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Zur Interaktion von materiellem und idiomatischem Bild in deutschen Printwerbungen

100%
Schmale G.
tekst i dyskurs - text und diskurs
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2020
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issue 13
235–251
EN
Print advertising very frequently refers to idioms containing verbal expressions of images conveying a figurative meaning. “Material” idiom's (photos, drawings, cartoons, etc.) in print adverts, in one way or another, depict the idioms’ literal meaning. Advertising plays on numerous forms of interaction between the idiomatic and material image (representation of literal meaning, implicit relation between visual element and verbal idiom, etc.). Following preliminary considerations on figurativeness and metaphoricity, 14 German print adverts are analysed with a focus on the role of the material image. Based on these analyses, reflections on the interpretability of the relation between idiomatic and material image by native speakers and foreign language learners are discussed.
2
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Korpusbasierte Analyse vorgeformter Ausdrücke in natürlichen Gesprächen

100%
Schmale G.
Linguistische Treffen in Wrocław
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2022
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issue 22
257-273
EN
Usage and function of prefabricated or phraseological expressions have so far been analyzed recurring to mainly written, often journalistic or literary language productions. Conversational form of usage and interactive aspects could therefore not been taken into account as they are accessible exclusively through the analysis of oral and dialogical corpora. This paper thus focuses on the study of sequences from German talk shows and other conversational corpora in order to shed light on different aspects of the use of prefabricated turns in naturally occurring conversations. Firstly, actually produced forms of phrasemes in everyday conversation are being analyzed, frequently differing from those lemmatized in dictionaries. Seconly, routine formulae, inextricably linked to specific communicative situations, are being defined as belonging to the class of phrasemes on behalf of their polyfactoriality even when they are monolexical. The central section of the paper then deals with the interactive conversational treatment of idiomatic expressions as one important category of phrasemes via the conversational activities of participants: rephrasals and paraphrases of different kinds, play on words or idioms or else cumulative use of idioms in mainly final phases of sequences or conversations. However, some of them also remain untreated so that the analyst cannot conclude to an adequate semantic interpretation by the recipient. Quite frequently, nevertheless, contextual elements of a semantic and/or thematic nature make an appropriate interpretation reasonably likely. Based on these considerations the paper finally formulates necessary consequences for linguistics in general, for lexicology and lexicography as well as foreign language teaching.
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