Submitted by ALEXANDRE BUENO SANTA MARIA null (prof.alesantamaria@gmail.com) on 2017-10-17T07:16:16Z No. of bitstreams: 1 SANTA MARIA A. B. - Dissertação - Versão Final PDF.pdf: 1175339 bytes, checksum: e6056b07d15debeeb7d390c6f06337dc (MD5) / Approved for entry into archive by Monique Sasaki (sayumi_sasaki@hotmail.com) on 2017-10-18T19:34:08Z (GMT) No. of bitstreams: 1 santamaria_ab_me_arafcl.pdf: 1175339 bytes, checksum: e6056b07d15debeeb7d390c6f06337dc (MD5) / Made available in DSpace on 2017-10-18T19:34:08Z (GMT). No. of bitstreams: 1 santamaria_ab_me_arafcl.pdf: 1175339 bytes, checksum: e6056b07d15debeeb7d390c6f06337dc (MD5) Previous issue date: 2017-08-25 / O presente trabalho estuda uso de anglicismos no domínio discursivo da Administração de Empresas. A investigação conduzida tem seu foco no fato de que alguns termos em inglês têm traduções consolidadas e bem aceitas pelos falantes brasileiros, e outros, simplesmente, são utilizados em sua forma nativa, com ortografia, sentido e, muitas vezes, pronúncia originais. A escolha do tema foi motivada pela experiência do autor como discente no curso de MBA em Gestão Empresarial. Nesse contexto, tanto nas interações em sala de aula com professores e colegas, quanto em contato com a bibliografia da área, constatou-se que há grande influência da cultura norte-americana nas práticas gerenciais atuais e, consequentemente, da língua inglesa na literatura correlata. Ademais, em levantamento bibliográfico acerca do tema desta dissertação, foram encontrados artigos de periódicos, dissertações de mestrado e teses de doutorado, na área da Linguística, que contemplavam os domínios discursivos de Jornalismo, Informática e Economia, entre outros, mas foi constatada a uma lacuna no que se refere à Administração de Empresas. O arcabouço teórico que sustenta este trabalho está fundamentado na visão cognitivista de língua, que a entende como um sistema simbólico que serve à interação humana e a considera um sistema adaptativo complexo. Nesta dissertação apresentamos reflexões sobre o uso de dez anglicismos no contexto da Administração. As análises, de maneira geral, endossam a teoria de que essas palavras se fizeram presentes no português para suprir necessidades comunicativas interacionais de seus falantes. Na perspectiva de língua como sistema adaptativo complexo, percebemos que os atratores economia e sentido servem de agente motivador de uso de todos os itens estudados. Em decorrência desses atratores, há benefícios no fator ergonomia, já que os anglicismos tornam a comunicação mais fluida e amigável, à medida que limpam do texto explicações excessivas e elementos como remissões ou notas de rodapé. Outro ponto marcante destas reflexões foi a observação do fato de que, nesse domínio, na maioria das vezes, os anglicismos chegam ao português pela classe dos substantivos, e costumam denominar processos. Desse modo, o esquema de imagem de CONTÊINER (CONTAINER), se mostrou muito produtivo em vários casos. Este estudo encontrou legitimação linguística para não apenas para o uso de anglicismos, mas de empréstimos e estrangeirismos de qualquer origem, não apenas no domínio da Administração, mas no português como um todo. Apesar de existirem, em alguns momentos, razões culturais e ideológicas para a escolha de palavras, este trabalho trouxe como contribuição a constatação de que, no uso real da língua, o falante busca, acima de outras coisas, assegurar a informatividade de seus enunciados, e para isso, recorre, quando necessário, a empréstimos e estrangeirismos. / This dissertation studies the use of anglicisms (English loanwords used in texts written in Portuguese) in the discursive field of Business Administration. This research is focuses on the fact that some English terms have translations that are well accepted by Brazilian speakers, and others are simply used in their native forms. The choice of subject was motivated by the author's experience as an MBA student. In this context, both in classroom interactions with professors and peers, as well as in the literature of the area, it was found that there is great influence of American culture on current management practices and hence the English language. In addition, in the literature concerning the theme of this dissertation, we have found journal articles, dissertations and doctoral theses in the field of linguistics, which contemplated the discursive fields of journalism, computer science and economics, among others, but there was a gap in regard to Business Administration. The theoretical framework that supports this work is based on the cognitive view of language. It approaches language a symbolic system that underpins human interactions and considers it a complex adaptive system. In this research, we present reflections on the use of ten anglicisms in the context of management. The analysis, in general, endorses the theory that these words were used in Portuguese to meet interactional communicative needs of its speakers. From the perspective of language as a complex adaptive system, we realize that the attractors economy and meaning serve as motivators to use all studied items. As a result of these attractors, there are benefits in text ergonomics, since the anglicisms make communication more fluid and reader-friendly, once they make excessive explanations and text elements as references or footnotes unnecessary. Another remarkable point of these reflections was the observation of the fact that, in this area, most of the time, the anglicisms play the role of nouns, and often refer to management processes. Thus, the image schema of CONTAINER proved to be very productive in several cases. This study found linguistic legitimacy not only for the use of anglicisms, but loanwords from any other language, not just in the field of Busines Administration, but in the Portuguese language as a whole. Although there are, at times, cultural and ideological reasons for the choice of words, this work brought as a contribution the realization that, in actual use of the language, speakers seeks, above other things, to ensure the informativeness of statements, and for that reason, they resort to loanwords when necessary.

The purpose of this essay is to investigate problems that arise when translating a German football text into Swedish. The qualitative study focuses on football terminology, as this is central to the language of football. Special attention was paid to synonymous terms, collocations, Anglicisms, metaphors, and metonymies. Various parallel texts and football dictionaries were consulted during the translation. Also, Koller's (2011) model of translation correspondences was used in order to systematize the findings. The analysis showed that when dealing with synonymous terms, different kinds of translation problems occurred due to correspondence type. For example, in cases where source text terms had only one correspondence in the target language, the target text inevitably became more repetitive than the source text. On the contrary, when a source-text term had several correspondences, many translation alternatives needed to be considered in order to choose the appropriate term in the specific target-text context. Concerning the translation of collocations, the analysis showed that interference may pose a problem even when translating into one's native language. As for the translation of Anglicisms, most of them could not be preserved in the target text, and, thus, needed to be replaced by existing Swedish equivalents. This occasionally turned out to be problematic, for instance when no direct equivalent could be found in the target language. On the contrary, many of the terms based on metaphorical concepts such as FOOTBALL IS WAR could be preserved, indicating that German and Swedish football language use this concept to a similar extent.

The diploma thesis deals with English loanwords that were integrated into French during the past 5 years and became a part of metalinguistic corpus. There are two aims, on one hand, we will analyze English loanwords that entered general language dictionary in the past 5 years. On the other hand, using sociolinguistic research, we will try to find how native speakers perceive given loanwords. The text is divided into two parts, theoretical and practical. The theoretical part characterizes loanwords, describes individual types of loanwords, and discusses their general characteristics and codification. The practical part is dedicated to classification of loanwords codified in the given metalinguistic corpus and deals with their perception by native speakers. Key words: anglicisms, English loanwords, French, language borrowing, codification, metalinguistic corpus

The diploma thesis deals with English loanwords that were integrated into French during the past 5 years and became a part of metalinguistic corpus. There are two aims, on one hand, we will analyze English loanwords that entered general language dictionary in the past 5 years. On the other hand, using sociolinguistic research, we will try to find how native speakers perceive given loanwords. The text is divided into two parts, theoretical and practical. The theoretical part characterizes loanwords, describes individual types of loanwords, and discusses their general characteristics and codification. The practical part is dedicated to classification of loanwords codified in the given metalinguistic corpus and deals with their perception by native speakers. Key words: anglicisms, English loanwords, French, language borrowing, codification, metalinguistic corpus

The topic of this thesis is a comparison of attitude to English loanwords in Czech and Danish. The process of adopting anglicisms into both languages is viewed from several different angles in effort to provide a complex picture of the researched issue. The first part is devoted to the description of the diachronic development of Czech and Danish, especially to the influence of foreign languages on their vocabulary. In this part there is also defined used terminology and the theoretical framework is described, i.e. ways of enriching vocabulary and characterization of borrowings from foreign languages. The second part is devoted to the sociolinguistic view, i.e. the language policy of both countries, the approach of language institutions. In this section there are also described some central topics that are typical for the current linguistic situation in the Czech Republic and Denmark. The third part describes the formal adaptation of anglicisms in Czech and Danish from the morphological, orthographic, phonetic and syntactic point of view. The last chapter is devoted to the evaluation of the survey, which represents the practical part of this thesis. The theoretical part was processed using the method of literary review and the practical part using the questioning method. Since the thesis deals with...

The work deals with understanding the language of the older generation by young people and vice versa - how the old generation understands the present-day youth; how the old generation is versed in expressions commonly used by the young. The work is divided into a theoretical and practical parts. The theoretical part at first deals with lexis in general and then briefly presents word formation and vocabulary enrichment. The following chapter discusses structures of the national language, which was also a base for the practical part as the questionnaire contained a task proving knowledge of literary expressions. The questionnaire as a whole deals with issues of standard and non-standard levels of Czech. The last chapter of the theoretical part covers the term "youth" and age limits of this social group. Special attention is then paid to features of young people's language. The practical part deals in detail with results shown in questionnaires prepared in regard to the topic of this bachelor thesis. It thoroughly compares results in each task both with the young and the old generations. Each task for the individual age categories of respondents is shown in the form of a chart. The last part of the work presents a tabular summary of success rates for each age group of respondents in particular tasks. In this work, I also decided to compare the results of my survey via questionnaires among secondary school students in a grammar school, a vocational school and a training school. The results concerning students of secondary technical and vocational schools are shown in the diagrams at the end of the practical part. There are also tables comparing the success rate in individual tasks with students of all the three types (grammar school - vocational school - training school) of secondary schools.

ABSTRACT This essay deals with translation issues, mainly in regard to text function and text norms, which arose during the transfer of a German source text, situated within the field of tourism, into a Swedish target text. Special attention was paid to anglicisms, a typical feature of German marketing language and also a key stylistic feature of the source text at hand. A challenge to translators in general is which textual and cultural considerations, besides considerations of language, should be taken into account in the translation process. In translation literature semantics and pragmatics have received considerable attention. The analysis in this particular essay was based on the skopos theory and Reiss’ translation-oriented text typology. The analysis showed that the source text has an operative function, meaning that it is aimed at influencing the reader in a specific direction, but at the same time fulfills an informative function. Both these functions must be reflected in the translation. The comparison of text norms of tourist texts showed that the use of anglicisms is less common in Swedish tourist texts than in German tourist texts, and therefore many of the anglicisms in the source text were exchanged for equivalent Swedish expressions in the target text. When an equivalent anglicism was not available, the denotation was expressed in accordance with the function of that particular linguistic element, which means that in some cases semantic equivalence was attained and in some cases priority was given to text-normative and pragmatic equivalence.

En la actualidad existe un gran número de marcas que optan por incluir anglicismos en su comunicación digital en su búsqueda por crear un valor simbólico a sus productos, además de reflejar un estilo de vida original. Esto se debe a los múltiples beneficios que el uso de anglicismos presenta, como prestigio, dominio americano, flexibilidad, comercio internacional, entre otros. Este trabajo de investigación busca obtener una mejor comprensión del público millennial peruano respecto a las actitudes que los anglicismos en Facebook generan en ellos. Tomando el caso del mercado de moda independiente y, de manera especifica, la marca Papa con Camote, pues se trata de una de las marcas de moda independiente unisex más populares en el país. Previamente, se han realizado investigaciones sobre el consumo de marcas de moda en esta generación. Sin embargo, no se ha realizado uno de este tipo en el Perú, ni se ha enfocado en el segmento de la moda independiente. Asimismo, el motivo de la elección de los millennials radica en la contemporaneidad entre el auge del uso de anglicismos y su incorporación progresiva al idioma con el desarrollo de esta generación. En cuanto a la metodología empleada, el paradigma será naturalista con un enfoque cualitativo, pues el objetivo de la presente investigación es la obtención de información subjetiva y personal del público; además, será de carácter inductivo. El muestreo por realizar será teórico y el trabajo será un estudio de caso instrumental único. Por otro lado, las técnicas que se utilizarán serán entrevistas a expertos en distintos rubros relacionados al tema y focus groups con muestras del público objetivo que deberán ser consumidores de marcas de moda independiente y seguir sus redes sociales. / Currently there are a large number of brands that choose to include anglicisms in their digital communication in their quest to create symbolic value for their products, in addition to reflecting an original lifestyle. This is due to the multiple benefits that the use of anglicisms presents, such as prestige, American dominance, flexibility, international trade, among others. This research work seeks to obtain a better understanding of the Peruvian millennial public regarding the attitudes that anglicisms on Facebook generate in them. Taking the case of the independent fashion market and, specifically, the Papa con Camote brand, as it is one of the most popular independent unisex fashion brands in the country. Previously, research has been conducted on the consumption of fashion brands in this generation. However, one of this type has not been carried out in Peru, nor has it focused on the independent fashion segment. Likewise, the reason for the choice of millennials lies in the contemporaneity between the boom in the use of Anglicisms and their progressive incorporation into the language with the development of this generation. Regarding the methodology used, the paradigm will be naturalistic with a qualitative approach, since the objective of this research is to obtain subjective and personal information from the public; furthermore, it will be inductive in nature. The sampling to be carried out will be theoretical and the work will be a single instrumental case study. On the other hand, the techniques that will be used will be interviews with experts in different areas related to the subject and focus groups with samples of the target audience that must be consumers of independent fashion brands and follow their social networks. / Trabajo de investigación

Les normes langagières étant en constante évolution au sein de notre société, les entreprises québécoises doivent adapter leur discours publicitaire pour plaire à leur public cible en tenant compte des normes et tendances actuelles. De ce fait, cette étude se penche sur les attitudes des consommateurs et consommatrices de différents profils sociodémographiques par rapport aux approches linguistiques adoptées en publicité écrite au Québec. Les approches étudiées concernent le choix de pronom d’adresse, le niveau de langue ainsi que l’intégration d’anglicismes dans les annonces publicitaires. Ainsi, 192 personnes locutrices natives du français québécois ont répondu à un questionnaire sociolinguistique accessible en ligne afin de mettre en relation leurs caractéristiques et leurs préférences à l’égard des trois aspects susmentionnés. L’analyse réalisée est de type quantitatif. Les résultats nous permettent de constater que l’âge est la variable la plus significative pour expliquer les préférences des participant·e·s. Notamment, il y est démontré que les répondant·e·s de 35 ans et moins jugent moins sévèrement les anglicismes et perçoivent plus favorablement le tutoiement en publicité que leurs aînés. Bien que les Québécois·es apprécient un niveau de langue familier ou populaire dans les publicités de produits ou services ludiques, un niveau de langue tout au moins standard est préféré pour les produits ou services plus luxueux. En somme, la présente recherche apporte une contribution à la littérature au niveau des préférences linguistiques des Québécois en publicité et elle permet de démontrer l'importance des choix linguistiques lors de la conception des slogans publicitaires. / As language norms are constantly evolving in our society, Québec companies must adapt their advertising discourse to appeal to their target audience by taking into account current norms and trends. Therefore, this study examines the attitudes of consumers of different socio-demographic profiles with respect to the linguistic approaches adopted in Quebec print advertising. The approaches studied concern the choice of pronoun of address, the level of formality of the message, and the integration of Anglicisms in advertisements. Thus, 192 native speakers of French in Quebec answered an online sociolinguistic questionnaire in order to relate their characteristics and preferences to the three aspects mentioned above. The analysis carried out is quantitative. The results show that age is the most significant variable in explaining the participants' preferences. In particular, respondents aged 35 and under judge words borrowed from English less severely and perceive the less formal pronoun of address in advertising more favorably than their elders. While participants evaluate a colloquial or popular level of language in ads for fun products or services positively, they prefer a standard level of language for more luxurious products or services. In sum, this research contributes to the literature on the language preferences of Québécois participants in advertising and demonstrates the importance of targeting the right linguistic forms in the design of advertising slogans.

The aim of this thesis is to analyze the methods used by translators when translating spoken language in contemporary Danish fiction into Czech. In the first chapter, the Czech translation tradition is defined. This tradition influences Czech usage and tendencies. The second chapter introduces the features of stylized language reflected in literature written in Czech. As will be shown, these are mainly lexicological and morphological features and related stylistical means. The following chapters are devoted to the analysis of individual features of stylized language and their translation into Czech. Discussed are loanwords, diminutives, expletives, morphological changes, realia and politeness. The translated units are compared with Czech translation tradition and literature written in Czech.