Bøger i Interdisziplinäre Verortungen der Angewandten Linguistik( serien

Die vorliegende Publikation vereint auf empirischer Basis theoretische und praktische Perspektiven auf das Marketingübersetzen für die Automobilbranche im Sprachenpaar Deutsch-Polnisch. Die differente gesellschaftlich-kulturelle Entwicklung sowie Diskrepanzen im Automobilbau in beiden Ländern stellen den interlingual-interkulturellen Transfer deutscher Marketingtexte ins Polnische vor besondere Herausforderungen. Die Analyse der Übersetzungsprobleme erfolgt am Beispiel der Marketingtextsorte Kundenzeitschrift in Anlehnung an den funktionalen Ansatz der Translationswissenschaft. In die wissenschaftliche Beschreibung integriert die Autorin das berufspraktische Konzept der Transkreation, das in die modellhafte Darstellung dieses translatorischen Bereichs einfließt.This publication combines, on an empirical basis, the theoretical and practical perspectives on marketing translation for the automotive industry in the language pair German-Polish. The different sociocultural development as well as discrepancies in the automotive industry in both countries pose special challenges for the interlingual-intercultural transfer of German marketing texts into Polish. The analysis of the translation problems is carried out using the example of the marketing text type customer magazine, following the functional approach of translation studies. In the scientific description, the author integrates the professional-practical concept of transcreation, which flows into the model representation of the interlingual-intercultural transfer of marketing texts.

Edyta Wieclawska presents the structural and functional aspects of binomials in English/Polish company registration discourse. She analyses and discusses frequency data from the sociolinguistic perspective. Her work contributes original and innovative research shedding new light on the perennial issue of legal formulacity as evidenced through binomial expressions. Adopting an interdisciplinary approach, the volume fits within the research domains of linguistics and law (jurlinguistics, legal linguistics), translation studies and commercial law.

European society in the 21st century is characterised by increasing linguistic and cultural diversity and this offers valuable resources both on the economic and ideational level. At the same time, this growing diversity raises challenges to societies in terms of ensuring greater equity and social cohesion. In this book, the authors discuss the role of languages and multilingualism in the education system and at the interface of formal education and the home environment in this time of transition. They offer perspectives of four European countries, namely Germany, Greece, Ireland and Poland. By this, the authors aim to provide teacher educators, interested teachers and also other stakeholders in the education system with essential contextual information and related pedagogical considerations in the areas of language acquisition, multilingualism, multilingual upbringing, whole-school development and language-sensitive teaching.

This volume starts with an overview of the history of teaching Polish as a foreign language from the beginning of the 16th century to 1939. The authors then present the rapid development of teaching Polish as a foreign language from 1992 to 2015. This is supplemented by information on the methodology of teaching Polish. In the next part they describe the didactics of the Polish language abroad, followed by the introduction of the Polish language policy and the promotion of Polish outside Poland. Then they present the teaching of Polish as a second language and the problems of communication. At the end, information is given about the achievements of European didactics in the field of teaching Polish as a foreign and second language. The volume concludes with a proposal for the creation of a didactics of European languages (including Slavic languages as well).

The contributors of the twelve texts collected in this volume follow two paths: Firstly, there is a methodological path related to the discussion of the interdisciplinarity of discourse studies and the potential of qualitative research based on the study of a single case. Secondly, by taking as a case study the political interview by Tomasz Lis, a leading liberal journalist, with Jaroslaw Kaczynski, chairman of the right-wing Law and Justice party, they delineate possible avenues for an in-depth view of the mechanisms of Poland's highly polarised public debate.