Issue 1/2015. 84 p. ISBN

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Contents

Philosophy

TRANSCENDENTALISM AS A MULTIFACETED MOVEMENT AND PHILANTHROPIC PHILOSOPHY

Chaudhary, Shahzad Latif
In: , p. 7 - 15. ISBN:

Abstract

Movements never emerge spontaneously; rather, they are formed cautiously, framed artistically, faceted systemically, bred by the curious brains constantly and patronized with the powerful determination perpetually. The momentum of the movements depends upon the devotional vigour of their mobilizers, the intellectual fertility of their founders and their appeal to the followers. Judging on that criteria, a study is being carried out with the aim of enlightening the readers and researchers with the factors of vitality that gave a spur to the nourishment of transcendentalism that saw its adolescence on the Fruitlands of New England during the early years of nineteenth century and in the years to come transformed into a global movement.

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Linguistics

ON THE CONCEPT OF ENGLISH AS A LINGUA FRANCA (ELF)

Krajňáková, Diana
In: , p. 16 - 25. ISBN:

Abstract

English as a Lingua Franca (ELF) is a sociolinguistic phenomenon of the 21st century. ELF enters the intercultural communication on a daily basis and is an indisputable part of our sociolinguistic reality. The ultimate aim of this article is to provide a complex theoretical basis for further empirical studies in any of the linguistic fields connected to ELF. In doing so, it gives a diachronic overview of the development of ELF starting with the origins of its name, through the current situation up to its future prognosis. Moreover, the presented article is predominately focused on the description of the following areas: the conceptualisation of ELF; the phonological, lexico-grammatical and pragmatic features of ELF; its possible application into the field of language teaching; the insights into the area of translation and interpreting; and its close relation with corpus linguistics. Last but not least, this paper demonstrates the significance of the study of ELF for the future linguistic development.

 

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MEANS OF VISUAL IMAGERY IN THE TELEVISION ADVERTISING OF PHARMACEUTICAL PRODUCTS

Lalík, Igor
In: , p. 26 - 33. ISBN:

Abstract

Submitted paper is aimed to present an overview of visual imagery used in the television advertising of pharmaceutical products. With brief description of the nature of television adverts, persuasive means and figurativeness the paper further introduces the possibilities of visual imagery in advertising. The focus is mainly on metaphors, personification (seen as a subtype of metaphor), simile and hyperbole. These are the most used means to persuade percipients of television adverts in general. As demonstrated on chosen examples, these figurative means work fine in the television adverts of pharmaceutical products as well – especially personification of bacteria, viruses, phlegm just as symptoms, vitamins and medicines; metaphors of fight/war between illness and medicines; similes of tangles and crumps; hyperboles of symptoms and recovery etc. Examples with short description of advert (story, scene, narrative) and analysis of figures used are provided to support a better understanding of the topic.

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THE INFLUENCE OF CULTURALLY-DEFINED BELIEFS ON EFFECTIVE INTERCULTURAL COMMUNICATION WITHIN FOREIGN LANGUAGE ACQUISITION

Madárová, Ingrid
In: , p. 34 - 39. ISBN:

Abstract

The work concentrates on the aspect of cultural understanding in effective communication as an inseparable part of second/foreign language acquisition with the focus on interrelationship between language and culture. This subject “brings together research in anthropology and social cognition, as well as second language learning, acquisition, and teaching” (Hinkel, Eli. 1999. Culture in Second Language Teaching and Learning) and the attempt of the paper is a brief introduction to the trends in research on intercultural communication in the last two decades and mentioning some of the author's findings in the field of intercultural communication as the result of seventeen year work experience in multinational environment including the research perspectives in the definition of the position of Slovak culture within the concept of general cultural differences characterized “from outside”, by the members of other culture groups – nations and introducing the hypothesis that foreign language learners equipped with the basic knowledge about cultural specifications within pre-defined categories of intercultural differences feel more comfortable in communication with the native speakers in the foreign language and express lower level of possible culture shock frustrations.

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LITERARY EMOTIONS: THE PREDOMINANT THEME OF A CHILDLESS MARRIAGE AND ITS EMOTIONAL IMPLICATIONS

Mišun, Josef
In: , p. 40 - 53. ISBN:

Abstract

The submitted paper deals with some emotional-linguistic aspects of verbal expression of emotions in literary texts. On the example of the novel Der Waldgänger by Adalbert Stifter it analyses emotional implications of the predominant theme of a childless marriage. Primarily focusing the lexical and semantic dimension of language it describes the possibilities of verbal expression of emotional constellations at the individual language levels. Literary texts appear to be a very convenient means of verbal expression of emotions. While interpreting both explicitly and implicitly expressed emotions, the communication situation and contextual aspects should be taken into consideration.

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ON NON-NATIVE SPEAKER EMAIL COMMUNICATION FROM A REGISTER PERSPECTIVE (REDUCED VS FULL FORMS)

Pikhart, Jan
In: , p. 54 - 63. ISBN:

Abstract

The present article offers a register analysis of 57 informal emails produced by Czech learners of English of the intermediate level of proficiency. The register (lexical-grammatical) analysis builds upon Biber and Conrad (2009). First, the situational characteristics of the register are described. A number of lexical-grammatical features are subsequently examined. More specifically, the paper focuses on the use of full as well as short forms as features typical of written and spoken language. The results show and corroborate the assumption that both forms can be found in the pieces of writing under investigation. 

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Literary Science

ŠOTOLA’S KUŘE NA ROŽNI AS A PHILOSOPHICAL PARODY

Klein, Jakub
In: , p. 64 - 75. ISBN:

Abstract

The paper deals with the Jiří Šotola’s novel Kuře na rožni. It takes a historical reading of prose, specifically emphasizes the benefits of interpretations of Daniela Hodrová and Francis Buriánek who emphasized above all the philosophical dimension of the novel. Concerning Hodrová, it appreciates her observations about the carnival nature of the novel and its emphasis on dialog as a manner of communication. The author prefers František Buriánek’s interpretation as better starting point for a new interpretation. The new interpretation considers Kuře na rožni for philosophical parody involving the philosophical concept of the 19th and 20th centuries, which had a major impact in transforming the political thought of the 20th century. It states a noticeable bipolar rating in the novel. All philosophy belonging to the anthropological concept of the autonomous individual are evaluated rather positively (the author refers to it philosophy of so called existentialism: Kierkegaard, Jasper, Sartre, Camus, Heidegger, Marcel ad.). On the contrary, the philosophies belonging to the concept of socially and historically determined individuals are evaluated negatively (author refers to it especially social theory of society and individuals with higher self-imperative: Hegel, Comte, Marx). Finally, the philosophy of Feuerbach takes a specific anti-religious nature of the novel. 

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VARIA

FOLKLORE FESTIVAL IN RUSKÁ PORUBA – RUTHENIANS’ CULTURAL HERITAGE

Bíziková, Viktória
In: , p. 72 - 80. ISBN:

Abstract

Ruthenians´ culture and cultural heritage with its varied mosaic of ethnic and confessional traits represents  an important component of the tourism potential of the country in addition to natural attractions of northeastern Slovakia.The village Ruská Poruba significantly contributes to its preservation, publishing and presentation through cultural event, Ruthenians’ folk festival of Demeter Ščerba  In Memoriam. The aim of our work  is to describe  the genesis and development of folk festival in the context of Ruthenian culture and to highlight its cultural significance for the Ruthenians (also not Ruthenians) who live in the village and its surrounding.  We also refer to the cultural background of the village as a prerequisite for maintaining tradition, mobilizing the local community and deepening Ruthenian identity.

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NANOETHICS: THE ETHICAL AND SOCIAL IMPLICATIONS OF NANOTECHNOLOGY

Marková, Bibiána
In: , p. 81 - 83. ISBN:

Abstract

Review about Nanoethics: The Ethical and Social Implications of Nanotechnology by Fritz Allhoff et al. The publication is a summary of studies by various authors who deal with the basic issues of nanotechnology not only in connection with health and environmental risks, questions of democracy, politics, economics, justice, prevention, but also with the topics of artificial human enhancement, global regulation, use of nanotechnology for the military purposes, prolongation of human life, and space research. With the increasing boom of nanotechnology, the work represents an important activity and may be helpful in clarifying the subject matter and the role of nanoethics.

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