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La pratique de la redénomination à l’instar du politiquement correct

100%
López Díaz M.
Acta Universitatis Lodziensis. Folia Litteraria Romanica
|
2017
|
issue 12
19-30
EN
This article explores the substitution of words considered as offensive that designate marginalized and stigmatized social groups over time. The substitutions, framed in the politically correct discourse, are renamings that go against certain traditional naming ways perceived by a broad social sector as obsolete, according to an ideology which tries to remove from the vocabulary everything implying discrimination, to promote an orthodoxy of moderation and reduce the linguistic inequality in the way of referring to the strong and the weak. Thus the speaker stands between the need for freedom of expression and that of adopting ethical conduct.
FR
Cet article explore le remplacement de mots considérés comme offensifs désignant des groupes sociaux marginalisés et stigmatisés au fil du temps. Les substitutions s’encadrent dans le discours politiquement correct et constituent des redénominations qui vont contre des façons de nommer traditionnelles, perçues à présent comme obsolètes par un grand secteur de la population, selon une idéologie qui essaie d’effacer du vocabulaire tout ce qui implique une discrimination, afin de promouvoir une orthodoxie de la mesure et de réduire l’inégalité linguistique dans la manière de désigner le fort et le faible. Le locuteur se place ainsi entre la nécessité de la liberté d’expression et de l’adoption d’une conduite éthique.
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Les discours de l’identité féminine dans les publicités automobiles

63%
López Díaz M., Kacprzak A.
Studia Romanica Posnaniensia
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2012
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vol. 39
|
issue 4
71-83
EN
The article analyzes the way in which the modern car-advertisement defines the identity of women as potential purchasers – to whom it is designed to get through. The research includes language and iconic instruments by which this type of advertisement aims to create a feminized market of products formerly recognized as traditionally masculine. The identification of the addressee of each publicity material might be subsumed under a set of stereotypes, thus enabling advertisers to get across their message using the code of addressee’s own values. The present paper concentrates on the linguistic specifity of the ads for high-tech goods (automobiles) targeting the feminine public and eventually points out their high degree of markedness according to the sex of addressees. Discourse analysis and a closer look at linguistic means appearing in French, Spanish and Polish automotive commercials both reveals a stereotyped woman’s image and shows how they happen to perpetutate it.
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