On terminological figurativeness: From theory to practice

Terminologists’ interest in studying the role of metaphor and metaphorical terms in specialized communication has proliferated since the first papers addressing this issue appeared in the 1990s. However, we believe that some facets of terminological meaning still remain overlooked or merit further analysis. This paper attempts to contribute to the study of one of these facets: the figurative meaning of some compound terms used in the domain of luxury marketing and business. In order to present a systematized view of this phenomenon we will adopt some theoretical tools from the Conventional Figurative Language Theory, in order to confirm the validity of some of its postulates for compound term analysis. Next, a contrastive approach between English, Spanish and Russian compound terms will put the theoretical ideas into practice with the aim of illustrating their applied and metalinguistic potential. Some basic conclusions will be offered at the end of the paper.

Haus des Rundfunks en Berlin, de Hans Poelzig, 1930

Poelzig affirmed that the technical ideal consisted of using the least amount of shapes and materials possible. He understood architecture as an art, as the expression of form; In contrast to the indifference of the most widely recognized values of modernism: technical innovation in construction along with the functionality of buildings. The Haus des Rundfunks is a powerful hermetic factory in the shape of a triangle and of uniform height. Mass, geometric rigidity and the absence of textures make up a building which relinquishes expressing the new media, with a perimeter ring consisting of offices and larger spaces that are more characteristic towards their inside. Geometry is used as a means to organize and limit the shapes of the buildings. The arrangement and division of different intercommunicating spaces are subjected to the crudeness of their geometric limits. Interior spaces ranging from the most static to the most dynamic are defined through the qualities of materials and geometries. This turns the spaces into geometric grids which decompose the wall, floor and ceiling planes into fragments, regardless of the constructive reality provided by a metallic frame structure. Its polyhedral lamps enclose artificial and emphasize the value of the grid. Poelzig limits himself to dealing with planes within a closed volume of uniform height, and maintains geometric rigidity compatible with a certain degree of figurativeness. This article tries to bring to life this exemplary building, marked by its passivity and hermetism.