scholarly journals Khants-Mansi folk motives in the modern Yugorsk advertising: cultural and linguistic aspect

2020 ◽  
Vol 12 (3) ◽  
pp. 303-313
Author(s):  
Margarita S. Vykhrystyuk ◽  
Aleksandra A. Mironova ◽  
Tatyana V. Simashko
Keyword(s):  
Folk Culture ◽  
Cultural Stereotypes ◽  
Main Research ◽  
Continuous Sampling ◽  
Brand Building ◽  
Folklore Studies ◽  
Internet Advertisement ◽  
The Subject ◽  
Linguistic Aspect

Introduction. The article analyses of extralinguistic factors that form the advertising trademarks of Ugra. Created emblems, product logos represent an original trade proposal, based on the culture and language of the Khanty and Mansi peoples. The aim of the paper is to determine the role of folk images, motives of the Khanty and Mansi in the process of creating modern trade marks for Ugra advertising. When analyzing logos, brands, symbols of Ugra brands, it is substantiated that one of the effective methods of influencing the audience is the appeal to folk culture, folk memory. Materials and Methods. Advertisement texts were collected from Khanty-Mansiysk local printed media, Internet advertisement (VKontakte social media, Youtube) by the continuous sampling method. A total of 450 advertisements were analysed. The main research methods are descriptive, component analysis, as well as individual elements of comparative and contextual methods. Results and Discussion. Background knowledge of the Khanty and Mansi peoples that were presented in the product’s trademark, stimulate the recipient’s mental process, activate autocommunication. Creolization in demonstrating the advantages of the Yugor brand allows a potential customer to complete the message by replenishing the details, thereby contributing to the promotion of goods in the consumer market. Nowadays the research in the Khanty language lack specialised research papers dedicated to folklore references in advertisement, there are only a few piecewise studies. On the other hand, the abundance of research in folklore studies, social studies, cultural studies and brand-building demonstrate the timelessness of the subject from the perspective of the linguistic manifestation of Khanty worldview in advertisement texts. Conclusion. The material of the study reveals the people’s wealth and the effectiveness of Khanty and Mansi references in advertisement. Linguistic ethnical and cultural stereotypes construct a wideview on the subject and create a unique, individual trade proposal in other regions as well.

THE METADIALOGUE CONCEPT IN ITS LINGUISTIC ASPECT

2019 ◽  
Vol 29 (5) ◽  
pp. 721-726
Author(s):  
Yu.V. Kupriyanova ◽  
I.M. Vasilyanova
Keyword(s):  
Subject Matter ◽  
Dynamic Structure ◽  
Point Of View ◽  
Semantic Relations ◽  
Human Cognition ◽  
Main Research ◽  
Key Points ◽  
Research Findings ◽  
The Subject ◽  
Linguistic Aspect

The article summarizes the key points in the development of the metadialogue phenomenon from a linguistic point of view. Some stages of the development of this concept and the difficulties associated with its structuring are covered. The main research findings of modern foreign and domestic experts on its study are considered. Some characteristics of the subject of the research from the standpoint of various pragmatic installations are given. On the basis of the dynamic structure of the metadialogue development, certain principles of semantic relations connected with the dialectical nature of human cognition are presented. Excursion into the history and evolution of the concept is presented. Several types of formulation of the subject matter are given. In accordance with the goal of speech exposure, internal problems of the development of metadialogue are highlighted and the critical points related to solving these problems are described. The rules of metadialogue flow are explained at the level of steps, the success/failure of which directly affects the final result of communication. The prospects of development of the concept research in accordance with various types of discourse are indicated.

scholarly journals VALENCE OF PREDICATES IN THE ACTIVE-PASSIVE TRANSFORMATION IN GERMAN AND UKRAINIAN

2020 ◽  
pp. 77-82
Author(s):  
Tsymbalista L.R.
Keyword(s):  
Sampling Method ◽  
Syntactic Structure ◽  
Hand Position ◽  
Continuous Sampling ◽  
Left Hand ◽  
Decisive Effect ◽  
Modern Fiction ◽  
The Subject ◽  
The Right

Валентність предиката має вирішальний вплив на структуру речення. Хоча активний і пасивний варіанти речення опису-ють одну й ту ж ситуацію, предикат проходить крізь трансформацію, яка тісно пов’язана з явищем валентності. У цій статті проаналізовано валентність предиката та її вплив на цю трансформацію у німецькій та українській мовах на прикладах із сучасної літератури.Мета. Метою статті є порівняння трансформації «актив – пасив» у німецькій та українській мовах та опис ролі валентності у цьому процесі.Методи. Для проведення дослідження було зібрано методом суцільної вибірки приклади пасивних конструкцій із сучас-них художніх текстів німецькою та українською мовами, які опісля було оброблено та проаналізовано з використанням типо-логічного, зіставного, описового методів, а також методу моделювання.Валентність предиката проявляється у його здатності формувати зв’язки з іншими елементами в реченні та дає змогу передбачити додаткові позиції у синтаксичній структурі речення, які можуть бути заповнені обов’язковими чи факультатив-ними компонентами. Для предиката властиві два типи валентності, які залежать від позиції поширювачів у реченні. Якщо лівобічну позицію переважно пов’язують із суб’єктом, то правобічна зазвичай стосується актантів з об’єктним, адресатним, локативним чи інструментальним значеннями.Результати. Зважаючи на те, що одна й та ж функція пасивних конструкцій у німецькій та українській мовах реалізується різними формами, валентні зміни у кожній з конструкцій мають свої особливості. Спільною рисою цих перетворень виступає зменшення облігаторних актантів на одну одиницю, яка може бути заповнена факультативно у разі комунікативної потреби у інформації про виконавця дії.Висновки. Можна зробити висновок, що валентність предиката є багатогранним феноменом, що підлягає впливу не лише формально-граматичних, а й семантико-синтаксичних чинників, а також мовленнєвої ситуації загалом. Відповідно, змін у валентності предикатів протягом трансформації з активу у пасив не можна уникнути. The valence of the predicate has a decisive effect on the structure of the sentence. Although the active and passive variant of the sentence describes the same situation, the predicate goes through a transformation that also has to do with valence. This article analyzes the valency of the predicate and its influence on such transformation in German and Ukrainian based on the examples from modern literature.Purpose. The purpose of the article is to compare the active-passive transformation in German and Ukrainian and to describe the role of valence in this process.Methods. For the research, we collected the examples of passive constructions from modern fiction in German and Ukrainian using the continuous sampling method, which were then processed and analyzed using typological, comparative, descriptive methods as well as the modelling method.The valence of the predicate verb shows in its ability to connect with other sentence elements and enables the prediction of the additional positions in the syntactic structure of the sentence, which can be supplemented by mandatory or optional components. The predicate is characterized by two types of valence, which depend on the position of the fillers in the sentence: the left-hand position is mainly connected the subject of the utterance, and the right-hand position has to do with actants which define object, addressee, location or have instrumental meaning.Results. Due to the fact that the same function of passive constructions in German and Ukrainian is realized in different forms, the valence changes in each of the constructions have their own features. A common feature of these transformations is the reduction of obligatory actants by one unit, which can be filled in optionally in case of communicative need for information about the performer of the action.Conclusions. We reach the conclusion that the valence of the predicate is a multilevel phenomenon that is influenced not only by formal grammatical but also by semantic and syntactic factors as well as the language situation in general. Accordingly, changes in the valence of predicates during the active-passive transformation are inevitable.

scholarly journals PHRASEOLOGICAL UNITS AS A MEANS OF ATTRACTION OF ENGLISH NEWSPAPER HEADLINES

2021 ◽  
pp. 96-105
Author(s):  
Tetiana Kinashchuk ◽  
Nataliia Sunko
Keyword(s):  
Continuous Sampling ◽  
Research Material ◽  
Frequency Of Use ◽  
The Subject ◽  
Oxford Dictionary ◽  
Online Library ◽  
Newspaper Articles

The article is devoted to the study of the role of phraseological units in English newspaper headlines. The aim of the work is to study and analyze pragmatic functions of phraseological units in the headlines of modern British and American newspaper articles. The notion of phraseological unit is revealed and its features are defined. The subject of the study is 185 phraseological units belonging to three groups, namely: phraseological units with a component related to the field of colour, music and weather. The research material includes 9,200 headlines of English newspapers, dated 2014-2018 and selected from the Questia Online Library. Using the method of continuous sampling, we selected phraseological units from the dictionaries The Oxford Dictionary of Idioms, Dictionary of English Idioms & Phrases and McGraw-Hill’s Essential American Idioms Dictionary. In addition, the frequency of use of phraseological units of the three groups in the headlines of British and American discourses was studied and analyzed. The study found that the most common of the three groups was the group of phraseological units with a component related to the field of colour. The second most common is the group of phraseological units with a component related to the field of music, and the least numerous is the group of phraseological units with a component related to the field of weather. In addition, it was determined what phraseological units are the most common in English newspaper headlines and which ones are the least common.

scholarly journals The use of euphemisms in public speeches of the US politicians

2021 ◽  
pp. 22-28
Author(s):  
Aleksandra Viktorovna Guzova
Keyword(s):  
Political Communication ◽  
Functional Role ◽  
Practical Importance ◽  
Public Speech ◽  
Continuous Sampling ◽  
Discursive Analysis ◽  
The Us ◽  
General Scientific ◽  
The Subject

The subject of this research is the role of euphemisms in political communication. The goal of this article is to establish the functional role of euphemisms in public speeches of the US politicians based on the texts of speeches for the period 2020 – 2021. Research methodology relies on the provisions of linguorhetoric, namely the functional role of lexicon within the framework of a particular speech genre. The article employs the general scientific method, systematization and generalization, content analysis, discursive analysis, method of continuous sampling, and linguostylistic analysis. It is determined that the use of euphemisms in speeches of the IS politicians for the period 2020 – 2021 performs the following functions: manipulative, veiling the reality, self-positioning. In public speech, the important factors are politeness and delicacy for maintaining and promoting communication. It is noted that politics is the sphere that requires using a variety of euphemisms. The mechanisms of euphemization are based on the inaccuracy of speech, ambiguity, and generalized nomination of the object. Practical importance of this research consists in the fact that its results can be implemented in rhetoric courses, as well as in preparation of public speeches. The scientific novelty lies in establishment of the functional role of euphemistic nominations based on public speeches of the US politicians for 2021.

scholarly journals The impact of graphic works of Giovanni Battista Piranesi upon the formation of conceptual architecture and real architectural space

2020 ◽  
pp. 10-18
Author(s):  
Aleksei Yur'evich Lysenkov ◽  
Liliya Faatovna Lysenkova
Keyword(s):  
Research Method ◽  
Practical Importance ◽  
Main Research ◽  
Architectural Space ◽  
History Of Art ◽  
History Of ◽  
The Subject ◽  
The Impact ◽  
Art And Architecture

The subject of this research is the graphic heritage of the prominent Venetian master of the XVIII century Giovanni Battista Piranesi. The goal consists in examination of the role of Piranesi’s heritage in history of art and architecture. The author demonstrates the key milestones of his creative path, reveals the fundamental conceptual questions and themes of his graphic compositions. The defining influence of the depicted architectural compositions of Piranesi on the formation of one or another architectural object is viewed on the particular historical examples. The main research method consists in drawing parallels and designation of continuity of architectural ideas between the works of Giovanni Battista Piranesi and such architects successors as Joseph Paxton, Antonio Sant'Elia, Tony Garnier, Pietro di Gottardo Gonzaga, Ivan Leonidov, etc. The scientific novelty and practical importance of the article lies in tracing the trajectory of influence of the ideas, themes and architectural-spatial solutions of the great aquafortist upon his contemporaries and all following generations of architects. Particular historical examples demonstrate the defining influence of the depicted architectural compositions of Piranesi on the formation of one or another architectural object, as well as the emergence of famous conceptual architectural projects (including projects-utopias) in historical retrospective until the present time.

scholarly journals Las w życiu codziennym Lasowiaków i Poleszuków

2020 ◽  
Vol 12 ◽  
pp. 129-148
Author(s):  
Izabela Wodzińska
Keyword(s):  
Everyday Life ◽  
Folk Medicine ◽  
Folk Culture ◽  
Digital Resources ◽  
Primeval Forest ◽  
Meal Preparation ◽  
Ethnographic Studies ◽  
The Everyday ◽  
The Subject

Forest in the Everyday Life of Lasowiacy and Poleszucy. Selected Issues The article attempts to compare the role of the forest in the everyday life of the inhabitants of the former Sandomierz Primeval Forest (Lasowiacy) and Polesie (Poleszucy/Poleshuks).The study has used the findings of the research conducted by the Museum of Folk Culture in Kolbuszowa in 2008-2014 and 2016-2017, the materials from the Museum’s scientific archives, and information from sources and ethnographic and historical studies on the subject. The obtained material was compared with the information on the use of forest crops by the inhabitants of Easter Polesie from the ethnographic studies by Kazimierz Moszyński and Czesław Pietkiewicz (available as digital resources). Attempts were made to show that the similarity between these groups was evident in the method of harvesting forest crops, meal preparation, and folk medicine. Life in the Sandomierz Primeval Forest and Polesie developeda sense of their own cultural distinctness in Lasowiacy and Poleszucy, expressed in many aspects of everyday life, the richness of customs and annual rituals.

scholarly journals Etiology of Prohibitions and Regulations in the Mirror of Folk Legends and Beliefs

2018 ◽  
pp. 246-265
Author(s):  
Olga Belova
Keyword(s):  
Fairy Tales ◽  
Religious Tradition ◽  
Primary Source ◽  
The Other ◽  
Cultural Environment ◽  
Folk Culture ◽  
Cultural Stereotypes

The author's task is to formulate some general statements on how prohibitions and regulations addressed to or attributed to the “other” (ethnic, religious) tradition are formed in the Slavic folk culture, and what cultural stereotypes affect the form and content of the prescriptive texts originating and existing in a multi-confessional cultural environment and in the cultural borderlands. We are interested in prohibitions and regulations in the context of folk legends that explain their appearance, and in connection with beliefs that play the role of a kind of fixator of certain prescriptive norms. In the etiological texts (legends, fairy tales) containing the interpretation of the ban / prescription, in addition to the motivation of the described ban / prescription (why something is prohibited or allowed), there may be a reference to the precedent, i.e. the etiology itself (what exactly was the reason, the impetus, the primary source of the ban / prescription).

scholarly journals Organizacje kooperacyjne jako wspólnota celu

2020 ◽  
pp. 1-14
Author(s):  
Alicja Koperska
Keyword(s):  
Social Exchange ◽  
Organizational Goals ◽  
Main Research ◽  
Legal Documents ◽  
Governmental Organizations ◽  
Non Governmental Organizations ◽  
Collaborative Spaces ◽  
The Subject ◽  
Scientific Attention

W artykule podjęto zagadnienie wartości cenionych przez społeczności wytwórców – członków organizacji kooperacyjnych. Głównym celem badawczym jest eksploracja organizacyjnych celów tych organizacji oraz rekonstrukcja na tej podstawie dążeń i wartości zmierzająca do ich opisu jako wspólnoty celu. Opierając się na dokumentach prawnych, dokonano analizy zawartości statutów organizacji pozarządowych będących organizacjami kooperacyjnymi. Na podstawie wyników można mówić o homogeniczności wartości organizacji kooperacyjnych i wartości sektora organizacji pozarządowych. Wyniki posłużyć mogą jako podstawa do dalszej eksploracji fenomenów organizacyjnych występujących w organizacjach kooperacyjnych. Colaborative spaces as a community of purpose The role of values in the organizations has been the subject of an increasing amount of scientific attention. This paper describes values of collaborative spaces members intermediating in social exchange. The main research objective was to explore the organizational goals of these organizations and to reconstruct on this basis their aspirations and values to describe them as a community of purpose. Research method used is content analysis, which has been based on legal documents –statutes of non-governmental organizations working as collaborative spaces –Makerspaces, Hackerspaces and Fab Labs operating in Poland most often in the form of legal associations and foundations. The foundings provide a basis for further exploration of organizational phenomena occurring in cooperative organizations.

scholarly journals Permanent metal jewelry in Mordovian female costumes: ethno-culturological aspect

2021 ◽  
pp. 1-16
Author(s):  
Tat'yana Alekseevna Shigurova
Keyword(s):  
Folk Culture ◽  
Synthetic Materials ◽  
History Of ◽  
The Subject ◽  
Metal Products ◽  
History Of Culture ◽  
Materials Used ◽  
Traditional Norms ◽  
Aesthetic Preferences

This article trace the origins of using permanent metal jewelry in traditional clothing of the Mordovian people, as well as characterizes the role of metal products in culture. From the perspective of the currently popular brocade, sparkling fabrics, it seems relevant to refer to the domestic tradition of costume embroidery with metal pendants, beads, pearls that shine in the sun, and to the analysis of peculiarities of of Erzya and Moksha embroidery of the XIX – early XX centuries, known for simple but very effective methods of decorating female costume. The novelty of this work is defined by the absence of special research dedicated to permanent metal décor of the Mordovian costume; the need to determine the ratio between natural and synthetic materials used in embroidery; their interrelation with the traditional norms and aesthetic preferences of the Mordovian people. The object of this research is the traditional Mordovian costume, while the subject is the specificity of including small metal items (pendants, beads, pearls) into embroidery of the elements of festive and ritual clothes of the XIX – early XX centuries. The goal consists in analysis of the tradition of using metal items in embroidery, as well as in cognition of the meanings of this material in folk culture. Analysis is conducted on the new archaeological and ethnographic sources, archival materials on the history of culture and art of the Mordovian region. The author highlights and characterizes various techniques of using sequins in the Moksha and Erzya embroidery of the XIX – early XX centuries, which testify to the complexity of ethnogenesis of the Mordovian people.

scholarly journals The transformation of phraseological units as a manifestation of language game in the journalism of V. V. Nabokov

Litera ◽  
2021 ◽  
pp. 222-231
Author(s):  
Natal'ya Vladimirovna Knyazeva ◽  
Natal'ya Vladimirovna Kurkova
Keyword(s):  
Language Game ◽  
Methodological Framework ◽  
Pragmatic Approach ◽  
Continuous Sampling ◽  
Usual Form ◽  
The Subject ◽  
Complex Structural ◽  
The Individual

The object of this research is the transformed phraseologisms determined through the method of continuous sampling in the journalistic texts of V. V. Nabokov. The subject of this research is the structural-semantic and functional-pragmatic peculiarities of transforms. The subject of this research is define by various “game” mechanisms of transformations in the area of phraseology, as a result of which the individual-authorial transformations ensure the implementation of the author's plan. The goal of this work is to determine the peculiarities of the authorial transformation of phraseological units in the context of language game, and establish the role of modified phraseologisms in enhancing the influencing potential of the journalistic text. The theoretical and methodological framework contains the works that view the phenomenon of language game and the general principles of occasional transformation of phraseological units. The author advances the hypothesis of the pragmatically justified use of transformed phraseologism, substantiated by the stylistic specificity of resorting to language game as a means of creating certain expressive effect and implementation of the author's plan in the journalistic text. The scientific novelty consists in the complex structural-semantic and functional-pragmatic approach towards studying the transformed phraseological units. This article is first to describe the individual-authorial transformations of phraseological units in the journalism of V. V. Nabokov. It is noted that in the journalistic texts of V. V. Nabokov, the language game pursues both, aesthetic and functional-pragmatic goals, which correlate with the specificity of journalistic genre. The use of familiar, easy to reproduce phraseological units creates a cultural presupposition, which in the context of language game acquires additional connotations, substantiated by game transformation of the usual form and the meaning of phraseological locution, which contributes to the periphrastic expression of the author's attitude towards the topic under review.

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