scholarly journals SEMANTIC AND CONCEPTUAL FEATURES OF THE SLOGANS OF MODERN SOCIAL ADVERTISING DISCOURSE

2020 ◽  
pp. 37-49
Author(s):  
Anastasiia Devos
Keyword(s):  
Gender Equality ◽  
Positive Impact ◽  
Maximum Effect ◽  
Semantic Structure ◽  
Semantic Features ◽  
Advertising Discourse ◽  
Social Advertising

The article is devoted to the study of modern social advertising as a special type of advertising discourse. The article considers the semantic and conceptual features of the construction of advertising slogans and analyzes the functions of the advertising slogan in the context of its positive impact on potential audience. The slogans of social advertising were divided into six subgroups and the structural, pragmatic, conceptual and semantic features of the units belonging to each subgroup were analyzed. The concepts of French social advertising are mainly centered around two general categories: “threat” and “protection”. The vast majority of advertising slogans are built in such way as to make people think about the imaginary threat and make them think about possible options for protection against it. Basing on the bipolarity of these two conceptual circles, we analyzed the lexical and semantic structure of social advertising slogans and demonstrated which semes are mainly used to achieve the maximum effect on the potential audience. Based on the study of semantic and conceptual features of French social advertising, we concluded that the concept of THREAT in French social advertising is transmitted by the following lexemes and phrases: “illness”, “suffering”, “limited physical and social capabilities”, “disability”, “inability to enjoy life”, “death”. And the concept of PROTECTION is represented by the units “tolerance”, “equality”, “gender equality” and “non-discrimination”.

scholarly journals Linguosemiotic Dimension of U.S. Public Service Advertising Discourse

2020 ◽  
pp. 72-84
Author(s):  
Olena Diachuk
Keyword(s):  
Social Institutions ◽  
The United States ◽  
Maximum Effect ◽  
Sound Design ◽  
The Public ◽  
Advertising Message ◽  
Public Service Advertising ◽  
Advertising Discourse ◽  
Social Advertising ◽  
The Right

The article is devoted to the study of verbal and nonverbal signs which form the linguosemiotic dimension of the public servise advertising discourse that contributes to the correct perception of the message by the target audience and enhances remembering. The communicative effectiveness of the public servise advertising discourse depends on the choice of verbal and nonverbal components and their interaction. Various means of artistic expression actively use in the public servise advertising discourse for the achievement the maximum effect of the message. Most of all, the meaning of the advertising message is expressed by combination of verbal and nonverbal signs. Visual and audio components of the public servise advertising discourse, which are used in close connection with verbal components, contribute the effectiveness of the advertising message. They regularly perform such functions as: informative, expressive and the influence. However, the verbal text allows to "choose the right level of perception and understanding of information." It is believed that the public servise advertising discourse, which is accompanied by images, music or other sound design, has better effect on the recipient. The advertising message can be considered as a socially and aesthetically significant discourse with its integrity, interconnectedness of its elements and formal-substantive unity. The public servise advertising discourse appeals to the humanistic values of people, attracts attention and arouses interest, sometimes by non-aesthetic means, because its purpose to change society's attitude to the problem, to provoke the right reaction and to achieve the transformation of behavior. The public servise advertising discourse has a significant potential to change social standards and moral guidelines, so it can be refered to a small group of social institutions that affects society as a whole as a form of psychogenic action; the public servise advertising discourse plays an important role in the formation of certain psychological and behavioral stereotypes. If advertising in the general is able to meet new needs, in the same time the social advertising can influence the formation of more complex mental formations, such as: worldview, aesthetic tastes, social values, lifestyle, moral values. The linguosemiotic dimension of the public servise advertising discourse in the United States includes verbal and nonverbal components which are reasonably used to attract attention, the recipient's perception of advertising information, memorization, awareness of advertising. Each type of public servise advertising discourse requires the use of adequate verbal and nonverbal signs of communication as tools of axiological ideology of society and pragmatic influence.

scholarly journals DESCRIPTIVE VERBAL-NOMINAL CONSTRUCTIONS WITH CAUSATIVE SEMANTICS IN MODERN RUSSIAN

2020 ◽  
Vol 23 (4) ◽  
pp. 83-88
Author(s):  
Evgenia N. Laguzova ◽  
Keyword(s):  
Russian Language ◽  
Semantic Structure ◽  
Semantic Features ◽  
Formal Expression ◽  
Causative Constructions ◽  
Main Components ◽  
The Russian Language ◽  
Modern Russian

The article discusses descriptive verbal-nominal constructions with causative verbal components. The relevance of the study is due to the attention of modern linguistics to the problem of analyticism in the Russian language grammar, the lack of study of the structural and semantic features of analytical constructions with causatives. The novelty of the work consists in identifying the features of the semantic structure of sentences with causative verbal components. A feature of causative DVNC is recognized as dismembered semantics. Two varieties of causative constructions formed by descriptive verbal-nominal constructions are distinguished – sentences with arbitrary and automatic causation. The description of statements draws attention to the main semantic components – causative and causable subjects, methods of their formal expression. Differences in the semantic structure of sentences with spontaneous and automatic causation are shown. The purposefulness of causative action in sentences with spontaneous causation and indirectness of influence in sentences with automatic causation are due to the semantic features of the main components of causative statements with DVNC – the causative and causable subject. Constructions with spontaneous causation form polysubject monopropositive, DVNC with automatic causation form polysubject polypropositive structures. The peculiarity of the semantic structure of additional statements of DVNC unpretentious forms – participal – with causative semantics was noted. In sentences with DVNC unpretentious forms, the incentive is mitigated. Additional statements with DVNC form polypropositive constructions. The development of verbal-nominal constructions with causatives is associated with a tendency to analyticism, characteristic of the modern Russian language grammar. The materials of the article will be used in lexicographic practice – when compiling a dictionary of descriptive verbal-nominal constructions, in teaching special courses on the problem of nomination.

Cluster development policies and firms’ performance: evidence from an emerging economy in Latin America

2020 ◽  
Vol 12 (5) ◽  
pp. 687-726
Author(s):  
Diego Aboal ◽  
Marcelo Perera ◽  
Flavia Rovira
Keyword(s):  
Latin America ◽  
Impact Evaluation ◽  
State Of The Art ◽  
Positive Impact ◽  
Evaluation Methods ◽  
The Body ◽  
Maximum Effect ◽  
Content Type ◽  
Cluster Development ◽  
The Impact

Purpose Impact evaluations of cluster programs at firm level are still scarce in the literature. The available evidence on the effectiveness of such programs based on rigorous quantitative impact evaluations is mixed. The purpose of this paper is to contribute to the body of literature the evaluates quantitatively the impact of cluster programs in emerging economies on firms’ performance. In particular, the authors evaluate the impact of a cluster program in Uruguay on firms’ sales and exports. Design/methodology/approach The authors use state-of-the-art impact evaluation methods to evaluate the impact of the program. In particular, difference in differences and matching methods Findings There is very strong evidence that the program had a positive impact on exports and the propensity to export of firms. However, the evidence of a positive impact on sales is weak. The evidence suggests that the maximum effect of the program can be found in the fourth or fifth year after the intervention. Originality/value The contribution of this paper to the literature is fourfold. First, this paper adds to the scarce body of literature evaluating the effects of cluster development programs with state-of-the-art impact evaluation methods. Second, it adds evidence for Latin America, a region that has implement a number of cluster policies (Maffioli et al., 2016) and where, as far as the authors know, there is only one additional paper evaluating rigorously the impacts of them (Figal-Garone et al., 2015). In addition, the authors provide evidence about the timing of the effects after the implementation of a cluster policy, an important issue that is mostly overlooked in the existent literature. Finally, the paper focus its attention on the impacts on exports and the propensity to export of firms, key elements for small open economies in Latin America that are heavily reliant on foreign currency inflows.

scholarly journals Conceptualization of Shame and Remorse in the Even Linguistic World View

2021 ◽  
Vol 23 (1) ◽  
pp. 247-255
Author(s):  
R. P. Kuzmina
Keyword(s):  
Conceptual Analysis ◽  
Sampling Method ◽  
World View ◽  
Comprehensive Analysis ◽  
Semantic Structure ◽  
Semantic Features ◽  
Continuous Sampling ◽  
The World ◽  
Key Concepts ◽  
Descriptive Method

The article introduces a comprehensive analysis of the key concepts in the Even linguistic world view, i.e. shame and remorse. These concepts are represented by the following lexical units in the Even dialects: haldyun has analogies in all languages of the Tungus-Manchu group; nyumar, nyumarin and khadarin are recorded in the Eastern dialect of the Even language; kherkehyi is common in the Lamunkhin dialect. The semantic structure of these lexemes is complex and includes similar concepts of shyness, embarrassment, modesty, and humbleness. The work used the descriptive method, the continuous sampling method, and the conceptual analysis, as well as the methods of definition (highlighting semantic features), etymological analysis, collecting and processing of field data. In the national consciousness of the Even, shame and remorse are concepts that reflect the assessment of one’s behavior in society and attitude to the world. In addition, they also demonstrate strong emotional content.

scholarly journals The structure and semantics of the early lyrics of Diman Belekov

2021 ◽  
Author(s):  
Margarita Dedina
Keyword(s):  
Apple Tree ◽  
The Other ◽  
Semantic Structure ◽  
Semantic Features ◽  
Central Theme ◽  
Altai Mountains ◽  
Native Land ◽  
The Road ◽  
The Awakening ◽  
Entire Complex

The article analyzes the semantic features of D. Belekov's early lyrics, identifies the figurative and spatial dominants represented in the author's artistic world. In the temporal designation, the semantic structure is actualized in a series of images associated with spring, and primroses, a blooming apple tree, murmuring streams of meltwater, fields with thawed patches, etc., creating a holistic picture of the awakening nature, metaphorically embody the image of the younger generation. Toponymically and geographically, the dominant image is the image of the native land, which includes the entire complex of symbols-markers characteristic of the designation of the territory of Gorniy Altai (Altai Mountains). If the homeland for the lyrical hero of the poet becomes a source of strength and inspiration, then for his development he needs a movement understood as the development of the "other" space, actualized in the generalized image of blue distances and a crowded city with bright lights. The central theme in the poet's lyrics is the theme of the road, embodied in the motives of departure and return.

scholarly journals What psych verbs and other verbs disclose about the role of Semantic Prominence and Thematic Hierarchy in affixal selection

2021 ◽  
pp. 47-69
Author(s):  
Alexandra Soares Rodrigues
Keyword(s):  
Scientific Knowledge ◽  
Semantic Structure ◽  
Semantic Features ◽  
Lexical Semantic ◽  
European Portuguese ◽  
Psych Verbs

This paper analyses the construction of deverbal adjectives in European Portuguese, focusing on the interface between morphology and semantics, specifically on the role of Thematic Hierarchy and Semantic Prominence on affixal selection.Supported by paradigmatic morphology, the paper shows that suffixes that work in macro-paradigms of deverbal adjectives establish a relationship with specific semantic features of the lexical-semantic structure of the base verb in order to construct the derivative. The analysis concludes that suffixes are sensitive to thematic hierarchy, which is based on the semantic prominence of features of the verbs’ theta-roles at work in the paradigm. Data from psych verbs is highly relevant to this finding.The paper is dedicated to Professor Ana Maria Brito, who has always been keenly aware that scientific knowledge is not confined to a specific theory.

scholarly journals The Depiction of Malala’s Struggle for Gender Equality as Seen on He Named Me Malala Film

2021 ◽  
Vol 4 (1) ◽  
pp. 26-34
Author(s):  
Dedi Efendi ◽  
Dodi Oktariza ◽  
Azmita Yakub
Keyword(s):  
Gender Equality ◽  
Negative Impact ◽  
Positive Impact ◽  
Young Girl ◽  
The Other ◽  
Human Being ◽  
The Right ◽  
Data Result ◽  
Descriptive Qualitative

This research is analyzes about the struggle of Malala’s in He Named Me Malala film. The purposes of this research are to explain the great efforts of young girl named Malala for gender equality on education and politic and to explain the positive and negative impact after defying gender in equality in He Named Me Malala film. In analyzing the research, the writer uses feminism approach and some supporting theories. The method used in the research is descriptive qualitative. The data are formed in words, phrases and sentences. The data are analyzed through four procedures: identifying, classifying, analyzing, and making conclusions of the data.  Result of this research are the writer found some great efforts of Malala’s struggle on gender equality on education and politic. The last, the writer found the positive impact of the Malala’s effort on education and politic. Malala has given chance for the other women to get education and the right of politic which is the basic right of human being as seen on He Named Me Malala film.

scholarly journals The functions of the acoustic images in the early prose works of Alexander Grin

Rhema ◽  
2020 ◽  
pp. 9-17
Author(s):  
Natalia M. Solntseva ◽  
Zhang Rui
Keyword(s):  
Semantic Structure ◽  
Semantic Features ◽  
Emotional States ◽  
Prosodic Features ◽  
Temporal Characteristics ◽  
Acoustic Images ◽  
Plot Structure

The article deals with the phonostylistic and semantic features of acoustic images in the early realist stories of Alexander Grin. The conclusion is made about their important compositional role. Attention is focused on vocabulary with acoustic semantics, as well as onomatopoeia understood as the imitation of both the sound and its meaning. The functions of sound polyphony in the depicting of landscapes and emotional states and in the plot structure are discussed. The role of alliteration, the temporal characteristics of acoustic images, a combination of autologous and associative images, and variable functionality of remarks in dialogs are described. The prosodic features of the narrative are analyzed. The motifs of silence and music and their role in the semantic structure of Grin’s stories are noted.

scholarly journals Enseñanza de las Ciencias bajo el esquema del proyecto de Ciencia, Tecnología, Ingeniería y Matemáticas (STEM)

2019 ◽  
pp. 1-11
Author(s):  
Maria Amparo Oliveros ◽  
Benjamín Valdez ◽  
Roberto Ibarra ◽  
Reyna Roa
Keyword(s):  
Gender Equality ◽  
Success Factors ◽  
Positive Impact ◽  
Stem Careers ◽  
Cultural Training ◽  
Youth Identity ◽  
The Arts ◽  
And Gender ◽  
And Mathematics ◽  
Career Options

Industry 4.0 represents the fourth of a series of industrial revolutions, which in turn transformed economies, jobs, including society itself, whose strength derives from training in science and technology, however, the enrollment of students in STEM careers It is critical. To strengthen the efforts, in the formation of careers in STEM, a collaboration group was formed by three universities to integrate a STEM + A network (where A signifies the inclusion of the Arts) in the region with the objective that more and more young people enroll in the areas of science, technology and engineering and mathematics, in addition to promoting retention and gender equality. In the first phase, the project focused mainly on the measurement of relevant indicators using the IRIS-Q instrument as a support base for the design of actions to be implemented in a second stage. The resulting indicators show how cultural training, youth identity and gender equality have a positive impact on career options related to STEM by students in the border area of Baja California and Sonora. Based on these results, you can define which strategies universities should design and implement and what are the success factors for recruiting and retaining students in STEM careers.

scholarly journals Training Gifted and Talented Children in the Context of Evidence-Based Practice

2020 ◽  
Vol 1 (1) ◽  
pp. 34-46
Author(s):  
N.B. Shumakova
Keyword(s):  
High School Students ◽  
Academic Success ◽  
Gifted And Talented ◽  
Personal Development ◽  
Positive Impact ◽  
Gifted Students ◽  
Evidence Base ◽  
Maximum Effect ◽  
School Students ◽  
Talented Students

The article analyzes modern research on the effectiveness of the application of different teaching practices for gifted and talented students based on acceleration and enrichment strategies. The data of foreign studies on the size of the educational effect on academic success, social and personal development of gifted and talented students, depending on the applied strategies and training programs, as well as educational levels, are discussed. The positive influence of most forms of acceleration and enrichment on the academic success of gifted students can be considered proven, although the size of the effect is different for different forms and different levels of education. With regard to the socio-emotional and personal development of gifted students, the data on the positive impact is not so clear, while enrichment programs have an advantage, and the maximum effect size is shown for high school students. The problem of the lack of empirical data on the effectiveness of enriched programs for gifted students and most of all for gifted elementary school students has been identified. An example of the implementation of the enrichment strategy for gifted children of this educational level in domestic practice is presented — the program of creative interdisciplinary training “The gifted child”, which has a sufficient, although not complete, evidence base. Its wider implementation and distribution is associated with the problem of psychological and pedagogical training of teachers. The article presents.

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