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 Ceremonies, customs, rites and traditions of the Jews, interspersed with gleanings from the Jerusalem and Babylonish Talmud and the Targums, Mishna, Gemara, ... also a copious selection from some of their
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Ceremonies, customs, rites and traditions of the Jews, interspersed with gleanings from the Jerusalem and Babylonish Talmud and the Targums, Mishna, Gemara, ... also a copious selection from some of their

автор Isaacs H. издательство Книга по Требованию Исторические науки
мягкая обложка       
Аннотация:Книга представляет собой репринтное издание. Несмотря на то, что была проведена серьезная работа по восстановлению первоначального качества издания, на некоторых страницах могут обнаружиться небольшие "огрехи": помарки, кляксы и т.п.
Автор: Isaacs H.
Издательство: Книга по Требованию
Год:2011
Цена:
1149 руб
Количество
Поиск: Ceremonies, customs, rites and traditions of the Jews, interspersed with gleanings from the Jerusalem and Babylonish Talmud and the Targums, Mishna, Gemara, ... also a copious selection from some of their


ДОСТИГ ЦЕЛИ, А СЧАСТЬЕ НЕ НАСТУПИЛО?


Метаморфозы слогана

Тесная связь содержания лозунга (каким бы бедным ни было это содержание) и формы очень осложняет задачу перевода. Лозунги следовало бы не переводить, а скорее адаптировать к другой национальной культуре и языковой среде. Знаменитая фирма "Кодак" пришла в Россию с лозунгом: "Вы нажимаете на кнопку, мы делаем все остальное". А во Франции ее лозунг звучал так: clic, clac. merci kodac! . Тут и рифма, и ритм! Не обязательно, чтобы в лозунге была рифма или ритм, существует масса других приемов ("фигур речи"), которые накапливались и оттачивались веками. Фирма Партия поражает нас очень известной фигурой, которая называется парадоксом: "Вне политики, вне конкуренции". Старый лозунг киностудии "Метро Голден Майер" построен на метафоре: "Больше звезд, чем на небе". И, наконец, злобный каламбур фашистской пропаганды: "Джунайтет стайтс (jew i ed s a es). Годится все, что может привлечь внимание, лишь бы только. Смотрите выше, раздел "И посмотрим, будет ли это работать". Пока наши лозунги – и коммерческие, и политические – редко поражают воображение. Даже лозунги, прозвучавшие в серии клипов "Русский проект", были безлики и космополитичны, как евроремонт.
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