## HERMES

Journal of Language and Communication Studies

## Scientifi  c Committee

Barbara Ahrens John Humbley Francesca Bargiela Arnt Lykke Jakobsen, Mirjaliisa Charles Pierre Lerat Andrew Chesterman Valeria Molnár Birgitta Englund Dimitrova Catherine Nickerson Cathrine Fabricius-Hansen Henning Nølke Pedro Fuertes Olivera Gina Poncini Daniel Gile Daniel Prinsloo Maurizio Gotti Annely Rothkegel Susanne Göpferich Klaus Schubert Stefan Habscheid Martin Stegu

Hermogenes:

I should like to know about Hermes.

Socrates: I should imagine that the name Hermes has to do with speech, and signifi  es that he is the interpreter, or messenger, or thief, or liar, or bargainer; all that sort of thing has a great deal to do with language.

(Platon, Kratylos)

## HERMES

Journal of Language and Communication Studies

40 - 2008

EDITORIAL BOARD Wolfgang Koch (Editor-in-Chief) Peter Kastberg (Theme Editor)

EDITORIAL COMMITTEE Helle V. Dam, Jan Engberg, Helle Dam Jensen, Poul Erik Jørgensen, Kirsten Wølch Rasmussen

PUBLISHED BY

Department of Language and Business Communication

Handelshøjskolen, Aarhus Universitet

Aarhus School of Business, University of Aarhus http://hermes.asb.dk

## © HERMES 2008

HERMES er sat med Times Laserprint af Marie-France Pors og Vibeke Vrang og trykt hos Werks Offset A/S, Århus.

Trykt med støtte fra Aarhus School of Business, University of Aarhus.

Alle rettigheder forbeholdes. Genoptryk af artikler kun med redaktionens tilladelse.

ISSN 0904-1699

## Contents

| Peter Kastberg                                                                                                                                                                                        |     |
|-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|-----|
| Preface to the Thematic Section ..........................................                                                                                                                            |   7 |
| THEMATIC SECTION Instructions - Revisited and Reinterpreted                                                                                                                                           |     |
| ARTICLES                                                                                                                                                                                              |     |
| Martin Nielsen                                                                                                                                                                                        |     |
| 'Wir laden Sie ein!' - 'Jetzt anmelden!' Zur Spannweite von Instruktionen in Werbebriefen ............                                                                                                |  11 |
| Wolfgang Koch Iconicity in instructional texts .............................................                                                                                                          |  27 |
| Christina Henk                                                                                                                                                                                        |     |
| Instruktionen als Teil der Serviceleistung ,Problemlösung' oder: Von der Schwierigkeit, Kunden zum Instruieren zu instruieren ....................................................................... |  51 |
| Sonia Vandepitte Translating instructive texts ................................................                                                                                                       |  69 |
| Carmen Daniela Maier                                                                                                                                                                                  |     |
| Instruction and Argumentation in Kodak's Advertising Practice: AMultilevel Analysis of The Difference ..............................                                                                  |  83 |
| Karen M. Lauridsen                                                                                                                                                                                    |     |
| Language Policy: How do organisations ensure that instructive texts are written in a language that is understood by their end users?.............................................                     | 101 |
| OTHERARTICLES                                                                                                                                                                                         |     |
| Sven Tarp The Third Leg of Two-legged Lexicography.......................                                                                                                                             | 117 |

| Esther Fraile Vicente The lexicographical treatment of idioms in business dictionaries from the point of view of the translator as user                                      |   133 |
|------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|-------|
| Alan Mishler The Discourse of Voicemail.................................................                                                                                     |   167 |
| J. A. G. Ardila                                                                                                                                                              |       |
| Metapragmatic First-Order Politeness in Peninsular Spanish ...............................................................                                                   |   199 |
| Zakaria Lemmouh                                                                                                                                                              |       |
| ACritical Linguistic analysis of the representation of Muslims in The New York Times ........................................                                                |   217 |
| Eva Wiesmann                                                                                                                                                                 |       |
| bereitung in übersetzerischen Hilfsmitteln .......................... REVIEWS Snell-Hornby, Mary: The Turns of Translation Studies: New Paradigms or Shifting Viewpoints?    |   241 |
| Benjamins Translation Library Vol. 66. Amsterdam/Philadelphia: John Benjamins, 2006. (Ritva Leppihalme)..................................................................... |   265 |
| Publications Received .............................................................                                                                                          |   269 |