Esta dissertação é um estudo sobre a expressividade dos contos de fadas da obra Uma ideia toda azul, de Marina Colasanti. Torna-se inovadora por se tratar de textos curtos, valorizando o fantástico e pelos desfechos de seus contos, diferentes dos tradicionais. Trabalhando com reis, rainhas, príncipes, princesas e unicórnios, a autora utiliza figuras de linguagem que valorizam o texto, tornando cada vez mais encantador e instigante o seu bordado de palavras. Apresentam-se no decorrer do trabalho reflexões acerca das narrativas orais, as teorias referentes aos contos populares, a compreensão de literatura infantil, os contos de fadas, Marina Colasanti na cultura brasileira e a narrativa fantástica, um resumo da obra Uma ideia toda azul, a estilística como base da pesquisa e a essência das figuras de linguagem. Busca-se descrever e analisar as figuras mais produtivas: metáfora, personificação, hipérbole, sinestesia e eufemismo. São recursos linguísticos que conferem aos contos de Colasanti a expressividade que seduz o leitor de todas as idades. A realidade e a fantasia se articulam harmoniosamente em um texto que, ao ressaltar o fantástico, desvela os sentidos universais inerentes ao ser humano de todas as épocas / This thesis is a study on the expressiveness of fairy tales of the work A Whole Blue Idea, by Marina Colasanti. It is innovative because they are short texts, valuing the fantastic and for the outcomes of their stories, different from the traditional. Working with kings, queens, princes, princesses, unicorns, the author uses figures of speech that value the text, making its embroidery of words even more charming and instigating. Reflections about the oral narratives, the theories relating to popular stories, the understanding of childrens literature, fairy tales are present throughout the work, Marina Colasanti in Brazilian culture and the fantastic narrative, a summary of the work A Whole Blue Idea, stylistic as the basis of the research is the essence of figures of speech. It seeks to describe and analyze the most productive figures: metaphor, personification, hyperbole, synesthesia and euphemism. These are linguistic resources which give the tales of Colasanti the expressiveness that seduces the reader of all ages. Reality and fantasy are articulated harmoniously in a text that, to highlight the fantastic, unveils the universal meanings inherent to the human of all times

Esta dissertação é um estudo sobre a expressividade dos contos de fadas da obra Uma ideia toda azul, de Marina Colasanti. Torna-se inovadora por se tratar de textos curtos, valorizando o fantástico e pelos desfechos de seus contos, diferentes dos tradicionais. Trabalhando com reis, rainhas, príncipes, princesas e unicórnios, a autora utiliza figuras de linguagem que valorizam o texto, tornando cada vez mais encantador e instigante o seu bordado de palavras. Apresentam-se no decorrer do trabalho reflexões acerca das narrativas orais, as teorias referentes aos contos populares, a compreensão de literatura infantil, os contos de fadas, Marina Colasanti na cultura brasileira e a narrativa fantástica, um resumo da obra Uma ideia toda azul, a estilística como base da pesquisa e a essência das figuras de linguagem. Busca-se descrever e analisar as figuras mais produtivas: metáfora, personificação, hipérbole, sinestesia e eufemismo. São recursos linguísticos que conferem aos contos de Colasanti a expressividade que seduz o leitor de todas as idades. A realidade e a fantasia se articulam harmoniosamente em um texto que, ao ressaltar o fantástico, desvela os sentidos universais inerentes ao ser humano de todas as épocas / This thesis is a study on the expressiveness of fairy tales of the work A Whole Blue Idea, by Marina Colasanti. It is innovative because they are short texts, valuing the fantastic and for the outcomes of their stories, different from the traditional. Working with kings, queens, princes, princesses, unicorns, the author uses figures of speech that value the text, making its embroidery of words even more charming and instigating. Reflections about the oral narratives, the theories relating to popular stories, the understanding of childrens literature, fairy tales are present throughout the work, Marina Colasanti in Brazilian culture and the fantastic narrative, a summary of the work A Whole Blue Idea, stylistic as the basis of the research is the essence of figures of speech. It seeks to describe and analyze the most productive figures: metaphor, personification, hyperbole, synesthesia and euphemism. These are linguistic resources which give the tales of Colasanti the expressiveness that seduces the reader of all ages. Reality and fantasy are articulated harmoniously in a text that, to highlight the fantastic, unveils the universal meanings inherent to the human of all times

Doing business "the French way" in a Francophone market niche may be somehow different from doing it "the English way" in an Anglophone market niche. Since both the employees’ and the customers’ knowledge of an organisation underpins the organisation’s performance in complex business world environments, Multinational Organisations (MNOs) need to find a manner in which they can achieve coherence between their strategic vision, organisational culture and corporate image across the different linguistic and socio-economic markets they interact with through the various marketing tools they use to stimulate recognition. As a result this can support the integrity and sustainability of their corporate brand across markets and across different linguistics landscapes while interacting with their existing and new foreign markets. This study concentrates particularly on the rhetoric figures and visual cues employed in the selected French and English advertising/promotional messages from different types of advertisements and different product packages of multinational organisation subsidiaries. The study looks at how both the rhetoric figures and visual cues in the selected advertising/promotional messages support the integrity and maintain the sustainability of the corporate brand of the selected companies. The latter is examined across different linguistic and socio-economic markets. The study explores and examines how the possible linguistic properties are used in the selected French and English advertising/promotional messages from different types of advertisements, including those on different product packages. It also looks at how the linguistic properties in selected advertising/promotional messages belonging to different types of advertisements are used in creating and maintaining a positive corporate image of the MNOs and that of their parent companies. In addition, this study analyzes the potential impacts and challenges on moral, cultural and life-style values that multinational subsidiaries inflict on customers through the advertising/promotional messages from different types of advertisements in the promotion and branding of their products and how this affects their corporate image and that of their parent organisations. This is a content analytical study of language features evident in the selected advertising/promotional messages from different types of advertisements and different product packages at the lexical, syntactic and discourse levels and their role and impact on selected multinational parent organisations and their subsidiaries’ corporate images together with those of their selected products. In order to conduct a data-driven study, the author built a data corpus based on 29 advertising messages from different types of advertisements and advertising messages printed on different product packages. The types of advertisements include the photographs and scanned images of billboards, mural billboards, outdoor advertising billboards and leaflets advertising/promoting specific services or products. The product packages include photographs and scanned images of product covers/wraps, primary packages of products, product containers’ stickers with messages printed on them, and primary boxes. The sample comes from six selected multinational subsidiary organisations from two different countries, the Democratic Republic of Congo, a Francophone and multilingual country, and the Republic of South Africa, an Anglophone and multilingual country. Through a detailed content analysis of the advertising/promotional messages from a diversity of sources used as a means of communication, with a focus on rhetoric figures ,visual cues and language features, their roles and potential impact on MNO’s, corporate images in foreign markets will be summarized. In the end, possible conclusions are drawn in the light of the role and impact that they have on the selected companies’ corporate image across different linguistic and socio-economic markets.

Kule ngxoxo kuqwalaselwa indlela ulwimi njengesakhono olusetyenziswe ngayo kwincwadi kaSaule, ethi, Ukhozi Olumaphiko kunye nobuchule bukaBongela ekubhaleni kwincwadi yakhe ethi, Lwadilik’ Udonga, yona eluguqulelo lwencwadi kaChinua Achebe, ethi, Things Fall Apart. Kule ngxoxo akuthelekiswa aba babhali babini koko kujongwe nje kunconywa ubuchule babo ekusebenziseni ulwimi ngendlela ephakamisa umgangatho weencwadi zabo. Oko, kudandalazisa ukubaluleka kokuqatshelwa kolwimi njengesakhono, ngababhali. Injongo yolu phando kukuba, ababhali bakuthathele ingqalelo ukubaluleka kokukhulisa nokukhuthaza ukusetyenziswa kolwimi ngokukubonisa oko kwiincwadi abazibhalileyo, ukuze, nakubafundi nootitshala ezikolweni, kube lula ukufunda nokufundisa ulwimi, kuphumezeke iinjongo zeNkcazelo yePolisi yeKharityhulam noHlolo (2011), yona ebethelela ukufundiswa kolwimi ngendlela ephucula nekhulisa umfundi kulwimi. Le ngxoxo ke ixhaswa ngezithako ngezithako zeengcali kwisakhono noguqulelo. Ingxoxo le yahlulwe yazizahluko ezihlanu. Isahluko sokuqala sivula ngentshayelelo, ze sidandalazise intsusamabandla yolu phando, kushukuxwe ingxubakaxaka elundululeyo, ze kwenziwe uphengululo lweencwadi zeengcali kwizithako zesakhono nezokuguqulela. Isahluko sesibini, siqwalasela indlela uSaule asebenzise ngayo iindidi zezivakalisi, kanti neendidi zezivakalisi ezidiza isakhono ngobuchule, ukuze kuphuhle amandla akhe ekubaliseni kuhlobo loncwadi alubhalileyo, nokuvakalisa iingcinga neengcamango zakhe, edlulisa nolwazi kwabo bafunda incwadi. Isahluko sesithathu, siyaqhuba nokusetyenziswa kolwimi njengesakhono sokubhala kwakwincwadi kaSaule, kodwa kujongwe ukusetyenziswa kwezifanekisozwi, izifaniso, uchongo-magama nentsingiselo kunye noburharha bombhali. Isahluko sesine sona sihlalutya isimbo sikaBongela ekubhaleni nasekuguquleleni kwincwadi yakhe ethi, Lwadilik’ udonga. Isahluko sesihlanu sesokuphetha, siyintyilazwi yeengxoxo ezikolu hlalutyo, kuxilongwa ubuzaza besithako sobunzululwazi-sakhono nokubaluleka kwaso ekuphuhliseni uncwadi jikelele. Ukusetyenziswa kolwimi kuko okungundoqo wokuphila koncwadi.

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Thesis (MA)--Stellenbosch University, 2008. / ENGLISH ABSTRACT: Children experiencing language disorders have often been noted to have difficulty in comprehending figurative language, to a greater or lesser degree. The present study examined and compared the comprehension of figurative language, namely idioms and similes, in three groups of boys between the ages of 8 and 10. These three groups included (i) typically developing Afrikaans first language speakers, (ii) typically developing Afrikaans second language speakers (L2) and (iii) Afrikaans first language speakers with specific language impairment (SLI). A total of 18 participants were studied. The participants were interviewed individually and tests were conducted verbally. 25 idioms and 25 similes obtained from Die Afrikaanse Semantiese Taalevaluering (AST) were used. No contexts were provided for the idioms initially, but if the participant produced an incorrect or literal answer for the idiom, the idiom was placed in context. The use of context proved to be beneficial to all groups. Similes were read to the participant, who had to provide the final word as a response. The similes proved easier for all groups to comprehend, possibly due to their greater explicitness. The data were analysed statistically, but due to the small sample size, the participants were also examined individually as case studies, which provided further insight into the results obtained and revealed the non-homogeneity within the SLI group. The performance of the SLI group proved to be slightly inferior to that of the other two groups, but no statistically significant differences were found among the three groups. The L2 participants were asked to translate the idioms and similes into English. It was found that the Afrikaans idioms and similes were seldom likened to their English equivalents. Idioms which were semantically and syntactically similar or identical to the Afrikaans sentences often incited literal interpretations. Incorrect phonological transfers also appeared to create confusion and to obscure meaning. The L2 speakers’ difficulties possibly arose from (i) a lack of familiarity with figurative language, (ii) an inability to grasp figurative language, and/or (iii) a lack of proficiency in Afrikaans. Pedagogical implications and recommendations are discussed, and comments are made regarding future research on this topic. / AFRIKAANSE OPSOMMING: Kinders met taalversteurings blyk dikwels ook tot 'n minder of meerdere mate probleme te hê met die begrip van figuurlike taal. Hierdie studie ondersoek en vergelyk die begrip van figuurlike taal, naamlik idiome en vergelykings, in drie groepe seuns tussen die ouderdomme van 8 en 10 jaar. Hierdie drie groepe sluit in (i) tipies-ontwikkelende Afrikaans eerstetaalsprekers, (ii) tipies ontwikkelende Afrikaans tweedetaalsprekers, en (iii) Afrikaans eertetaalsprekers met spesifieke taalgestremdheid (STG). 'n Totaal van 18 deelnemers is bestudeer. Onderhoude is individueel met elke deelnemer gevoer en toetse is verbaal uitgevoer. 25 idiome van Die Afrikaanse Semantiese Taalevaluering (AST) is gebruik. Aanvanklik is geen konteks gegee nie, maar indien die deelnemer 'n verkeerde of letterlike antwoord vir 'n idioom gegee het, is die idioom in konteks geplaas. Die gebruik van konteks het in alle groepe 'n positiewe effek gehad. Vergelykings is aan deelnemers gelees, waar hulle as respons die laaste woord moes verskaf. Die vergelykings was vir alle groepe makliker vir begrip, moontlik weens hulle hoër vlak van eksplisiteit. Die data is statisties geanaliseer, maar weens die klein aantal deelnemers is elkeen ook individiueel as 'n gevallestudie ondersoek, wat verdere insigte in die resultate gelewer het, en die nie-homogeniteit van die STG groep aangedui het. Die prestasie van die deelnemers met STG was effens onder dié van die ander twee groepe, maar geen statisties-beduidende verskille is onder die drie groepe gevind nie. Die tweedetaal-deelnemers is gevra om die idiome en vergelykings in Engels te vertaal. Daar is gevind dat die Afrikaanse idiome en vergelykings selde aan hulle Engelse ekwivalente gekoppel is. Letterlike interpretasies is dikwels gegee vir idiome wat sintakties en semanties eenders is as die Afrikaanse sin. Verkeerde fonologiese oordragte het ook verwarring veroorsaak en betekenis verduister. Die probleme van die tweedetaal-deelnemers is moontlik as gevolg van (i) onvoldoende vertroudheid met figuurlike taal, (ii) onvermoë om figuurlike taal te interpreteer, en/of (iii) onvoldoende vaardigheid in Afrikaans. Pedagogiese implikasies en aanbevelings word bespreek, en kommentaar word gelewer oor verdere ondersoek op hierdie gebied.

M.A. / Emotive language is found is various sectors of grammar, and occurs'for instance in words, affixes, fixed expressions and certain syntactic constructions, and is, indicative of the speaker's emotionally charged attitudes or value judgments in regard to referents, or elements of the speech situation or participants in the speech situation. Certain figures of speech seem to be emotionally charged as well. Emotive language has clear formal or semantic correlates, and important parameters are the meliorative/pejorative scale and that of strengthening/weakening. In Chapter 2, which dealt with the morphological expression of emotion, certain affixes and types of compounds were found to play a part in marking language as emotive. It became clear that the diminutive suffix in particular played a major role, and was employed in expressing emotive aspects such as affection, admiration, ridicule, disdain, contempt, sympathy and mistrust. Compounds functioning as intensive forms or of the bahuvrihi type were moreover found to•be emotively charged. Chapter 3•dealt with the role of syntactic mechanisms in emotive language. While certain parts of speech, such as interjections, emphatic particles, degree words, forms of address and exclamations were found to be particularly prone to emotive expression, rhetorical questions, elliptical constructions and various kinds of repetition were also found to have emotive functions. In Chapter 4 the important part played by lexemes and fixed expressions in emotive language was investigated. Emotive words or expressions were found to contrast with neutral, i.e. purely referential, words or expressions in many cases. Modal adverbs proved to be an important carrier of emotive overtones, while the emotive sphere was seen to be enhanced by loans from languages such as English and Zulu. The role of figurative. language and certain figures of speech in particular in emotive expression, was studied in Chapter 5. The figures of speech which were considered, were metaphor, dehumanisation, hyperbole, comparison, sarcasm, synecdoche and irony. In Chapter '6 certain conclusions were drawn, such as the fact that emotive language may take on various forms and occur in various sectors of grammar and vocabulary. At the same time it is found in a spectrum of registers of Afrikaans, e.g. in novels, short stories, youth literature, magazines and even the language of the Bible.

Esta pesquisa insere-se nos estudos sobre o ensino de língua portuguesa, visando a um conteúdo específico as figuras de linguagem, as quais, a nosso ver, não podem ser consideradas acessórias em um texto, uma vez que são elementos da enunciação. Nesse sentido, este trabalho se coloca na contramão do confinamento das figuras de linguagem à gramática, que herdou inúmeras reduções pelas quais passou a retórica; e também na contramão dos que veem o estilo como desvio, ou seja, como algo especial em determinados gêneros e em determinados autores. Na verdade, as figuras de linguagem estão no interior dos textos verbais e visuais de diversos gêneros do discurso, sendo elas um fator determinante para a produção de sentidos. Tendo em vista isso, propusemos a descrição e a análise de como as figuras de linguagem e as percepções de estilo, no uso da língua escrita, são concebidas pelo professor, segundo as teorias de ensino de língua mobilizadas por ele. Nossa pesquisa concentra-se nas concepções dos professores sobre as figuras de linguagem e o ensino das figuras, descritas e analisadas de forma qualitativa a partir de um questionário com perguntas abertas e fechadas, aplicado a 13 professores de português do ensino médio. Para tal análise, buscamos aporte teórico na retórica clássica, na Nova Retórica, na teoria do Círculo de Bakhtin e na teoria socioconstrutivista de Vigotski. Tendo sido concluída a pesquisa, podemos afirmar que professores de perfil semelhante ao de nossos informantes graduação e pós-graduação na área de Letras possuem representações teóricas que propiciam uma abordagem discursiva das figuras. Não se pode mais, hoje, concebê-las como aquilo que é acidental ou mero ornamento, como algo a mais (BARTHES, 1975, p. 167). Em outras palavras, docentes experientes e de formação sólida têm em seu projeto didático ensinar as figuras sob o enfoque estilístico e discursivo. Além disso, a formação acadêmica contínua (do professor-pesquisador, sem perder de vista a prática) favorece uma maior abertura para as teorias linguísticodiscursivas. / This research is part of the studies within the teaching of Portuguese Language, directed towards a specific content - figures of speech -, generally taught in the 1st grade of High Schools in Brazil. We have proposed the description and analysis of how figures of speech and perceptions of style in the use of written language are conceived and promoted by teachers according to the theories of language teaching. Our research focuses on the teachers\' conceptions about figures of speech and the teaching of figures, described and analyzed in a qualitative way from a questionnaire with open and closed questions, applied to 13 Portuguese high school teachers. For this analysis, we search for theoretical input in Classical Rhetoric, New Rhetoric, Bakhtin\'s Discourse Analysis and Vygotsky\'s socioconstructivist theory. Having concluded the research, we can assert that teachers with a similar profile to that of our respondents - recent undergraduate and graduate courses, especially in public institutions - have theoretical representations that propose a discursive approach to the figures. Nowadays, it is no longer possible to regard them as accidental or mere adornment, as something else (BARTHES 1975, 167). In other words, experienced teachers with solid preparation hold in their didactic project the teaching of figures under the stylistic and discursive approach. Moreover, the current and ongoing academic formation (of the researcher-teacher, without obliterating their practice) supports an openness to the most recent linguistic-discursive theories and new teaching practices.