BUSINESS BUZZWORDS: RIGHTSIZING, DOWNSIZING, RE-ENGINEERING, DE-LAYERING

The paper attempts to analyse the rise and use of a new vocabulary (economic buzzwords) related to staff dismissal in the new economy of the world. In this new economy, the organizational boundaries between states and firms become unclear and a new vocabulary has been conceived in order to express the changes the firms are undergoing. The new rhetoric includes buzzwords like privatization, de-regulation, re-engineering, rightsizing, downsizing, de-layering, quality service or global sourcing. The research is based on the conclusions of bibliographical and direct research of the literature relevant in the field, trying to emphasise the importance of strategic language when it comes to human resources management. Concepts like freedom of speech, politically correct language or non-discriminatory language are brought to attention and analysed focusing on their importance during periods of change and uncertainty characterising the economic environment nowadays. Two trends are depicted in the paper: the first is that of the supporters of political correctness who attempt to homogenize the language and thought to enhance the self-esteem of minorities. One approach to reaching this goal is to eliminate discriminatory or offensive words and phrases and the substitutions of harmless vocabulary at the expense of economy, clarity, and logic. Another approach is to deconstruct a word or phrase into its component parts, treat the component parts as wholes, and focus on secondary meanings of the component parts. On the other hand, reflecting upon the nature of large-scale organizational restructuring, there are the critics arguing that this type of language is a euphemistic form of phraseology. The analysis starts with the assumption that the economic lexis is not a rigid system of terms. Morphologically, there is a high degree of variety in productive types of compounding which exceeds the possibilities that exist in the common English vocabulary. In this view, four buzzwords (rightsizing, downsizing, re-engineering, de-layering) have been chosen as representative for this process and, also, due to the difficulty of translating them into Romanian. Also, the etymology of these buzzwords is analysed and by this the paper attempts to find why managers have adopted these as their favourite terms when discussing large-scale organizational restructuring.buzzwords, rightsizing, downsizing, re-engineering, de-layering

THE STYLE IN THE LANGUAGE OF PROMOTIONAL LITERATURE

Advertising is an inevitable part of the modern capitalist consumer society whose outstanding feature is its competitive fight. The aim of advertising is to be catchy and easy to remember. Advertisers use language quite distinctively: there are advantages in making bizarre and controversial statements in unusual ways as well as communicating with people using simple, straightforward language. Copy-writers are well-known for playing with words and manipulating or distorting their everyday meanings. They break the rules of language for effect, use words out of context and even make up new ones.advertising, ads, language, rhetorical devices

ENGLISH AND THE GLOSSY MAGAZINES. PROFITABLE OR NOT…

General language features of the written press. The study emphasizes the main features of the language used in the contemporary written press, regarding also the evolution of the journalistic language. The study case is based on the way that the languagemedia, English words, linguistic fashion

THE USE OF ACRONYMS AND INITIALISMS IN BUSINESS ENGLISH

Acronyms are abbreviations made up of the first letters of several words. They replace longer terms with simpler ones. In the English language, the widespread use of acronyms and initialisms is a relatively new linguistic phenomenon. As literacy rose, andacronyms, initialisms, business, English, communication

ODOR ACTIVITY VALUE IN RED WINES AROMA FROM THREE WINE REGIONS IN ROMANIA

Four monovarietal red wines from three wine regions in Romania were analysed (Cabernet Sauvignon, Fetească neagră and Pinot noir from two areas in Satu Mare and Fetească neagră and Merlot from Constanța) in a liquid-liquid extraction with dichloromethane by gas chromatography-mass spectrometry (GC–MS). The odor activity value (OAV) was calculated in the 29 aroma compounds identified: 10 alcohols, 11 esters, 5 fatty acids, 1 lactone and 2 other compounds. Wines were differentiated by specific compounds and 22 of the volatile compounds had an OAV>1 (7 alcohols, 9 esters, 5 fatty acids and 1 lactone), significantly contributing to wine aromas. All chemicals changed in the volatile composition: most alcohols and acids increased during ageing, while all esters increased with ageing time. According to their OAVs, aroma strongly influenced the characteristics of the four monovarietal wines