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Authors: Ligia GHILEA

A product, no matter how exquisitely achieved, if improperly displayed, cannot be correctly appreciated. Perfection, passion, emotion are conditions that will ensure the success of an advertising campaign. Without music, advertising is incomplete. Music, the universal language which has the power of joining everyone together, can overcome all language barriers. Human feelings have an overwhelming role and producers use them I order to persuade consumers to buy their products. A very good example is the area of food products. In advertising music has a tremendous importance. If the music is well chosen, then its qualities can persuade people to buy and use a certain product. Creativeness has no limits. Another element which may contribute to the success of a commercial spot is the music repertoire, because the music must be simple, easy to remember and also easy to recognize.

4

Authors: Ioana-Iulia OLARU

A popular art of the Romans was metalworking (vessels, weapons, appliques, objects for personal hygiene), many products were made from precious metals or not, being found in different thesauri that have come down to us throughout the former Roman Empire. In ancient times, the techniques were as numerous and varied regarding the form and ornaments of these artifacts. The present paper focuses on the historical ancient stages of the main examples of toreutic art, between the period of the Republic and early Christianity, underlining the changes made regarding propaganda message, which was compulsory for artists (craftsmen) serving power.

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Authors: Ion GUŢU

This article represents a motivated attempt to promote a new science – the symbology. Different aspects of the symbology have already been inserted in the problematic area of the hermeneutic science which, in its second research direction, proposes various interpretative approaches of the symbol. The separation and the empowerment of the symbology science allows the symbol to become an object of study sui generis, investigated within two epistemological compartments: the general symbolic which will study the mechanism of symbolization and the symbolism - the study of semantic and functional values of symbol in various kinds of human imaginary (mythological, biblical, literary, poetic, individual, etc.).

6

Authors: Marina TETERINA

The article deals with the personification of Nature in modern English. The author attempted to carry out analysis of the cognitive metaphor Nature is Woman and the gender-conceptual structure in Anglo-American culture. Proceeding from the assumption that any personification is sexification that is cultural assumptions and beliefs underlie all kinds of personification, the writer claims that the concept of Nature comprises biological, social-cultural and psychological attributes pertaining to the feminine beginning which allows including the concept of Nature in the category of feminine gender and using ‘she’ as co-referring pronoun.

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Authors: Viorica CONDRAT

Intertextuality is the generally accepted term denoting the interconnectedness and interrelatedness of texts. The new text is thus viewed as part of the vast network of texts influencing one another. The present article aims at revealing how contextual meanings influence the process of text interpretation.

10

Authors: Luminiţa HOARŢĂ CĂRĂUŞU

The analytical framework of my research is based on analyzing the journalistic discourse. My investigation is grounded in a corpus of titles from the journalistic area. Titles are ways of interacting and claim to be dialogical. Dialogicality is the degree to which other discourses, voices, positions, representatives of other groups of people and interests are present in the journalistic discourse in a form of interaction which is undistorted. In looking of journalistic texts, one can notice that the titles in the journalistic discourse disguise an oscillation between informing and persuading (or between telling and selling).

12

Authors: Rahim OMBASHI

The Cycle of Kreshniks is one of monuments of the national traditional Albanian culture. The traditional images of this literary work reveal the typical view of our mountainous areas, our mighty legendary figures rendered by means of the fabulous. As a result, the myths shaped and influenced the preliterary creations of the society, the myths which have survived via these creations up to these days and which contain the essence of that society’s thinking. The mentality of this phrase of the mythical thinking dominated the antiquity until the end of paleochristianity. Songs of the legendary epos attract the reader’s attention not only because of their great artistic value, but they are also regarded as important sociocultural monuments having historical, philosophical, political and legal value. The mythological figures have a chthonic, terrestrial character. The Cycle of Kreshniks focuses on common people viewed in their relationship with their friends, the girl for whom they are primi inter pares. All the aspects of their lives, and namely, the defence of their land, of the castle tower in the form of a metaphor, as well as their identity, resistance, life, freedom, honour etc. are related to their spiritual condition. The mentality of the resistance which is deeply embedded in their psyche has intuitively developed across common linguistic borders. Operating with artistic between the mythic-pagan imagination and the later imagination as the borderline between the conscious and subconscious mind, between totemic polytheism and monotheistic faith is traced through antinomy. Ancient people differed from their followers who had a different vision of the life and death, time and space, the man and the divinity, family and the world. The generation of the ancient times dominated by the mythic and legendary mentality refuses to recognize the present and the future because their representatives belong only to the past. The process of converting collective mentalities into artistic truths, mentalities which have emanated from a different epoch, approach the historical truths, as well as the process of decoding the archetypal images into epic subjects have drawn the attention of various sciences such as: history, linguistics, ethnology and mythology.

5

Authors: Анжела КОЩУГ

The present article aims at exploring the problem of praise and reproof in the biblical text via the pragmatic framework of the speaker’s intentions, that is, it examines the speaker’s illocutive function in the above mentioned speech genres. These speech genres, antonymous in content and form or expression, refer, as a rule, to the factual genres, aiming at generalizing things rather than informing. These factual genres are based, first and foremost, on the evaluative semantics conditioned, in the first place, by three extralinguistic factors or components: the behavior component or the situation on the whole, the author’s component and the addressee’s component. Very many praise-statements in the Bible belong to the appreciator who has a lower status than the addressee or the appreciated. These statements consist of a dictum part and a modus part which are expressed in an explicit way. Thus, dictum is explicitly communicated (via the affirmative, the negative or the interrogative form of the verb or via a paradox, resulting from the situation when the author of the statement denies the well-established system of values, approving of the prejudiced acts and condemning the most positive ones) and modus is implicitly expressed (very often via the imperative), and only the modus part. Praise statements that are common to the appreciator with a higher status than the addressee (e.g. Lord (God)) are scarcely met in the Holy Book. Reproof statements, typical of the appreciator of a higher or an equal status with the addressee, are found in the Bible as well. Thus, the reproof-statements include a dictum part and a modus part expressed in an explicit way, where dictum is explicitly communicated (via the affirmative, the negative or the interrogative form of the verb or via a paradox); modus is implicitly communicated (very often via imperatives), and only the modus part. The reproof statements, typical of the appreciator with a lower status, than the addressee, are rarely encountered, though it might sometimes be possible to come across them in the Holy Book, especially in Gospels. There are statements in the Bible which can be interpreted both as praise statements and as reproof statements because they don’t strictly conform to the norm.

6

Authors: Lelia Trocan

Definir e descrever o discurso poético numa dupla perspectiva - sincrônica e diacrônica, remete, necessariamente, a uma abordagem formal do fato poético. Mas eis a questão: o que não é estrutura e o que não está em função de alguma coisa nesse mundo? Naturalmente, surge uma nova questão: o que é a poesia? Ora, nesse ponto, os críticos concordam em discordar. É verdade que haverá opiniões em comum entre alguns deles, como entre os “formalistas” influenciados pelos fundamentos dos “formalistas russos” e, sobretudo, pela obra de Roman Jakobson – “Princípios de lingüística geral”. Entretanto, observando melhor a referida obra, é possível constatar uma evolução não muito favorável à poesia. Os primeiros estudos de Jakobson, da época em que suas idéias viajavam na Europa, demonstram seu interesse e sua percepção notável do fenômeno artístico em geral e, em particular, da poesia.

7

Authors: Екатерина НИКУЛЬЧА

Theater and carnival play an important role in the creation of E.T.A. Hoffmann, N.V. Gogol and M.A. Bulgakov. The authors don’t make any differences between theatrical performance and folk entertainment of the carnival type. For the German writer both the theater and the carnival become an integral part of the capriccio “Princess Brambilla”. In N.V. Gogol’s stories there are almost no theatrical elements, but the carnival penetrates into life, into the private life of the main characters. The introduction of carnival elements in M.A. Bulgakov’s novel “Master and Margarita” both the theatrical performance and the comparison of Satan’s great ball to folk entertainment increases satirical and ironical implication. The presence of these elements helps to realize the fact that the reality is full of bureaucracy, lies and criminal attempts to please one’s superiors. That’s why the real world seems more dangerous than the world, where the undisguised evil, Voland, the prince of darkness, rules.

8

Authors: Ioana BOGHIAN

The semiotic approach to the concept of the Victorian house as a triadic relationship reveals the house as a space of becoming, functioning either as an iconic, symbolic or indexical sign in relation to its inhabitants. The current paper aims at reconstructing the semiotic process/semiosis through which a house can act as an image for the owner, or can be experienced as a prison, or interpreted as a symbol. Textual support will be provided by 19th-century English novels such as Charles Dickens’ Great Expectations and Dombey and Son, novels written by the Brontë sisters and Thomas Hardy’s The Return of the Native.

10

Authors: Gheorghe Săvoiu

This paper provides an overview of the classical or modern definitions of enterprise, entrepreneur, and entrepreneurship, and of their new meanings, during the contemporary crisis. The consequences are important for improving the understanding of the importance of this concept of entrepreneurship in the higher education system. One can include in the category of the new conceptualizations the most recent entrepreneurial concepts, instruments, methods and solutions that exist on a globalized or international market. An extended of entrepreneurial thinking type include the entire semantic chain from enterprise to entrepreneur, and finally to entrepreneurship, but without being able to fully define it. Some conclusions are relative indeed, just as truth itself, somewhere midway. The final remark is that when we try to pick up anything by itself from the concept of entrepreneurship, we find out enterprise, entrepreneur and entrepreneurship being “attached“ to everything else in the market economies’ universe. Key words: enterprise, entrepreneur, entrepreneurship, economics, crisis, recession.

17

Authors: Bernard Mulo Farenkia

While the study of interactions between French/English and Cameroonian languages and cultures is well-established, language and culture contact phenomena in German as a Foreign Language in Cameroon have often been neglected. This article presents texts produced by non-native users of German in Cameroon as sites of language and culture contact. The study focuses on phonological, orthographical, lexical, syntactical, semantic, pragmatic and textual aspects and reveals the overwhelming influence of French, English and several indigenous language and culture patterns on/in the production of oral and written texts in German. The article ends with suggestions for further research, namely in the area of intercultural grammar and cross-cultural pragmatics, and the training of teachers of German.