This study discusses the cross-cultural re-conceptualization of the slogan ‘I’m lovin’ it’, popularized in Poland by a global fast-food restaurant chain, which occurs in the inter-linguistic transfer between English and Polish. The analytical framework for the study is provided by Cultural Linguistics and the Re-conceptualization and Approximation Theory. The analysis is based on proposals submitted by 45 translators asked to come up with a Polish equivalent of the slogan. The results indicate that because the semantic networks for the meaning of love do not overlap between English and Polish perfectly, attempts at the cross-cultural transfer of the slogan can be approached only as more or less accurate approximations of the original meaning constructed according to culture-specific norms, expectations, and attitudes.
This article analyses the transformative influence of Marcel Proust’s fiction on early works of Jarosław Iwaszkiewicz (1925–1927) in the light of the short story Nowa miłość [A New Love]. The article argues – on the basis of a reconstruction of the order in which Iwaszkiewicz read the volumes of In Search of Lost Time – that the date of its composition has be to revised and proceeds to explore the affinity between the two writers. The analyses, which draw on Harold Bloom’s infl uence theory, compare and contrast their handling of scenes and narratives, relations of analogy and visions of love. The article claims that Iwaszkiewicz was keen to enter into dialogue with the French author and adopted some of Proust’s techniques, yet without compromising his own creative autonomy. In the course of that dialogue he developed a notion of Proust’s literary art which, it is argued, provides the key to the interpretation of homoeroticism and narcissism in Nowa miłość.