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.

The dual nature of water (acqua) in feminine portals – The work is an attempt to show how the concept of acqua (water) is conceptualized in Italian persuasive discourse regarding the health and beauty of modern women. The conducted research mainly based on the notion of imagery in language (Langacker) and linguistic picture of the world (Bartmiński) reveals a number of semantic and axiological aspects involved by the analyzed concept. The valuation of acqua is also noteworthy, as water functions in the linguistic system as a neutral concept, while the corpus subjected to the analysis shows that it has a double face: it is benevolent and destructive at the same time.