Système linguistique et changement linguistique

Ce livre est un ensemble de douze conférences données par Hjelmslev à l’université d’Aarhus en 1934. C’est là la première traduction en français et la première édition critique de cet ouvrage du linguiste danois, qui n’avait été traduit qu’en espagnol.This book presents a collection of twelve lectures given by Louis Hjelmslev at Aarhus University in 1934. It is the first French translation and the first critical edition of this work by the Danish linguist, which until now has only been translated into Spanish

Linguaggi di gradi diversi

editorial reviewe

Rhetorical Transformations in Multimodal Advertising Texts: From General to Local Degree Zero

The use of rhetoric in advertising research has been steadily gaining momentum since the 1980’s. Coupled with an increased interest in multimodality and the multiple interactions among verbal, pictorial and auditory registers, as structural components of an ad filmic text, the hermeneutic tools furnished by traditional rhetoric have been expanded and elaborated. This paper addresses the fundamental question of how ad filmic texts assume signification from a multimodal rhetorical point of view, by engaging in a fruitful dialogue with various research streams within the wider semiotic discipline and consumer research. By critically addressing the context of analysis of a multimodal ad text in the course of the argumentation deployed by different approaches, such as Social Semiotics (Kress/Leeuwen 2001), Film Semiotics (i.e. Metz 1982, Carroll 1980, Branigan 1982), Visual Semiotics (i.e. Sonesson 2008; 2010, Eco 1972;1976;1986, Groupe " 1992), Consumer Research (i.e. Mick/McQuarrie 1999; 2004, Philips 2003, Scott 1994), the relative merits of a structuralist approach that prioritizes the distinction between local and general degree zero, as put forward by Groupe " (1992), are highlighted. Furthermore, the modes whereby rhetorical transformations are enacted are outlined, with view to deepening the conceptual tackling of degree zero of signification, while addressing its applicability to branding discourse and multimodal ad texts

Historical ‘signposts’ and other temporal indicators in the Czech lexicon

This article posits that the Czechs employ a great many historical markers, previously applied to other events of national importance, which help to shape collective memory and right the ‘wrongs’ of the past. It is argued that these temporal indicators share a number of clearly defined characteristics, and that their use is too systematic and calculated to be merely a function of the constraints of the lexicon. The first part of the study considers in detail questions of semantics (especially the distinction between denotation and connotation), the lexicographical sources available to the researcher, and the lexical ‘signpost’ in context, while the second part focuses on practical examples of lexical re-appropriation since 1918, with particular reference to dictionaries and the Czech National Corpus.University of Wolverhampto

La conception linguistique moderne

peer reviewe