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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.

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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.