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EN
In the last few years, the Deutsche Bank was facing difficulties which were regularly conceptualised by the international media. The aim of this paper is to study the meaning of the crisis and the role of the Deutsche Bank in the financial turmoil during the “discursive moment” initiated on February 8, 2016, as it was built by the French and Polish general press. On the basis of several articles published in six daily newspapers, we undertake a semantic analysis of nominal noun phrases referring to the current situation, and of the preferential discursive functioning of the chrematonyme Deutsche Bank.
EN
The article aims to explore the cognitive mechanisms activated in conceptualising complex expressions, with the example of Fuga daemonum, a synonym to St John’s wort, a flowering plant from the family Hypericaceae, used as a herbal remedy to treat various physical and emotional ailments (in particular depression and anxiety). The four-space model of conceptual integration as proposed by Gilles Fauconnier and Mark Turner (2002) is used here for the purpose of the analysis. Fuga daemonum is found to be a conceptual blend, arising through a dynamism of a complex cognitive operation known as conceptual integration, where the activation of at least two distinct input spaces is required to arrive at the resultant meaning of the blend. In the case of Fuga daemonum, input space 1 refers to the appearance and properties of the plant, and input space 2 contains its symbolic and religious connotations. Thus, the process yields the emergent meaning of Fuga daemonum, which is not the sum of the meanings inherent in the input spaces but which becomes a new dynamic context-dependent expression.
PL
Prezentowana praca, wpisująca się w paradygmat kognitywnych badań nad językiem, ma na celu wyjaśnienie mechanizmów, jakie uruchamiane są w procesie konceptualizacji pojęć na przykładzie wyrażenia fuga daemonum, synonimicznej nazwy dziurawca pospolitego (Hypericum perforatum L.). Fuga daemonum to jedna z bardziej interesujących i semantycznie złożonych nazw dziurawca, w której obserwujemy dynamiczny proces zwany integracją pojęciową (ang. conceptual blending), polegający na stapianiu elementów zaczerpniętych z co najmniej dwóch przestrzeni wyjściowych przestrzeni odnoszącej się do wyglądu i właściwości dziurawca oraz przestrzeni przywołującej konotacje symboliczne i religijne tej rośliny. W celu przeprowadzenia analizy semantycznej nazwy fuga daemonum autorka stosuje tzw. czteroprzestrzenny model integracji pojęciowej, autorstwa Gillesa Fauconniera i Marka Turnera, który ma za zadanie ukazać dynamiczny charakter znaczenia.  
EN
This article analyses the translation of pragmatic texts within the publishing industry. It hopes to shed light on an overlooked area of translation that students find disorientating. In this context, the text becomes perfectible raw material. It is further defined by its inscription within a layout which disrupts its linearity; both facts are going to influence the phrasing of the translation. Their author’s status is discussed because it leads to a reassessment of the notion of fidelity. This article ends with advice for inexperienced translators and with an invitation to go beyond the traditional dualities inherited from literary translation to grasp pragmatic translation.
FR
Cet article analyse la traduction de textes pragmatiques dans le contexte de l’édition pour répondre aux questions d’étudiants désorientés par cet aspect du métier et jeter quelques lumières sur une pratique méconnue. Devenus simple matière première perfectible, ces textes se caractérisent par leur inscription dans une maquette qui va influer sur le travail de traduction d’un ensemble de pavés de textes hiérarchisés. L’examen du statut de leur auteur amène à réévaluer la notion de fidélité. Quelques conseils, invitant à dépasser les clivages traditionnels hérités de la traduction littéraire pour aborder la « traduction pragmatique » viennent clore la discussion.
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