Philological Treatises

7-13

Authors: Baranova S., Shevchenko V.

The article deals with the investigation of special features of translating figurative comparative constructions in the works by Dan Brown «Inferno» and «The Lost Symbol» in source and target languages. Simile as a means to express subjective and evaluative modality, to highlight personal attitude and emotions to the recipient and reality, to improve the aesthetic value of the text is considered. Comparative constructions, verbalizing the introspection of character’s inner world, intensifying reader’s attention and reflecting author’s conception of the world are investigated. Idiomatic expressions that are extraordinary and easily understood in source and target texts are characterized. The expressive role of source stylistic figures of speech and the ways of their rendering through the means of target language, the functions of comparative constructions in selected works are also regarded.

22-29

Authors: S. V. Volkova = С. В.Волкова

The article focuses on mytholoric space (my notion) of the novel-essay "Dwellings", written by Linda Hogan who is contemporary Native American writer (Amerindian). Mytholoric space of the novel-legend is considered to be the lingual and cognitive construct which narrative model is based on the principles of homogeneity of its elements (mytholoric images-symbols), discreetness that is the possibility of differentiating the kinds of these images, hierarchy of its elements (due to their ethnocultural meaningfulness types and kinds of mytholoric images may be levelled in the center of the space and on its peripheries both), and wholeness (coherence and cohesion of mytholoric space elements). Mytholoric space is considered to be the totality of mytholoric and mytholoric and literary images which embed into the literary space of the text and thus form its genre and narrative features, transform neomythologic consciousness of the author and ethnocultural worldview of Amerindians. Based on that the paper gives the step-by-step configuration of the narrative model of novel-essay mytholoric space.

38-46

Authors: Dehtiarova L., Lazutkina J., Trofimenko A.

Im Artikel wurden die Farbnamen, so genannte Kolorative, wie eine spezifische semantisch-stilistische Schicht der Lexik, ihre expliziten und impliziten Bedeutungen erforscht. Außerdem wurde der philosophische, für die Linguistik neue Begriff, wie Qualia der Farben betrachtet. Es wurden die Funktionen der Kolorative in den Phareseologismen, festen Redewendungen und der deutschen und ukrainischen Dichtung analysiert, und auf welche Weise es mit den linguistisch-kulturellen Besonderheiten verbunden ist. Es wurde festgestellt, dass die Kolorative nicht nur äußerliche Merkmale, sondern auch die Handlungen, den geistigen Zustand des Menschen, seine Gefühle übergeben, expressiv-emotionell den Inhalt färben, die gemeinsame Stimmung des Werks bestimmen, die künstlerischen Ausdrucksmittel unifizieren und verschiedenartig gestalten, die Fähigkeit haben können, die Lexeme untypisch zu kombinieren und eine Reihe der Assoziationen zu schaffen. Dank solchen breiten Spektrums werden die Funktionen der Farbnamen für die Gestaltung der Metapher, Antithesen, Parallelismen verwendet, während sie häufiger als Epitheta vorkommen.

57-62

Authors: Kobyakova I., Baranova S., Polishchiuk I.

The article deals with the determination of the role of numerical expressions in human lives and, particularly, in the language system. The methods of translation of English quantitative idioms into the Ukrainian language (phraseological equivalents, phraseological analogies, the calque and descriptive method) are investigated. The use of a specific method of translating English phraseological units is determined and explained according to their structure, connotative, denotative and significative meanings, subjective evaluation connotations. The examples of using a specific method of translation are represented. The problems of the differentiation of the “hidden” phraseological units are also described. The representation of the numeral polysemy and its ability to be converted into different parts of speech is distinguished.

73-79

Authors: O. M. Medvid, K. I. Volynska / О. М. Медвідь, К. I.Вoлинcькa

The study focuses on English- and Ukrainian medical instructions as a marker of medical terminological units, variability of their nomenclature and lack of complete interchangeability between the two languages. The article is devoted to the study of lexical, structural and compositional, translation aspects of the texts-instructions. The variability of the medical terminology discourse is represented in the translation of the medical instructions. The main lexical and grammatical means of pharmaceutical terminology translation in texts-instructions generally include: transliteration, calque, lexical additions, antonymous and descriptive translation; lexical and grammatical transformations, parallel syntactic constructions. A wide range and progressive production of new drugs of the international brands will always serve as the object of linguistic and translation researches.

86-92

Authors: N. Rudenko

In the article the pragmatic orientation of English texts of public service advertising is analyzed, namely its manipulating strategies and tactics. Linguistic manipulating is especially important, because it determines the usage of language means on different levels to create the inherent influence on a recipient in public service advertising for reaching its main goal – driving to act. Nowadays the advertising message is less informative, but more manipulating and pragmatic. Verbal components in such texts activate the intellectual and emotional reactions of the addressee and cause corresponding actions. Such categories of advertising as anthropocentrism, information and influence stipulate its consideration in the aspect of linguistic pragmatics. The pragmatic analysis of public service advertising gives an opportunity to detect language means of argumentation, techniques and tactics of persuasion. The orientation on the addressee is characteristic to any type of communication, but the factor of an addressee determines the form and the content of advertising texts at a larger extent than in the texts of any other kinds of discourses.

102-106

Authors: Semeniuk A. A.

This article illustrates the connection between culture and communication and then emphasizes the role of culture in translation. The paper has tried to review briefly the scholars' viewpoints and approaches to defining the concept of culture. To encourage further exploration and understanding of translation issues, the reasons of translation difficulties arousing in the process of mediating between cultures, both source and target ones, have been analyzed.

115-120

Authors: I. V.Ushchapovska

In the attempt to find a solution for the successful brand formation, scientists have developed different approaches to brand studying. In the article, brand is considered from the linguistic perspective. In particular, brand language, the way brand communicates with the audience, is the object of the study. Therefore, the aim of the article is to identify brand language as an integrative linguistic feature; to state the convergence of verbal and non-verbal elements of brand language when forming a successful brand language. Brand language refers to the words, signs, sounds and other expressive means used to communicate the brand. Brand language comprises verbal and non-verbal identities, meaning it is developed on the verbal and non-verbal levels. Brand’s verbal identity is the words, phrases, and terms used to describe the brand. Non-verbal elements of brand language can be divided into visual and audial identities. Visual identity or visual brand language contains the graphic components that together provide a system for identifying and representing a brand. Audial identity can be described as the unique, proprietary music and sound that emotionally convey a brand’s essence and values. Being perceived, brand language elements blend in the minds of the audience, providing interaction of the words, colors, graphics, and sounds. In the article, we suggest brand language be an example of the convergence of verbal and nonverbal elements.

127-135

Authors: V. M. Vladymyrova / В. М. Владимирова

The article dwells on the problem of a multi-faceted personality self-realization, the search of opportunities for its harmonious existence in the spiritual and domestic life according to the works of V. Petrov and I. Korsak. It is stated that the personality of P. Kulish has become significant for the writers of different literary epochs. V. Petrov doesn’t only use the actual material for writing his novel, but also artistically complements it depicting the protagonist in the context of historic events. The author gives the reader an opportunity to understand that the epoch of Romanticism influences the protagonist’s behavioral model and his interaction with the world. The involved epistolary body helps to create P. Kulish’s versatile psychological portrait to show the contradiction of his character. With the difference of V. Petrov’s novella, in the modern writer I. Korsak’s novel everything is viewed through Alexandra Bilozerska’s world perception, which creates a unique female version of the depicted events. Describing the main character’s destiny, I. Korsak outlines very important existential and philosophical problems typical of today’s life.

142-151

Authors: I. Zhylenko / І. Р. Жиленко

The article deals with some genres of flash fiction of little-known Ukrainian writers of the interwar period, which have mainly been placed on the pages of the emigration periodicals. Some author biographical information is being analysed and genre priorities of flash fiction are being set. Different types of stories, novels, memoirs and essays of B. O'Connor-Vilinska, O. Khrapko-Drahomanov, Lesia Verhovynka reveal a common theme – life of the Ukrainian village in the post-revolutionary period, relationship between men and women, gender issues, emigrant life. Some style features of the flash fiction have been outlined, some of which are deep psychological, philosophic and didactic generalizations. One perceives existential, ethnographic and folklore motifs, finds national symbols; apocrypha elements, fiction and sacred history – these are characteristics of the literature of the early twentieth century. Particular attention is being drawn to the cultural traditions of the Ukrainian people, depicting anti-war atmosphere of peasants. The writing skills of the writers, which lies in the use of the linguistic,stylistic, and artistic tools and techniques, is being emphasized. The idea of the general cultural space of the twentieth century without these and other names of women writers is inconceivab. = У статті досліджуються малі прозові жанри маловідомих українських письменниць міжвоєнної доби, головним чином вміщених на сторінках емігрантських часописів. З’ясовуються деякі біографічні відомості, визначено жанрові пріоритети малої прози. Різні види оповідань, новели, спогади, нариси В. О’Коннор-Вілінської, О. Храпко-Драгоманової, Лесі Верховинки мають спільну тематику – життя українського села у пореволюційний період, стосунки чоловіка й жінки, гендерна проблематика, емігрантське життя. Окреслено деякі стильові особливості малої художньої прози. Вона позначена глибоким психологізмом, філософськими й дидактичними узагальненнями. Відчутні екзистенціальні, етнографічні й фольклорні мотиви, національна символіка; містяться елементи апокрифів, фантастики та священної історії – тобто явища, характерні для літератури початку ХХ століття. Звертається увага на культурні традиції українців, обґрунтовуються антивоєнні настрої селян, підкреслюється майстерність письменниць, що полягає у використанні мовно-стилістичних і художніх засобів та прийомів. Зазначено, що без цих та інших імен письменниць неможливо скласти уявлення про український літературний простір ХХ століття.