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International and/or national philosophical terms in the domain of philosophy

100%
Ikere Z.
Translatorica & Translata
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2021
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vol. 2
55-65
EN
Philosophy as a universal system of knowledge and the main corpus of the philosophical terminology consists of international terms. There are cases, however, when philosophers choose to, create a native word instead of employing a wellknown international term. The term Meddelelse, for instance, was introduced by the Danish philosopher Soren Kierkegaard. According to him, different aspects of communication are included in this concept to be denominated by the Danish word Meddelelse. Another example in this respect is the national term introduced by the Latvian philosopher Rihards Kūlis for the international term nacionālā identitāte. Contemporary philosophers tend to claim that philosophy does not belong only to the elitist part of the society. If such is the case, the philosophers try to facilitate the comprehension process for the native readers in order to ensure a deeper understanding of definite notions. Hence they endevour to accommodate their writing in the way their readers could fully grasp the meaning of the intended message.
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Non-Commercial Advertisements: Multimodal Metaphor, Metonymy and Conceptual Blending at Work

51%
Ikere Z., Oļehnoviča I., Liepa S.
Research in Language
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2021
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vol. 19
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issue 3
305-314
EN
Nowadays the omnipresence of advertisements, and the necessity of conscious and subconscious mental interpretation of their hidden messages, can hardly be overlooked. In the present article, the authors attempt to provide additional evidence for the role of multimodal metaphor, metonymy, and conceptual blending in hidden cognitive mechanisms involved in the understanding and/or the correct interpretation of printed non-commercial advertisements and their overall communicative effect thus brought about. The objective is to consider and analyse text-image non-commercial advertisements randomly retrieved from the Internet; the analysis is carried out from the cognitive perspective and aims at discussing the functions of multimodal metaphor, metonymy and conceptual blending as powerful mechanisms exploited for creative purposes in advertising texts and accompanying images, and thus in conveying the central ideas embedded in the adverts.
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