Cognition, Communication, Discourse 2021-08-02T09:27:07+00:00 Шевченко Ірина Семенівна, д.ф.н., проф. Open Journal Systems <p>International On-line Journal</p> <p>The articles of this international on-line journal address relevant issues of linguistics in the media space: semantics, pragmatics, cognitive science based on the materials of Slavic, Germanic and Romance languages.</p> <p>For linguists, educators, graduate and postgraduate students.</p> <p>Published since 2010.</p> <p>ISSN 2218-2926</p> Storytelling in advertising and branding 2021-08-02T09:27:00+00:00 Alla Belova <p>Information communication technologies accelerated numerous trends in the world including the shift to online communication and further content digitalization. Technological innovations reverberate throughout complex social and demographic trends which make a significant impact on business, international companies including. The article focuses on linguistic analysis of the current changes in advertising and branding, mainly in the fashion industry. COVID-19 pandemic with online communication and remote work contributed to further transformation of choice, preferences, and options as well as to popularity of social media as an instrument of information search, as the environment for communication and sharing opinions. Lockdowns and quarantines during COVID-19 pandemic, lack of direct contact with clients entailed the shift to online marketing and advertising. Looking for effective online marketing instruments some companies select storytelling as a basis for their videos. Underpinned theoretically by multimodal discourse analysis and narrative studies, this paper shows how storytelling with its appeal to emotions and memorability potential is becoming a noticeable marketing trend and advertising strategy against the background of current radical technological changes in the information abundant world. Companies manufacturing lux products began to diversify marketing strategies and generate multimodal narrative – a string of stories about the brand, its founders, technologies they use. COVID-19 pandemic accelerated the shift to multimodal videos. During COVID-19 pandemic, fashion houses created marketing masterpieces to attract attention to new collections. They replaced traditional physical shows and set a new perspective for online fashion shows. These short films telling brand stories become chapters of a brand’s lookbook available in social media.</p> 2021-08-02T00:00:00+00:00 Copyright (c) 2021 Alla Belova Verbal, visual, and verbal-visual puns in translation: cognitive multimodal analysis 2021-08-02T09:27:02+00:00 Liudmila Kovalenko Alla Martynyuk <p>This paper presents results of cognitive multimodal analysis of English to Ukrainian and English to Russian translations of verbal, visual and verbal-visual puns found in the American animated tragicomedy sitcom “BoJack Horseman”. We have found that translation of verbal puns presupposes overcoming constraints caused by linguacultural specificity of the pun-producing source-text linguistic expressions (idioms and/or allusions). Translation of visual puns entails constructing an illuminating verbal context, which facilitates interpretation of the images. Translation of verbal-visual puns, both those in which the incongruous conceptual structures are cued verbally, and the image dubs the text, and those in which one of the incongruent structures is cued verbally and the other is triggered visually, demands reconciling the image with the text on top of coping with linguacultural specificity. We have revealed that to render the analyzed puns the translators resort to three basic translation procedures: retention, reduction, and replacement. Literal translation resulting in retention of a pun leads to foreignization of the target text unless the recipients can be expected to infer the pun due to the impact of cultural globalization. In all analyzed cases, translators failed to retain pun meanings cued by the image. Reduction and replacement result in complete (causing a loss of a pun) compulsory (imposed by linguacultural constraints) domestication. Reduction instantiates as choosing a target-language expression that cues only one of the two incongruent conceptual structures engaged in a pun and replacement presupposes using a target-language expression that compensates for the loss of a pun by creating a different humorous stimulus. In a multimodal/multimedial context, a target-text verbal expression can be replaced by a verbal-visual one.</p> 2021-08-02T00:00:00+00:00 Copyright (c) 2021 Liudmila Kovalenko, Alla Martynyuk The functions of heraldic symbols in the English fiction 2021-08-02T09:27:04+00:00 Iuliia Moiseiuk <p>The article considers the main functions performed by heraldic symbols due to their verbalization in blazons as descriptions of coats of arms by a specific set of language constructs. Heraldic symbols as the quintessence of culture are analyzed in the communicative-functional aspect. There are some special characteristics of heraldic symbolic units, namely, their multifunctional orientation, the possibility of multiple interpretations, the presence of a nomination mechanism, and others. The mediative and mnemonic functions of symbols, taken from the works of Lotman, are manifested in the heraldic symbols of fiction as one of the mechanisms of cultural memory, therefore, the symbol is a mediator of the semiosis spheres. The list of functions is supplemented by the consideration of the social dimension, because heraldic symbols are potentiated in the society, therefore, the essence of the identification-integrative and adaptive-regulatory functions of heraldic symbolism is revealed. The concepts of multimodal imagery and synesthesia effect, which are embodied in the interaction of verbal and nonverbal symbols, are involved in the analysis of the blazons on the material of English fiction. The theme of symbols functioning is supplemented by the classification of the main functions and subfunctions proposed by the author. The focus of the study is also the identification function, resulting in an emphasis on the role of a special heraldic language in the expression of the personality. Taking into account the types of coats of arms, the article considers the coding function in the punning and allusive coats of arms, as well as in the heraldic lexemes borrowed from other languages. The cross-cutting idea of the article is revealed through the interpretation of heraldic symbols in their functioning in the works of English fiction and poetry and summarized in the definition of the symbol not only as a linguistic unit, but also as a semiotic phenomenon of culture.</p> 2021-08-02T08:57:55+00:00 Copyright (c) 2021 Iuliia Moiseiuk Possible worlds of a literary text character: a cognitive and quantitative linguistic approach 2021-08-02T09:27:05+00:00 Dmytro Pavkin <p>The article aims to forward a model for analyzing the evaluative component of controversial literary characters. This model presupposes the application of the basic tenets of the possible worlds theory to the analysis of a fiction text, combining it with the methodology of cognitive and quantitative linguistics. To exemplify the employment of the developed model, the image of Louis XI, the King of France, depicted by W. Scott in his novel Quentin Durward, was analyzed. Portrayed as an astute politician, this protagonist puts on different guises and plays numerous roles while the plot unravels, trying to achieve his goals and influence the people around him. Such roles are viewed in the article as possible worlds of Louis XI. In these worlds, he is described through various positive and negative characteristics, which are considered predicates of basic propositional schemas featuring in semantics of lingual networks. To fathom the importance and ubiquity of the characteristics, two indices used in quantitative linguistics (coverage rate and mean frequency) were employed. Such a complex approach enabled to reveal the existence of 15 possible worlds of Louis XI in the novel. Two-thirds of them are primary possible worlds created via direct description of the image by the author, and one-third is secondary possible worlds, where the King is depicted indirectly by presenting the vantage point of other characters who appraise Louis and express their attitude to him. The most important characteristics of Louis emphasized by the author and featuring in the maximum number of his possible world create a portrait of a skillful medieval monarch. Being sly, he hypocritically conceals his true cruel and mercenary aspirations and generally succeeds in presenting himself to others as a devout Christian and wise ruler acting for the benefit of his subjects, which is vindicated by the prevalence of his positively charged descriptions. Thus, the image created by W. Scott in his novel lives up to the reputation of Universal Spider—the symptomatic nickname that this historical figure earned from his contemporaries.</p> 2021-08-02T09:09:05+00:00 Copyright (c) 2021 Dmytro Pavkin Impoliteness in parliamentary discourse: a cognitive-pragmatic and sociocultural approach 2021-08-02T09:27:07+00:00 Iryna Shevchenko Donka Alexandrova Volodymyr Gutorov <p>This article focuses on the use of impoliteness strategies in the discourse of American, Bulgarian, Polish, and Ukrainian parliaments. Our research of impolite rhetoric, also known as unparliamentary language, is located on the intersection of cognitive pragmatics, cultural linguistics, and discourse analysis. We use an integrative framework, in which the pragmatics of impoliteness is underpinned by the cognitive model of the concept of impoliteness. We offer a description of impoliteness strategies in parliamentary discourse, single out the leading strategy of devaluation of the opponent, and define the stereotypical for each parliament verbal means of the strategy of devaluation and its tactics: criticism and belittlement of one’s merits and importance. Their verbal markers are lexicalized and syntactic units bearing the meaning of negative characterization, disrespect, mockery, sarcasm. We hypothesize that the variation of impoliteness strategies is different parliamentary discourses corresponds to linguistic, pragmatic, and sociocultural dissimilarities, and provide support for this through an empirical study. Linguistically, discursive means of devaluation in the American, Bulgarian, Polish, and Ukrainian parliaments are context free and context dependent, and their ratio varies. In all these parliamentary discourses, the lexicalized markers of impoliteness come from common mental source domains: negative evaluation, legal offence, democracy, deception, hostilities, their variation is due to corresponding construals of the world. Culturally, we claim that the form and content of impoliteness strategies is indirectly connected with a low-context culture in the USA as opposed to a high-context type of Slavic cultures. In the former, devaluation of opponents is mostly reached by lexicalized markers with inherent negative meaning; and in the latter, by syntactic context-dependent means. Pragmatically, the specific properties of impoliteness strategies in the four parliamentary discourses reveal their relation to the dominant politeness principles, which are negatively oriented in modern English and positively in Bulgarian, Polish, and Ukrainian.</p> 2021-08-02T09:23:37+00:00 Copyright (c) 2021 Iryna Shevchenko, Donka Alexandrova, Volodymyr Gutorov