Text in English / Advertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion. It is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Advertising in modern time comprises varied component parts (visual imagery, graphic and color designs, print and auditory techniques.); however, language plays an indispensable role in the transmission of the message. Language has an immense influence on human beings and the way they behave. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. Copywriters, like poets, choose their words carefully in order to achieve a particular rhetorical effect. They use language in such a way that they attract attention, arouse interest or desire and create need. Language forms an integral part of advertisements. The current study focused on persuasive elements in the English employed in advertisements in newspapers in Ghana. The study investigated the extent to which Aristotle’s three artistic proofs (logos, pathos and ethos), figures of speech and grammatical elements in the English of advertisements in the Ghanaian newspapers were employed by copywriters for persuasive effect. The current study was underpinned by three theories, namely, Aristotle’s Rhetorical Theory, Conventional Figurative Language Theory and the Standard Theory of Generative Grammar. These theories lent support to the three thematic trends of the study. The qualitative research design was employed given the interpretive nature of the analysis of the corpus. The current study did not involve human subjects as data sources because the corpus was from written documents. The purposive sampling method was employed owing to the subjective nature of the process of data collection. The qualitative content analysis approach was adopted as the analytical framework for the study. This made it possible for the coding of categories of the textual data based on the themes, patterns and trends that emerged. The findings of the research revealed that copywriters in the Ghanaian newspapers employed Aristotle’s three artistic proofs, figures of speech and grammatical elements in the English of advertisements for persuasive effect. / Linguistics and Modern Languages

The study is a comparative analysis of conceptual metaphors in English and Shona. The objectives of this study were: to compare the metaphorical expressions of English and Shona in the same or similar domains in order to establish on the one hand whether there are similarities and/or differences cross-linguistically and cross-culturally in the metaphorical construal of reality between these two languages and on the other hand, to establish what the underlying motivation is for the similarities and the differences between these two unrelated languages. The thesis also explores the reasons for the similarities in terms of particular assumptions underlying conceptual metaphors, that is, embodiment and ecological motivations. / Linguistics / D. Litt. et Phil. (Linguistics)

The study is a comparative analysis of conceptual metaphors in English and Shona. The objectives of this study were: to compare the metaphorical expressions of English and Shona in the same or similar domains in order to establish on the one hand whether there are similarities and/or differences cross-linguistically and cross-culturally in the metaphorical construal of reality between these two languages and on the other hand, to establish what the underlying motivation is for the similarities and the differences between these two unrelated languages. The thesis also explores the reasons for the similarities in terms of particular assumptions underlying conceptual metaphors, that is, embodiment and ecological motivations. / Linguistics and Modern Languages / D. Litt. et Phil. (Linguistics)

Text in Afrikaans / Die (NG) kerk in Suid-Afrika bevind haar aan die begin van 'n nuwe millennium in 'n oorgangstydperk. Die NG Kerk se aandeel aan die sonde van apartheid hou verband met haar legitimering van die apartheidsideologie. Ten opsigte van laasgenoemde het sy 'n apartheidsteologie verkondig, ten spyte van die ernstige vermanings wat ook vanuit eie geledere gemaak is. Die lot van noodlydendes in die land hou grootliks verband met die gevolge van apartheid. Hierdie studie wys op die noodsaaklikheid dat die kerk in die konteks van noodlydendes weer haar diakonale rol moet nastreef. Die studie ondersoek die transformasiekrag van die metafoor as integrerende deel van die denk- en taalsisteem van die mens. Die bewuswees van teenstellings tussen die toegepaste en nie-toegepaste onderskeidinge binne die betekenis van die gebruikte woord is verantwoordelik vir die spanning wat daar in die metaforiese woordgebruik bestaan. Laasgenoemde bied die metafoor 'n dinamiese krag. Die prediker kan as kreatiewe metafoorskepper die metafoor in prediking aanwend. Sodoende kan gelowiges geaktiveer word om voetewassers te word en kan die diakonale kerk profetieses die bevryding van nood verkondig. Die (NG) kerk in Suid-Afrika bevind haar aan die begin van 'n nuwe millennium in 'n oorgangstydperk. Die NG Kerk se aandeel aan die sonde van apartheid hou verband met haar legitimering van die apartheidsideologie. Ten opsigte van laasgenoemde het sy 'n apartheidsteologie verkondig, ten spyte van die ernstige vermanings wat ook vanuit eie geledere gemaak is. Die lot van noodlydendes in die land hou grootliks verband met die gevolge van apartheid. Hierdie studie wys op die noodsaaklikheid dat die kerk in die konteks van noodlydendes weer haar diakonale rol moet nastreef. Die studie ondersoek die transformasiekrag van die metafoor as integrerende deel van die denk- en taalsisteem van die mens. Die bewuswees van teenstellings tussen die toegepaste en nie-toegepaste onderskeidinge binne die betekenis van die gebruikte woord is verantwoordelik vir die spanning wat daar in die metaforiese woordgebruik bestaan. Laasgenoemde bied die metafoor 'n dinamiese krag. Die prediker kan as kreatiewe metafoorskepper die metafoor in prediking aanwend. Sodoende kan gelowiges geaktiveer word om voetewassers te word en kan die diakonale kerk profetieses die bevryding van nood verkondig. / At the beginning of the new millennium, the Dutch Reformed Church in South Africa finds itself in a transitional period. The part the Dutch Reformed Church played in the sin of apartheid, can be directly ascribed to the legitimizing of the apartheid ideology. With reference to the above, the church preached an apartheid theology, in spite of serious warnings from within its own ranks. The misery of the 'suffering humanity' in our country is a direct result of apartheid. This study highlights the immense importance resting upon the Dutch Reformed Church to once again fulfil its diaconal role with reference to those who suffer. This study investigates the transformation power of the metaphor as integral part of the cognitive- and language systems of the human being. The awareness of the implied contradictions between the applied and non-applied parts in the meaning of the word creates a tension in metaphorical speech. The latter endows the metaphor with a dynamic power. The preacher may then apply creative metaphors in the sermon. He is therefore a creator of the metaphor. The effective use of the metaphor in preaching will enable him to empower his audience to be servants like Jesus. The effective use of metaphors in preaching will help to activate believers and will assist the diaconal church in relaying its prophetic message of salvation to those who suffer. Through the active conduct and unity of the church, those who suffer experience the salvation of the living Christ. This study implies that the preacher should approach the text from his own experience, combined with an existentional knowledge of the needs of the people in need, to the text. The study highlights the creative role of the preacher as creator of the metaphor, and the activation of believers in the context of those who suffer, so that the church may fulfill its diaconal role. / Practical Theology / D.Th. (Practical theology)

University of Macau / Faculty of Social Sciences and Humanities / Department of Chinese

Text in Afrikaans / Die (NG) kerk in Suid-Afrika bevind haar aan die begin van 'n nuwe millennium in 'n oorgangstydperk. Die NG Kerk se aandeel aan die sonde van apartheid hou verband met haar legitimering van die apartheidsideologie. Ten opsigte van laasgenoemde het sy 'n apartheidsteologie verkondig, ten spyte van die ernstige vermanings wat ook vanuit eie geledere gemaak is. Die lot van noodlydendes in die land hou grootliks verband met die gevolge van apartheid. Hierdie studie wys op die noodsaaklikheid dat die kerk in die konteks van noodlydendes weer haar diakonale rol moet nastreef. Die studie ondersoek die transformasiekrag van die metafoor as integrerende deel van die denk- en taalsisteem van die mens. Die bewuswees van teenstellings tussen die toegepaste en nie-toegepaste onderskeidinge binne die betekenis van die gebruikte woord is verantwoordelik vir die spanning wat daar in die metaforiese woordgebruik bestaan. Laasgenoemde bied die metafoor 'n dinamiese krag. Die prediker kan as kreatiewe metafoorskepper die metafoor in prediking aanwend. Sodoende kan gelowiges geaktiveer word om voetewassers te word en kan die diakonale kerk profetieses die bevryding van nood verkondig. Die (NG) kerk in Suid-Afrika bevind haar aan die begin van 'n nuwe millennium in 'n oorgangstydperk. Die NG Kerk se aandeel aan die sonde van apartheid hou verband met haar legitimering van die apartheidsideologie. Ten opsigte van laasgenoemde het sy 'n apartheidsteologie verkondig, ten spyte van die ernstige vermanings wat ook vanuit eie geledere gemaak is. Die lot van noodlydendes in die land hou grootliks verband met die gevolge van apartheid. Hierdie studie wys op die noodsaaklikheid dat die kerk in die konteks van noodlydendes weer haar diakonale rol moet nastreef. Die studie ondersoek die transformasiekrag van die metafoor as integrerende deel van die denk- en taalsisteem van die mens. Die bewuswees van teenstellings tussen die toegepaste en nie-toegepaste onderskeidinge binne die betekenis van die gebruikte woord is verantwoordelik vir die spanning wat daar in die metaforiese woordgebruik bestaan. Laasgenoemde bied die metafoor 'n dinamiese krag. Die prediker kan as kreatiewe metafoorskepper die metafoor in prediking aanwend. Sodoende kan gelowiges geaktiveer word om voetewassers te word en kan die diakonale kerk profetieses die bevryding van nood verkondig. / At the beginning of the new millennium, the Dutch Reformed Church in South Africa finds itself in a transitional period. The part the Dutch Reformed Church played in the sin of apartheid, can be directly ascribed to the legitimizing of the apartheid ideology. With reference to the above, the church preached an apartheid theology, in spite of serious warnings from within its own ranks. The misery of the 'suffering humanity' in our country is a direct result of apartheid. This study highlights the immense importance resting upon the Dutch Reformed Church to once again fulfil its diaconal role with reference to those who suffer. This study investigates the transformation power of the metaphor as integral part of the cognitive- and language systems of the human being. The awareness of the implied contradictions between the applied and non-applied parts in the meaning of the word creates a tension in metaphorical speech. The latter endows the metaphor with a dynamic power. The preacher may then apply creative metaphors in the sermon. He is therefore a creator of the metaphor. The effective use of the metaphor in preaching will enable him to empower his audience to be servants like Jesus. The effective use of metaphors in preaching will help to activate believers and will assist the diaconal church in relaying its prophetic message of salvation to those who suffer. Through the active conduct and unity of the church, those who suffer experience the salvation of the living Christ. This study implies that the preacher should approach the text from his own experience, combined with an existentional knowledge of the needs of the people in need, to the text. The study highlights the creative role of the preacher as creator of the metaphor, and the activation of believers in the context of those who suffer, so that the church may fulfill its diaconal role. / Philosophy, Practical and Systematic Theology / D.Th. (Practical theology)

Работа посвящена исследованию языковых средств, используемых в текстах социальной рекламы на русском и английском языке. Объектом исследования является рекламный текст социальной тематики на русском и английском языках. Предметом исследования выступает лингвистическая репрезентация проблем общества в тексте социальной рекламы на русском и английском языках. Цель работы состоит в выявлении и анализе лингвистических и стилистических средств, используемых при создании рекламы социальной тематики на русском и английском языках. Материал исследования составили 900 рекламных текстов социальной тематики на русском и английском языках. Анализ материала показал, что в социальной рекламе на русском и английском языке употребляются похожие части речи: глагол, существительное, прилагательное и числительное. В обоих языках среди частей речи преобладают глаголы. Употребление глагола в настоящем времени в повелительном наклонении является общим признаком текстов социальной рекламы, как на русском, так и на английском. Как в русских, так и в английских текстах социальной рекламы использовались абстрактные и нарицательные имена существительные. Общими лексическими средствами являлись метафора, метонимия и императивная конструкция. Таким образом, можно сделать вывод, что именно эти лингвистические средства обладают наибольшей эффективностью и создатели социальной рекламы во всем мире чаще всего обращаются именно к ним. Средствами, более характерными для русскоязычной социальной рекламы являлись риторические вопросы, использование прилагательных в превосходной степени, игра слов. Аллитерация преобладала в текстах англоязычной социальной рекламы. Сниженная лексика была замечена в текстах социальной рекламы на русском языке, однако не встречалась в социальной рекламе на английском. Напротив, в социальной рекламе на английском был замечен эвфемизм, который несет функцию замены считающихся неуместных слов. Невербальному компоненту в социальной рекламе англоязычных стран уделялось большее внимание, чем в социальной рекламе на русском языке. / The work is dedicated to the study of figures of speech in the texts of public service announcement in Russian and English. The object of the study is the advertising text of social topics in Russian and English. The subject of the study is the linguistic representation of society's problems in the text of social advertising in Russian and English. The purpose of the work is to identify and analyze the linguistic and stylistic means used to create social advertising in Russian and English. The research material of the study consists of 900 advertising texts of social topics in Russian and English. The analysis of the material showed that similar parts of speech are used in social advertising in Russian and English: verb, noun, adjective and numeral. In both languages, verbs predominate among the parts of speech. The use of the verb in the present tense in the imperative mood is a common feature of social advertising texts, both in Russian and in English. Both Russian and English social advertising texts used abstract and common nouns. Common linguistic means were metaphor, metonymy and imperative construction. Thus, we can conclude that it is these linguistic means that are most effective and the creators of social advertising around the world use them most often. The more typical linguistic means for Russian-language of social advertising were rhetorical questions, the use of superlative adjectives, and a word-play. Alliteration prevailed in the texts of English-language social advertising. Substandard vocabulary was noticed in the texts of social advertising in Russian, was not found in social advertising in English. On the contrary, in social advertising in English, euphemism was noticed, which has the function of replacing words that are considered inappropriate. More attention was paid to the non-verbal component in social advertising in English-speaking countries than in social advertising in Russian.

Ce travail de recherche pluridisciplinaire apporte un éclairage nouveau sur l’œuvre de Pascal Quignard, renouvelle les problématiques du genre de l’écrit sur l’art et étaye certaines hypo-thèses de l’analyse du discours. La première partie reprend les notions déjà identifiées par la critique quignardienne que sont l’assertion, la latinisation et le sordide, en propose une nou-velle analyse et, à l’aide d’exemples, y ajoute des éléments complémentaires tels les mots-mana, la logique poétique et le pouvoir des images. La deuxième partie articule ces éléments intratextuels à ceux extratextuels que sont l’ethos et la posture de l’auteur ainsi que l’image du lecteur, associant sociologie de la littérature et analyse du discours pour décrire la stratégie argumentative quignardienne. Le dispositif ainsi décrit et qualifié d’écriture inquiétante est ensuite analysé dans la troisième partie à la lumière de l’histoire et de la philosophie de l’art, révélant les liens entre l’image et la pensée quignardienne. / This multidisciplinary research sheds new light on the work of Pascal Quignard, renews the issues of the genre of writings on art and supports hypothesis of discourse analysis. The first part includes the concepts already identified by the quignardienne criticism, like the assertion, the latinization and the sordid, proposes a new analysis, using examples, and adds additional elements such as mana-words, poetical logic and the power of images. The second part combines these intratextual elements to those that are extratextual: ethos and posture of the author and the reader’s image. It combines sociology of literature and discourse analysis to describe Quignard’s argumentative strategy. The device thus described and qualified as « disturbing writing » is then analysed in the third part in the light of the history and philosophy of art, revealing the relationship between the image and Quignard’s thought.

O problema norteador desta dissertação é: como indivíduos urbanos, rurais e rurbanos, da região de Caxias do Sul, estruturam a categoria VIOLÊNCIA, a partir de modelos cognitivos, os quais emergem do modo como esses indivíduos expressam linguisticamente suas experiências nesse domínio? O objetivo geral é o de investigar, no âmbito da Linguística Cognitiva (LC), especificamente da Semântica Cognitiva, quais processos e estruturas estão implicados na categorização de VIOLÊNCIA, a partir da análise de trechos de entrevistas realizadas com indivíduos urbanos, rurais e rurbanos da região de Caxias do Sul. A amostra é constituída de 20 entrevistas, a partir das quais é gerado o corpus para análise. As análises fundamentam-se na Teoria dos Modelos Cognitivos Idealizados (TMCI) e seus desdobramentos teóricos, com ênfase em modelos metafóricos e metonímicos. Esta investigação é particularmente relevante à medida que VIOLÊNCIA é um conceito abstrato complexo, cuja estruturação se encontra fortemente ligada a fatores cognitivos e socioculturais. O objetivo geral desdobra-se nos seguintes objetivos específicos: (a) identificar e analisar a estrutura da categoria VIOLÊNCIA em termos de mapeamentos metafóricos e metonímicos; e (b) discutir questões metodológicas atinentes à entrevista, avaliando sua adequação como o instrumento da pesquisa em LC. As hipóteses formuladas a partir do problema de pesquisa são: (1) modelos metafóricos, que estruturam a categoria, diferem entre sujeitos urbanos, rurais e rurbanos; (2) modelos metonímicos, que são culturalmente motivados, diferem entre sujeitos urbanos, rurais e rurbanos; (3) a entrevista individual, como inicialmente proposta, constitui-se como um ato de fala legítimo para análise em LC, à medida que um conjunto de requisitos técnico-procedimentais for atendido. A partir da análise do corpus, verifica-se que as hipóteses (1) e (2) não se confirmam completamente, uma vez que, apesar de se observarem, na amostra, ricos mapeamentos metafóricos e metonímicos, com maior ocorrência de modelos metonímicos, estes não diferem em função do critério de pertencimento a dada comunidade, mas sim em função da formação escolar. Entretanto, a verificação dessas hipóteses deve ainda merecer atenção em pesquisas posteriores com ampliação dessa amostra. A hipótese (3) é confirmada, à medida que os discursos gerados nesse tipo de evento de fala forneceram dados altamente relevantes para a investigação da estruturação da categoria VIOLÊNCIA, os quais podem ainda ser explorados em novas pesquisas que focalizem aspectos mais específicos de determinadas manifestações linguísticas. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-06-03T17:56:18Z No. of bitstreams: 1 Dissertacao Morgana Larissa Sage.pdf: 1798515 bytes, checksum: 9a73e00b64d6f09041de41251e86a3cb (MD5) / Made available in DSpace on 2014-06-03T17:56:18Z (GMT). No. of bitstreams: 1 Dissertacao Morgana Larissa Sage.pdf: 1798515 bytes, checksum: 9a73e00b64d6f09041de41251e86a3cb (MD5) / The guiding problem of this dissertation is: how do urban, rural and rurban individuals of the region of Caxias do Sul structure the category VIOLENCE, on the basis of cognitive models, which emerge from the way these individuals express linguistically their experiences in this domain? The general objective is to investigate, in the field of Cognitive Linguistics (CL), Cognitive Semantics more specifically, which processes and structures are implied in the categorization of VIOLENCE from the analysis of parts of interviews carried out with urban, rural and rurban individuals of the region of Caxias do Sul. The sample is constituted by 20 interviews, which generates a corpus for analysis. The analyses are founded on the Theory of Idealized Cognitive Models (ICMT) and its theoretical consequences, with emphasis on metaphorical and metonymical models. This investigation is particularly relevant since VIOLENCE is a complex abstract concept, whose structuring is strongly connected to cognitive and sociocultural factors. The general objective is opened up in the following specific objectives: (a) to identify and analyze the structure of the category VIOLENCE in terms of metaphorical and metonymical mappings; and (b) to discuss methodological issues concerning the interview, thus evaluating its adequacy as a survey instrument in CL. Hypotheses formulated on the basis of the survey problem are: (1) metaphorical models structuring the category differ in urban, rural and rurban subjects; (2) metonymical models, which are culturally motivated, differ among urban, rural and rurban subjects; (3) the individual interview, as initially proposed, constitutes a legitimate speech act for analysis in CL as long as a set of technical-procedural requirements is met. After analyzing the corpus, it has been noticed that hypotheses (1) and (2) are not confirmed completely because, although the sample presents rich metaphorical and metonymical mappings, these do not differ due to the criterion of belonging to a certain community but rather due to schooling. However, the verification of these hypotheses should deserve further attention in later surveys, and with a larger sample size. Hypothesis (3) was confirmed, once the discourses generated in this type of speech event supplied highly relevant data to investigate the structuring of the category VIOLENCE, which can be still explored in new surveys focusing on more specific aspects of certain linguistic manifestations.

O problema norteador desta dissertação é: como indivíduos urbanos, rurais e rurbanos, da região de Caxias do Sul, estruturam a categoria VIOLÊNCIA, a partir de modelos cognitivos, os quais emergem do modo como esses indivíduos expressam linguisticamente suas experiências nesse domínio? O objetivo geral é o de investigar, no âmbito da Linguística Cognitiva (LC), especificamente da Semântica Cognitiva, quais processos e estruturas estão implicados na categorização de VIOLÊNCIA, a partir da análise de trechos de entrevistas realizadas com indivíduos urbanos, rurais e rurbanos da região de Caxias do Sul. A amostra é constituída de 20 entrevistas, a partir das quais é gerado o corpus para análise. As análises fundamentam-se na Teoria dos Modelos Cognitivos Idealizados (TMCI) e seus desdobramentos teóricos, com ênfase em modelos metafóricos e metonímicos. Esta investigação é particularmente relevante à medida que VIOLÊNCIA é um conceito abstrato complexo, cuja estruturação se encontra fortemente ligada a fatores cognitivos e socioculturais. O objetivo geral desdobra-se nos seguintes objetivos específicos: (a) identificar e analisar a estrutura da categoria VIOLÊNCIA em termos de mapeamentos metafóricos e metonímicos; e (b) discutir questões metodológicas atinentes à entrevista, avaliando sua adequação como o instrumento da pesquisa em LC. As hipóteses formuladas a partir do problema de pesquisa são: (1) modelos metafóricos, que estruturam a categoria, diferem entre sujeitos urbanos, rurais e rurbanos; (2) modelos metonímicos, que são culturalmente motivados, diferem entre sujeitos urbanos, rurais e rurbanos; (3) a entrevista individual, como inicialmente proposta, constitui-se como um ato de fala legítimo para análise em LC, à medida que um conjunto de requisitos técnico-procedimentais for atendido. A partir da análise do corpus, verifica-se que as hipóteses (1) e (2) não se confirmam completamente, uma vez que, apesar de se observarem, na amostra, ricos mapeamentos metafóricos e metonímicos, com maior ocorrência de modelos metonímicos, estes não diferem em função do critério de pertencimento a dada comunidade, mas sim em função da formação escolar. Entretanto, a verificação dessas hipóteses deve ainda merecer atenção em pesquisas posteriores com ampliação dessa amostra. A hipótese (3) é confirmada, à medida que os discursos gerados nesse tipo de evento de fala forneceram dados altamente relevantes para a investigação da estruturação da categoria VIOLÊNCIA, os quais podem ainda ser explorados em novas pesquisas que focalizem aspectos mais específicos de determinadas manifestações linguísticas. / The guiding problem of this dissertation is: how do urban, rural and rurban individuals of the region of Caxias do Sul structure the category VIOLENCE, on the basis of cognitive models, which emerge from the way these individuals express linguistically their experiences in this domain? The general objective is to investigate, in the field of Cognitive Linguistics (CL), Cognitive Semantics more specifically, which processes and structures are implied in the categorization of VIOLENCE from the analysis of parts of interviews carried out with urban, rural and rurban individuals of the region of Caxias do Sul. The sample is constituted by 20 interviews, which generates a corpus for analysis. The analyses are founded on the Theory of Idealized Cognitive Models (ICMT) and its theoretical consequences, with emphasis on metaphorical and metonymical models. This investigation is particularly relevant since VIOLENCE is a complex abstract concept, whose structuring is strongly connected to cognitive and sociocultural factors. The general objective is opened up in the following specific objectives: (a) to identify and analyze the structure of the category VIOLENCE in terms of metaphorical and metonymical mappings; and (b) to discuss methodological issues concerning the interview, thus evaluating its adequacy as a survey instrument in CL. Hypotheses formulated on the basis of the survey problem are: (1) metaphorical models structuring the category differ in urban, rural and rurban subjects; (2) metonymical models, which are culturally motivated, differ among urban, rural and rurban subjects; (3) the individual interview, as initially proposed, constitutes a legitimate speech act for analysis in CL as long as a set of technical-procedural requirements is met. After analyzing the corpus, it has been noticed that hypotheses (1) and (2) are not confirmed completely because, although the sample presents rich metaphorical and metonymical mappings, these do not differ due to the criterion of belonging to a certain community but rather due to schooling. However, the verification of these hypotheses should deserve further attention in later surveys, and with a larger sample size. Hypothesis (3) was confirmed, once the discourses generated in this type of speech event supplied highly relevant data to investigate the structuring of the category VIOLENCE, which can be still explored in new surveys focusing on more specific aspects of certain linguistic manifestations.