Курсовая работа: Difficulties in Translation of Publicistic Headlines and their Pragmatic Aspect
The article
about plagiarism of sings of commodities is published under a title: Sony
against Soni. The article of beating and mean of creation of visual effect is
exactly different graphic design components of pun at community of their
sounding.
1.4 On the
applicability of publicistic headlines
The
publicistic style has its spoken variety – the radio and TV
Commentaries
and the oratorical sub – style. The written sub – styles are the essay and
journalistic articles in newspapers, magazines and journals. The basic aim of
the publicistic style is to exert an influence on public opinion, to convince
the reader or the listener that the interpretation given by the writer or the
speaker is correct and to make them accept his or her views though logical
argumentation and emotional appeal. [13.p.159] The development of the radio and
television has brought into a new spoken variety namely the radio commentary.
The other two are the essay (moral, social, economic) in newspapers and
magazines. The general aim as we have said is to exert a constant and deep
influence on public opinion. Publicistic style is also characterized by brevity
of expression. In some varieties of this style it becomes a leading feature and
important linguistic means. In essays brevity sometimes becomes epigrammatic. [14.p.824]
The most characteristic language features of the essay remain:
- Brevity of
expression
- The use of
the first person singular which justified a personal approach treated.
- The use of
emotive words.
- The use of
similes and metaphors.
Some essay
depending on the writer’s individuality is written in a highly emotional manner
resembling the style of emotive prose. Others resemble scientific prose. The
essay in our days is often biographical: persons; facts and events are taken
from life. These essays differ from those of previous centuries, their
vocabulary is simpler.
1.5
Publicistic headlines under pragmatic aspect
Pragmatics studies the factors that govern our choice of
language in social interaction and the effects of our choice on others.
Pragmatics is concerned with the study of meaning as
communicated by a speaker (or writer) and interpreted by a listener (or
reader). It has, consequently, more to do with the analysis of what people mean
by their utterances than what the words or phrases in those utterances might
mean by themselves. Pragmatics is the study of speaker meaning. This type of
study necessary involves the interpretation of what people mean in a particular
context and how the context influences what is said. It requires a
consideration of how speakers organize what to say in accordance with who
they’re talking to, where, when, and under what circumstances. Pragmatics is
the study of contextual meaning. This approach also necessary explores how
listeners can make inferences about what is said in order to arrive at an
interpretation of the speaker’s intended meaning. This type of study explores
how a great deal of what is unsaid is recognized as part of what is
communicated. We might say that it is the investigation of invisible meaning.
Pragmatics is the study of how more gets communicated than is said. This
perspective then raises the question of what determines the choice between the
said and the unsaid. The basic answer is tied to the notion of distance.
Closeness, whether it is physical, social, or conceptual, implies shared
experience. On the assumption of how close or distant the listener is speakers
determine how much needs to be said. Pragmatics is the study of the expression
of relative distance. These are the four areas that pragmatics is concerned
with. To understand how it got to be that way, we have to briefly review its
relationship with other areas of linguistic analysis. [17, p.3] “Pragmatics is
all about the meanings between the lexis and the grammar and the
phonology...Meanings are implied and the rules being followed are unspoken,
unwritten ones.”[16, George Keith]
“Pragmatics is a way of investigating how sense can be made
of certain texts even when, from a semantic viewpoint, the text seems to be
either incomplete or to have a different meaning to what is really intended.
Consider a sign seen in a children's wear shop window: “Baby Sale - lots of
bargains”. We know without asking that there are no babies are for sale - that
what is for sale are items used for babies. Pragmatics allows us to investigate
how this “meaning beyond the words” can be understood without ambiguity. The
extra meaning is there, not because of the semantic aspects of the words
themselves, but because we share certain contextual knowledge with the writer
or speaker of the text.
Pragmatics is an important area of study for your course. A
simplified way of thinking about pragmatics is to recognize, for example, that
language needs to be kept interesting - a speaker or writer does not want to
bore a listener or reader, for example, by being over-long or tedious. So, humans
strive to find linguistic means to make a text, perhaps, shorter, more
interesting, more relevant, more purposeful or more personal. Pragmatics allows
this.
George
Keith notes that: “The vast majority of pragmatics studies have been devoted to
conversation, where the silent influence of context and the undercurrents are
most fascinating.
But
he goes on to show how written texts of various kinds can be illuminated by
pragmatics, and he cites particular examples from literature. Pragmatics gives
us ways into any written text. Take the following example, which is a headline
from the Guardian newspaper of May 10, 2002. This read: “Health crisis looms as
life expectancy soars.”
If
we study the semantics of the headline, we may be puzzled. The metaphor (“soars”)
indicates an increase in the average life-expectancy of the UK population. Most
of us are living longer. So why is this crisis for health? Pragmatics supplies
the answer. The headline writer assumes that we share his or her understanding
that the crisis is not in the health or longevity of the nation, but in the
financial cost to our society of providing health care for these long-living
people. The UK needs to pay more and employ more people to provide this care.
Reading the article will show this. Or take any item of unsolicited mail more
or less at random - such as a letter sent to me by Mr. David Moyes, the manager
of Everton Football Club. Mr. Moyes opens with an invitation: “SUPPORT YOUR
TEAM”, followed by the question:
“How would you
like to support Everton and receive some excellent benefits at the same time?”
After
this come details of a Platinum Plus credit card and some associated offers of
free gifts. The letter closes with a copy of Mr. Moyes' signature, with his
name and position (“Team Manager”) in print below. We can conjecture that the
immediate writer of this letter is not Mr. Moyes, but someone with knowledge of
financial products, employed by the club to help raise money from fans. I can
be more confident that this is so, since it is only a few months since I
received a near-identical letter, bearing the signature of the previous
manager, Mr. Walter Smith. The writer assumes that he or she is addressing
people who have at some point described themselves as supporters of Everton FC
- the mail shot will have gone only to names on a database of such potential
cardholders. Closer inspection suggests that the letter does not necessarily
come from the club, as “Everton” appears in a typeface different from the
surrounding text - prompting the thought that the card issuer (MBNA Europe bank
Limited) is the real source of the letter, and has signed up various sporting
clubs to endorse its product. The card issuer understands that recipients of
such offers will rarely wish to apply for a new credit card, and therefore
attempts to exploit my affection for Everton FC as a novel or sentimental
reason to do so. The second half of the opening sentence may reflect a sense
that most supporters do not receive “excellent benefits at the same time” -
though perhaps the humour here is unintended. This kind of practical analysis
is a good exercise. Sometimes a teacher will need to ask students to write it,
but this will limit how much you can do. It would be better for members of a
teaching group to spend five or ten minutes at least once a week, producing an
unprepared spoken pragmatic reading of texts chosen at random by the teacher or
student. Pragmatics as an explicit field of study is not compulsory for
students taking Advanced level courses in English Language. But it is one of
the five “descriptions of language” commended by the AQA syllabus B (the others
are: lexis, grammar, phonology and semantics). In some kinds of study it will
be odd if some consideration of pragmatics does not appear in your analysis or
interpretation of data. In commenting on texts you are seeing for the first
time, you may need to make use of some pragmatic concepts, as in this example,
from Adrian Attwood:
We know from
the question that Text F is a sales script. The pragmatic consideration of this
text makes us look for features, which are designed to reassure the potential
customer rather than to inform them. Particularly, in this case, where the
script is for a telephone conversation and one of the objects from the
sales-person's viewpoint is to keep the other person talking. This means that
the text will try to close off as many potential exits as possible and
therefore be similar to some of the normal co-operative principles of spoken
language.
In language
investigations or research into language, you can choose whether to undertake a
task in which pragmatic analysis is appropriate. So if you really don't like it
(or fear it), then you should avoid a task where its absence will look
suspicious, and draw attention to your dislike. One area of language study
where pragmatics is more or less unavoidable is any kind of study of spoken
language in social interactions (and written forms like e-mail or computer chat
that approximate to speech). In studying language and occupation or language
and power, you cannot easily avoid the use of pragmatic frameworks for
analysis. This guide has few examples in it, because I have supposed that you
will apply the analytical methods, under your teachers' guidance, to texts that
you find for yourself - including spoken data in audio and video recordings.
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