Synergy

7

Authors: Andrada PĂRCHIŞANU

The development of the cities that are important encounter centres of different cultures, languages or dialects, led to the migration development. In this way, a new linguistic form called “urbanolect” appeared. In my article, I will present the urbanolects in Germany and, as an example, I chose the Berlin dialect. Its main features will be described, as well as the attitude towards this urbanolect in both West and East Berlin during Berlin’s division and after the reunification, but I will also mention the current language tendencies related to the new linguistic contact forms such as “Kiezdeutsch”.

12

Authors: Antonia ENACHE

The present paper analyses the similarities between political discourse and the discourse of advertising, focusing on a particular instance of communication: the slogan. The corpus includes mission statements that have been used in the USA, France and Romania in recent years. Our aim is to highlight some strategies that appear repeatedly in both types of communication, such as the invitation to form a team with the target audience, the compulsory optimism of discourse, invoking a necessity or the use of buzzwords. It appears that most strategies trigger an emotional response from the recipient, and "consumers" of political messages react the same way as people who are influenced by advertising.

12

Authors: Roxana CIOLĂNEANU

This paper explores instances of semantic variation in the Romanian language of marketing by analysing a number of terms that marketing shares with other specialised languages and/or with the general language. The data we base our analysis on are collected from a Romanian marketing corpus and from specialised and general language dictionaries. The study has shown that a great part of the terminological innovation in marketing consists in recycling already existing words/terms and adding new semantic features so that they cover the new marketing-related conceptual information. The new marketing readings fall into three main categories, following Cruse’s classification (2011): full senses, spectral subsenses and ways-of-seeing.

14

Authors: Angelica MARINESCU

This research questions the definition of “home” and “belonging” for the members of the “new” Indian diaspora in Romania, based on a qualitative research study. The issues of “home” and “country” are central in the diaspora research, being connected to the feeling of ‘inclusion’ or ‘exclusion’ (Cohen, 1997). As Arjun Appadurai argues, the “delocalization” and multiplication of spaces where the individual places himself / herself is a feature of modernity (1994), transnational communities existing simultaneously in two cultural spaces (Portes, 1996: 74-76). Given that individuals are creating interpersonal relationships inside their social networks, in connection to their activities (see Marinescu, V. 2009), the research focused on questioning what are the professional, social and personal trajectories of Indians living in Romania? What are their strategies of inclusion, inside and outside the Indian community? The “communication” dimension is included in this research as well, considering that the relation between communication, localisation and identity is at the intersection of “imagined communities” (Anderson, 1983) and “imagined worlds” through the ethnoscapes (Appadurai, 1996). What are the communication and meeting spaces, from cricket clubs, restaurants, family bonding, to celebration of different religious festivals (like Ganesh Chaturti on Herăstrău Lake in Bucharest) to online groups dedicated to the Indian diaspora in Romania?

16

Authors: Mădălina CALANCE

The national anxieties regarding foreign elements are usual responses to globalization. Occasionally these anxieties are feeding the resurgence of old aversions on different regimes, doctrines or ethnic groups-like the Jews. Also, the anti-globalization movement is a favorable platform for exposing anti-Semitic views. Although efforts have been made to combat the contemporary anti-Semitism, the Jews in Europe are still concerned about the online hate speeches and conspiratorial speculations. In this article we try to explain antiSemitism by appealing to the European Jewish history, emphasizing the fact that in crisis situations the Jewish people have repeatedly been targets of the conspiracy theory.

17

Authors: Nilufer E. BHARUCHA

The ties between Europe and India are very old. The Greeks and Romans had traded overland with India and in the Christian era European traders had come to India again, but this time through the sea route. Apart from Trade, India was also at the very centre of the European study of the Orient. Orientalism has been critiqued by postcolonial theorists such as Edward Said in his iconic book, Orientalism (1978) but the fact remains that India has impinged in a major way upon the psyche of Europe and has contributed much to its economy too. As for the Indian presence in Europe it goes back to the colonial times and continues in the postcolonial period too. The postcolonial diaspora includes industrialists and professionals and not just lowly paid workers.

3

Authors: Roxana Marinescu

7

Authors: Mariana SĂNDULESCU

Grammar rules are part of the content to the same extent as lexical elements. Grammar puts its imprint on the oral expression through those means which allow for presenting and emphasizing information, organising it logically and thus ensuring the coherence and the cohesion of thought and consequently text cohesion. The present study aims at analyzing and classifying the mechanisms of contemporary Italian which help create and manipulate enunciations using the morphologic and syntactic procedures of standard anaphora with a precedent in the discourse chain: pronominalisation, nominalisation, relative transformation and passive transformation.

9

Authors: Marina-Luminiţa MILITARU

The present paper provides insight into ways of crafting powerful political campaign images to convey specific messages to the electors. Essentially, there are two main reasons for studying visual imagery in the political field. First, we need to know what visual images are constructed while delivering the political message, and second we need to determine the effects of the images. Taken these aspects into consideration we will focus our attention on two important elements of visual images when political images are under scrutiny: production techniques and politicians’ nonverbal behavior cues (with emphasis on affect displays).

10

Authors: Lora CONSTANTINESCU

The present paper sets out to analyze ways to make the recipients of ad messages develop wishful thinking. The focus lies on a somehow predictable advertising strategy, which combines the debate in ethnicity aspects and the advantages of the “objects of desire”: since the 90’s but especially in recent years, the cross-cultural setting in the Romanian advertising for German products is defined by the frequent use of the national stereotype, which turns out to be a rewarding seminar topic for both L1- and L2-learners of German. The external, international image of the Germans, for instance in Romania “Fremdbild”) is remarkably favourable. Therefore, German products (mainly technology) traditionally speak of reliability, high/best quality, technological excellence or even of perfection.

10

Authors: Amelia MOLEA; Elena-Raluca CONSTANTIN

Given that English is largely used as a language of high-tech environment, the current article is aimed at shedding light on the intercultural exchange which takes place between L1 and L2 within the “savoir” framework. Emphasis is laid upon “the savoir comprendre” category which is tightly related to interculturality. By contrasting data from English, French, German and Romanian, the paper is concerned with the learners’ need to develop new perspectives on foreign language learning through comparison. Thus the different conceptualization of the screw-bolt category in English, French, German and Romanian seems to be determined by cultural preferences.

14

Authors: Gerard WEBER

The aim of this article is to examine the life history as a research method in the humanities and social sciences. It focuses on numerous insights into social change that life histories can provide while also exploring prominent challenges that can arise when applying this method. An example of a life history of a pensioner from Moldavia, Romania is presented in order to illustrate their potential. It describes labor she performed in agriculture, success she experienced raising a family and building a house, access she gained to various entitlements under socialism and sentiments she had about her life.

15

Authors: Ruxandra CONSTANTINESCU-ŞTEFĂNEL

The article is part of a research aiming at establishing the characteristics of the advertising discourse in French magazines published during the first decade of the 21st century. The same pattern is applied to analyse various magazines addressing various types of audience, namely the image, the brand and product name, the slogan writing techniques, the functions of the advertising text, the framework of enunciation, the traces of subjectivity in the discourse, the type of advertisement and the speech contract. Finally, the author makes some remarks on the universe of advertisements in these magazines and points out the characteristics of the advertising discourse of the first decade of the 21-st century as they appear in left politics magazines.