Multimodal analysis of advertising discourse during the lockdown due to COVID-19: Comparison of the communication strategies of financial services and automotive products in Spain

The goal of the following text is to analyze the changes in television advertising in the banking and automobile sectors, according to the social context. The hypothesis is that communication is significantly influenced by the situational context, causing differences between the advertising of the two sectors. A multimodal discourse analysis is used, comparing twenty commercials from the banking and automobile sectors in 2019 and 2020, the period during which the lockdown due to COVID-19 took place. Based on a qualitative and quantitative analysis tables were developed with which to analyze general data such as the value proposition or target audience of the advert, or other special data like the text (verb tenses, rhetorical figures…), the image and the sound used. The fact that context is decisive in communication is made evident, and since this is different in every sector, the communication strategy is clearly different as well. However, the points that the two sectors have in common are remarkable: these range from talking about brands and products, to speaking for and about people.

The Subject of Holodomor in the Ukrainian Artistic Space

The Great Famine (Holodomor) is man-made famine that convulsed the Soviet republic of Ukraine in the 1930s. Since 2006, the Holodomor has been recognized as a genocide of the Ukrainian people carried out by the Soviet government. The article aims to highlight specific historical, cultural and social conditions that contributed to the dynamics of the Holodomor theme in music. It focuses especially on the musical compositions of this historical tragedy performed at the Kyiv Music Fest Competition. We can observe the linguistic and musical semantics of the opus of tragic imagery, along with the ethnic motifs of the Ukrainian cultural space, including musical rhetorical figures of the Baroque period, Christian symbolism of suffering and salvation, infernal stylistics.

La rappresentazione dell’intervento di Cesare in battaglia come strategia narrativa nel De bello Gallico: un’analisi stilistica

The article scrutinises Cae­sar’s De bello Gallico narrative through offering an exhaustive analysis of one of the most relevant narrative strategies the Cae­sarian storytelling relies on: the artful representation of Cae­sar’s intervention in battle. The paper firstly illustrates how the accounts of Cae­sar’s activities during the combat are always depicted, across the seven books, as the turning point of a difficult situation for the Romans. Moreover, the article clarifies that these scenes share not only the exceptional results achieved by the commander, but also significant similarities on the diegetic, stylistic and rhetorical level. On this basis, the article argues that such analogies are part of a narrative strategy operating whenever the text describes Cae­sar’s action in a combat. A stylistic and rhetorical investigation on four exemplary cases is undertaken (Gall. 2.15-28, 3.14-15, 6.8 and 7.87); these passages are representative of the De bello Gallico general trend in depicting the author’s efforts during a struggle. The enquiry reveals that the Latin text always presents a comparable sequence of events preceding and following the account of Cae­sar’s accomplishments in battle and that similar lexicon and rhetorical figures are employed to support Cae­sar’s self-presentation as infallible commander.

Semantic space of “Well-Tempered Clavier” of J. S. Bach as a basis of the performing concept

The relevance of the article is due to the issue of formation in a modern multicultural space of the new image of the executor — the carrier of new senses and cultural memory, as well as need for creative comprehension of the world treasury of musical art in the artistic realities of modernity and research on the specifics of its modern performing versions. The purpose of the article is to outline the determinants and the specifics of the semantic space of “Well-Tempered Clavier” of J. S. Bach as conceptual basis of the performing concept. The methodology of the article is based on the principles of a comparative approach, which enables the use of research tools for cultural studies and musicology, in particular historical, historical-contextual, genre, hermeneutical and semiological methods and approaches. The results. The article outlines the following factors of conceptual polyphony of “Well-Tempered Clavier” as accumulation and artist experience of reflection and protecting the world in symbolic forms, the significance of the synthesis of arts and the unity of emotion, image and symbol on the parameters of baroque aesthetics, the connection of “Well-Tempered Clavier” with the creativity of the artist, resonance of symbolic forms with axiological structures of historical and cultural epochs. The article substantiates the significance in pluralistic symbolic field of the works: semantics of tonality and tempo, which acts as a construction of performing chronotope; sacred melos with perceptually fixed semantics, means of embodiment of which is citing, representation as complementary unity, allusion-variable reproduction; numeric symbolism; rhetorical figures, sound treatment — visualization of the musical process; fixed in the context of European art semantics — in particular “mirror in the mirror” (on micro — and macro levels of the of the music text organization); the genre “ambivalence”, which determines the superposition of different variants of “genre’s memory” and enables the creation of an artistic-reflective arch between the era of Baroque and postmodernism, designated be the leveling of the genre. The scientific topicality of the article is due to the clarification and systematization of representations regarding the specifics of the semantic field of “Well-Tempered Clavier” of J. S. Bach and the positioning of conceptual polyphony of the work as the basis of performing concepts and text. The practical significance of article is determined by a direct possibility of applying research results in the performing practice. Conclusion. Performance of “Well-Tempered Clavier” of J. S. Bach on the basis of the interiorization of symbolic forms is a guarantee of its performing “reading” as an embodiment of the process of being human in a cross-cultural dialogue, deploying self-reflection in the space of a representation of postmodernism paradigm as a multidimensional cultural message, in which the axiological experience of humanity is concentrated and the eternal problems of its spiritual being are actualized.

Enhancing Politicians’ Persuasiveness: Some Remarks on the Importance of Rhetorical Figures of Repetition in Political Discourse

The modern political class, which has been established on democratic principles both in Europe and America, is keen to use rhetoric and tools it provides. Any attempt to define the influence of these tools principally refers to the essence of rhetoric which is persuasion. Persuasion, on the other hand, is core to political discourse which, according to Teun van Dijk (1997, p. 14) is contextual, therefore must be recognized by its functions and/or goals. The functions of the discourse are often expressed in rhetorical devices and therefore play an important role in achieving political goals. The pieces of information presented in this article depict rhetorical devices as useful in increasing persuasiveness. Attention is paid to figures of repetition which constitute a universal category of rhetorical devices and thus need to be examined in a greater detail, especially in a discourse whose users focus their efforts on constructing effective persuasion.

CAN FIGURES PERSUADE? ZEUGMA AS A FIGURE OF PERSUASION IN LATIN

Use of rhetorical figures has been an element of persuasive speech at least since Gorgias of Leontini, for whom such deliberate deviations from ordinary literal language were a defining feature of what he called the ‘psychagogic art’. But must we consider figures of speech limited to an ornamental and merely stylistic function, as some ancient and still many modern theorists suggest? Not according to contemporary cognitive rhetoric, which proposes that figures of speech can play a fundamentally argumentative role in speech by evoking a level of shared meaning between speaker and listener, and simultaneously by affording the possibility of reorganizing this common ground. This paper argues that, in Latin literature, zeugma—the ‘linking together’ of two elements (usually nouns or prepositional phrases) with a third (usually a verb) that is semantically compatible with only one of them—can and very often does operate argumentatively, and that it does so by surfacing figurative relationships that normally remain below the conscious awareness of Latin speakers and by imparting a certain structure to these relationships. What very often motivates the selection of elements within zeugma—and what makes zeugma more than simply a stylistic device—are in fact metaphorical structures that are highly conventionalized in Latin's semantic system. In tapping into symbolic associations that are deeply entrenched in the language and thought of Latin speakers, zeugma therefore provided a ready-made device for constructing arguments in context.

Exordium

As an introduction to Charles Bernstein's first poetry collection in Spanish, his translator traces a genealogy of linguistic procedures in American poetry and other theoretical and artistic sources relevant to the Language poets as well as to those influenced by them. This article offers a contextual and critical companion to each of Bernstein's publications throughout more than four decades. The special attention in the first half to a varying range of conceptual strategies in his books and rhetorical figures in his poems echoes in the arguments set in the second half for the selection and translation decisions made by the author in order to bring Bernstein's work into the Hispanic world.

G. Ph. Telemann’s Concertos for Four Violins withoutbassocontinuoin the aspect of onomatopoeic and figurative rhetoric

Statement of the problem. In musicology there has long been a tacit belief that Baroque music is the music of rhetoric, rhetorical figures and affects. In Baroque aesthetics, rhetoric, which is an important element of Baroque poetics, is perceived as an integral part of the content of a musical piece that together with form, harmony, counterpoint and musical expression form its integral substance. The study of Baroque music from the perspective of the rhetorical aspect gives a clearer comprehension of the work, understanding the context, and the competent interpretation of the composer’s idea. Analysis of recent research and publication. The theoretical assumptions of this article are based both on historical treatises (M. Praetorius, Ch. Bernhard, J. Mattheson) and authoritative works of researchers who studied theoretical issues of historically informed performance of the late XX – early XXI century (D. Bartel, L. Dreyfus), including relatively new works (M. Zgółka, P. Zawistowski, A. Mocek). M. Zgółka (2016) adopts a rather traditional approach to rhetoric, which operates with rhetorical figures and affects, and at the same time offers an innovative division of rhetoric into three varieties. Referring to the most important treatises L. Dreyfus (2004) makes us think about the relevance of making parallels between oratory and musical rhetoric highlighting common features and differences. A. Mocek’s (2019) view on musical rhetoric and on the studies devoted to it is quite critical. The main objective of the study is to examine G. Ph. Telemann’s Concertos for Four Violins without basso continuo from the perspective of figurative and onomatopoeic rhetoric. The scientific novelty. In this research for the first time, Telemann’s Concertos were analyzed from the perspective of onomatopoeic and figurative rhetoric. The concept of division of rhetoric into three categories (onomatopoeic, figurative, symbolically mystical) was proposed by the Polish violinist and theorist M. Zgółka (2016). The author uses the following methods in this research: historical, typological, comparative and structural-functional analysis. Results. The analysis of four concertos demonstrates that G. Ph. Telemann uses not only figurative type of rhetoric but also onomatopoeic, successfully combining these two categories. In comparison with, for example, A. Vivaldi or H. I. F. von Biber, the palette of sound imitative techniques in the concertos of G. Ph. Telemann is not so diverse and comprehensive, however, elements of onomatopoeic rhetoric can be found both in fast and slow movements: sound of organ or bells as well as sound images of nature. The composer does not refuse from the elements of figurative rhetoric. Like in his duo sonatas, these are mainly represented by figures that describe a melodic motion. Such techniques are often found in polyphonic quick movements. In the lyrical slow movements, similarly to the duo sonatas, harmony, polyphony and intervals are brought to the fore. Conclusions. G. Ph. Telemann’s cycle of Concertos for Four Violins without continuo is an interesting example of chamber music not only in terms of composition but also from the view point of the usage and combination of various types of musical rhetoric. Knowledge of the rhetorical component brings researchers and performers to a new, more comprehensive level of understanding of the composer’s music, allowing us to consider the emotional content not only of the work as a whole, but also of each single intonation.

Zweifel, Skeptizismus und das Dilemma der Wahrheitsfindung in der höfischen Epik des Mittelalters

Doubt, Scepticism, and the Dilemma of Establishing the Truth in Middle High German Epic. An Outline of a Research Field The article reflects on the specific uses of doubt as a productive method of ascertaining truth in Middle High German Epic (12th to 14th centuries). Intra-tex­tual debates on the correct interpretation of alternative claims to truth and the presentation of opposing points of view trigger a cognitive and emotional effect of doubt which strongly resonates in metaphors, images and rhetorical figures. Additionally, doubt inspires poetic (and narrative) techniques, motifs and character types which extant research has failed to recognise as interconnected. The purpose of this article is to introduce a research field that is concerned with the analysis of courtly scepticism in secular traditions of literature.

Das Motiv der Grenzüberschreitung in Karpatendeutschen Autobiografien

"The Motif of Crossing Borders in Carpathian German Autobiographies. Josef Derx's Memories is the autobiography of a Wehrmacht soldier who becomes a banker after the war. Free of mythology and biblical references, but often with humorous-parodic undertones, the narrative focuses on spatial and temporal details of Derx's life story. In the description of everyday life in a prison camp and the escape from it, the transformation of the remembered self into a remembering self can be observed textually and stylistically by means of changes in tempo and rhetorical figures. Elisabeth Metzl's Ein Paradies verloren aber wir leben (A Lost Paradise but We Live) tells the story of a young woman who has to flee from Bratislava to Austria in her “travelling prison” before the war, without knowing that she will leave her homeland behind forever. The search for her lost sons becomes a personal odyssey. Keywords: autobiography, remembered self, remembering self, personal odyssey "