transformations, the most common are generalization, concretization, compensation, lexical additions. Grammatical transformations are to transform the structure of a sentence in the translation process according to the rules of the source language. The transformation can be complete or partial depending on whether the structure of the sentence changes completely or partially. The article presents the examples of the grammatical transformations of inversion, replacement, addition and omission comparing the original text and its translation.

scholarly journals Existential Sentences as a Characteristic Syntactic Feature of I. A. Bunin’s Poetic Texts

2020 ◽  
Vol 22 (4 (202)) ◽  
pp. 256-272
Author(s):  
Olga A. Selemeneva ◽  
Keyword(s):  
Literary Texts ◽  
Psychological States ◽  
Surrounding World ◽  
Traditional Structure ◽  
Lyrical Poetry ◽  
Poetic Text ◽  
Existential Sentences ◽  
The Aesthetic ◽  
Poetic Texts ◽  
Main Components

In this article, existential sentences are examined as a syntactic dominant of I. A. Bunin’s lyrical poetry. The interest in the originality of the syntax of Nobel laureate’s literary texts is due to the lack of research on this issue, linguists’ focus on the aesthetic salience of the vocabulary, its expressive properties and combination potential, as well as stylistic figures and tropes. Meanwhile, it is the writer’s selection of specific syntactic structures for the implementation of the idea, the representation of key ideas and concepts that reflect his personality and the peculiarities of his perception of the surrounding world. The author refers to Bunin’s poems from 1886–1917 and 1918–1953 published in Bunin’s collected works in 9 volumes. In the writer’s poetic oeuvre, existential sentences are regularly used. Despite the traditional structure that underlies them and is represented by three meanings (‘the object of being’, ‘being’, and ‘area of being’), the richness of the lexical content of each of the main components stands out. As a result, existential sentences become a universal form used to represent completely different situations in the author’s individual worldview: the existence of natural objects in space, meteorological phenomena, events, time periods, artifacts, etc.; physical states of the surrounding world; psychological states of the subject. Acting as a semantic core of a poetic text, existential sentences do not have a fixed place in it, and are used as a lyrical beginning, an interposed element, or an ending in its structure. In each position, their use is conceptually significant. It is established that the peculiarity of existential sentences in Bunin’s lyrical poetry is their syntactic unconditionality (attachment to three registers of speech, i.e. reproductive, informative, and generative) and polyfunctionality (performing the pictorial, characterising and concluding, and generalising functions).

Text and Commentary in the Medieval Period

2017 ◽  
Author(s):  
Yu-yu Cheng
Keyword(s):  
Literary Texts ◽  
Original Text ◽  
Medieval Period ◽  
Early Medieval ◽  
Chinese Tradition ◽  
Early Medieval Period ◽  
Classical Chinese

In classical Chinese tradition, writing a commentary is a basic way of interpreting texts and teaching classics. A commentator not only speculates on an author’s intent but also cites from various oral or written accounts to annotate a text. Commentary thus becomes a core text for converging knowledge and conserving culture, and sometimes it is many times longer than the original text. This chapter focuses on a series of commentaries on literary texts in the early medieval period and shows that, instead of being secondary to the original text, a commentary constitutes a new text on a par with the urtext in many ways.

Proletarian Modernism: Film, Literature, Theory

PMLA ◽  
2019 ◽  
Vol 134 (5) ◽  
pp. 1056-1075
Author(s):  
Benjamin Kohlmann
Keyword(s):  
Twentieth Century ◽  
Literary Texts ◽  
Aesthetic Theory ◽  
Alternative Route ◽  
Modernist Literature ◽  
Literary Works ◽  
Recent Scholarship ◽  
The Aesthetic ◽  
Literature Theory ◽  
Opening Up

This article identifies a body of work—films, literary texts, and theories of the aesthetic—that can help us reopen the question of what it means for an artwork to project a vision of classlessness. The article begins by focusing on early-twentieth-century proletarian modernism, in particular in the cinematic work of Sergey Eisenstein and in British literary works that repurposed Woolfian and Joycean styles during the later interwar years. Proletarian modernism, I argue, highlights an alternative route taken by modernist literature and art: unlike the late modernists feted in much recent scholarship, proletarian modernists aimed to retool modernism, opening up new and global political futures for it rather than anticipating its end. The article concludes by showing that the cultural genealogy of proletarian modernism mapped out here doubles as a prehistory of contemporary aesthetic theory: it enables us to recognize the significant political and theoretical erasures that structure recent accounts of art's democratic potential.

El estilo del traductor en el tratamiento de las onomatopeyas del chino al español

Babel ◽  
2014 ◽  
Vol 60 (4) ◽  
pp. 445-463
Author(s):  
Helena Casas-Tost
Keyword(s):  
Creative Writing ◽  
Point Of View ◽  
Spanish Version ◽  
Literary Texts ◽  
Original Text ◽  
Specific Language ◽  
Phonological Features ◽  
Translation Techniques ◽  
Contemporary Chinese

Onomatopoeia are words with peculiar phonological features and expressive capacity which distinguish them from other types of words. These traits together with other elements related to their use in each language often pose a challenge for translators of specific language combinations. This article analyses how Chinese onomatopoeia are translated into Spanish, and it is based on a case study of the Spanish version of the Chinese novel Huozhe (活着) (To live). This piece of creative writing has been chosen because the original text contains many onomatopoeia and because the target text can be regarded as a fine example from a translation point of view. The article begins with a brief overview of the main features of these words and their role in literary texts, as well as the general results of the analysis of a corpus of seven contemporary Chinese novels and their translations into Spanish. Subsequently, the study explores the translation of onomatopoeia in the selected work of fiction in order to identify the mechanisms and translation techniques the translator has adopted and the results in the Spanish target text.

scholarly journals The Poetic of Colors in Qassim Haddad’s Texts (Oh Coal, My Master: Van Gogh’s Notes): شعريّة اللون في نص قاسم حدّاد (أيّها الفحم يا سيدي: دفاتر فنسنت فان غوخ)

2020 ◽  
Vol 4 (5) ◽  
Author(s):  
Amirah Ali Abdullah Al-Zahrani
Keyword(s):  
Analytical Approach ◽  
Literary Texts ◽  
Poetic Language ◽  
Critical Approach ◽  
Artistic Style ◽  
The Aesthetic ◽  
Figurative Expressions ◽  
Poetic Style

This study presents a critical approach to the poetic aspects of Qassim Haddad’s texts (Oh coal, my master) in his rewritings of Van Gogh's life. The importance of the study lies in the new experience of the text as Qassim has provided a distinguished artistic style where he presented the biography of the Dutch artist based on the heterobiography logic. He explored the artist’s paintings which reflected his attitudes towards life and art and invested in the content of his massages. The attractiveness of this topic is the reason for conducting the study as the poet Qassim Hadadd was able to explore deeply Van Gogh's ideas and consequently presented to us a biography of an exceedingly beautiful poetic style that presented his reading of the paintings and messages. Furthermore, texts are written in an elegant poetic language and are rich in color interpretations. The study adopts the Artistic Analytical approach that analyzed the figurative expressions of colors that have poetic connotations different from their denotative meanings which led to appreciate the aesthetic aspects of such literary texts.

scholarly journals AESTHETIC INSTRUMENTATION FOR FORMING IMAGINED COMMUNITIES: THE PHENOMENON OF THE NATIONAL ANTHEM

2021 ◽  
pp. 212-231
Author(s):  
O.Y. Khoroshylov
Keyword(s):  
Comparative Method ◽  
Social Engineering ◽  
Political Community ◽  
Literary Texts ◽  
The Political ◽  
National Anthem ◽  
Critical Content ◽  
Building Process ◽  
The Aesthetic ◽  
The Right

The article is devoted to the study of the experience of using aesthetic tools in the formation of national groups. The object of the research is the state anthems, as a concentrated manifestation of the self-interpretation of the political community. The methodology of this article is based on constructivism, which interprets nations as imaginary communities and focuses the attention of the researcher on the practice of using soft technologies of collective integration. It`s addressed to the problem of using literary texts in the processes of collective integration made it possible to include not only representatives of political, but also creative elites in the list of subjects of social engineering. It has been proved that the political significance of the national anthem is manifested through "texts` violence". It`s the ability of the ruling circles to transmit group values to the subordinate array, which is achieved due to the legislative consolidation of a generally binding status for a certain text and due to the aesthetic impact on the consciousness of members of the community. The research methodology is presented by the using the procedures of the comparative method. It was carried out in such clusters as: justification of the right to exist (source of legitimation), "We are the image" of the commonality, common heroes, imaginary geography. It was achieved the identification of statistical patterns and features of the studied text arrays with analytical procedures for critical content analysis of the national anthems of European states. The results of the study confirmed the effectiveness of the procedures and tools of social engineering as one of the scenarios for the creation of national collectives in the European cultural area, substantiated the expediency of using the approved methodology to identify the cultural means of the nation-building process within the borders of Europe, and revealed the prospects of its application in relation to countries of the non-European cultural area.

scholarly journals Translating Multicultural Texts: Challenges and Solutions

2021 ◽  
pp. 23-46
Author(s):  
Evgeniia V. Zimina ◽  
Keyword(s):  
Native Speakers ◽  
Age Groups ◽  
Literary Texts ◽  
Original Text ◽  
Cultural Elements ◽  
Multicultural Texts ◽  
Contemporary Russian Fiction ◽  
Translation Errors ◽  
High Degree ◽  
Difficult Part

Translating literary texts involves decoding not only the language but also the cultural elements integrated into the text. The situation becomes even more challenging if the translated text is multicultural. The original text may be full of references, allusions and subtexts that can present certain difficulties even for native speakers. The translator faces the double challenge: not only to convey the plot, which is the least difficult part but make the reader feel the subtleties and nuances of the cultures presented in the text. Cultures are not necessarily associated with different ethnic and religious identities. They may also refer to cultures of certain periods in history, cultures of age groups, cultures of local communities. Oversimplifications made by the translator rob the reader of the pleasure of reading and may create a distorted image of the writer and the text. We aim to analyse typical translation errors made by translators of contemporary Russian fiction into English. The analysis is based on Narine Abgaryan’s Three Apples Fell from the Sky and Dmitry Novikov’s A Flame Out in the Sea, both originally written in Russian and characterised by a high degree of multiculturalism. We also suggest practical ways to overcome the difficulties arising in the process of translating multicultural texts.

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