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Ars Aeterna
Literary Studies and Humanity
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Culture in advertising and advertising in culture: Communication, translation, representation

Abstract

The authors of the paper focus on the intercultural dimension in the translation of advertising texts, attempting to compare and illustrate the influence of cultural elements upon advertising text-creation in American, German and Slovak cultural spaces. Reflecting the social, psychological and cultural aspects of translation transfer, they survey the tension between the domestic and the foreign and consequent choices in translation strategy. They present tendencies observed across a span of almost two decades in the translation of advertising texts into Slovak and provide possible explanations for their development.

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Morality and values in Pavel Vilikovský’s The Autobiography of Evil

Works cited Gluchman, V. 2008. Úvod do etiky . Brno: Tribun EU. Pettit, P. and Brennan, G. 1986. Restrictive consequentialism. In Australasian Journal of Philosophy , vol. 64, no. 4, pp. 438-455. Spaemann, R. 1995. Základní mravní pojmy a postoje . Praha: Nakladatelství Svoboda. Sen, A. 2000. Development as freedom . New York: Anchor Books. Vilikovský, P. 2009. Vlastný životopis zla [The Autobiography of Evil]. Bratislava: Kalligram.

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The Individual and the Nation in Ngũgĩ wa Thiong'o’s Early Writing

Abstract

In its essence, postcolonial literature evolved as an opposition to colonial discourse and ideological representation of the colonized subject inherent in colonial narratives. Springing out of the need to reconceptualize and reconstitute their communities, postcolonial writers often addressed the pressing historical and political issues of that time in their writing. In its early stages, postcolonial literature was therefore often marked by a strong sense of nationalism, interweaving fictional stories with the public narrative of pre-independence ideology. The paper seeks to explore the border between the public and the private in the early novels of the Kenyan writer Ngũgĩ wa Thiong'o. Just as his contemporaries in other colonized countries, Ngũgĩ wa Thiong'o tends to utilize literature as a powerful tool for raising national awareness. The pre-independence period, in which Ngũgĩ’s novels are set, is marked by a certain degree of romanticism and idealism, yet there is also an underlying sense of doom. Drawing on the cultural roots and mythology of his community, the writer steers his narrative in the direction of a larger, public discourse, suggesting that “the individual finds the fullest development of his personality when he is working in and for the community as a whole”. Therefore, the public/private dichotomy stands at the very centre of his writing, proving the rootedness of the individual in the public space.

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The elements of humanity and Sufism in Henry David Thoreau’s Walden

References Deshmukh, D. G. 1974. Thoreau and Indian Thought. Nagpur: Nagpur University Press. Mayer, M. 1977. Several more Lives to Live. Conneticut: Greenwood Press. Hildebidle, J. 1983. Thoreau: A Naturalists Liberty. Cambridge: Harvard University Press. Sharda. S. R. 1998. Sufi Thought: Its development in Panjab and its impact on Panjabi literature from Baba Farid to AD 1850. New Delhi: Munshiram Mannoharal Publishers Pvt.Ltd. Sherman, P. (ed). 1962. Thoreau: A Collection of

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Animal transformation as a deserved punishment in archnarratives

Algorithm - Archtextual Thematology) In Litikon, Vol. 2, no. 1, pp. 278-282. Čechová, M. - Plesník, E. 2016. Tematické algoritmy a existenciálne stratégie v Oceáne príbehov (Thematic Algorithms and their Existential Strategy in the Ocean of Stories). Nitra: Univerzita Konštantína Filozofa. Doležel, L. 2003. Heterocosmica: Fikce a možné světy (Heterocosmica: Fiction and Possible Worlds). Praha: Karolinum. Fořt, B. 2008. Literární postava: vývoj a aspekty naratologických skoumání (A Literary Figure: Development and Aspects of Narratological

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Ethnic humour in a multicultural society

humorous comments and implicit theories of humor styles.” In: Europe's Journal of Psychology, vol. 6, no. 3, pp. 3236-266. Martin. R. A. 2007. The Psychology of Humor. An Integrative Approach. Amsterdam: Elsevier Academic Press. McGhee, P. 1979. Humor. Its origin and development. San Francisco, CA: W.H. Freeman. Monro, D. H. 1951. Argument of Laughter. Melbourne: Melbourne University Press. Morreall, J. 1989. “Enjoying incongruity.” In: HUMOR: International Journal of Humor Research, vol. 2, no. 1, pp. 1

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