Book review of BLACKWOOD, ROBERT, ELIZABETH LANZA, AND HIRUT WOLDEMARIAM, eds. Negotiating and Contesting Identities in Linguistic Landscapes. London: Bloomsbury Academic, 2016. 288 pp.

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Robert Blackwood, Elizabeth Lanza, and Hirut Woldemariam, eds. Negotiating and Contesting Identities in Linguistic Landscapes

Linguistic Landscape Bibliography

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Robert Blackwood, Elizabeth Lanza, and Hirut Woldemariam (Eds.). Negotiating and Contesting Identities in Linguistic Landscapes. London: Bloomsbury Publishing. 2016. 288 pages.

Nach George Kennedy, dessen Classical Rhetoric and Its Christian and Secular Tradition from Ancient to Modern Times (1980) weitgehend mit Beginn des neunzehnten Jahrhunderts endet, versucht auch Thomas Conley in diesem Buch, das schon 1990 bei Longman in der Hardcover-Ausgabe erschienen ist und nun im Paperback neu aufgelegt wurde, eine chronologische Rekonstruktion der weit über zweitausend Jahre alten Geschichte der klassischen Rhetorik mit ihren historisch bedingten Akzentverschiebungen und Umdeutungen in einem Band. Das ist ein beachtliches Unternehmen, welches sowohl ein Aufarbeiten immenser Textkorpora als auch eine sehr kompakte Darstellung erfordert. — Im Gegensatz zu dem Titel von Kennedys Arbeit ist allerdings Conleys Titel wenig genau (das wird schon im Zusammenhang seiner Untersuchung deutlich, wenn er zu Recht vom neunzehnten Jahrhundert an auch Forschungen an amerikanischen Hochschulen berücksichtigt): Die aus der griechischen und römischen Klassik erwachsene Tradition der Rhetorik wird man schwerlich als eine bloß ,europäische* bezeichnen können, obwohl sie sich vor allem über das Bildungssystem in Europa ihren Weg in die Neuzeit gebahnt hat. Weit problematischer scheint mir jedoch Conleys Versuch, in der Geschichte der Rhetorik seit der griechischen Antike vier parallele Traditionslinien aufzuweisen, in die sich alle folgenden Auseinandersetzungen mit der Rhetorik einreihen lassen:

Thomas M. Conley, Rhetoric in the European Tradition.

This paper aims to analyze the informative, operative, and expressive functions of the Quranic denial rhetorical question following Reiss’ (1981) text typology. It also aims at investigating the extent to which three English translations of the meanings of the Quran can reflect these functions. The sample consists of ten denial questions randomly selected from five suras according to a list of admissibility conditions. The translations of each question were examined lexically, grammatically, and stylistically to determine the extent to which they conform to the functions expressed in the source text. The analysis revealed that the English translations vary in their fidelity in rendering the Quranic functions primarily because of inappropriate grammatical and lexical choices that may be ascribed to linguistic differences between English and the Quranic language.

Translating Denial Rhetorical Questions in the Holy Quran: Reiss’ Text Typology Perspective

This present research is about how the linguistic landscape brings about the promotion of language and public awareness. The linguistic landscape is a sociolinguistic phenomenon that is used for the promotion of language and culture as well. Linguistic landscape can be seen everywhere in the society as in advertisement billboards, traffic signboards, public awareness messages on the signboards, buildings, shopping centers, airports, etc. This study covers the dimension of traffic signboards and how they are consciously or unconsciously are promoting the language in Pakistan, especially the Urdu, the National language of Pakistan, English, the international language, the Mandarin, the language of China, and the Sign language. Two hundred and ten traffic signboards are selected for the completion of this research. The data collected from the traffic signboards of the motorways, highways of all the provinces of Pakistan. The purposive sampling technique is used for this study. This study will disclose how traffic signboards are promoting the language written over them, whether written or sing language. The data was analyzed through observation with the pictures of traffic signboards. The present study is qualitative in nature, so the data is analyzed and interpreted in the description form.

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Linguistic Landscape in Promotion of Language Through Traffic Signboards: An Introduction to the Signs in Pakistani Roads and Highways

The subject of the Quran is a man, and all its teaching is to give guidance to human beings on the right path. It is impossible to get real guidance without understanding the message of Allah existing in its rich text. The Quran is the richest and authentic book regarding its style, and it is abundant with rhetorical devices and other forms of language and literature. No book can even compete with the Quran with its choice of words and rhetorical devices. This present study attempts to throw light on some of the rhetorical devices employed in Surah An Naba, the 78th Surah of the Quran of the English translated version by Muhammad Marmaduke Pickthall. This study aims to determine the rhetorical devices used in its English translation, so understand the real and true lessons lying between the texts. For this purpose, the major rhetorical devices as persuasive words. Amplification, hyperbole, simile, metaphor, parallelism, etc. were found. This study is qualitative. A content analysis technique is used to complete the objective of the study. The analysed data and findings are presented in the descriptive form. This study further recommends the researchers to research the other Surah of the Quran as well.

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Rhetorical Analysis of Surah An Naba of the English Translated Version by Muhammad Marmaduke Pickthall

The present study observed the advertisement of Unilever Pakistan Limited from the angle of critical discourse analysis. The study primarily concerned with the usage of language in the commercials of Unilever Pakistan and the tactics used by the advertisers to attract and convince the consumers to buy their products. The analysis of this study is based on Norman Fairclough three-dimensional framework. It determines how the ideology of ‘home and personal care’ is used in the advertisements of Unilever Pakistan Limited. Qualitative research was done on the three advertisements of Unilever’s major products. The outcomes showed that promoters employed different techniques to grasp the attention of their consumers. The commercials lead the people to think that whatever is shown to them is based on reality. This study also demonstrated that the ideology of “home and personal care’ in the commercials of Unilever Pakistan is dominant, and the products of Unilever are mandatory to lead a better life. The language of the commercials is used to govern the minds of the people.

Javed Hussain

Papers

Linguistic Landscape in Promotion of Language Through Traffic Signboards: An Introduction to the Signs in Pakistani Roads and Highways

Rhetorical Analysis of Surah An Naba of the English Translated Version by Muhammad Marmaduke Pickthall

A Critical Discourse Analysis of the Advertisements of Unilever Pakistan Limited