http://hdl.handle.net/11089/38316 Sat, 04 Apr 2026 04:40:46 GMT 2026-04-04T04:40:46Z https://dspace.uni.lodz.pl:443/xmlui/bitstream/id/0cfcd64d-e6f1-44de-b8b5-807418d6a48e/ http://hdl.handle.net/11089/38316 http://hdl.handle.net/11089/38358 Visual Metaphtonymy in Automobile Femvertising Chatti, Sami In a 2017 landmark reform, Saudi authorities decided to lift the ban on women driving in this conservative society. In tribute to women's newly-gained freedom to drive, major automakers turned to Twitter to launch creative femvertising campaigns that vividly articulate the female empowering motto 'driving is feminine'. Building on the eloquence of visual rhetoric, which combines the communicative force of figurative language with the expressive potential of visual imagery, automobile advertisers resorted to visual metaphtonymy to efficiently target prospective female consumers. The selection of this visual compound, which emerges from the intricate interplay between metaphor and metonymy, allows for a dynamic interaction between the highlighting function of metonymy and the mapping role of metaphoric thought to establish informed parallels between femininity and automobility. Analysis of survey data on the likeability, complexity and effectiveness of a representative sample of four digital automobile advertisements asserts the role and value of visual metaphtontonymy in automobile femvertising. Wed, 30 Dec 2020 00:00:00 GMT http://hdl.handle.net/11089/38358 2020-12-30T00:00:00Z http://hdl.handle.net/11089/38357 An Analysis of Identity Construction in Interactional Narratives by Women with Turner Syndrome Ciepiela, Kamila The study aims to uncover and explore the social identities of women suffering from a genetic disorder called Turner syndrome (TS), and whose main symptoms are a short stature and gonadal dysgenesis. Such a genetically-determined physical appearance is argued to influence the positioning of TS women in the web of social relationships and identities. This linguistic analysis of narratives delivered by Polish women with TS in semi-structured interviews aims to explicate the extent to which they are actors or recipients in creating their own identities. The analysis draws on the assumptions of the ‘small story’ paradigm developed by Michael Bamberg (1997, 2005) who claims that in interaction, narrative is not only used to convey meaning, but also to construct the identities of the interlocutors. Thus, narrative is treated in a functional way, in which its formal structure and content are integrally associated with its use and any deviations are relativized as a consequence of a user’s deliberate activity. Wed, 30 Dec 2020 00:00:00 GMT http://hdl.handle.net/11089/38357 2020-12-30T00:00:00Z http://hdl.handle.net/11089/38359 Metaphors Instrumental in Achieving the Pragmatic Effect in Animal Rights Advertisements Oļehnoviča, Ilze; Tretjakova, Jeļena; Liepa, Solveiga Metaphor can manifest itself in a variety of form including the visual one, which can be an extremely expressive means of communication. That is why visual metaphors are widely used by marketers and advertisers thus becoming a topical object of linguistic research programmes. The study of visual metaphor is tightly related to the study of conceptual metaphor as the target message delivered by a picture is derived from a certain source field that is employed for metaphorical representation. Another type of metaphor commonly used in visual representation is a multimodal metaphor. The present research dwells upon the study of metaphor use in animal rights protection advertisements. The hypothesis of the study is that visual metaphors present strong content that can activate emotions and contribute to the marketers’ desire to influence the audience. Wed, 30 Dec 2020 00:00:00 GMT http://hdl.handle.net/11089/38359 2020-12-30T00:00:00Z http://hdl.handle.net/11089/38356 Translation in Forming Musical Discourse: A Case Study of English-Language Song Lyrics in Russia Aleshniskaya, Evgeniya V. The paper considers translation as an intermediate stage in the creation of English-language song lyrics by native Russian speakers. Russian songwriters quite often rely on their native language and translate their thoughts from Russian into English. This leads to the use of a “russified” variety of English, which performs poetic and pragmatic functions and serves as a medium harmonizing content, sound, and music. Drawing evidence from 214 songs in various musical genres, as well as 10 ethnographic interviews with Russian songwriters, it examines the specific features of the Russian variety of English used in song lyrics, and discusses the main views on the authenticity of translation in song lyrics depending on the musical genre. Wed, 30 Dec 2020 00:00:00 GMT http://hdl.handle.net/11089/38356 2020-12-30T00:00:00Z