EDITORS - Politehnica University of Timișoara

EDITORS

RODICA SUPERCEANU – Politehnica University of Timișoara, Romania DANIEL DEJICA – Politehnica University of Timișoara, Romania

ADVISORY BOARD

EUGENIA ARJOCA-IEREMIA – University of Timișoara, Romania MARIANA CERNICOVA-BUCĂ – Politehnica University of Timișoara, Romania GYDE HANSEN – Copenhagen Business School, Denmark ANGELIKA IONAȘ – University of Timișoara, Romania DEBRA JOURNET – University of Louisville, USA HORTENSIA PÂRLOG – University of Timișoara, Romania RODICA SUPERCEANU – Politehnica University of Timișoara, Romania MARIA ȚENCHEA – University of Timișoara, Romania

PUBLISHER

THE DEPARTMENT OF COMMUNICATION AND FOREIGN LANGUAGES POLITHENICA UNIVERSITY OF TIMIȘOARA

PROFESSIONAL COMMUNICATION AND TRANSLATION STUDIES, VOL 2 (1-2) / 2009 ISSN 2065 – 099X

POLITEHNICA UNIVERSITY OF TIMIŞOARA

DEPARTMENT OF COMMUNICATION AND FOREIGN LANGUAGES

PROFESSIONAL COMMUNICATION AND

TRANSLATION STUDIES

Volume 2, Issue 1-2, 2009

Proceedings of the 6th International Conference

3-4 April 2009 TIMIȘOARA, ROMANIA

POLITEHNICA UNIVERSITY PRESS TIMIȘOARA – 2009

Copyright © Editura Politehnica, 2010 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. EDITURA POLITEHNICA Bd. Republicii nr. 9 300159 Timisoara, Romania Tel. 0256/403.823 Fax. 0256/403.823 E-mail: [email protected] Editorial advisor: Prof. dr. ing. Sabin IONEL Redactor: Claudia MIHALI Printing date: 11.05.2010 Printing paper: 11 ISSN 2065-099X Printed in Romania Printing order: 48 Printing center, Politehnica University of Timisoara

PROFESSIONAL COMMUNICATION AND TRANSLATION STUDIES, 2 (1-2) / 2009

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CONTENTS PREFACE……………………………………………………………………………………..

CONTENTS ………………………………………………………………………………….. NOTES ON EDITORIAL BOARD AND CONTRIBUTORS ..……………………………

v vii ix

I. PROFESSIONAL COMMUNICATION

ASPECTS GÉNÉRIQUES DE LA PRESSE QUOTIDIENNE D’INFORMATION GÉNÉRALE.................................................................................................................. Andra-Teodora CATARIG

3

DISCOURS INSTITUTIONNEL – DISCOURS PUBLICITAIRE: APPROCHE DÉLIMITATIVE............................................................................................................. Lavinia SUCIU

11

NONVERBAL COMMUNICATION IN PRINT ADS ..................................................... Annamaria KILYENI

17

RECOGNIZING CULTURE IN THE WORLD OF BUSINESS...................................... Elena C. CONSTANTIN

25

ZUR WISSENSVERMITTLUNG IM FACHSPRACHENUNTERRICHT AM BEISPIEL DER GESCHÄFTSBRIEFE.......................................................................................... Lora-Dagmar CONSTANTINESCU

29

II. LINGUISTICS AND COMMUNICATION

PECULIARITIES OF BRANDING TERMINOLOGY..................................................... Georgeta CIOBANU

39

LE DEVELOPPEMENT DU TRAVAIL TERMINOLOGIQUE ET L’APPORT DES INGENIEURS ELECTROTECHNICIENS ROUMAINS ................................................ Dorina CHIŞ

45

PETIT GLOSSAIRE DE LA CRISE.............................................................................. Constantin-Ioan MLADIN

53

TOPIC-TRIGGERED METAPHORS IN NEWSPAPER HEADLINES.......................... Nadežda SILAŠKI

59

CONSIDERATIONS ON THE STYLE AND THE STRUCTURE OF EMAILS USED IN PROFESSIONAL COMMUNICATION .................................................................... Alina NISTORESCU

67


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III. TRANSLATION STUDIES

ÜBERSETZUNG VON DIREKTIVEN SPRECHAKTEN IN GEBRAUCHSANWEISUNGEN UND BEDIENUNGSANLEITUNGEN ....................... Gyde HANSEN

PROZESSINDIKATOREN: EIN MENTALES SPIEGELBILD DER PRODUKTION VON ÜBERSETZUNGSLÖSUNGEN .......................................................................... Claudia ICOBESCU

IDEOLOGY AND TRANSLATION ............................................................................... Camelia PETRESCU

77 87 93

REFORMULATION ET TRADUCTION ....................................................................... Mirela POP

97

VEGETAL SYMBOLISM IN THE ROMANIAN TRANSLATIONS OF WILLIAM SHAKESPEARE’S HAMLET AND OTHELLO ........................................................... Dana PERCEC and Andreea ŞERBAN

107

QUELLES COMPÉTENCES DÉVELOPPER AU CADRE D’UNE FORMATION UNIVERSITAIRE À LA TRADUCTION SPÉCIALISÉE .............................................. Deliana VASILIU

115

LIST OF ABSTRACTS IN ENGLISH ……………………………………………………....

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PREFACE

The tradition of the International Conference Professional Communication and Translation Studies continued in March 2009 with its 6th edition, held at the Department of Communication and Foreign Languages of Politehnica University of Timişoara. Likewise, it preserved the conference purpose to provide a forum for sharing ideas, research results and experience in the two areas of knowledge.

Starting with the 2009 edition of the conference, the Editorial Board has decided to introduce some changes as part of the internationalization process of the Proceedings. (1) The articles are published into two separate volumes instead of one, which similarly to the previous volumes, comprise three sections: a) professional communication, b) linguistics and communication and c) translation studies. (2) The language of the volumes is English. However, the papers presented in French or German at the conference are also included in the volume and published in their language of presentation. A special section has been introduced which includes in alphabetical order by authors the abstracts and keywords in English of all the papers published in this volume. (3) A section containing notes on contributors and editorial board has also been included. (4) Last but not least, the full content of the volumes will also be available on-line on the Department homepage. All these changes aim at ensuring timely and regular publication, providing wider dissemination and coverage, and facilitating scholarly exchange.

This first volume of the 2009 conference contains contributions from Denmark, Serbia and Romania. The articles on communication focus on discourse types and genres: institutional vs. advertising discourse, business letters and advertisements, or discuss the relevance of cultural awareness and linguistic competence to effective communication. The articles on linguistics deal with terminological and stylistic issues that have some bearing on communication, while the articles on translation cover aspects of the process and product of communication mediation: process indicators, the reconstruction phase, ideological influences, and appellative text types.

The editors are grateful to the scientific committee, whose recommendations have contributed to the inclusion and ordering of articles. Special thanks go to the organizing committee of the conference.

The 7th edition of the Conference Professional Communication and Translation Studies will be held on the same premises in March 2011.

The editors


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NOTES ON EDITORIAL BOARD AND CONTRIBUTORS

Eugenia ARJOCA-IEREMIA, PhD, is a reader in French and Chair of the Romance Languages Department at the University of the West, Timişoara. Her research interests focus on contemporary French semantics, discourse analysis, LSP translation and French grammar. She is a member in several international associations such as Romanian Society of Romance Linguistics or Association des chercheurs en linguistique française. E-mail: earjoca[a]litere.uvt.ro

Mariana CERNICOVA-BUCA, PhD., is a reader at the Department of Communication and Foreign Languages, Politehnica University of Timişoara. Author of 10 books on stylistics, journalism and modern history, her focus is on applied linguistics, communication sciences and political science. Her professional experience includes translation, counselling in public relations, academic management (provost of a private university, 2004-2008), and political journalism. She is distinguished with the National Order for Merit in Education (2004). She is a member of the European Communication and Research Association, a Board member of the Alliance of Universities for Democracy, vice-president of the Association for Romanian Media History, vice-president of the Centre for Ethical Resources and Initiatives and a member of the Association for Professors in Journalism and Communication. She is a book reviewer and editor for the AUDEM: International Journal of Higher Education and Democracy. E-mail: mcernicova[a]gmail.com

Daniel DEJICA holds a PhD in translation studies from the University of the West, Timisoara. His research interests include translation theory and methodology, LSP translation, and discourse analysis for translation purposes. Daniel Dejica is a member of the Advanced Translation Research Center (ATRC) team at the University of Saarbrucken, Germany. He has been co-editing the Proceedings of the Professional Communication and Translation Studies conference at Politehnica University of Timişoara since 2001; he is also a member in the editorial boards of other international peer-reviewed journals such as conneXions: international professional communication journal (University of Lisbon) or MuTra Journal (University of Saarbrucken). E-mail: daniel.dejica[a]cls.upt.ro

Gyde HANSEN, PhD, Prof. Dr. Habil., has taught at the Copenhagen Business School since 1978 in the disciplines: comparative linguistics, intercultural communication, semiotics and marketing, translation theory and practice, textual analysis and revision, philosophy of science and empirical research methods. Since 2004, she has been Vice President of EST (European Society for Translation Studies). Her research projects include: TRAP (Translation processes), the Copenhagen Retrospection Project, a longitudinal study From Student to Expert and TraREdit, an investigation of quality in translation and revision. E-mail: gh.isv[a]cbs.dk

Angelika IONAS, PhD, is a reader and Vice-Dean of the School of Letters, University of the West, Timişoara. Her research interests include communication theory, intercultural communicarion, rhetoric, and german didactics. She has been authoring and co-authoring more than ten books and German language courses. Angelika IONAS is a member in several international associations, such as Deutsch-Rumänische Akademie-Internationales Forum für Wissenschaften, Ethik, Theologie, Literatur und Kunst (Maniz, Germany). E-mail: angelika.ionas[a]yahoo.com

Debra JOURNET, PhD, is a distinguished teaching professor and PhD supervisor at the University of Louisville, USA. Her research interests include rhetoric of science, narrative theory, technical and scientific communication, multimodal composition, and research methodologies in rhetoric and composition. In 2006 and 2008 she was Director of the Thomas R. Watson Conference in Rhetoric and Composition. E-mail: debra.journet[a]louisville.edu

mailto:[email protected]







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Hortensia PÂRLOG, PhD, is a professor in English at the University of the West, Timişoara, where she supervises doctoral students. She is the author or co-author of several books and dictionaries, the oldest being The Sounds of English and Romanian (co-author D. Chiţoran, J. Augerot), 1984, and the latest Translating the Body, München, Lincom, 2007, revised and enlarged edition, Iaşi, Institutul European, 2009 (co-authors Pia Brînzeu, Aba-Carina Pârlog). She is the founder and editor of the journal B.A.S.-British and American Studies. E-mail: abaparlog[a]gmail.com

Rodica SUPERCEANU, PhD, is a reader and Chair of the Department of Communication and Foreign Languages, Politehnica University of Timişoara, where she has been teaching discourse analysis, pragmatics and translation since 1993. Her research has focused on areas which run parallel to her teaching: discourse and genre analysis, translation studies, translation didactics and lexicography. She is the author of The Rhetoric of Scientific Articles (1998), Elements of Discourse and Discourse Analysis (2000), Translating Pragmatic Texts (2004, 2009), of three LSP textbooks and of numerous articles. She has also co-authored Professional Genres in Public Administration (2006) and two bilingual dictionaries for robotics (2004). She coordinated a research project on a NCSRHE grant about professional genres used in business and public administration settings. Since 2003 she has been editor of the Scientific Bulletin of “Politehnica” University of Timişoara, the Modern Languages Series and since 2001, editor of the proceedings volume Professional Communication and Translation Studies. E-mail: rodica.superceanu[a]cls.upt.ro

Maria TENCHEA, PhD, is a professor in French with the Romance Languages Department, University of the West, Timişoara. She teaches French linguistics and translation and her research interests include French and Romance linguistics, contrastive analysis, and translation theory and methodology. She is the author of L'expression des relations temporelles dans le système des prépositions du français. Préposition et verbe; Études contrastives (domaine français-roumain); Le subjonctif dans les phrases indépendantes. Syntaxe et pragmatique; Noms, verbes, prépositions; (coord.) Etudes de traductologie; (coord.) Dicţionar contextual de termeni traductologici (franceză-română) [Contextual Dictionary of Translation Terms]. Maria Tenchea is a member of the SEPTET (Société d’Études des Pratiques et Théories en Traduction). E-mail: mtenchea[a]yahoo.com

***

Andra-Teodora CATARIG, PhD, is a lecturer at the International Business Chair of the School of Economics of Oradea. In 2009 she obtained the title of Doctor in Philology at the Babeş-Bolyai University, Cluj-Napoca. Andra-Teodora Catarig is the author of more than 20 papers in fields like linguistic analysis of the media discourse, comparative stylistics and language for special purposes. She is the author of an Italian-Romanian economic dictionary and of two Italian language course books. She collaborated to a polyglot business dictionary and to two French language course books for the economic students. E-mail: acatarig[a]yahoo.fr

Dorina CHIŞ, PhD, is a reader and Chair of the Journalism and Communication Department at the School of Journalism, Communication and Foreign Languages, Tibiscus University, Timişoara. Her main research interests include terminology, semantics, scientific research methodology and communication techniques. She is the author of Cuvânt şi termen [Word and Term], Augusta Publishing House, 2001. E-mail: dorina_chis[a]yahoo.com

Georgeta CIOBANU is a professor at the Department of Communication and Foreign Languages, Politehnica University of Timisoara, Romania. Her teaching and research activities focus on terminology, languages for special purposes, translation, corporate communication, languages in contact. Georgeta Ciobanu published numerous books, textbooks, studies and articles in these fields. She has also acted as teacher trainer and terminology trainer, and was involved as director or partner in various international projects on language issues and terminology. E-mail: georgeta.ciobanu[a]cls.upt.ro








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Marion COHEN-VIDA, PhD, is a lecturer at the Politehnica University of Timisoara, Department of Communication and Foreign Languages. Her major research interests are discourse analysis, translation studies, French for specific purposes, and written communication. She has published 3 books and 67 scientific articles. She is a founding member of The Romanian Association of the French University Departments and a member of the Multidisciplinary Research Association for the West Region of Romania. E-mail: marion_cv[a]yahoo.com

Elena C. CONSTANTIN is an assistant lecturer at the Department of Communication and Foreign Languages at the Politehnica University of Timisoara, where she teaches translation practice, general English and English for specific purposes. Her major research interests rely on translation studies and English as a foreign language; she has published more than 30 scientific articles in these fields. She is undergoing her PhD studies in the Management of Communication. E-mail: claudia.constantin[a]cls.upt.ro

Lora-Dagmar CONSTANTINESCU, PhD, is a lecturer in German/English at the Bucharest Academy of Economic Studies. She holds a Ph.D. in German linguistics from the University of Bucharest. She is the co-author of several German language textbooks for students of Economics. She takes a special interest in the rhetoric of advertising, sociolinguistics, business communication, methodology of GFL, teaching material design. E-mail: constant_lora[a]yahoo.com

Gyde HANSEN, Prof. Dr. Habil., has taught at the Copenhagen Business School since 1978 in the disciplines: comparative linguistics, intercultural communication, semiotics and marketing, translation theory and practice, textual analysis and revision, philosophy of science and empirical research methods. Since 2004, she has been Vice President of EST (European Society for Translation Studies). Her research projects include: TRAP (Translation processes), the Copenhagen Retrospection Project, a longitudinal study From Student to Expert and TraREdit, an investigation of quality in translation and revision. E-mail: gh.isv[a]cbs.dk

Claudia ICOBESCU, PhD, is a lecturer at the Politehnica University of Timişoara. She teaches translation studies, interpretation, German grammar, and German and English as a foreign language. Her major fields of interest are cognitive processes in translation and interpretation in which she has published a series of scientific articles. She has recently published Soziokognitive Prozesse beim Übersetzen [Socio-cognitive Processes in Translation] at the Politehnica University Press. E-mail: ca.icobescu[a]yahoo.com

Annamaria KILYENI is an assistant lecturer at the Department of Communication and Foreign Languages, Politehnica University of Timişoara, where she teaches communication mediation practice, translation practice and EFL. She holds an M.A. degree in Terminology and Translation Studies from the University of the West, Timişoara, Romania, where she is currently finishing her PhD studies in Linguistics. Her research focuses on the analysis of advertising discourse and terminology. E-mail: annamaria.kilyeni[a]cls.upt.ro

Alina NISTORESCU, PhD, is a lecturer at Drăgan European University of Lugoj, where she teaches business English and English for law. She has written several articles on English and Romanian using contrastive analysis and in 2008 has published a book on Politeness Formulas in English and Romanian. Her research interests are in the universality of politeness and in English as a global language. E-mail: alinatve[a]yahoo.com

Camelia PETRESCU, PhD, is a lecturer at the Politehnica University of Timisoara, Department of Communication and Foreign Languages. She is engaged in research on translation theory with particular emphasis on cross-cultural issues. She teaches interpreting, communication techniques, and European culture and civilization. Camelia Petrescu published two books in Romanian, namely Traducerea - intre teorie si practica (2000) [Translation: from Theory to Practical Achievement], and Introducere in interpretare (2005) [Introduction to Interpreting]. E-mail: camellia.petrescu[a]cls.upt.ro










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Mirela POP, PhD, is a lecturer at the Department of Communication and Foreign Languages, Politehnica University of Timisoara, where she has been teaching for 15 years general translation, economics translation, and French as a foreign language. She is doctor in sciences of language since 2007 with a doctoral dissertation in translation from French to Romanian (Repérage et traduction des modalités dans les chroniques de presse). Her fields of interest are the theory, practice and didactics of translation, applied linguistics and didactics of French as a foreign language and French for special purposes. Works published in French: Initiation à la traduction. Cahier de séminaire pour la Ière année (1999), Pratique du français. Manuel (2004), Pratique du français. Cahier de séminaire (2004). E-mail: pop_mirela_cristina[a]yahoo.com

Dana PERCEC, PhD, is a senior lecturer at the English Department of the Faculty of Letters, History and Theology, West University of Timisoara. Her major fields of interest are English literature, drama, gender studies, and cultural studies. Her published work includes: The Body’s Tale. Some Ado about Shakespearean Identities (Timisoara 2006), De la Gargantua la Google [From Gargantua to Google] (Cluj Napoca 2007), Shakespeare and the Theatre. An Introduction (Cluj Napoca 2008). E-mail: danachetri[a]email.com

Andreea ŞERBAN, PhD, is currently an assistant lecturer at the English Department of the West University of Timişoara, where she teaches English literature and Shakespearean drama. She is the author of The Call of the Wild: M/Other Nature in Margaret Atwood’s Novels (Cluj-Napoca: Napoca Star, 2010) and the co-author of Shakespeare’s Plays. Seminar Topics (Cluj-Napoca: Napoca Star, 2008). She has published over 20 articles in academic volumes in Romania and abroad in the fields of comparative literature, postcolonial and gender studies. E-mail: anyon1981[a]yahoo.com

Nadežda SILAŠKI, PhD, currently works as an assistant Professor of English for Economists at the Faculty of Economics, University of Belgrade, Serbia. She got her PhD degree in linguistics in 2005 with a thesis dealing with a genre analysis of advertisements in Serbian and British women's magazines. Her fields of interest include discourse analysis, cognitive linguistics and ESP. She has published a number of papers in Serbian and international journals and participated in various international conferences. She is the co-author of a monograph on Serbian public discourse and three ESP economics textbooks. E-mail: silaskin[a]sbb.rs

Lavinia SUCIU, PhD, is a lecturer at the Department of Communication and Foreign Languages, Politehnica University of Timişoara, where she currently teaches courses in communication theory, writing skills, text analysis and production, and Romanian language. Her research focuses on pragmalinguistics, communication studies, and intercultural communication. She has published several papers in these fields of interest as well as one book (The Signature Discourse of Institutions). E-mail: laviniasuciu31[a]yahoo.com

Deliana VASILIU, PhD, is a senior lecturer at the Academy of Economic Studies, Bucharest. Her research fields include didactics of specialized languages, text theory, reading theory, professional communication, specialized terminology and translation. She is the author of The voices of reading. The unconscious scenario of the critical operation (2000). E-mail: deliadvdelia[a]gmail.com








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LIST OF ABSTRACTS

ASPECTS GÉNÉRIQUES DE LA PRESSE QUOTIDIENNE D’INFORMATION GÉNÉRALE, Andra-Teodora CATARIG

Abstract: The purpose of this paper is to illustrate the generic profile of national daily newspapers for general information, both French (Le Monde, Le Figaro) and Italian (Corriere della Sera, La Repubblica). The generic aspects as well as the interest points, the ideology, titles, tone, the way quotations are used, constitute essential components of the editorial direction. We have researched the way French and Italian daily papers develop the same topic that is the way in which the journalistic discourse is being built around a certain media event. Studying the way the information is processed allowed us to identify the defining characteristics of these media organs.

Key words: media discourse, journalistic genre, editorial identity, written media, generic profile.

***

LE DEVELOPPEMENT DU TRAVAIL TERMINOLOGIQUE ET L’APPORT DES INGENIEURS ELECTROTECHNICIENS ROUMAINS, Dorina CHIŞ

Abstract: The creation of The International Electrotechnical Commission (IEC), in 1906, is an important moment not only in the process of developing and systemizing the international terminology of the field, but also in substantiating terminology as a discipline. The members of The Romanian Electrotechnical Committee, especially academician Remus Răduleţ – member and then president of IEC (1964-1967) and president of The IEC Terminology Committee (1970-1982) – have a notable contribution. We make reference to seminal terminographic papers and theoretical studies that substantiate analysis principles and presentation norms for the electrotechnical vocabulary. These studies have contributed to the development of the scientific terminology of the Romanian language.

Key words: Remus Răduleţ, terminology, terminography, international electrotechnical vocabulary.

***

PECULIARITIES OF BRANDING TERMINOLOGY, Georgeta CIOBANU

Abstract: The present paper approaches a few issues related to peculiarities of Romanian branding terminology. The first section includes an outline of the representative corpus of terms established to point out the peculiarities of branding terminology. From among the peculiarities, attention is focused on term formation, assignment term-concept with special emphasis on Romanian equivalents and adaptation of Anglicisms, and types of synonyms.

Key words: branding terminology, term formation, terminological Anglicisms, treatment of synonyms and variants.

*** LES MÉTAPHORES LEXICALISÉES DANS LA LANGUE ET DANS LES LANGUES DE SPÉCIALITÉ : UN OBSTACLE À LA COMPRÉHENSION, Marion COHEN-VIDA

Abstract: The metaphor is a very useful tool in lexical creation. In fact there is no field of the language where it is not used, including the languages for specific purposes. The metaphor is motivated only a posteriori in a certain language, and that is why it is a serious obstacle to understanding a foreign language, especially languages for specific purposes because, in this case, more than in any other, language is connected to knowledge. It is not only about learning a certain lexical structure, but also about understanding a certain subject matter and its organization. Understanding the lexical metaphors, which are very numerous in the languages for specific purposes, has a great importance.

Key words: lexical metaphor, language for specific purpose, motivation


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*** RECOGNIZING CULTURE IN THE WORLD OF BUSINESS, Elena C. CONSTANTIN

Abstract: The author starts from the idea that there has been a significant change in the way of doing business in Romania and that culture plays an important role. The paper presents some of the effects that business people might have to deal with if they are not aware of the cultural differences and the competences they need when working for international companies. The author highlights the need for developing adequate training tools to enable people working for multinational companies to deal efficiently with the distinctiveness of living and working in a foreign country.

Key words: culture, cultural awareness, social context, cultural diversity, multiculturalism, cross-cultural communication.

*** ZUR WISSENSVERMITTLUNG IM FACHSPRACHENUNTERRICHT AM BEISPIEL DER GESCHÄFTSBRIEFE, Lora-Dagmar CONSTANTINESCU

Abstract: The present paper gives an account of aspects of the knowledge transfer when teaching LSP (Business German) to students of Economics. Business letters represent a special subdomain in writing for business in German class, which shows how facts of business and the acquisition of business communication competences go together with genre analysis criteria. The paper discusses the business and LSP-typical “mental and communication structures” and highlights the specificities of this communication area, (L2-) language competences and some aspects of the receiver–oriented phrasing.

Key words: Text typology, professional writing, communication competences, receiver–oriented phrasing

*** ÜBERSETZUNG VON DIREKTIVEN SPRECHAKTEN IN GEBRAUCHSANWEISUNGEN UND BEDIENUNGSANLEITUNGEN, Gyde HANSEN

Abstract: A frequently translated text type is the appellative or operative text type. The purpose of appellative texts is to establish a relationship between the sender and receiver in order to persuade the receiver to behave or act in a specific way. Appellative texts include user instructions and manuals. The translation of these texts is stylistically and strategically challenging because during the translation process, several linguistic and pragmatic considerations have to be taken into account simultaneously. In different languages somewhat similar and somewhat different linguistic expressions for directives are used. The sender’s intention and the communication situation determine the choice of linguistic and stylistic means. This article provides a preliminary overview of form and use of illocutionary indicators in German, Danish and English.

Key Words: speech act, directives, illocutionary indicator, communicative situation, translation process, intention

*** PROZESSINDIKATOREN: EIN MENTALES SPIEGELBILD DER PRODUKTION VON ÜBERSETZUNGSLÖSUNGEN, Claudia ICOBESCU

Abstract: To X-ray cognitive translation processes by means of think-aloud protocols is quite a difficult task. While in the case of product oriented translation approaches the relevant research data can be very easily defined by means of a theory, things prove to be more complex when it comes to introspective data analysis. The paper presents the results of an empirical research concerning process indicators.

Key Words: process indicators, scenes-and-frames strategy, extra-linguistic associations, non-verbal elements


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*** NONVERBAL COMMUNICATION IN PRINT ADS, Annamaria KILYENI

Abstract: The starting point of the present paper is the observation that the message in print advertisements is realized not only verbally but also pictorially. The study of various women’s glossy magazines has shown that most advertisements make extensive use of pictures to convey the message. Moreover, meaning is often communicated nonverbally through paralanguage. This paper focuses on the way in which print advertisements communicate meaning through images and paralanguage.

Key words: print ads, nonverbal communication, images, iconic pictures, indexical pictures, paralanguage

*** CONSIDERATIONS ON THE STYLE AND THE STRUCTURE OF EMAILS USED IN PROFESSIONAL COMMUNICATION, Alina NISTORESCU

Abstract: The article focuses mainly on presenting the mixed nature of an email, which contains elements of both the written and the oral language. The analysis is conducted on 300 emails exchanged between business professionals working in a multinational company, where English is used for international communication. The structure of the email is first outlined (formulas of address, content, closing line and signature) and then compared to that of the traditional business letter.

Key words: email exchanges, professional communication, a mixed style, email structure, politeness formulas, traditional business letter

*** VEGETAL SYMBOLISM IN THE ROMANIAN TRANSLATIONS OF WILLIAM SHAKESPEARE’S HAMLET AND OTHELLO, Dana PERCEC and Andreea ŞERBAN

Abstract: Since imagery and vegetal imagery (flowers, the effect of herbs, weeding, gardening, etc.) in particular play an important role in Shakespeare’s work, the paper examines two Romanian translations of the Bard’s Othello and Hamlet, paying special attention to the use of vegetal symbolism and how vegetal metaphors are rendered by the two Romanian translators. The two variants are compared in terms of the effect on target reader, the manner in which cultural and historical elements are conveyed, and the accuracy.

Key words: Shakespeare’s translations, vegetal symbolism, imagery, metaphor.

*** IDEOLOGY AND TRANSLATION, Camelia PETRESCU

Abstract: Ignored until recently and therefore relatively undocumented, the manifestation of ideology in the process of translation has become an increasingly important issue in translation studies. After discussing several definitions of ideology as related to language and giving a short overview of the translations theories dealing with it, the paper focuses on two translation situations, i.e. conference interpreting of European institutional discourse and ad-hoc interpreting as practiced in Romania of “behind the Iron Curtain”, meant to illustrate how ideology can affect the “rewriting” of the source text.

Key Words: Translation, ideology, axiology, conference/ad-hoc interpretation

*** REFORMULATION ET TRADUCTION, Mirela POP

Abstract: Translation specialists unanimously acknowledge the importance of the reconstruction phase in comprehending and producing utterances. As any other kind of activity subjected to human intervention, meaning in translation is prone to distortion, which may range from slight changes in meaning to serious deviations from the original. The concept of meaning distortion is grounded in an approach centered on the dynamic nature of meaning which is widely used in present-day research in the linguistics of utterance as reflected in the intralingual


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reconstruction phase. This paper aims at widening the area of applicability of this concept in the field of interlingual reconstruction from French into Romanian. Moreover, the paper also examines the limitations of acceptable meaning distortion due to the reconstruction of meaning by translators.

Key words: interlingual reconstruction, meaning distortion, constraints of choice.

*** TOPIC-TRIGGERED METAPHORS IN NEWSPAPER HEADLINES, Nadežda SILAŠKI

Abstract: The paper deals with metonymy based metaphors in sports newspaper headlines. These are mainly novel, unconventional metaphors, in which the choice of a metaphorical source domain is triggered by some aspects of the target domain. We deal with such metaphors where the NICKNAME of a sports club (animal- or bird-related) metonymically stands for the SPORTS CLUB, when the salient attributes of animals and birds are mapped onto the players. We show how these creative metaphors for VICTORY (eating the opponent, taming the opponent, flying, etc.) and DEFEAT (losing the wings, falling, etc.) are based on some conventional conceptual metaphors.

Key words: Conceptual Metaphor Theory, topic-triggered metaphors, newspaper headlines, sports discourse.

*** DISCOURS INSTITUTIONNEL – DISCOURS PUBLICITAIRE: APPROCHE DÉLIMITATIVE, Lavinia SUCIU

Abstract: The present paper distinguishes two types of discourse: one used in organisational communication, which we have named institutional of signature type, the other used in advertising, named advertising discourse. Our starting point was the observation that, despite their formal similarities, the institutional discourse is wrongly assimilated into the advertising discourse, although the former is different from the latter in pragmatic, textual and semantic features. Therefore, our study set out to assess the two types by comparing them in terms of communicative purposes, textual functions, structure, semantic features, and temporal range.

Key Words: Corporate communication, distinction, discourse, identity, social product.

*** QUELLES COMPÉTENCES DÉVELOPPER AU CADRE D’UNE FORMATION UNIVERSITAIRE À LA TRADUCTION SPÉCIALISÉE?, Deliana VASILIU

Abstract: The paper starts from the needs for multilingual specialised communication, which have arisen exponentially lately due to Romania’s integration into the European political, economic, social, and cultural space. Therefore, the development of effective and realistic academic courses in specialised translation requires coordinating the linguistic strategies of the involved institutions and creating conditions for their acquiring the national and European experience in this field. After discussing the current European debate on this topic, we have analysed the necessary but difficult intermingling of the three essential areas: subject matter, cultural and linguistic, which underlie such academic courses.

Key words: European market of translation, specialized translation, academic education, transferability of competencies.

EDITORS - Politehnica University of Timișoara

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