Addressee Factor in Contract Military Service Advertising: Cognitive and Rhetorical Aspects of the Study of Language Persuasive Means

2020 ◽  
Vol 9 (6) ◽  
pp. 67-73
Author(s):  
O. Pronicheva ◽  
I. Pankova
Keyword(s):  
Military Service ◽  
Armed Forces ◽  
Target Audience ◽  
Institutional Discourse ◽  
Public Mind ◽  
The Public ◽  
Advertising Message ◽  
Social Advertising ◽  
Service Advertising

A cognitive-rhetorical approach to the study of persuasive techniques and means in texts of contract military service advertising is represented in the article. The article demonstrates that social advertising is a necessary form of army institutional discourse and is in search of means of persuasion, with the help of which it is possible to attract more people who want to join the ranks of the armed forces. The addressee of the advertising message becomes the most important component of the situation, while the code becomes the text focused on satisfying presuppositions, intentional expectations of the addressee. The connection of cognitive and rhetorical aspects allows us to demonstrate the possibility of the influence of the used language tools on the addressee in order to create opinions and preferences among the target audience groups that, in turn, contributes to the formation of a stable reputation of the institute in the public mind.

scholarly journals Security, Defence and Armed Forces - Public View

2017 ◽  
Vol 23 (1) ◽  
pp. 184-188
Author(s):  
Frank Libor
Keyword(s):  
Czech Republic ◽  
Public Opinion ◽  
Military Service ◽  
Public Perception ◽  
Armed Forces ◽  
Islamic State ◽  
The Czech Republic ◽  
The Public ◽  
Public Opinion Polls ◽  
Opinion Polls

Abstract The paper deals with the interpretation of public opinion polls in the Czech Republic related to security, defence and armed forces. In recent years, we can observe concern about the security situation development in the relatively close vicinity of the Czech Republic. In particular, information regarding the activities of the so-called Islamic State, the conflict in Ukraine and media presentation of recent terrorist attacks, as well as the dominant securitization of migration, have a major impact on the public opinion and the level of support for specific steps of the government in the field of security and defence policy. In the surveys, we can trace not only the growing public concern, but also the increasing support for higher defence spending and possible reintroduction of some form of compulsory military service. Special attention is paid to the public perception of the armed forces and the interpretation of the latest public opinion polls at the turn of 2016/2017. The growing support for the military and the increasing willingness of the public to engage in the Active Reserve System are positive factors that can be used to meet the recruiting goals of the Czech Armed Forces.

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.

#INCLUSION – THE IMPACT OF SOCIAL MEDIA COMMUNICATION ON THE LEGITIMACY OF ARMED FORCES

2019 ◽  
pp. 43-60
Author(s):  
EVA MOEHLECKE DE BASEGGIO ◽  
OLIVIA SCHNEIDER ◽  
TIBOR SZVIRCSEV TRESCH
Keyword(s):  
Social Media ◽  
Political Communication ◽  
Structural Equation ◽  
Armed Forces ◽  
Equation Model ◽  
Media Communication ◽  
The Public ◽  
Political Legitimation ◽  
Social Media Communication ◽  
The Impact

The Swiss Armed Forces (SAF), as part of a democratic system, depends on legitimacy. Democracy, legitimacy and the public are closely connected. In the public sphere the SAF need to be visible; it is where they are controlled and legitimated by the citizens, as part of a deliberative discussion in which political decisions are communicatively negotiated. Considering this, the meaning of political communication, including the SAF’s communication, becomes obvious as it forms the most important basis for political legitimation processes. Social media provide a new way for the SAF to communicate and interact directly with the population. The SAF’s social media communication potentially brings it closer to the people and engages them in a dialogue. The SAF can become more transparent and social media communication may increase its reputation and legitimacy. To measure the effects of social media communication, a survey of the Swiss internet population was conducted. Based on this data, a structural equation model was defined, the effects of which substantiate the assumption that the SAF benefits from being on social media in terms of broadening its reach and increasing legitimacy values.

Information Seeking in a Global Context. The Creeping Influence of Economic Globalization & Corporatization: Neoliberal Discourse in Canadian Academic Libraries

2016 ◽  
Author(s):  
Courtney Waugh
Keyword(s):  
Content Analysis ◽  
Academic Libraries ◽  
Information Seeking ◽  
Economic Globalization ◽  
Institutional Discourse ◽  
The Public ◽  
Global Context ◽  
Institutional Values ◽  
Strategic Plans ◽  
Key Sites

Strategic planning documents are "key sites to institutional discourse" and reflect the public face of the library. This research explores the extent to which Neoliberal discourse permeates the strategic plans of three Canadian academic libraries, and examines how they are responding to global economic and political pressures. Through content analysis, the tension between libraries as a public good versus libraries as commodity is examined. Within this context, the disconnect between librarian core values and changing institutional values is also explored.Les documents de planification stratégique sont des « sites clés pour tout discours institutionnel » et reflètent le visage public d’une bibliothèque. Cette recherche tente de prendre la mesure dans laquelle le discours néolibéral imprègne les documents de planification stratégique de trois bibliothèques universitaires canadiennes, et examine comment ces institutions répondent à la montée et à la diversification des pressions économiques et politiques mondiales. En utilisant l'analyse de contenu et un regard critique, cette recherche exploratoire examine la tension entre la conception de la bibliothèque comme bien public et sa conception comme produit de marchandisation.

Academic Freedom and the Politics of Truth

2018 ◽  
Author(s):  
Michael P. Lynch
Keyword(s):  
Academic Freedom ◽  
Democratic Deliberation ◽  
Public Mind ◽  
Epistemic Practice ◽  
The Public ◽  
The One ◽  
Rational Inquiry ◽  
The Ideal

This chapter argues that academic freedom is justified because it is an inherently epistemic practice that serves the ideals of democracy. With Dewey, it is argued that “The one thing that is inherent and essential [to the idea of a university] is the ideal of truth.” But far from being apolitical, the value of pursuing truth and knowledge—the value that justifies academic freedom, both within and without the public mind—is a fundamental democratic value, and for three reasons: the practices of academic inquiry exemplify rational inquiry of the kind needed for democratic deliberation; those practices serve to train students to pursue that kind of inquiry; and those practices are important engines of democratic dissent.

Biology and Human Progress: Biology and the Public Mind

1945 ◽  
Vol 79 (780) ◽  
pp. 14-27
Author(s):  
C. V. Taylor
Keyword(s):  
Public Mind ◽  
The Public

Disciplinary Uniformity in Uniform—A Success of the Human Rights Act 1998?

2008 ◽  
Vol 72 (2) ◽  
pp. 170-177 ◽  
Author(s):  
Chris Gale
Keyword(s):  
Human Rights ◽  
Armed Forces ◽  
World War ◽  
The Public ◽  
The First World War ◽  
History Of ◽  
Human Rights Act ◽  
Human Rights Act 1998 ◽  
Military Discipline ◽  
First World

Apart from an awareness of shameful treatment to some shell-shocked soldiers on active duty in the First World War, the subjects of military discipline in general and courts-martial in particular are unlikely to permeate the consciousness of the public at large or, indeed, the vast majority of criminal lawyers. This article explores some of the history of both, the current position in relation to courts-martial and the planned reforms under the Armed Forces Act 2006. That the Human Rights Act 1998 exposed some of the anomalities and worst practices of courts-martial is undeniable. It seems equally likely that the 1998 Act was at least a catalyst for the wholesale review and modernisation of military discipline carried out by the 2006 Act.

Military Veterans’ Transferrable Skills

2016 ◽  
Vol 19 (1) ◽  
pp. 6-13 ◽  
Author(s):  
Valerie E. Davis ◽  
Sarah E. Minnis
Keyword(s):  
Human Resource Development ◽  
Military Service ◽  
Military Veterans ◽  
Armed Forces ◽  
Skills Training ◽  
Contributing Factors ◽  
Civilian Workforce ◽  
Retention Initiatives ◽  
Civilian Employment ◽  
Hrd Professionals

The Problem Military veterans face a number of employment challenges as they transition from military service to civilian employment. Although the American workforce has become much more diverse, there continues to be a lack of understanding and misperceptions about veterans’ skillsets and military experiences which inhibits successful employment after military service. Veterans are a source of talent for civilian employers as they bring distinctive capabilities and valuable skills developed through real-world, high-pressure experience, but some human resource development (HRD) practitioners may not be aware of the vast array of skills, training, and knowledge that veterans bring to the civilian workforce in addition to supervisory and management skills acquired during their time in the armed forces. Given the civilian public’s general lack of knowledge about military experience, HRD practitioners, in particular, may be less able to effectively evaluate and integrate veterans’ military experiences, skills, and capabilities in the civilian employment sector. These misunderstandings are contributing factors impacting veterans’ ability to transfer their skills from military to business cultures. The Solution It is imperative that HRD practitioners understand the potentially strong contributions and societal misperceptions regarding the business value of military veterans’ skills and experiences. This article will explore distinctive capabilities of veterans that make them assets in the civilian workforce as well as some potential concerns and highlight HRD’s role in recognizing and facilitating the development of veteran hiring and retention initiatives in civilian employment. Educating HRD professionals about how to integrate military veterans’ skills, knowledge, and abilities in business cultures and mitigate concerns is vital to promote veterans’ contributions to civilian organizations and is necessary for effective hiring and talent development. The Stakeholders Veterans, HRD professionals, scholars, practitioners, and policy makers interested in the HRD field, private sector, federal, nonfederal public sector, and U.S. Office of Personnel Management.

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