scholarly journals Visual Persuasion: Issues in the Translation of the Visual in Advertising

2008 ◽  
Vol 53 (1) ◽  
pp. 44-61 ◽  
Author(s):  
Veronica Smith
Keyword(s):  
World Wide ◽  
Cultural Practices ◽  
Main Design ◽  
Visual Elements ◽  
Visual Persuasion ◽  
Design Options ◽  
Different Cultures ◽  
Made In

Abstract This contribution is concerned with the decoding of advertising messages and the question of whether and how such messages are received by members of other cultures. The answers to these questions are important when considering the role of the translator in adapting global campaigns. Most advertisers concentrate on avoiding linguistic pitfalls when adapting advertisements for new markets, but in any advertisement, consumers are primarily attracted by visual elements. It can be said that an advertisement’s potential for triggering a train of connotations in the consumers’ minds is the most important aspect of advertisement design. According to Barthes, images are polysemous, but it is not clear whether all connotations are accessible to viewers in different cultures. The visual in advertising exploits the original and the stereotypical – novelty attracts attention, while the stereotypical serves as a reference to established knowledge. The main design options discussed are layout and directionality, as well as the choice of subject, which also allows a range of visual rhetorical options to be encoded. Decoding depends on practical, cultural and aesthetic knowledge. The challenge to the translator lies in assessing whether the choices made in the original advertisement and its connotation potential can be transferred to a new language market with different cultural practices. The analysis draws on the semiotics of Barthes, and presents more recent approaches from cultural studies. It is illustrated by examples of the strategies adopted for global advertising campaigns by companies operating world-wide and includes a case study on advertising in China.

Stories from Ultrasonographic Abyss

2016 ◽  
Author(s):  
Matylda Szewczyk
Keyword(s):  
Prenatal Care ◽  
New Media ◽  
Cultural Practices ◽  
Prenatal Ultrasound ◽  
Cultural Contexts ◽  
Media Technologies ◽  
Medical Imagery ◽  
The Future ◽  
Different Cultures

The article presents a reflection on the experience of prenatal ultrasound and on the nature of cultural beings, it creates. It exploits chosen ethnographic and cultural descriptions of prenatal ultrasounds in different cultures, as well as documentary and artistic reflections on medical imagery and new media technologies. It discusses different ways of defining the role of ultrasound in prenatal care and the cultural contexts build around it. Although the prenatal ultrasounds often function in the space of enormous tensions (although they are also supposed to give pleasure), it seems they will accompany us further in the future. It is worthwhile to find some new ways of describing them and to invent new cultural practices to deal with them.

An Author as Literature. (Visual) Autofiction of Dorota Masłowska

2016 ◽  
Author(s):  
Anna Michalak
Keyword(s):  
New Media ◽  
Cultural Practices ◽  
Conceptual Art ◽  
Visual Representations ◽  
The Creation

Using the promotional meeting of Dorota Masłowska’s book "More than you can eat" (16 April 2015 in the Bar Studio, Warsaw), as a case study, the article examines the role author plays in it and try to show how the author itself can become the literature. As a result of the transformation of cultural practices associated with the new media, the author’s figure has gained much greater visibility which consequently changed its meaning. In the article, Masłowska’s artistic strategy is compared to visual autofiction in conceptual art and interpreted through the role of the performance and visual representations in the creation of the image or author’s brand.

scholarly journals Between Pleasure and Resistance: The Role of Substance Consumption in an Italian Working-Class Subculture

Societies ◽  
2019 ◽  
Vol 9 (3) ◽  
pp. 58
Author(s):  
Placido
Keyword(s):  
Working Class ◽  
Cultural Practices ◽  
Critical Criminology ◽  
Ethnographic Case Study ◽  
Youth Cultures ◽  
The Individual ◽  
Substance Consumption ◽  
North Western

In this article I discuss how illegal substance consumption can act as a tool of resistance and as an identity signifier for young people through a covert ethnographic case study of a working-class subculture in Genoa, North-Western Italy. I develop my argument through a coupled reading of the work of the Centre for Contemporary Cultural Studies (CCCS) and more recent post-structural developments in the fields of youth studies and cultural critical criminology. I discuss how these apparently contrasting lines of inquiry, when jointly used, shed light on different aspects of the cultural practices of specific subcultures contributing to reflect on the study of youth cultures and subcultures in today’s society and overcoming some of the ‘dead ends’ of the opposition between the scholarly categories of subculture and post-subculture. In fact, through an analysis of the sites, socialization processes, and hedonistic ethos of the subculture, I show how within a single subculture there could be a coexistence of: resistance practices and subversive styles of expression as the CCCS research program posits; and signs of fragmentary and partial aesthetic engagements devoid of political contents and instead primarily oriented towards the affirmation of the individual, as argued by the adherents of the post-subcultural position.

scholarly journals On Allotopia: The Spatial Accumulation of Difference in Bixiga (São Paulo, Brazil)

2018 ◽  
Vol 22 (4) ◽  
pp. 387-404
Author(s):  
Jeroen Stevens ◽  
Bruno De Meulder
Keyword(s):  
Urban Area ◽  
Urban Space ◽  
Cultural Practices ◽  
Sao Paulo ◽  
São Paulo ◽  
Urban Analysis ◽  
Territorial Claims ◽  
The City

This article will unfold a longe durée spatial biography of the urban area of Bixiga (São Paulo, Brazil) to probe the particular role of space in the conflation of different cultural practices and territorial claims. The extended case study bridges indigenous, colonial, and postcolonial urbanization as they amalgamated an intricate assemblage of material and cultural strata. Combined historical urban analysis and fieldwork allow to uncover how the resulting urban milieu integrates discrepant urban worlds, perpetually iterating between centrality and marginality, innovation and degradation, oppression and resistance. Building on Foucault’s (1984) conception of heterotopia, Bixiga will surface as an allotopia, a place that accommodates, cumulates, and celebrates a multitude of differences. It sheds light, this way, on more insurgent histories of urbanism, where urban space is piecemeal forged through contentious struggles over space in the city.

Contemporary Mythopoiesis: the role of Herodotus in Neil Gaiman’s American Gods

2020 ◽  
Vol 12 (3) ◽  
pp. 299-322
Author(s):  
Vanda Zajko
Keyword(s):  
Political Power ◽  
Interesting Case ◽  
Cultural Relativism ◽  
Main Body ◽  
Television Series ◽  
Ancient Greek ◽  
Cultural Form ◽  
Different Cultures

Abstract This article explores Neil Gaiman’s transmedial work American Gods as an example of contemporary mythmaking. Published in novel form in 2001 and launched as a television series in 2017, American Gods provides a commentary on the connectedness between different systems of stories and on myth itself as a vital present-day cultural form. It also provides us with a model for repurposing ancient material without reproducing the traditional hierarchies associated with cultures of storytelling. Gaiman’s text is an interesting case-study from the perspective of classical reception because he sidelines the ancient Greek gods in the main body of his story, while simultaneously positioning the ancient historian Herodotus as a significant intertext. The process of evaluating different cultures often veers between analyses which focus on similarities manifested across place and time and those which espouse a form of cultural relativism, a ‘live and let live’ philosophy. Gaiman seems to be offering something else here, namely a more vital and connected model for co-existence, one which is moving towards a pluri-versal perspective that acknowledges the links between political power, knowledge, and identity.

scholarly journals The Role of Speech Stereotype in the Formation of Speech Behavior: a Case Study of the French Social Advertising

2019 ◽  
Vol 21 (1) ◽  
pp. 185-190
Author(s):  
E. G. Zheludkova
Keyword(s):  
French Language ◽  
French Society ◽  
The Social ◽  
New Models ◽  
Social Advertising ◽  
Different Cultures ◽  
Cultural Linguistics ◽  
The Way

The research features the speech stereotype at the stage of its formation. The author observes the way stereotype of socially approved behavior are formed with the help of speech stereotypes united by the concept of "product waste". An analysis of "gaspillage alimentaire" social advertising revealed some speech stereotypes, stereotyping mechanisms, as well as the way they influence the recipient of the social advertising discourse. The author states the key role of the speech stereotype that address the recipient to the existing models of behavior and in the formation of new models that are in demand in the French society. The results of the research contribute to a better understanding of the speech behavior in different cultures and can be used in the courses of cultural linguistics, French language stylistics, and discourse analysis. 

scholarly journals October 2020 Protests in Poland. A Case Study of Olkusz

2021 ◽  
pp. 97-111
Author(s):  
Mateusz Kamionka ◽  
Keyword(s):  
Snowball Sampling ◽  
Main Research ◽  
Generation Z ◽  
Political Views ◽  
Democratic Transformation ◽  
New Generation ◽  
Question Survey ◽  
Made In

Introduction. In October 2020 the most extensive social protests took place in Poland since the democratic transformation in 1989. They were caused pertinently by the Polish Constitutional Tribunal’s decision and government policy on abortion. Numerous protests were held all over the country, both in larger cities, smaller towns and villages. Methods and materials. The study presents the results of the internet surveying method (CAWI) and snowball sampling. These were the only methods which can be used to study protest participants themselves (busy straightening in the streets), but also useful because of the pandemic situation in Poland. A 30 question survey was filled by about 200 people who took part in the protest in Olkusz city. Analysis. Research was made in time of “first main wave of protests” period, i.e. October 24–26, 2020. The author underlines the role of youth in the protests, and wants to answer two main research questions, first of all: what was the role of ‘Generation Z’ in October protests, and as well: what are the political views of the protesters. Researches about the first “hours” of protest are mostly extremely rare, the article also allows to see not only new youth Gen Z, but also modern civil protests. Results. Results show that the participants comprising mostly youth were not conservative, and could easily be considered a new generation of Poles – quite different from their older colleagues. But how and why are youngsters so politically different?

Made in Sweden: The translation of a European evaluation approach

Evaluation ◽  
2018 ◽  
Vol 25 (2) ◽  
pp. 189-206
Author(s):  
Kettil Nordesjö
Keyword(s):  
Public Administration ◽  
Participatory Evaluation ◽  
The European Union ◽  
Institutional Entrepreneurs ◽  
Evaluation Approach ◽  
Evaluation Approaches ◽  
Ongoing Evaluation ◽  
Made In

To understand how evaluation approaches change between contexts, they need to be studied in relation to their social, cultural, organizational and political contexts. The aim of the article is to describe and analyse how the European Union evaluation approach, ongoing evaluation, was translated in Swedish public administration. A case study shows how institutional entrepreneurs promote their evaluation norms of participatory evaluation and attach evaluation to a less dominant governance logic in the Swedish evaluation field. This raises questions about the role of the evaluator, evaluation terminology, and the unclear and weak borders of the evaluation field where evaluation approaches can be launched and translated with relative ease.

Whatever Happened to Theolinguistics?

2018 ◽  
Author(s):  
David Crystal
Keyword(s):  
Religious Discourse ◽  
Religious Language ◽  
Global Perspective ◽  
Analytical Work ◽  
The Subject ◽  
King James Bible ◽  
Made In ◽  
Academic Debate

The branch of linguistics known as theolinguistics developed in the 1980s following two decades of popular and academic debate over the forms and functions of religious language. This paper describes the early initiatives, explains the nature of the contribution coming from linguistics, and draws a contrast between the hitherto very limited development of the subject by professional linguists and the large amount of descriptive and analytical work that still needs to be done. Particular attention is paid to the need for a global perspective, involving all languages, and to the role of pragmatics in explaining the choices made in religious discourse within individual languages. The approach is illustrated by a case study of the influence that the King James Bible had on English. The paper concludes by outlining the stages in a typical theolinguistic enquiry, and suggests that the subject has, after all, a future.

scholarly journals The Concept of Sacred in Post-Soviet Literature

2021 ◽  
Author(s):  
◽  
Akvilina Cicenaite
Keyword(s):  
Cultural Practices ◽  
Russian Literature ◽  
Analytical Tool ◽  
Contemporary Culture ◽  
Soviet Literature ◽  
Universal Term

<p>Rejecting the prior essentialist assumptions connected with the classical notions of the sacred, this dissertation argues for the redefinition of this concept and its use as an analytical tool. Religion, too, should no longer be held as a privileged space for the emergence of the sacred. The sacred is held not to be a numinous phenomenon experienced privately, a universal term, or of an unchangeable structure. Instead, it is a relative and temporary category constructed through certain cultural practices, which helps us disclose the concepts of meaning, identity and community. Such a redefined notion can be applied when speaking about contemporary culture and literature.  This dissertation presents Russian writer Victor Pelevin as a case study, demonstrating the possibility to speak of the sacred in the seemingly secular post-Soviet milieu. It provides insights into the role of the sacred in his works and introduces new possible approaches towards his writings and his position in Russian literature. Moreover, the analysis of Pelevin’s works shows that this redefined understanding of the sacred is productive not only in his writings, but also in general in the studies of sacrality in the postmodern world, making this post-Soviet sacred a more extensive concept, applicable in a wide variety of contexts.</p>

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