No description available.

Yes / In this paper, we draw on the Bakhtinian concept of chronotope to make the theoretical argument that the turn to embodiment can be supplemented through a consideration of connotation in discursive psychology. We use Billig’s conception of linguistic repression as a test-case as to how connotation can supplement discursive analysis, but using our own interview material to do so. From establishing the case that connotation, understood through the lens of chronotope, is potentially of vital interest to discursive psychology, we move to drawing out three implications for this for doing qualitative research differently. First of all, we suggest that researchers need to feel the chronotope of the interview to manage its connotations in vivo. Secondly, we draw attention to the role of the absent other in everyday speech and how this absent other can be analysed differently to a typical discourse analysis - as layering connotations into speech. Finally, we draw attention to the hermeneutic attitude of earnest irony when doing research as a further means of generating as well as managing connotations.

The paper examines the media portrayal of real women in Dove’s Real Beauty Campaign. Through the semiotic analysis and reception analysis of the ad “Evolution”, the author investigates how Dove attempts to challenge the myth in most beauty advertising and present the “real beauty” idea to the audiences. The study further discusses about the gender issues aroused from the campaign. The findings show that the untouchable images of women are created under the pressures of male-dominated culture. In terms of feminism, the definition of beauty needs to be diversified. The significance of the campaign lies in its business success and social meaning as well. In the end, the paper reviews the impacts of this five-year-old campaign and gives further suggestions on its future development.Keywords:Real Beauty, Denotation, Connotation, Myth, Self-esteem, Media, Feminism, Gender

The purpose of this bachelor thesis is to identify the relationship between color and semiotics and how a person’s opinon, regarding a game character’s different characteristics, can be affected by the use of various colors. Prior to this study people were asked, through an online survey, to write down words that they associated with different colors. The colors were then divided into four different groups depending on whether they had been associated with positive-strong words, positive-weak words, negative-strong words or negative-weak words. In order to further shed light on the effect of colors, the four palettes, consisting of the colors associated with the different words, were then used separately to give color to two characters: a man and a woman. People were then asked to describe what kind of characteristics they felt that the different color versions of the characters portrayed and if they believed that there was a link between colors and how we view different characters’ personalities. The results showed that all of the respondents believed that such link existed and showed different reactions towards the characters’ images depending on what colors were used while creating them. The majority associated an intensive shade of red with powerful and slightly negative personality traits while bright pastel colors such as light green, pink and sky blue had a tendency to make the characters appear more naive and childish. The results also showed that darker, dusty shades of grey and brown gave the characters a more negative and weak expression.

The purpose of this study was to look upon problems due to cultural differences that can emerge when translating a French text into Swedish. In order to examine these phenomena, I chose to translate an extract of a social study entitled Roms et Tsiganes, by Jean-Pierre Liégeois. The text contains a number of terms to designate the Romani communities in France, in which certain differs to the Swedish equivalences, in term of extension and/or connotation. The purpose of this study is not only to expose the translation solutions, but also to show the process that has led me to these results.

E. G. Dolgikh Comparative study of color categories in Russian and Czech. Cognitive and Cultural Approach Summary The purpose of the study was to describe the contents of the selected categories of colors («Синий цвет», «Голубой цвет», «Коричневый цвет», «Серый цвет», «Розовый цвет», «Оранжевый цвет», «Фиолетовый цвет», «Modrá barva», «Hnědá barva», «Šedá barva», «Růžová barva», «Oranžová barva», «Fialová barva») using the example of their basic terms (синий, голубой, коричневый, серый, розовый, оранжевый, фиолетовый, modrý, hnědý, šedý, růžový, oranžový, fialový) in Russian and Czech, as well as to reveal the specifics of color vision of the world of Czech and Russian speakers by comparing the obtained data. In this study we chose to use the cognitive and cultural approach to the language where, for example, the lexical meaning of the word is viewed as a holistic image, a realized physical and sensual experience. The nature of the study has cultural linguistic tone, because, first of all, it examines the facts of the language and helps in making linguistic conclusions, and, secondly, - the results of the study allow us to make some conclusions about the social and cultural characteristics of Russians and Czechs. The study is based on analysis of contexts where selected color terms are used in the artistic...

No description available.

Notre travail consiste à étudier les affiches publicitaires trilingues au liban et leur effet sur le public libanais qui constitue une société hétérogène regroupant des couches sociales, intellectuelles et communautaires très variées. il semble aussi intéressant d'étudier les messages très connotés des slogans crées, qui semblent ne fonctionner qu'au liban car ils reflètent la vie sociale et communautaire complexe du pays. le travail de recherche couvre une période spécifique délimitée dans le temps. on revient un an en arrière, vers l'année 2009, l'année des dernières élections législatives, dont les campagnes publicitaires sont parmi les plus mobilisées dans l'histoire du pays. cette mouvance et cette mobilisation politique et publicitaire représentées par la guerre des paroles de la publicité ont émergé durant les élections parlementaires confrontant loyalistes et opposants au régime politique.l'importance de la question se manifeste par l'influence et les effets des médias sur les individus. on va tenter de répondre aux questions suivantes. les affiches ont-elles le même effet sur les différentes tranches sociales dans le pays ? a qui s'adresse-t-on quand on décide de communiquer avec certaines langues plutôt qu'avec d'autres ? / Our thesis is based, in the first part, on the will of showing the originality behind the advertising communication and most specifically the electoral billboards by relying on a cultural analysis presented through multiculturalism and multilingualism, anchored in the Lebanese habits and know-how. This specificity has brought us to carry out a research work based on the conciliation between theory and practice in the fields of semiotics and sociolinguistics. We have based our study on the works of Charles Sanders Peirce for the analysis of the first part of the corpus taking into consideration the sign, the representamen and the interpretant in the billboards as well as the connotations and denotations that can be interpreted differently according to the visions of the world of each receptor. In the second part, we have chosen to observe and analyze the lebanese bilingualism in the world of advertising. Hence, the spot is based on the creation of a bilingual scenario accompanied with obvious and even exaggerated gestures by a Lebanese advertiser in order to show a stereotyped Lebanese across a Lebanese emigrant. The work we have undertaken is a work of language analysis beyond the only linguistic forms through a study of the speech in situation, undertaken by the gestures that accompany the speech of the comedian during all the sequences of the spot.

MA (Xitsonga) / Senthara ya M. E. R. Mathivha ya Tindzimi ta Afrika, Vutshila ni Ndhavuko / See the attached abstract below

Den här undersökningen belyser hur makt kan manifesteras i bild. Den utgår från maktteorier, främst postmodern maktanalys enligt Michel Foucault och hans uttolkare. Semiotisk bildanalys används för att belysa maktmanifestationer i ett bildmaterial som huvudsakligen utgörs av fotografier tagna av författaren. Resultatet presenteras i en gestaltning där bilderna visas tillsammans med en analys av varje bild. Tekniker såsom perspektivval, bildutsnitt och efterbehandling, för att förändra en bilds konnotation, demonstreras. Olika maktperspektiv och makttekniker urskiljs och särskilt fokus läggs på mindre uppenbara maktyttringar och dolda maktuttryck, t.ex. osynliggörande, obstruktion, belöning och övervakning. Här konstateras att uttryck för makt inte är absoluta och odiskutabla utan att konnotationen är beroende av betraktarens kultursfär, tidigare erfarenheter och kunskap. En diskussion förs om uttolkningen av de maktteoretiska och semiotiska begreppen och hur vida definitionerna kan vara för att analysen ska vara användbar och meningsfull. / This study illustrates how power can be manifested in the image. It is based on theories of power, mainly postmodern power analysis according to Michel Foucault and his interpreters. Semiotic analysis is used to illustrate the manifestations of power in the visual material that mainly consists of photographs taken by the author. The results are presented in a display where the images are shown along with an analysis of each image. Techniques such as perspective, composition and finish, in order to change the connotation of an image, are being demonstrated. Different perspectives of power and power techniques are distinguished and a special focus is put on the less obvious manifestations of power and the hidden expressions of power, for example inattention, obstruction, reward and monitoring. It is found that expressions of power are not absolute and indisputable and that the connotation depends on the viewer's culture sphere, previous experience and knowledge. A discussion is being held about the interpretation of the power theoretical and semiotic concepts and how wide the definitions can be for the analysis to be useful and meaningful.