scholarly journals Антропоморфизм в современном рекламном дискурсе

2020 ◽  
Vol 4 ◽  
pp. 125-138
Author(s):  
Чон Ку Ли ◽  
◽  
Косик Алексей ◽  
Keyword(s):  
Comparative Analysis ◽  
Research Methodology ◽  
Practical Significance ◽  
Advertising Research ◽  
Domestic Literature ◽  
Conceptual Apparatus ◽  
Advertising Discourse ◽  
First Time

Goal – the main goal of this study is to identify the role and possible ways of using anthropomorphism to improve the effectiveness of advertising. Research methodology – the article provides a comparative analysis of terminology systematizes the conceptual apparatus of anthropomorphism in the works of domestic and foreign authors, analyzes the experience of using anthropomorphism in the advertising activities of the European dairy companies “Mlekovita” and “Valio”. Score/results – as a conclusion, the authors formulated the main criteria for character images for the advertising discourse of the Belorussian company “Molochnyj Mir”. Originality/value – for the first time in the domestic literature the problem of anthropomorphism in contemporary advertising discourse is considered. The article has scientific and practical significance and contains the author’s ideas and conclusions.

scholarly journals Narrative essence of language content in the expression of the composer evaluation of their own creativity

2021 ◽  
Author(s):  
Victor Stepurko
Keyword(s):  
Comparative Analysis ◽  
Research Methodology ◽  
Actual State ◽  
Final Conclusion ◽  
Human Thinking ◽  
State Of Affairs ◽  
The Individual ◽  
Interpretive Understanding ◽  
First Time ◽  
Language Content

The purpose of the article is to investigate the narratives of contemporary Ukrainian composers in the context of their assessment of their own work and the actual existing musicological components of each work: its purpose, the whole conglomeration of musical means of expression, and their multidimensional and multifunctional context. Attention is focused on the problem of inconsistency of the author's linguistic content in expressing his own ideas about his work, with the actual state of affairs, in terms of musicological logic, psychology, etc. The research methodology is based on the analysis of the sphere of expression of human thinking by R. Bart, K. Bremon, F. Jameson, T. Tytarenko, Ts. Todorov, E. Tshebinski and others. Also, studies by G. Gadamer, M. Heidegger, P. Reeker, R. Harre, which consider the narrative as a discursive structure, formed on the basis of their own experience. In the field of musical art, the problem of narratology is paid attention to in the works of N. Gerasimova-Persidskaya, O. Zinkevych, Y. Chekan, and some other musicologists. Scientific novelty. For the first time in the work a comparative analysis of the subjective-authorial understanding of composers of the narratives of their own work with the musicological, culturological, and socio-political context of the existence of the individual, to establish the artistic conceptuality of some of their works. Conclusions. It is established that the assimilation and awareness of meaning are possible only through certain messages that can have many meanings, and decoding them together can take any form. Thus, at the junction of the meanings of the narrator and the listener, his interpretive understanding appears, which becomes the basis of the final conclusion. Keywords: language content, creative narratives, artistic conceptuality, decoding.

scholarly journals FUNCTIONAL AND SEMANTIC FIELD OF FREQUENCY IN THE RUSSIAN AND PERSIAN LANGUAGES (BASED ON THE THEORY OF FUNCTIONAL GRAMMAR)

2019 ◽  
Vol 29 (5) ◽  
pp. 745-748
Author(s):  
L. Khanjani
Keyword(s):  
Comparative Analysis ◽  
Comparative Study ◽  
Research Methodology ◽  
Semantic Structure ◽  
Semantic Field ◽  
Functional Aspect ◽  
Functional Grammar ◽  
Main Method ◽  
Linguistic Research ◽  
First Time

This article is devoted to the study of the field of frequency in the understanding of functional grammar. The means of expression of frequency on the material of Russian and Persian languages in the structural-semantic plan are considered. Description of frequency in Russian and Persian in the functional aspect makes it possible to determine the essence and semantic structure of the category under study, as well as to obtain data on the methods of its language expression. A comparative study of frequency expressions in Russian and Persian has not yet been conducted. The purpose of this study is, firstly, to identify the system of meanings mentioned, and secondly, to move in the direction from meaning to form and indicate the totality of the means that are used in the sentence to express these meanings. The main method used was comparative analysis. The lack of linguistic research on this topic indicates the relevance of the choice of topic, and the novelty of the work is that it is the first time that all language means of expression of frequency are systematized. The practical value of the work lies in the fact that the research methodology can be applied to the description of other semantic and functional fields.

scholarly journals Kazimierz Twardowski’s Philosophy and Mykhailo Rudnytskyi’s Literary Criticism

2021 ◽  
pp. 1-14
Author(s):  
Olha Honcharenko
Keyword(s):  
Comparative Analysis ◽  
Literary Criticism ◽  
Literary Work ◽  
Direct Impact ◽  
The Third ◽  
Conceptual Apparatus ◽  
Philosophical Background ◽  
First Time

In this article Twardowski’s philosophy and Rudnytskyi’s literary criticism have been compared for the first time. The purpose of the comparative analysis was to identify Twardowski’s tradition in the works of his student Rudnytskyi. This comparison seems to contribute to a rethinking of Rudnytskyi’s literary criticism in Ukrainian culture, namely to clarify its philosophical background, conceptual apparatus, and methodology. In the introduction some critical remarks on Rudnytskyi’s literary work, that were made by Ukrainian scholars, have been provided. Next, in the first part, the methodological and philosophical background of Twardowski’s philosophy has been analyzed. The second part encompasses an attempt to reconstruct Rudnytskyi’s literary criticism. In the third part the author argues the direct impact of Twardowski’s philosophy on Rudnytskyi’s literary criticism. Finally, in the conclusions, the author claims that Rudnytskyi’s literary criticism had a philosophical background, conceptual apparatus, and methodology.

Intuitionistic fuzzy two-factor variance analysis of movie ticket sales

2021 ◽  
pp. 1-11
Author(s):  
Velichka Traneva ◽  
Stoyan Tranev
Keyword(s):  
Comparative Analysis ◽  
Real Data ◽  
Intuitionistic Fuzzy Sets ◽  
Real Numbers ◽  
Data Set ◽  
Important Method ◽  
Ticket Sales ◽  
Intuitionistic Fuzzy ◽  
The One ◽  
First Time

Analysis of variance (ANOVA) is an important method in data analysis, which was developed by Fisher. There are situations when there is impreciseness in data In order to analyze such data, the aim of this paper is to introduce for the first time an intuitionistic fuzzy two-factor ANOVA (2-D IFANOVA) without replication as an extension of the classical ANOVA and the one-way IFANOVA for a case where the data are intuitionistic fuzzy rather than real numbers. The proposed approach employs the apparatus of intuitionistic fuzzy sets (IFSs) and index matrices (IMs). The paper also analyzes a unique set of data on daily ticket sales for a year in a multiplex of Cinema City Bulgaria, part of Cineworld PLC Group, applying the two-factor ANOVA and the proposed 2-D IFANOVA to study the influence of “ season ” and “ ticket price ” factors. A comparative analysis of the results, obtained after the application of ANOVA and 2-D IFANOVA over the real data set, is also presented.

Seeking attention: an eye tracking study of in-store merchandise displays

2015 ◽  
Vol 43 (6) ◽  
pp. 561-574 ◽  
Author(s):  
Patricia Huddleston ◽  
Bridget K. Behe ◽  
Stella Minahan ◽  
R. Thomas Fernandez
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Purchase Intention ◽  
Product Information ◽  
Product Category ◽  
Practical Significance ◽  
Content Type ◽  
First Time ◽  
Tracking Technology

Purpose – The purpose of this paper is to elucidate the role that visual measures of attention to product and information and price display signage have on purchase intention. The authors assessed the effect of visual attention to the product, information or price sign on purchase intention, as measured by likelihood to buy. Design/methodology/approach – The authors used eye-tracking technology to collect data from Australian and US garden centre customers, who viewed eight plant displays in which the signs had been altered to show either price or supplemental information (16 images total). The authors compared the role of visual attention to price and information sign, and the role of visual attention to the product when either sign was present on likelihood to buy. Findings – Overall, providing product information on a sign without price elicited higher likelihood to buy than providing a sign with price. The authors found a positive relationship between visual attention to price on the display sign and likelihood to buy, but an inverse relationship between visual attention to information and likelihood to buy. Research limitations/implications – An understanding of the attention-capturing power of merchandise display elements, especially signs, has practical significance. The findings will assist retailers in creating more effective and efficient display signage content, for example, featuring the product information more prominently than the price. The study was conducted on a minimally packaged product, live plants, which may reduce the ability to generalize findings to other product types. Practical implications – The findings will assist retailers in creating more effective and efficient display signage content. The study used only one product category (plants) which may reduce the ability to generalize findings to other product types. Originality/value – The study is one of the first to use eye-tracking in a macro-level, holistic investigation of the attention-capturing value of display signage information and its relationship to likelihood to buy. Researchers, for the first time, now have the ability to empirically test the degree to which attention and decision-making are linked.

The Experience of Discipline Reformatting: Culturology on the Basis of Orthodox Anthropology

2021 ◽  
Vol 64 ◽  
pp. 105-140
Author(s):  
Svetlana V. Lourie
Keyword(s):  
Research Methodology ◽  
Modern Science ◽  
Scientific Methodology ◽  
Scientific Language ◽  
Human Being ◽  
Value Judgments ◽  
Scientific Thought ◽  
Methodological Basis ◽  
Conceptual Apparatus ◽  
General Scientific

Philosophy always lies at the heart of any science, regardless of how non-ideological and positivistic it claims to be; and the structure, conceptual apparatus and research methodology depend on it, whether the scientists acknowledge it or not. It is all primarily in general scientific paradigm. It so happens that key axioms, both theoretical and methodological, of modern science are materialistic. The case is that even if any scientist would like to abandon those doubtful axioms, he would continue to think along those lines as the very scientific language and scientific thought are based on them, otherwise instead of science we’ll get just an assortment of value judgments. To abandon materialistic scientific language will require sufficient efforts. Such paradigms as “created world”, the presence of “immortal origin” in a human being, etc, can’t be rationally proved, as well as, for example, phylogenesis; but they work none the worse as science methodological basis. The science won’t become any less scientific, if it is built on different basis but with adhering to scientific methodology, some specific cognitive modus of science. At the same time, the scientific language itself should be renewed. Thus we’ll try to remodel culturology. This article is a fragment of a big project, started at the initiative of the author with the goal of reformatting culturology on the basis of Orthodox patristic anthropology.

Comparative analysis of the effect of epibrassinolide and 6-benzylaminopurine on the key components of the glutathione complex in the roots of wheat seedling under salinity.

Biomics ◽  
2021 ◽  
Vol 13 (1) ◽  
pp. 20-26
Author(s):  
D.R. Maslennikova ◽  
F.M. Shakirova
Keyword(s):  
Comparative Analysis ◽  
Wheat Seedling ◽  
Glutathione System ◽  
Glutathione S Transferase ◽  
Wheat Seedlings ◽  
Comparable Level ◽  
Endogenous Cytokinins ◽  
Main Components ◽  
First Time

The study carried out a comparative analysis of the effect of 24 epibrassinolide (EB) and 6-benzylaminopurine (BAP) on the growth and state of the main components of the glutathione system in the roots of wheat seedlings under the action of 2% NaCl, which for the first time revealed the ability of these phytohormones to similarly stabilize stress-induced decrease GSH / GSSG ratio, positively regulate the activity of glutathione reductase and glutathione-S-transferase. A comparable level of protective effect of BAP and EB on root length was revealed. The data obtained indicate that endogenous cytokinins may play the role of hormonal intermediates in the implementation of the protective.

scholarly journals Axiological Attitudes in the Interpretation of the Rational and Irrational in the Works of Latin Apologetics Scholars

2021 ◽  
Vol 37 ◽  
pp. 128-137
Author(s):  
R. R. Balandina ◽  
◽  
E. V. Kuzmina ◽  
Keyword(s):  
Comparative Analysis ◽  
Research Methodology ◽  
Theoretical Basis ◽  
Ancient Philosophy ◽  
Ancient Greek ◽  
Comparative Analyses ◽  
Clear Tendency ◽  
Methodological Basis

The article aims at demonstrating significant differences in the perception of rationality and irrationality in the works of ancient Greek philosophers and philosophers of the period of Latin apologetics. The authors conducted a comparative analysis of the works of ancient and Latin philosophers. The analysis revealed that the Greeks solved the problem of the ratio of the rational and the irrational in an ontological way, while the Latins shifted the focus on the problem to the axiological dimension. The article presents the correlation of three examples of ontological orientation of pagan philosophy with three examples of axiological orientation of Latin theology of the apologetic period. The research methodology is based on the combination of historical-functional and comparative analyses. The works of N. S. Mudragey, where the validity of the use of the concepts "rational" and "irrational" in relation to ancient philosophy was proved, provided the methodological basis of the study, as well as the works of G. G. Mayorov, who actually was the first to consider Latin apologetics as a system with a clear tendency from hellenophilia to hellenophobia. The works of ancient Greek philosophers provided the theoretical basis of the study, as well as the works of Lactantius, Arnobius, Tertullian, and Minucius.

scholarly journals Prilog poznavanju djelovanja Mateja Andrijina Moronzona*

Ars Adriatica ◽  
2016 ◽  
pp. 103
Author(s):  
Barbara Španjol-Pandelo
Keyword(s):  
Comparative Analysis ◽  
Virgin Mary ◽  
Main Role ◽  
Huge Number ◽  
General Acceptance ◽  
Parish Church ◽  
Archival Documents ◽  
First Time ◽  
Selection Of

Matteo Moronzon, a member of the Venetian family of woodcarvers, was mentioned for the first time in 1407 according to the present known archival documents. Probably after being trained in his father's workshop in Venice, he moved to Zadar with his family – his wife Francisca and sons Pietro and Francesco. In 1418 he undertook the commission of furnishing carved choir stalls for the cathedral of St. Anastasia in Zadar. Various archival documents testify that Matteo lived and worked in Zadar for many years. Therefore it can be assumed that he probably founded his own workshop in Zadar where his son Francesco was trained too. Apart from the attempt to reconstruct Matteo's life and career, the aim of this paper is to interpret one important woodcarving work of art preserved in situ: choir stalls in the former cathedral of Rab, today the arch parish church of the Assumption of the Blessed Virgin Mary in Rab. Without doubt Matteo was the master carver in the production of the choir stalls in Zadar. Since he lived in Zadar it was not unusual that he had the main role in carving the stalls. In Zadar the selection of motives is more balanced and there are no significant differences in the modelling of decorative elements. However, the question whether Matteo carved absolutely everything or he had assistants arises. Considering the amount of work that had to be done it must be assumed that he had assistants who participated in work and helped him to shape the stalls. However, in literature Matteo was considered the only and undisputed author of the choir stalls in Zadar, mostly because of the preserved document. The analysis of the choir stalls in Rab by Ivo Petricioli as well as their evident formal and stylistic similarities with the stalls from the cathedral in Zadar have led to the general acceptance of the hypothesis that they were carved at the workshop of Matteo Moronzon. However, a comprehensive comparative analysis that could confirm that hypothesis was still missing. The analysis of the details and the whole led to the overall conclusion that there were a huge number of similarities between the choir stalls in Rab and Zadar. Therefore it was concluded that Matteo was the principal designer of the choir stalls in Rab who also carved the best parts in Rab, while others, less successful parts, were made by his apprentices and assistants who at the time lived on the island of Rab. In this respect, if Matteo was accepted as the author of the choir stalls of the cathedral in Zadar he must also be accepted as the author of the choir stalls from the excathedral in Rab.

scholarly journals Scenographic Charac-ters of Tetiana Medvid. Figural, Architectural and Textural Attributes

2021 ◽  
pp. 111-117
Author(s):  
N. Rudenko-Kraievska
Keyword(s):  
Albert Camus ◽  
Visual Image ◽  
Primary Sources ◽  
Practical Significance ◽  
Hedda Gabler ◽  
Theater Studies ◽  
Theoretical Generalization ◽  
The Subject ◽  
Textural Attributes ◽  
First Time

The article for the first time examines the scenographic projects of Tetiana Medvid, which were created during the 70–90s of the XX century, in the theaters of Ukraine, with different directors, but united by one artistic technique — the creation of scenographic characters in the form of figural, architectural and textural elements of the stage scenery, which act as separate material characters and reveal the idea of the play. The purpose of the article is to find out the function of scenographic characters — created by figural, architectural and textural elements of stage scenery in the creative works of Tetiana Medvid within the system of effective scenography in terms of creating a visual image of the play. The subject of research — scenographic projects of Tetiana Medvid: “Threepenny Opera” by B. Brecht (1975), “Living Corpse” by L. Tolstoy (1975), “Do not shoot at white swans” by B. Vasilyev (1977), “Interrogation” by S. Rodionov, D. Liburkin (1979), G. Ibsen’s “Hedda Gabler” (1993), “In the Labyrinth” by V. Vynnychenko’s play “Nailed” (1996), “Christian’s Dreams” by H. Ch. Andersen, “Ole Lukoje” (1995), “Tartuffe” by Moliere (1999) on the stage of the Taras Shevchenko Kharkiv Academic Ukrainian Drama Theatre; and “Caligula” by Albert Camus (1998) at the Donetsk National Academic Ukrainian Musical and Drama Theatre named after Artem. Research methodology — use of the method of primary sources, conceptual analysis, the method of theoretical generalization. Results. It is determined that the main expressive element of most scenographic projects of T. Medvid were scenographic characters of different typological series, in particular characters in the form of figural, architectural and textural elements of stage scenery, and the basis of Tetiana Dmytrivna’s work were the principles of visual directing: idea, thought. Novelty. For the first time in Ukrainian art history, one of the typological series of the main means of expression of the outstanding scenographer — T. Medvid — was analyzed and systematized, namely — scenographic characters in the form of figural, architectural and textural elements of stage scenery. The practical significance lies in the possibility of using the presented information in scientific researches of art and theater studies, as well as collected and meaningful factual and illustrative material has the opportunity to become an integral part in further study of the work of scenographers of Ukraine.

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