O presente trabalho tem como objetivo discutir o papel do timbre no edifício teórico da Semiótica da Canção, entendida aqui como a vertente teórica da semiótica francesa desenvolvida principalmente por A. J. Greimas mas também por demais integrantes da assim chamada Escola de Paris voltada para o estudo da canção popular brasileira. Preconizada pelo semioticista Luiz Tatit, essa linha de estudos vem se consolidando gradativamente como um instrumental analítico especializado no estudo da canção popular tomada como uma unidade orgânica constituída pela integração entre letra e melodia. Após um primeiro período de formulação e consolidação das ferramentas analíticas que constituem a base do modelo, assistiu-se ao surgimento de diversos estudos que buscaram expandir seu escopo de abrangência em direção aos elementos não contemplados até o momento, como é o caso do timbre. Dentre estes, as teses de doutorado de Carmo Jr. (2007), Coelho (2007) e Dietrich (2008) assumem posição de destaque por levantar questionamentos primordiais para delimitar o estatuto semiótico do timbre enquanto elemento produtor de efeitos de sentido. As proposições apresentadas por estes autores foram submetidas a uma revisão crítica a fim de extrair os vetores teóricos e metodológicos que deverão orientar as investigações futuras sobre esse objeto. Desse confronto de perspectivas, elaboramos a hipótese de que o timbre se comporta como elemento pertinente ao domínio das semióticas conotativas, conforme o modelo de análise hierarquizada idealizado pelo linguista Louis Hjelmslev (2006). Essa abordagem visa elucidar os mecanismos pelos quais o timbre participa na construção de efeitos de sentido, embora ele possa ser descartado como dado variável e secundário até determinado estágio da descrição semiótica. Com esse objetivo em mente, foi realizado um levantamento da presença da conotação nos textos do semioticista A. J. Greimas a fim viii de determinar seu lugar de pertinência no edifício conceitual da teoria e delimitar com maior precisão as potencialidades analíticas desse conceito. As diretrizes teóricas e metodológicas traçadas até esse ponto foram aplicadas em dois momentos. No primeiro, foi analisado como a descrição verbal presente em manuais de instrumentação e orquestração registra de maneira implícita as cifras tensivas subjacentes ao timbre. No segundo, foi analisado o papel do timbre no álbum Música de Brinquedo da banda Pato Fu, observando especialmente quais efeitos de sentido eram produzidos pelas substituições tímbricas do arranjo desse álbum em comparação com o arranjo original. As análises permitem concluir que, enquanto fenômeno da ordem da conotação, o timbre pode criar fisionomias no âmbito do uso, ora pela instauração de assimetrias e irregularidades, ora pelas variações implicadas nas práticas de rearranjo musical. Em ambos os casos, verifica-se que o lugar privilegiado de pertinência do timbre está no campo do uso e da práxis enunciativa. Graças a essas distinções conceituais, a perspectiva linguística e discursiva pode trazer contribuições valiosas para compreender de maneira sistemática o timbre nos processos de significação. / This work aims to discuss the role of timbre (tone color) within the theoretical framework of the Semiotics of Songs, defined as a special field of French Semiotics developed mainly by A. J. Greimas but also by other members of the so-called Paris School of Semiotics and applied to the Brazilian popular song. Developed by the semiotician Luiz Tatit, this line of research is being consolidated as an analytical tool specialized at the study of popular music, this being understood as an organic unity made up of lyrics and melody. After the first phase of the theory, at which the basic analytical tools were formulated and enhanced, several researches sought the expansion of the theorys analytical scope towards issues not discussed until then, e.g. timbre. The doctoral theses of Carmo Jr. (2007), Coelho (2007) and Dietrich (2008) stand out among these studies as they raise essential issues to explain the semiotic role of timbre in the production of meaning effects. The propositions presented by these authors were critically reviewed in order to draw out the methodological and theoretical guidelines, which shall support this work as much as future research on this subject. From this confrontation of perspectives, one can draw the hypothesis that timbre belongs rather to the field of connotative semiotics, according to the analytic model of hierarchic levels outlined by the linguist Louis Hjelmslev (2006). This approach aims to explain how timbre plays a role at the meaning-effects construction, although it can be regarded as a secondary and variable element up to a certain extent of the semiotic description. In order to achieve this goal, the concept of connotation was researched in A. J. Greimas work in order to determine more precisely its role within the theoretical framework of semiotics as much as its analytical possibilities. The theoretical and methodological guidelines drawn out until this point were applied in two different scenarios. The first one analyzed how the verbal descriptions given by orchestration handbooks implicitly encode x tensive algorithms underlying timbre. The second one analyzed the role of timbre in the album Música de Brinquedo of the Brazilian pop band Pato Fu, especially regarding the meaning effects triggered by the timbre shifting in comparison to the songs original arrangement. The result of the analyses leads to the conclusion that, as a connotative phenomenon, timbre can generate physiognomies either by the emerging of irregularities and asymmetrical combinations, or by the variations created through the musical re-elaboration. In both cases, one can verify that privileged place of timbre lies in the domain of usage and enunciative praxis. Such conceptual distinctions show that the linguistic and discursive perspective can bring valuable contributions to a systematic understanding of timbre at meaning processes.

English is commonly used on the Swedish consumer market today. Not only is English present in Swedish print media but it is also highly present in everyday communication amongst Swedes. The aim of this paper is to find out why English is often picked for promotion purposes and to find out if young Swedes have more positive attitudes towards English than Swedish – Both in general and when it comes to advertising purposes. This study investigates the possible advantages as well as disadvantages of using English in logotypes and brand names aimed at a target group that are learners of English as a second or foreign language. The study was performed using a questionnaire divided into two parts. The first part aimed at finding out about the informants’ knowledge of English and attitudes towards English. The second part was about Swedes’ preferences regarding English versus Swedish brand names. To do so six fictional logotypes in pairs of two’s were created: one with all Swedish text elements and one with all English text elements. The informants were to pick their favorite logotype and motivate why they picked it. The results showed that Swedes generally have positive attitudes towards English and that they prefer English brand names to Swedish ones when the English used is on a certain linguistic level. A possible conclusion is that Swedes like English better for commercial purposes but only as long as they experience some familiarity with the words or expressions used.

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Uppsatsens syfte är att göra en filmanalys av kampanjfilmer om bröstcancer som var skapade av kosmetiska företag i Indien och U.S.A. I uppsatsen undersöks hur semiotiska resurser var påverkade av kulturen och hur kampanjerna har använt kulturell adaption i marknadsföringssyfte. Jag beskriver en denotation av två filmer från varje land följd utav en konnotation som stödjs av artiklar och böcker om respektive kultur. Avslutningsvis tar jag upp och diskuterar de olika teorierna om hur kulturell adaption kan påverka en människa ur ett marknadsföringsperspektiv. Slutsatsen är att nationalism och appropriation är några av de viktiga elementen i kulturell adaption som förstärker marknadsföring. Dessa element skapar självidentitet och förtrogenhet hos individen som tittar på filmen. Några semiotiska resurser som hade förändrats i kulturell adaption och som hälpte till att skapa de elementen var etnicitet, gester, kläder, miljö, och symboler.

Diploma thesis is dealing with the political party programme as the basic building block of political rhetoric and related phenomena in the Czech and Slovak political discourse of reasoning, rhetoric and related statements and case studies that describe and approach these phenomena with examples from the current domestic political rhetoric. Author bases on contemporary critical analysis of argumentation and theory of pragma-dialectic which opposes fallacies or false arguments and then sees both methods in construction of arguments in cases of political rhetoric, mass media discourse and conotative values that they are gaining. Powered by TCPDF (www.tcpdf.org)

Denna C-uppsats analyserar den narrativt skildrade hemvändaren i tre olika tv-serier som sänts på Sveriges Television och ställer frågan: På vilka sätt kan hemvändaren så som den skildras i dessa tre tv-serier identifieras? Serierna som undersökts är Hem till Byn, Skärgårdsdoktorn och Möbelhandlarens Dotter. Alla tre är fiktiva. Syftet med denna uppsats är alltså sammanfattat att undersöka hur hemvändarrollen skildras i dessa Public Service-serier och se hur samhällets bild av landsbygden påverkat detta. Detta har uppnåtts via kvalitativa metoder, med inslag av kultur- och samhällshistoriska perspektiv. Begreppet hemvändare har definierats som en karaktär som återkommer till hembygden den har bakgrund i efter en lång antingen resa eller flytt därifrån. Analysen har åstadkommits genom att undersöka de konnotativa betydelserna i bilderna hemvändaren blir skildrad genom, examinera hur mediekanalerna de kommuniceras genom påverkar, undersöka hur den hegemoniska bilden av maskulinitet har ett inflytande på karaktären, analysera vad karaktärerna egentligen vänder hem till, och tillslut även fråga vad denna narrativa trend säger om hur samhället känner för det rurala ursprunget. Det som framkommit i resultatet är att hemvändaren ses som avvikande enligt de karaktärerna som stannat kvar i det rurala samhället den lämnat. Platsen hemvändaren återvänder till är i dessa fall alltid ett ruralt landsbygdssamhälle med olika högt ansedd kulturell status. Målet karaktären i slutändan strävar efter är att inte längre klassas som just en hemvändare. / This paper analyzes the narratively depicted character called “hemvändare” in Swedish and asks the question: in what way can the “hemvändare” as it is depicted in the Swedish television channels Sveriges Television be identified? The analysis is based on three television shows produced for the Swedish Public Service. The shows are Hem till Byn, Skärgårdsdoktorn and Möbelhandlarens Dotter, all three are based on fiction. The examination of this character through the lens of the Public Service and how society’s view of Sweden’s rural areas has affected it is the summation of the papers meaning. This is achieved through qualitative methods, as well with elements of cultural and social historical perspectives. The term “hemvändare” in this text will be defined as a character who returns to the rural area in which the character grew up in, or had a previously strong connection to, after a move or a long trip away from there. The analysis is accomplished through examining the connotative meanings in the pictures through which they are depicted, inspecting how the media channels they are communicated through affect the end result, studying how the hegemonic ideal of masculinity has an influence on the character, examining what the “hemvändare” actually returns to, and finally ask what this narrative trend says about how Swedish society really feels about is rural origins. The result achieved tells that the “hemvändare” is seen as someone deviant by those who stayed in the rural area. The community the character returns to is in all of the examined series always a rural one with differently respected cultural statuses. In the end however the goal of the analyzed character is to no longer be a “hemvändare”.

In this thesis we focus on singulatives, which, according to S. Bevzenko, are most common in the Ukrainian language. In the study, we analyzed many meanings of the term singulative from different linguists and chose version of V. Musatov, which, in our opinion, is the most accurate. The theoretical part is dedicated to general information about singulatives, their presence and meaning in Slavic languages as well as classifications, by which researchers divide these nouns. The general stylistic characteristic of singulatives in Russian, where these nouns are investigated in more detail, is also presented in this part. In the practical part with the use of Hrinchenko's "Dictionary of the Ukrainian Language" (1907 - 1909), "Dictionary of the Ukrainian language" in eleven volumes (1970 - 1980) and the academic "Great explanatory dictionary of Modern Ukrainian language" (2009) we research singulatives in the Ukrainian language, including changing or preserving their lexical meanings and stylistic markings during 1909 - 2009, as well as their use in fiction and folklore. Key words: singulative, the Ukrainian language, word formation, noun, connotation

Traditional Chinese woodblock New Year pictures face the danger of being marginalized and disappearing in the context of industrialization and technological development. It is, therefore, imperative to conduct research on traditional New Year pictures to address this challenge. This thesis analyses the content of New Year pictures from four representative bases (Yangliuqing, Taohuawu, Wuqiang, and Mianzhu) in China. The semiotic perspective is selected as a theoretical framework. Through quantitative and qualitative analysis of representative New Year pictures, this study identifies commonly used signs in New Year pictures and explores their meanings from the perspectives of connotation and myth. The study also examines the construction relationship between the signifier and the signified of the signs. These findings preliminarily construct the semiotic system for Chinese woodblock New Year pictures. Furthermore, the analytical framework provides an innovative quantitative research approach to the study of traditional New Year picture signs, contributing to the current research on the New Year pictures’ semiotic system. In previous studies, quantitative methods have never been applied to the study of New Year pictures, nor have they been widely used in other similar folk art forms. Distant reading methods from the field of digital humanities open new frontiers in the study of folk art. While visual art may be better suited for traditional close-up reading, computational methods can help capture the overall characteristics of art from a macroscopic perspective.

By making a CDA the linguistic and semantic features in cosmetic products are going to be examined. For the purpose of this study, 99 products, from two companies, are analysed in order to find out if the marketing teams of the companies are using different linguistic and semiotic features in order to persuade their target group. Theories of masculinity and femininity are presented and the relationship between gender and language is analysed. Furthermore, Aristotle’s theory about the three proofs of persuasion ethos, pathos and logos is discussed. After analyzing and discussing the data that have been gathered in relation with the background theories, significant differences are noticed on the products for the two genders. In the research appears that the two genders are targeted in different ways and that different linguistic and semiotic features are used for each gender.

Ce travail de recherche porte dans sa première partie, sur la situation linguistique du Liban, sur la volonté d’étudier la place que la langue française y occupe par rapport aux autres langues en présence, notamment par rapport à l’anglais. Au-delà du contexte, nous présentons aussi dans cette première le corpus suivi du cadre théorique et méthodologique. Pour ce faire, nous avons fait appel dans le cadre théorique aux procédés linguistiques tels que l’emprunt linguistique, l’alternance codique, le calque et l’interférence, ainsi qu’à des concepts sociolinguistiques essentiels, pour montrer comment l’auteur revendique sa langue source à travers la langue d’écriture, dont, entre autres, l’imaginaire linguistique/culturel et les représentations sociales. Dans la deuxième partie, on met en exergue le phénomène du contact des langues et leurs usages au sein de la société libanaise qui a engendré des parlers hybrides comme, entre autres, le franbanais. Par ailleurs, cette étude peut affirmer l’ancrage de la culture et de la langue française au Liban. Quant à la troisième partie de la thèse, elle est consacrée à l’étude socio-sémiotique des articles et des dessins, extraits du journal l’OLJ, dans le but de montrer comment les différentes langues et cultures se nouent de façon harmonieuse dans la presse libanaise et comment chaque langue possède ses particularités langagières liées aux représentations culturelles de la communauté linguistique qui en fait usage. Concrètement l’analyse porte sur les articles de la journaliste Azouri ainsi que les commentaires qui accompagnent les dessins de la dessinatrice Phares. Quant aux dessins, nous avons procédé par une étude sémiotique pour les analyser dans un rapport texte/image. Ainsi, nous avons convoqué les théories de Laurence Bardin, Martine Joly et Roland Barthes, qui prennent en considération l’aspect symbolique et polysémique de l’image visuelle ainsi que les dimensions idéologiques et culturelles du récepteur. Notre travail de recherche, qui se situe donc à la croisée de différentes disciplines, se propose de mettre l’accent sur les dimensions socioculturelles dans le décryptage d’un message donné. / This research concerns, in its first part, the linguistic situation in Lebanon and the ability to analyze the position of the French language in relation to the other existing languages, in particular English. Beyond the context, we will also present the corpus followed by the rhetorical framework and the methodology. For this purpose, we relied on linguistic processes like linguistic borrowing, code-switching, calque and interference as well as central socio-linguistic concepts, in order to show how the author claims his original language through written language, including among others, the linguistic/cultural imagination and social representations. The second part emphasizes the phenomena of language contact and its use in Lebanese society, which has generated hybrid languages like “franbanais”. Furthermore, this work could prove the anchoring of the French culture and language in Lebanon. The third part of this thesis is devoted to the socio-semiotic study of articles and pictures, extracted from the OLJ journal, in order to show how different languages and cultures connect harmoniously in Lebanese media and how every language possesses its linguistic particularities related to the cultural representations of the linguistic community speaking that language. This review is concretely about the articles written by the journalist Azouri as well as the commentaries accompanied by pictures drawn by Phares. Regarding the pictures, we proceeded by a semiotic study in order to analyze the rapport between the text and the picture. Then, we convened the theories of Laurence Basin, Martine Holy and Roland Barthes, who take into consideration the symbolic and the polysemic aspect of the picture as well as the ideologic and cultural dimension of the receiver. Our research, which crosses different disciplines, proposes to emphasize the socio-cultural dimensions in the decryption of a presented message.