B. Literatura, Tomul XXVI, Nr. 1, 2016

Universitatea „Al.I. Cuza”, Iaşi

The article analyses the notion of stereotype, understood as expression of collective social opinion, a kind of statistical average of current opinions reflecting a series of prejudice in contemporary society. Every stereotype is highly abstract, distant from reality and aiming at generalization and simplification of its concrete significance. We refer only to some stereotypes belonging to our patriarchal society, namely: the inferior condition of the woman in relation to the man, that is the social discrimination of women, implicitly.
Advertising is a kind of subjective, not objective, communication, its aim being to influence opinions, to form tastes, to modify attitudes, to determine choices in a consumerist society. Advertising is a social phenomenon, a cultural and psychological one, the stereotype thus becoming obvious and succeeding in creating a strong semiotic impact. Stereotypes and prejudice deeply rooted in people’s minds and conveyed from generation to generation are very persuasive factors. Commercial advertising offers, this way, not only a product to be used, but also life models, legitimate behaviour, perpetuating a style to follow.

social stereotype, commercial advertising, prejudice, communication, discrimination
Roxana UTALE
Università di Bucarest

In everyday speech, stereotypes may often be charged with rather a negative connotation. In his drama, Eduardo De Filippo, a name that stands for the quintessential Naples character, makes vivid use of all sorts of stereotypes (linguistic, behavioral, religious a. s. o.) specific for his fellow-country people – not in order to highlight any inferior or comic aspects of a civilization, but on the contrary, in order to justify his characters and place them in a particularly consistent context.
Luca Cupiello’s obsession with the Christmas manger; the entire community’s reluctance to touch the dead (be they even fake!) in the play Napoli milionaria; or the prevalent confidence in the capability of the dead to disclose winning lottery numbers in the play Non ti pago!; the consecration of such domestic rituals as the morning coffee a. s. o. – may serve as only a few of the illustrations of cultural stereotyping endowed with a positive significance in De Filippo’s drama. Never meaning to transform stereotypes into models, or even into exemplary patterns, De Filippo actually makes up a genuine catalog of repetitive behavior instances – defining for the natives of Naples.

Eduardo De Filippo,Napoli, drama, anthropology, identity
Université « Ştefan cel Mare » de Suceava, Roumanie

In the present paper the authors analyse the current francophilophonic discourse with a special focus on the stereotypes it engenders. We will first detail the concept of francophilophonie and its influence in Romania and then analyse stereotypes based on a corpus made up of official documents, namely: speeches delivered by Mme Michaëlle Jean, Secretary General of La Francophonie and by Mr. Michel Frankard, a reputable linguist and Francophonie-promoter, as well as the French-Speaking Parliamentary Assembly’s Notification at the Dakar Summit (September 2014). Our analysis aims at exposing the effects of stereotypes, whether positive or negative, on the dynamics of contemporary Francophonie, in general, and of the Romanian Francophonie, in particular.

Francophonie, Francophilophonie, stereotype, stereotypical representation
Universitatea „Ştefan cel Mare”, Suceava

A fragment from an extensive research that concerns the relationship between the criticism of I. Negoiţescu, a refined aesthete, and Ion Agârbiceanu's prose,asocialand ethically engagedprose, this study aims to argue how, anadeptof the aesthetic autonomy and of the need to synchronize the Romanian culture with the European values, just like E. Lovinescu,his magister., I. Negoiţescu exceeds Lovinescu’s approach, by constructing his own aesthetic.Therefore, we take into consideration Negoiţescu's earlyconfessions, when he adhered to the Iron Guard, his ideas expressed in the Sibiu Literary Circle Manifesto, his own confession in favor of Lovinescu, as well asthe way in which he is perceived by the Romanian literary criticism. Overall, it is argued Negoiţescu's option for exceedingthe aestheticsin favor of supra-individual values. Among the arguments, we also invoke here his opinions and those of his colleagues from the Sibiu Literary Circleabout I.L. Caragiale

I. Negoiţescu, aesthetic autonomy, Sibiu Literary Circle, I.L. Caragiale
Gheorghe POPA
Universitatea de Stat „Alecu Russo” din Bălţi, Republica Moldova

Variation is a multidimensional phenomenon that has not received adequate attention so far. In addition to its purely linguistic aspects, variation is also a result of the national linguistic mentality, which depends on linguistic, social, political and cultural factors. The examination of variation involves a study of national characteristics, which do not reside in culture (language) as an object, as an ontological reality, but in culture (language) as a subject, as a gnoseological reality.

creativity, culture, lingual mentality, national specificity, variability, modeling
Universitatea „Alexandru Ioan Cuza”, Iaşi

The article is carefully focused on a strategy of translation constantly used by Ioan Piauriu Molnar in the Romanian version of Claude François Xavier Millot’s work, Eléments d’histoire générale ancienne et moderne. It is about interpolation, which explains (by synonyms or paraphrases) the numerous neologisms introduced in the text.

translation, strategy, interpolation, explanation, neologism
Rodica NAGY
Universitatea „Ştefan cel Mare”, Suceava

Stereotyping is a transversal concept which targets any compartment of communication, observed from complementary theoretical perspectives. In this article, we clarify some of the concepts and terms “stereotype” and “cliché” and we show that whereas there are numerous approaches to the stereotype role regarding artistic discourse in foreign literature, this research is still incipient in Romanian bibliography.

stereotype, cliché, complementary theoretical perspectives, discourse
Institutul de Filologie Română „Al. Philippide”, Iaşi

Submitted to a critical review, the notion of linguistic cliché reveals an insufficient determination of its content. Moreover, cliché is a rather subjective term which encompasses different fixed constructions repeatedly employed in various communicative situations. If we are to consider the constant negative undertones of clichés, we might assume that such linguistic constructions are unattestable in the works of great poets such as Mihai Eminescu. Hence, there is an inevitable incompatibility between the value of a text (especially literary texts) and the presence of clichés in the economy of such texts. In reality, things are fundamentally different because linguistic clichés are not only a necessary condition for the functioning of any language, but also a means of making texts more distinguishable. The negative undertones of clichés reside either in their incongruity to the structures of an ideal language or in their capacity of representing ideatic requisites of specific historical moments

linguistic cliché, fixed construction, repeatability, norm
Monica-Geanina BILAUCA
Universitatea „Ştefan cel Mare”, Suceava

This paper investigates how the popular gender-related mentality (in all its representations) is reflected in language facts known as linguistic cliches. We made a selection of language material varying in complexity from collocations to proverbs and, for the most part, the application is made on examples taken from Iuliu Zanne’s Proberbele românilor, but includes alsophrases recorded in other famous lexicographic works

stereotypies, phrases, gender, mentality, imagery
Ciprian POPA
Universitatea „Ştefan cel Mare”, Suceava

The linguistic stereotypes refer to those linguistic constructions