The main aim of this paper is to propose a terminological approach to the standardization of onomastic terminology. Attention is paid to the primary importance of conceptual systems and to the onomasiological approach typical of terminological work. Terminology is presented as a discipline devoted primarily to the study of concepts. Then the main concepts of terminology are discussed and the relations between a conceptual system and a terminological system are explained. An outline of the issue of conceptual systems of onomastics and of their internal structure is made. Then two important metatheoretical concepts are introduced and defined: 1) the concept of theoretical legitimacy of concepts and 2) the concept of economy of conceptual systems. In the final part of the article, several suggestions concerning the standardization of onomastic terminology are made: 1) terms referring to concepts belonging to separate conceptual series are not to be used interchangeably; 2) terms based on different roots (in the English onomastic terminology: -onym, -onymy, -onomastics, in the Polish terminology: -onim, -onimia, -onomastyka) are to be reserved respectively for the concept of a single (type of) proper name, for the concept of a set of proper names and for the concept of a specific onomastic discipline; 3) concepts used or newly introduced in a text are to be defined clearly in onomastic works, 4) onomasticians aiming for standardization of onomastic terminology should start their work by (re)constructing conceptual system(s) of onomastics and only then assign terms to concepts; 5) one completely unitary conceptual (and terminological) system of onomastics cannot be achieved due to the theoretical pluralism of the discipline; 6) the first goal of any conceptual and terminological standardization of onomastics is to define its range: should the standardization cover the concepts of philological or general onomastics? should it cover only empirical (descriptive) concepts or highly abstract theoretical concepts as well?
The text deals with the issue of “historical biography”. It aims to reconstruct the key concepts connected with the biographical publishing series “The Legacies of the progressive personalities of our past”. The text answers the question what conceptual framework surrounded and legitimised the edition.
The aim of the present paper is to discuss metaphorical constructions, based on figurative uses of words, in informal Polish in the field of computers and the Internet. The study is based on the author’s own corpus, compiled on the basis of short informal texts (entries, posts) written on 32 selected Internet forums. Altogether, the corpus consists of 1,541,449 words. The paper, as the title suggests, focuses on one metaphorical formula, i.e. COMPUTERS ARE BUILDINGS. The metaphors which can be subsumed under this heading belong to the most frequent in the corpus (alongside a different type, i.e. COMPUTERS ARE HUMANS). They are discussed within the cognitive framework, as introduced by Lakoff and Johnson (1980). Some attention will also be devoted to the possible infl uence of English upon Polish metaphorical constructions used in the area of computers and the Internet.
This study discusses the cross-cultural re-conceptualization of the slogan ‘I’m lovin’ it’, popularized in Poland by a global fast-food restaurant chain, which occurs in the inter-linguistic transfer between English and Polish. The analytical framework for the study is provided by Cultural Linguistics and the Re-conceptualization and Approximation Theory. The analysis is based on proposals submitted by 45 translators asked to come up with a Polish equivalent of the slogan. The results indicate that because the semantic networks for the meaning of love do not overlap between English and Polish perfectly, attempts at the cross-cultural transfer of the slogan can be approached only as more or less accurate approximations of the original meaning constructed according to culture-specific norms, expectations, and attitudes.
In search of the invariant semantics of the preposition “da”: a cognitive analysis of the predicative context – The purpose of this article is to verify whether the semantic invariant of the preposition da [starting point allowing physical or mental movement] in the nominal context remains valid in the context of the verb. The analysis of the content of predicates that link to the preposition da will help to answer the question of the extent to which the choice of a preposition is determined by the knowledge of the experienced activities and/or the predicate itself (its selective features) or if it is the result of convention.
The essence of advertising lies very often in unusual and surprising juxtapositions of apparently incongruous elements, which nevertheless successfully combine in producing a coherent and understandable message. A vital role is performed by a skillfully engineered context, which allows for simultaneous activation of certain otherwise inconspicuous senses and the construction of novel and attractive connections. Such theoretical proposals as Lemke’s traversals (2001; 2005), Fauconnier and Turner’s Conceptual Blending Theory (1998; 2002) and Kecskes’s Dynamic Model of Meaning (2008) seem to describe many vital aspects of the phenomenon in question. It is in advertising that we often come across the linking of elements by transgressing naturally existing borders between domains which are unrelated, and we are invited to map onto one another different mental spaces on the basis of their salient analogy or identity, and indulge in creative riddle-like exploration of contextual elements in order to reconstruct the intended message. These techniques’ true power lies in their ability to blur the distinction between ‘the real’ and ‘the imagined’ to such an extent that certain irrational but attractive connections, implanted in the minds of the audience, contribute to subsequent decisions in the real world. The present study attempts to uncover the ways in which certain unrelated elements are skillfully brought together in a context which allows for such a juxtaposition in selected Polish TV advertisements for various medicine and health-related products. The method employed is an in-depth content analysis of the material, followed by an attempt to integrate the identified mechanisms with the models of meaning-making mentioned above. The results will hopefully help in better understanding of the ways in which particular components of the context may interact with the message expressed verbally or pictorially in the construction of multilevel meanings in advertising communication.
The dual nature of water (acqua) in feminine portals – The work is an attempt to show how the concept of acqua (water) is conceptualized in Italian persuasive discourse regarding the health and beauty of modern women. The conducted research mainly based on the notion of imagery in language (Langacker) and linguistic picture of the world (Bartmiński) reveals a number of semantic and axiological aspects involved by the analyzed concept. The valuation of acqua is also noteworthy, as water functions in the linguistic system as a neutral concept, while the corpus subjected to the analysis shows that it has a double face: it is benevolent and destructive at the same time.
The changes in the paralinguistic (social, economic, cultural) and linguistic sphere influence the quantitative and qualitative changes in a categorically diversified onomastic resource and the communicative flow of its elements on three levels of linguistic contact — nationwide, local and individual. The flow is additionally determined in the sphere of spontaneous everyday communication and in higher communicative functions (official linguistic behaviour). The accumulation of determinants which allow the usage of appropriate names and appellative forms (official and unofficial, e.g. diminutives, feminisms) involves the application of cumulative research methods, including psycho-, socio- and pragmalinguistic description of proper names functioning in communication. The contemporary theory of discourse in its three dimensions — formal, functional and interactional gives this possibility. It also requires the constant specification and standardization of Neoslavonic onomastic terminology.