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Zooming In

Micro-Scale Perspectives on Cognition, Translation and Cross-Cultural Communication


Edited By Wojciech Wachowski, Zoltan Kövecses and Michał Borodo

This book explores the influence of culture and cognition on translation and communication and brings together revised versions of papers delivered at the First International TransLingua Conference, organized in 2015 by the Institute of Modern Languages and Applied Linguistics and the Department of English at Kazimierz Wielki University in Bydgoszcz, Poland. The volume investigates various languages and cultures (including Japanese, Hungarian, English, Czech, Polish, German and Swahili) and examines a range of linguistic and translation issues from a micro-scale perspective. Alongside these case studies, it also includes reflections by two internationally renowned scholars, Elżbieta Tabakowska and Zoltán Kövecses, on the interplay between language, culture and cognition and the influence of collective and individual memory on translation.

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13 Motoring and discourse speak one language: A case for globalized motoring discourse (Maciej Adamski)


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13 Motoring and discourse speak one language: A case for globalized motoring discourse


The aim of this chapter is to show the transferability of the phenomenon of motoring onto the research on language and discourse. The global spread of motoring multinationals resembles or even parallels the development of language – in particular – the development of international motoring terminology which was borrowed and/or later translated into national languages. The history of car classes and segments shows a discursive context for motoring language analogies and will serve as an attempt to define and describe motoring discourse on the example of British motoring journalism.

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