This theses deals with methods of making meaning of visual signs that appears most often in fragrance advertisement. This will be worked out through analysis of these visual signs. The aim of my theses is to find the most common and most frequent semiotic visual signs and stereotypes and to find out how these signs are trying to show us imagination of the smell of fragrance and also what they express. The hypothesis is a thought that contrasting of visual signs in a fragrance advertisement for women and in a fragrance advertisement for men contains different sign stereotypes and emphasizes different elements. In the theoretical part, which is, however, supported by concrete examples from practice, I describe semiotics in advertisement, advertisement in general, differences between promotional strategies of products for women and men. In the practical part the main subjects are examples of specific fragrance advertisement. I will show both denotative and connotative meanings of signs, their disposition in the room of an advertisement, the most common elements and I will also focus on differences between the advertising for both women and men. Key words: semiotic analysis, semiotics in advertisement, advertising, stereotypes, visual signs, gender difference, denotation, connotation, codes, fragrance.

The presented thesis will examine tools of animated commercials on the basis of semiotic analysis of TV advertising. The animation is usually connected whit children's or family movies, however it is also extensively used in commercials, which are designed to affect adult audiences. The goal of the thesis was to find, how animated commercial attracts customers and how it differs from played ad. Therefore the underlying hypothesis is that animation is not just for children, but it may just as well successfully work in production for adults. The thesis is also based on the assumption that animated advertising uses other tools to capture the viewer than advertising played. The theoretical part is focused on presenting animation, its development, specifics and methods of analysis. Also it is focused on semiotic and practical side of advertisement and visual sings of image. In the practical part I will compare selected animated and played ads. My effort will be to describe tools of animation in commercials and to discover how they differ from played ads. Key words: semiotic in advertising, advertising, TV advertisening, animated ad, animation, semiotic analysis, encoding, denotation, connotation, image

Idiom is the fruit of the minds of mankind in the process of its production activities and life experience. It can figuratively and logically express the ideas of people and the deep meaning of life. Due to the difference in construction between Chinese and Russian idiom units, great importance is attached to the analysis of the features of both the semantic and structural (or formal) construction of both languages, which contributes to the correct understanding of the meanings of idiom units and their accurate translation. At the same time, Chinese and Russian languages contain a large number of digital idiom. These idioms are not only often used in everyday life, but also largely reflect the thinking style, life habits and cultural identity of the nation. In order to propose the correct translation as possible, one must take into account both the culture, history, tradition, customs and manners of the people who speak this translated language, as well as stylistic and expressive colors of the language units themselves, etc. Based on the comparison and analysis of the formation, origin, nature, scope of use and structural characteristics of the Chinese and Russian digital idioms, we have summarized the translation methods based on the translation theory. This is very important for establishing the theory of digital idiom translation methods, and is applied in daily life and literary works. / Фразеологизм является плодом умов человечества в процессе его производственной деятельности и жизненного опыта. Он может образно и логично выражать идеи людей и глубокий смысл жизни. В связи с различием конструкции между китайскими и русскими фразеологическими единицами в работе придаётся большое значение разбору в особенностях как смысловой, так и структурной (или формальной) конструкции обоих языков, что способствует правильному пониманию значений фразеологизмов и их точному переводу. В то же время, китайский и русский языки содержат большое количество фразеологизмов с числительными. Эти фразеологизмы не только часто используются в повседневной жизни, но также в значительной степени отражают стиль мышления, жизненные привычки и культурную самобытность нации. Чтобы предложить как можно правильный перевод, нужно учитывать как культуру, историю, традицию, обычаи и нравы народа, владеющего данным переводимым языком, так и стилистические и экспрессивные окраски самих языковых единиц и др. При сопоставлении и анализе формирования, происхождения, характера, сферы употребления и особенностей конструкций китайских и русских фразеологизмов с числительными, а также с учетом теории перевода, работа обобщила и подытожила правила перевода, обосновала наилучший, как нам представляется, метод перевода фразеологизмов с числительными с китайского языка на русский, что будет иметь большое значение как для создания теории по переводу фразеологизмов с числительными, и будет находить практическое применение в переводе как устной речи, так и литературных произведений.

Тема выпускной квалификационной работы – «Эмоциональная, экспрессивная и оценочная эквивалентность перевода политических речей (на материале предвыборных речей кандидатов в президенты США 2020 года)». Цель исследования заключается в выявлении способов достижения эмоциональной, экспрессивной и оценочной эквивалентности при переводе текстов предвыборных речей, которые позволят создать коннотативно и прагматически эквивалентный оригиналу перевод речей кандидатов в президенты США. Объектом исследования данной работы служит эмоциональная, экспрессивная и оценочная эквивалентность перевода политических речей. Предметом исследования являются переводческие соответствия и приемы, используемые для передачи единиц с экспрессивной, эмоциональной и оценочной коннотацией и фигур речи при переводе политических речей с английского языка на русский. Исследование строится на коммуникативно-прагматической парадигме. Для научной работы использовались такие методы исследования, как описания, герменевтический, стилостатистический, валентностный и методы лингвостилистики, а также психолингвистический метод. В ходе исследования впервые рассматриваются способы достижения сразу трех типов эквивалентности перевода политических речей и объясняются варианты перевода исследуемых единиц. Результаты исследования могут быть использованы в практической деятельности переводчика, для преподавания теории и практики перевода будущим переводчикам и лингвистам, а также могут быть применены в учебно-методической деятельности при создании учебных пособий по переводу и достижению эквивалентности текстов. / The topic of the present graduation thesis is “Emotional, expressive and evaluative translation equivalence of political speeches (by the material of campaign speeches of the 2020 US presidential candidates)”. The purpose of the study is to identify ways of achieving emotional, evaluative and expressive equivalence in translation, which will make it possible to create an equivalent translation of the original speech texts of the US presidential candidates. The subject of the research is emotional, evaluative and expressive equivalence in translation of political speeches. The scope of the research includes translation matches and techniques used to convey linguistic units with emotional, evaluative and expressive connotations and figures of speech while translating political speeches from the English language into Russian. The study is based on communicational pragmatic paradigm. We used a descriptive method, hermeneutic method, statistical technique, valence method and approaches of stylistics and psycholinguistics. The work is novel in that it examines ways of achieving three types of translation equivalence of political speeches at once and explains variants of translation of the studied units. The results of the research may be used in translation and interpreting practice, as a teaching material for students majoring in translation.

Abstracts in English and Afrikaans / The aim of this exploratory study was to investigate the underlying meanings of Old Mutual South Africa’s (OMSA’s) CSR 2.0 corporate advertisements. It specifically examined the underlying myths and ideologies conveyed through the texts. This qualitative study was conducted by means of a visual semiotic analysis (Machin 2012) on eight CSR 2.0 corporate advertisements, which were purposively selected. A theoretical framework to measure visual CSR 2.0 corporate advertisements was developed, which aided in the sampling, data analysis and interpretation processes. The findings of the study indicated that by positioning its CSR 2.0 positively in terms of change and transformation, progress and equal opportunities for all citizens, OMSA is fostering stakeholder-organisation relationships. In addition, it was also found that OMSA adopts established representational tropes of CSR 2.0 and use them repetitively that firmly entrenches the intended/encoded message to the viewer. / Die doel van hierdie verkennende studie was om die onderliggende betekenis van CSR 2.0 korporatiewe advertensies in Ou Mutual Suid-Afrika te ondersoek. Dit is spesifiek gemoeid met die onderliggende mites en ideologieë wat deur middel van die tekste oorgedra word. Die kwalitatiewe studie is uitgevoer deur middel van 'n visuele semiotiese ontleding (Machin 2012) op agt CSR 2.0 korporatiewe advertensies, wat doelbewus gekies is. 'n Teoretiese raamwerk, om visuele CSR 2.0 korporatiewe advertensies te meet, is ontwikkel, dit het bygedra tot die steekproefneming, data-analise en interpretasie prosesse. Die bevindinge van die studie dui daarop dat deur CSR 2.0 positief in terme van verandering en transformasie, vooruitgang, en gelyke geleenthede vir alle burgers te posisioneer, OMSA verhoudings met belanghebbendes kan bevorder. Daarbenewens is ook gevind dat OMSA gevestigde temas van CSR 2.0 implementeer en hulle herhaaldelik gebruik wat juis die beoogde / gekodeerde boodskap stewig aan die kyker bevestig. / Communication Science / M. A. (Communication Science)

The aim of this study was to critically analyse the visual and verbal language used on printed adverts by some selected banks in Zimbabwe. A semiotic theory was used to analyse the printed adverts. The study revealed that all the banks use stereotyped language in communicating their messages to potential customers. Some audiences identified with this stereotyped languages, though others were also critical of stereotyped adverts. This paradox is dependent on the uneven levels of social consciousness of the audiences. The study argues that communication between banks and the potential customers is a product of negotiation of meaning at the point of reception of the printed adverts. The study then recommended the use of gender, race and class neutral language in order to enhance the effectiveness of advertisements. Future research into the study of the language of advertisement should focus on the problem of copyright infringement in advertising. / African Languages / M.A. (African languages)

Discontent with preaching as mode of communication is the problem statement of this study. The authoritative nature of deductive preaching is mirrored by the exploratory, "discovery nature" of inductive models, emphasizing how dialogical preaching is enhanced by incorporating inductive elements into preaching. Meaning production and levels of meaning were studied, and a hermeneutical model for Pentecostal churches were proposed. Dialogical preaching as attitude and principle as well as method was looked at, and the role of interactive participative communication in the dialogic process was described. Special emphasis was placed on the Parable, the metaphor and narrative preaching as models for inductive preaching, and the development and phases of the "plot" was examined. Bridging models between inductive and deductive styles were explored, while two dialogical tools for preparation of sermons were designed. / Practical Theology / Th.M. (Practical theology)

This has paper has two main purposes: to analyze the translation of specialized terminology and ways of addressing the reader in a specialized tourist text in Spanish and its Swedish target text. The terminological difficulties on volcanism in the translation concerns the fact that the semantic field on this topic is diversified in the Canary Islands, contrary to the semantic field on volcanoes in Swedish. The theoretical background in this paper gives keys to describing the meaning of words in terms of connotation and denotation and describes how to use semantic components to solve the difficulties of terminology. The theory applied to the difficulties concerning ways of addressing the reader in the source text, explains the relation between the sender and the reader in terms of distance and closenes. The paper shows that the source text is inconsistent in this matter. To solve this task the translator has adopted a homogeneous way of addressing the reader, to achieve a target text loyal to the Swedish speaking reader and to consistency. The translation of tourist texts has been thought of as being an easy task, not demanding too much of its translators. This paper aims at showing that this is not the case.

<p>Maria Jönsson: Track_4</p><p>Performers: Maria Jönsson - flute, Reuben Fenemore - clarinet, Gustav Broman - electric bass, Albin Vesterberg - electric guitar; Wendy Liao, Artur Musalimov, Naama Freedman, Hue Trinh Luong - pedestrians.</p><p>Video and audio recording of Track_4 with: Maria Jönsson - flute, Reuben Fenemore - clarinet, Gustav Broman - electric bass, Albin Vesterberg - electric guitar; Wendy Liao, Artur Musalimov, Naama Freedman, Hue Trinh Luong - pedestrians.</p>

The aim of this study was to critically analyse the visual and verbal language used on printed adverts by some selected banks in Zimbabwe. A semiotic theory was used to analyse the printed adverts. The study revealed that all the banks use stereotyped language in communicating their messages to potential customers. Some audiences identified with this stereotyped languages, though others were also critical of stereotyped adverts. This paradox is dependent on the uneven levels of social consciousness of the audiences. The study argues that communication between banks and the potential customers is a product of negotiation of meaning at the point of reception of the printed adverts. The study then recommended the use of gender, race and class neutral language in order to enhance the effectiveness of advertisements. Future research into the study of the language of advertisement should focus on the problem of copyright infringement in advertising. / African Languages / M.A. (African languages)