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An idiom is a set phrase which is relatively syntactically and semantically fixed, and which produces striking stylistic and rhetorical effects. Advertising is a discourse type which is particularly rich in idioms: around half of all the German advertisements examined from Stern magazine and the RTL television channel contain at least one idiom. The idioms tend to occur in prominent, emphatic textual positions, and approximately half of the idioms which appear are modified in some way. The modifications typically produce deliberately creative effects, suggesting that idioms are not as invariable as has previously been thought. The most common type of idiom incorporated into German advertisements are idioms with not only the definitive figurative interpretation, but also a lexically, syntactically, and semantically feasible literal interpretation. These idioms are consequently referred to in this dissertation as "idioms with a viable literal interpretation" (abbreviated to "VLI idioms" in the text). Their literal sense tends to evoke strong mental imagery, which makes them a useful device for the visually restricted print medium in particular: approximately 42% of all the idioms in the magazine advertisements examined (as opposed to around 16% of all the idioms in the television advertisements) are VLI idioms. It is the uniformity of the mental imagery evoked by VLI idioms which highlights the fact that, contrary to traditional thinking, idioms are conceptual rather than linguistic in nature. Indeed, an idiom may be defined as the linguistic expression of general conceptual metaphors. The viable literal meaning of VLI idioms also makes them ideally suited to modification: around 70% of the VLI idioms in the magazine advertisements, and just over 88% of the VLI idioms in the television advertisements, are modified in some way. Nearly all of these modifications involve punning on the idiom's literal sense by means of the idiom's co-text and/or the advertisement's visual element. In short, linguists have hitherto underestimated the ubiquity and significance of idioms, especially with regard to the frequency with which they are modified. VLI idioms in particular are an important - but thus far overlooked - feature of German magazine and television advertisements.

The following Master thesis is based on the technical language of recycling and plastic processing taking into consideration the relevant language and text attributes. Characteristic features are analysed on the basis of leaflets acquired at the international trade fair Fakuma focussing on this particular industry. First, the Master thesis concentrates on the definition of technical language itself presenting different points of view of this issue. Furthermore, the thesis focuses on the technical language of technology, chemistry and ecology which is employed in the analysed leaflets. Of major importance for the flyers is also the element of advertising which is elaborated in the second chapter. The empirical part of the thesis concentrates on a text analysis of each of the language subsystems: textual, stylistic, lexical and morphological. To conclude with, the thesis provides table overviews and a summarizing chapter.

Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2016-08-19T23:19:17Z No. of bitstreams: 1 Vanda de Souza Machado.pdf: 3129362 bytes, checksum: 7131ca7d8eee30da8f3356e6a9516805 (MD5) / Made available in DSpace on 2016-08-19T23:19:17Z (GMT). No. of bitstreams: 1 Vanda de Souza Machado.pdf: 3129362 bytes, checksum: 7131ca7d8eee30da8f3356e6a9516805 (MD5) Previous issue date: 2016-04-04 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This paper proposes the analytical study of the discursive strategies in organizations applied to advertising of social media in Brazil which, in an attempt to get closer to consumers, emit humanization messages. The research was engaged in identifying and analyzing the advertisement of brands that have been able to stand out on this environment overwhelmed of information while communicating effectively with consumers, leading them to engage with the brand in the interaction and sharing of content on social media, thus becoming agents of the brand, who voluntarily spread their benefits to their own network of friends. This is an exploratory research of qualitative content, in the sense that its search is going to happen through a discursive space. The French-line based discourse analysis (DA) has been used under the perspective of do the ethos studies, scenes of enunciation and agreement of communication which include the organizational discourse. Besides the theoretical conceptualization and literature review related to social media and organizational culture, this paper made the analysis of video advertisements from Facebook and Youtube issued in 2014 and 2015, which aimed to approach the consumer. The research shows that social media required new attitude from organizations, a dialogical and interactive language that provides consumer participation in their advertisement. The consumer overvaluation and their inclusion in the narrative are attempts to the humanization of relationship between organizations and their target consumers and have shown to be the conciliating axis between both of them in the new media ambience. / Este trabalho propõe o estudo analítico de estratégias discursivas das organizações empregadas nas publicidades das mídias sociais no Brasil em que, na tentativa de aproximação com os consumidores, as empresas emitem discursos de humanização. A pesquisa ocupou-se em identificar e analisar as publicidades das marcas notabilizadas nesse ambiente superabundante de informação, capazes de comunicar-se efetivamente com os consumidores, a ponto de levá-los ao engajamento com os interesses da organização pela interação e compartilhamento dos conteúdos nas mídias sociais, e de torná-los os agentes da marca, aqueles que divulgam voluntariamente os seus benefícios para a sua rede de amigos. Trata-se de uma pesquisa exploratória de teor qualitativo, cuja busca se dará pelas delineações de um espaço discursivo. Utilizou-se a análise do discurso (AD), da linha francesa, sob a perspectiva dos estudos do ethos, cenas de enunciação e contrato de comunicação que contemplam os discursos organizacionais. Além da conceituação teórica e revisão de literatura vinculadas às mídias sociais e cultura organizacional, o trabalho analisou as publicidades em vídeo publicadas no Facebook e YouTube, nos anos de 2014 e 2015, cujo intuito era a aproximação com o consumidor. A pesquisa demonstrou que o ambiente das mídias sociais requer outra postura das organizações, uma linguagem dialógica e interativa com a participação do consumidor nas suas publicidades. A supervalorização do consumidor e a sua inclusão nas narrativas é uma tentativa de humanizar as relações entre organização e seus públicos e demonstram ser o eixo conciliador entre ambos na nova ambiência midiática.

The translation of tourist texts, in addition to the usual challenges of any translation, has to deal with the difficulty of adequately translating the advertising message. This paper, titled “The translation of advertising features of a tourist text - Spanish source text, Swedish target text”, focuses on this issue by comparing a source text in Spanish with its translation into Swedish (elaborated by the author). Attention is given to the characteristics that convey the selling message of the text: the slogan, titles, paragraph-final sentences, and a series of genre-typical features like the use of pronouns and deixis. The theoretic background and the comparison with Swedish parallel texts show that there seems to be a general similarity of characteristics between the source text and Swedish tourist texts, although an adaption of the translation to Swedish genre-traditions was considered necessary in the use of the 2nd person singular (being used considerably more often in the target text than in the source text) and in the use of imperatives (being used more often in the target text than in the source text, as a way of influencing the reader directly).

The thesis studies the consumption of tobacco as a specific cultural phenomenon owing to the fact that since a tobacco plant has been brought to Europe; its use has spread over other continents and has rooted in many developed civilizations. From the theoretical standpoint, the thesis argues that as cultures are not constant entities, the same applies for public opinions regarding tobacco, from the firm belief that tobacco has positive effects on our health to the stigmatization of tobacco. The paper has four parts. First three parts discuss smoking in marketing communication and further identifies key topics; the final part presents the semiotic analysis of tobacco advertising from the selected periodicals printed (from newspapers and magazines) in the former Czechoslovakia from twenties to fifties of the twentieth century. The main objective is to specify both verbal and visual motives that ad makers used to use in order to create ideological implications of their ads (decoding symbols and interpretation of their meanings). Further, the thesis describes the former advertising style for tobacco products ( brands, targeting, products). The methodology of the work is partly based on the work of Jan Stern (2005, Latent meaning of advertisement text), further some of his terms are being applied in...

Submitted by Fabio Sobreira Campos da Costa (fabio.sobreira@ufpe.br) on 2017-05-10T15:31:29Z No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Tese_Ivandilson-BC.pdf: 13596948 bytes, checksum: 4c4db58deb69fafdac602593241098c0 (MD5) / Made available in DSpace on 2017-05-10T15:31:29Z (GMT). No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Tese_Ivandilson-BC.pdf: 13596948 bytes, checksum: 4c4db58deb69fafdac602593241098c0 (MD5) Previous issue date: 2016-06-21 / A presente investigação focaliza o processo de reestruturação da ordem do discurso jornalístico, recontextualizada em função do caráter mercadológico do discurso publicitário. Parte-se do princípio de que domínios e instituições sociais, cujo propósito não seja produzir mercadorias no sentido econômico restrito de artigos para venda, vêm a ser organizados e definidos em termos de produção, distribuição e consumo de mercadorias. Tendo como teoria de base a Análise Crítica do Discurso, procuramos tratar de três gêneros do domínio midiático jornalístico para exame do processo de recontextualização pelo movimento colonizador da publicidade: a capa de revista semanal de informação, a primeira página de jornal diário e as escaladas de telejornal. O trabalho procura se ancorar em uma pesquisa qualitativa e interpretativista de caráter documental. O material delimitado para a abordagem consta de exemplares de cada um dos gêneros em estudo, coletados da revista Veja, do jornal Folha de S. Paulo e do programa televisivo Jornal Nacional. Foi considerado para coleta o período de 19 de agosto a 24 de outubro do ano civil de 2014. Foram tomados para a composição do corpus todos e somente os gêneros produzidos e veiculados em mídia específica no referente período. Destes exemplares, foi tomado um número de dez, reduzidos a cinco de cada, como representativos para fins de geração, tratamento, codificação e análise dos dados, perfazendo um total de 15 exemplares. Dada a natureza do corpus, especialmente quanto a seu caráter de constituição de aparato de multimodalidade, foram tomados procedimentos analíticos erigidos pela Gramática do Design Visual, em seus significados acionais representacional, interativo e composicional. Resultados da pesquisa apontaram para uma reestruturação premente do texto jornalístico a partir de elementos próprios do discurso promocional, especialmente quanto ao design visual, emprego de recursos diagramáticos, de fotojornalismo, manutenção de marca publicitária, valor de notícia e itens lexicais. Produtos jornalísticos, por conseguinte, são tomados como inseridos em uma lógica comercial, apresentando-se sob a forma de mercadoria, pela mitigação de fronteiras entre os domínios midiático e aquele ligado à promoção e consumo, o publicitário. / The present research focuses on the process of restructuring the order of the journalistic discourse, taking into consideration the marketing character of advertising discourse. The starting point is that the principles of domain and social institutions whose purpose is not to produce goods in the strict economic sense of items for sale, are organized and defined in terms of production, distribution and consumption of goods. Based on the theoretical framework of Critical Discourse Analysis, we intend to address three genres of the order of the journalistic media discourse in order to exam the process of recontextualization by the settler movement of advertising: the weekly magazine cover information, daily newspapers front pages and television headlines. The work seeks to anchor in the qualitative research paradigm and of documentary nature. The data defined for the approach consists of copies of each gender in the study, collected from Veja magazine, Folha de S. Paulo daily news and Jornal Nacional TV show. The data collection period was considered from August 19th to October 24th of 2014. The research corpus taken into consideration were all compositions and only produced genres used on specific media in the related period. From these samples, were selected a number of ten, reduced to five of each, as representative for generation purposes, processing, coding and analysis of data, a total of 15 copies. Given the nature of the corpus, especially its character of multimodality apparatus constitution, analytical procedures were oriented by the Design Visual Grammar in their actional, representational, interactive and compositional meanings. The results pointed out to an urgent restructuring of the journalistic text from the own elements of promotional discourse, especially from the elements of the visual design, employment diagrammatic resources, photojournalism, advertising brand maintenance, news value and lexical items. Journalistic products, therefore, are taken as part of a business logic, presenting itself in the form of goods, by the mitigation boundaries between media domain and that related to the promotion and consumer advertising.