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Word and image, rationality and emotionality
Kaderka, Petr
This paper tries to elucidate the interrelationships among verbal semiosis, visual semiosis, rationality and emotionality. It argues that (1) both visual and verbal semiosis have the semiotic potential to emotionalize and “rationalize” the recipient, (2) reason and emotion as cultural constructs and parts of the life-world are intertwined in communication, (3) the production and reception of rational meanings are based on an endogenous logic of communicative praxis, (4) the production and reception of emotional meanings are based on the normativeness of the interactional, social and moral order in which the communication is embedded. These four theses are illustrated by the semiotic analysis of three non-commercial advertisements and an extract from a focus group discussion.
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To the multifunctionality of suffixes for names of properties
Šimandl, Josef
Based on material concerning two of Czech suffixes for names of properties, the contribution defends three theses: (1) The multifunctionality of word-formation means can be mapped easier than before by using corpora. (2) The description of word-formation means ought not be given in terms of categories (word-formation c., onomasiological c.); it can be given as a grammar of single means. (3) Problematic and peripheral cases, whereby some of them reach high frequencies, appear more distinctly in the grammar of means.
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