since the start of the last century, along with those literary men who took a literary approach to the study of literary texts, there has been another group who has taken a linguistic approach. the ancient and ever flourishing tradition of literary studies of translation can no doubt take benefit from linguistic methods and tools in the investigations of literary texts. as a result of this we c...

1. introduction in recent years, thanks to efforts made by such scholars as maria tymoczko, translation studies has started a movement towards reacting to euro-centrism in the discipline. the movement stresses the necessity for internationalization of translation theory and the significance of taking into account translation traditions all over the world. the authors of the present paper do bel...

Linguistic theory and Translation Studies have a long, if somewhat turbulent, history. Even now, in some institutions Translation Studies is placed in the field of Applied Linguistics, whereas in others it is subsumed under Cultural Studies. This is perhaps a sign of something that now few would doubt: that the phenomenon of translation, in its many forms, is manifold and can (and should) be ap...

Rhetorical figures, which are frequently applied in advertisements, can add literary flavor to the texts, gratify audiences’ aesthetic needs, and deepen their impression. In advertisement translation, it is very common that the rhetorical figures applied in the original text are replaced with new ones in the translation. This research focuses on rhetorical figures’ function of enhancing audienc...

rhetorical figures, which are frequently applied in advertisements, can add literary flavor to the texts, gratify audiences’ aesthetic needs, and deepen their impression. in advertisement translation, it is very common that the rhetorical figures applied in the original text are replaced with new ones in the translation. this research focuses on rhetorical figures’ function of enhancing audienc...