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Abstracts in English
Balogh, Andrea: The (in)visibility of text in video games

On the surface video games are visual: the gamers use various platforms to manage their avatars (their in-game characters) in diverse virtual worlds to attain numerous goals. Besides that, there are many elements in the background affecting the game and the player's success, which are based on text. These are the two major attributes which one usually sees in a game advertisement: the promise of lifelike visuals and/or a complex story. In this paper I focus on the textual components, because usually they are less striking and while the players might also pay them less attention, they are essential for successful gaming. I mention the so-called Easter eggs (the messages concealed in the game, insider jokes), the inscriptions and translations, the lore (the full background) of the video games, and related to that, the factors of how players can meet these texts. My aim is to illustrate the (in)visibility of text in video games, and why we have to search for it nevertheless.

Keywords: video game text, lore, Easter eggs, visibility of text, video game studies

 
Sobczak, Anna: Multimodal metaphors in TV commercials of four Polish beer brands

Cognitive Linguistics views metaphor as both a process and a product of understanding a concept in terms of another (Lakoff and Johnson 1980). Conceptual metaphor occur primarily in thought therefore it can manifest not only in language but also in other modes, such as visuals, gestures, non-verbal sound, or music, which can yield a wide range of monomodal and multimodal metaphors (Forceville 2008, 2009). Cultural background may have a considerable influence on the choice, construction, and elaboration of metaphors (Kövecses 2005), and this issue has been examined also in studies on multimodal metaphors in American, Ukrainian, and Russian television commercials of beer (Lantolf and Bobrova 2012, Bobrova 2013). This paper offers an analysis of multimodal metaphors found in 12 television commercials of four Polish beer brands, and argues that both the cultural context and the advertising strategies used for the beer brands play a crucial role in the construction of multimodal metaphors in TV commercials.

Keywords: multimodal metaphor, TV commercials, language and culture, advertising strategies, Polish beer

 
Hári, Dániel: Communication between humans and machines in the science fiction movies

The paper presents the alternative types of future of the movie art history's science fiction genre. The contexts are the information society, robotics, and artificial intelligence. The author enlightens important pieces of information about motion picture, science fiction narrative world, and the political side of the genre. The following chapters show the ideas of movie artists about the digital revolution's possible results and consequences by movie analysis. The first chapter presents the communication between humans and the computer with the help of the television series called Mr. Robot. After that the author brings up some lines from the stories of significant science fiction movies, which include topics about theories of robots, androids, and cyborgs. The mentioned movies are The Terminator, 2001: A Space Odyssey, I, Robot, Ghost in the Shell, and Blade Runner. Finally the analysis turns to augmented and virtual realities by showing the matters of the HBO's series titled Westworld, and the feature film called The Matrix.

 

Keywords: communication, human-computer communication, artificial intelligence, science fiction, movie

 
Dankó, Szilvia – Nagy, Annamária Lilla – Szegh, Henriette: Creativity in action. Translation, retranslation and re-edition

Translation is considered as secondary text writing, the hands of the translator are always tied by the characteristics of the source language as well as the expectations of the target recipients, however, his decisions may be influenced by more than this: the broader context of the translation, the translation medium, the situation of the text to be translated in the literary canon and his own translation competence (Klaudy 2003, Toury 1995). The present study aimed to answer the question how the various procedures of the translator may be influenced by several ties of the translation situation, what kind of creativity he may provide even if his „hands are tied" multiple times. For this study, interlingual, intralingual, and intermedial (i.e., concerning different translation types) analyses have been carried out based on four translated and re-edited Hungarian versions of the novel The Hobbit. As, supposedly, the "creativity" of the translator may be manifested in the facultative procedures he carried out, a contrastive text analysis based on the typology of Klaudy (1997) and Robin (2014) was also performed in addition to the computer-based analysis. The results show that specific types of translation require specific translation strategies, and a competent translator is capable of let his fantasy fly freely within narrow limits as well: you can find creativity, where you least expect it. In the present study, the theoretical background and analyses of the translation of the books are presented.

Keywords: translation procedures, creativity, retranslation, re-edition

 
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