scholarly journals Communicative and Pragmatic Functions of Lexical Blends in Advertising Discourse

2020 ◽  
Vol 12 (2) ◽  
pp. 68-75
Author(s):  
Olena Medvid ◽  
Kateryna Vashyst ◽  
Alyona Solomka
Keyword(s):  
English Language ◽  
Word Formation ◽  
Information Compression ◽  
Goods And Services ◽  
Potential Consumer ◽  
Analytical Structure ◽  
Pragmatic Aspect ◽  
Advertising Discourse ◽  
Communicative Impact

The article examines the communicative and pragmatic functions of lexical blends in advertising discourse. It determines that advertising discourse is an area that actively uses lexical blends due to its accuracy, information compression, and simplicity of formation. The concept of advertising, which is defined as a special type of communication, the purpose of which is to have a communicative impact on a potential consumer, has been clarified. The article also describes the classification of advertising types according to various criteria. The main goal of advertising is defined, that is, influencing both specific individuals and society as a whole, and the main purpose of an advertising text is determined, that is to attract attention and promote sales of goods and services. The concept of blending as one of the most productive ways of word formation in the English language (the language of analytical structure) has been clarified. The authors determine that blending represents the great potential for giving the word an expressive and evaluative color compared to other word-formation ways. They consider and describe the potential of blends not only in Germanic (English and German), but also in Slavic (Ukrainian) languages, having the different — synthetic structure. Examples of blends in English, German, and Ukrainian advertising discourse are analyzed. The research studies the communicative and pragmatic functions that reflect both the speaker's attitude to the content of the message and its recipient. The article defines that the communicativeness of the blend is in its ability to establish contact with the message recipient, and the pragmatic aspect is to convince the consumer to buy the advertised product. This article provides an up-to-date idea of the communicative and pragmatic functions of blends in English, German and Ukrainian advertising discourse, as these lexical units strive for expressiveness, evaluation, brevity, and help to attract the attention of the reader or listener.

CORONASPEAK-2020: WORD-FORMATION ASPECT

2021 ◽  
pp. 119-130
Author(s):  
O. Ye. Tkachuk-Miroshnychenko
Keyword(s):  
English Language ◽  
Word Formation ◽  
Linguistic Community ◽  
Semantic Change ◽  
Forming Process ◽  
New Words ◽  
Part Of Speech ◽  
Constant Change ◽  
Speech Classification

The article presents a first assessment of the word-stock of “coronaspeak”-2020 — a new language of the Covid-19 pandemic. The English vocabulary is subjected to constant change due to various extralinguistic factors. The Covid-19 pandemic has resulted in the ‘explosion’ of new words. As of today, “coronaspeak” has over 1,000 words with more units appearing each day. The scale of the expansion is unprecedented, which requires reaction of the linguistic community. The article raises the issue of the classification of the “coronaspeak” word-stock. It argues that facilitated by media and social networks new words are changing their status of nonce words to neologisms, which makes the classification untimely and premature. The word-building analysis of 200 new words of “coronaspeak” allows to conclude that the creation of the new “coronavirus” word-stock applies the structural patterns specific for the English language. These various patterns include semantic change in denotation, derivation, compounding, blending, shortening, The analysis of the “coranaspeak” word-stock has demonstrated that the semantic changes in denotation, in particular the extension and the narrowing of a meaning, are scarce, and, hence, non-productive. Affixation, as a word-forming process, has proved semi-productive with the predominantly noun-forming suffixes. Among a limited number of shortenings we have observed final (apocope) and initial (apheresis) clippings, combined with affixation, by adding the suffix — y. Compounding and blending have proved to be highly productive. According to the part of speech classification, most “coronaspeak” compounds and blends are nouns. Of special interest are a group of “coronapuns”, which have demonstrated pragmatic potential.

scholarly journals Productivity of word-forming models as a phenomenon of mobility of English language space

2021 ◽  
pp. 59-63
Author(s):  
Сафият Крымовна Кубашичева ◽  
Асият Асланбечевна Хатхе
Keyword(s):  
English Language ◽  
Semantic Analysis ◽  
English Word ◽  
Word Formation ◽  
Theory And Practice ◽  
Semantic Features ◽  
Forming Analysis ◽  
Pragmatic Aspect ◽  
Further Development ◽  
Systematic Knowledge

Рассматриваются актуальные структурные модели словообразования и экстралингвистические факторы развития лексической системы английского языка. Использование структурно-семантического анализа позволяет выделить группу новых терминов экономической и финансовой сферы; посредством лингвистического анализа определяются неологизмы, образованные продуктивными способами словосложения. Словообразовательный анализ демонстрирует прагматический аспект новообразований, которые содержат дополнительные стилистические коннотации. Полученные данные способствуют достижению более высокого уровня ментальной адекватности перевода специальных текстов и актуализируют дальнейшие разработки переводческих концепций. Теоретическая значимость и практическая ценность работы заключается в осмыслении общетеоретических представлений и дефиниций, систематизации знаний о структурно-семантических особенностях новой терминологической лексики, а также в возможности использовать результаты исследования английского словообразовательного потенциала на курсах лекций по лексикологии, теории и практике перевода. This work explores current structural models of word formation and extralinguistic factors of the development of the Lexical System of the English language. The use of structural and semantic analysis makes it possible to identify a group of new economic and financial terms; through linguistic analysis, neologisms formed by productive ways of making words are defined. Word-forming analysis demonstrates the pragmatic aspect of neologisms that contain additional stylistic connotations. The findings contribute to a higher level of mental adequacy of translation of special texts and update further development of translation concepts. The theoretical significance and practical value of the work lies in the comprehension of general theoretical ideas and definitions, the systematic knowledge of the structural and semantic features of the new terminological vocabulary, as well as the ability to use the results of the study of English word-forming potential in courses in lexicology, theory and practice of translation.

scholarly journals Elements of Incorporation in the Russian Commercial Naming

2019 ◽  
Vol 10 (4) ◽  
pp. 775-788
Author(s):  
Natalia V. Perfilieva ◽  
Inna I. Galankina
Keyword(s):  
English Language ◽  
Word Formation ◽  
Russian Language ◽  
Grocery Stores ◽  
Significant Group ◽  
Continuous Sampling ◽  
Scientific Papers ◽  
Object Of Study ◽  
The Russian Language

The article is devoted to the problem of word formation incorporation in the Russian language. Incorporation is understood as the merger of two or more words into one morphological whole without the participation of word-forming formants, in which the value of the derivative is transformed in relation to the values of the original words. The derivatives of incorporation are called incorporation complexes. Components of incorporated complexes are classified as quasi-morphemes, which are special elements that do not correspond to the classical notion of lexical or word-forming units. A review of scientific papers on incorporation in the languages of the world demonstrates different approaches to this phenomenon and terminological differences in its definition. Incorporation has been a subject of study for more than a century as an essential characteristic of polysynthetic and analytical languages. In relation to inflectional Russian, this phenomenon has not been systematically described, which determines the relevance of the study and its analysis in this article. This linguistic phenomenon in the Russian language is relatively recent and, of course, requires scientific evaluation. The authors set a goal to determine the boundaries of word-formation incorporation in the Russian language and its differences from similar derivational models. The article considers the incorporation on the basis of the Russian commercial name. The material is collected by the method of continuous sampling from Internet sites. Incoporation complexes are selected among commercial names or ergonyms, which are signs of grocery stores, restaurants, cafes and other commercial establishments. As a result of the research, the classification of ergonyms formed according to the incorporated word-formation model in the modern Russian language is developed. The study is of great interest, as it offers an analysis of the trend actively developing in inflectional Russian. The method of contrastive analysis is used to compare similar examples from modern English. Lexical units from the English language have become the object of study, as the models of word formation of the English language are borrowed together with words. A significant group of examples of Russian ergonyms with borrowed components, among which English-language segments predominate, is also highlighted. The presence of incorporation in the Russian language, in particular, in commercial naming is considered as proof of the universality of certain linguistic phenomena in word formation.

scholarly journals Key Creative Features of Syntactic Design in English-Language Advertising Discourse

2020 ◽  
Vol 10 (5) ◽  
pp. 145
Author(s):  
Elena N. Malyuga ◽  
Barry Tomalin
Keyword(s):  
English Language ◽  
Sentence Type ◽  
Point Of View ◽  
Favorable Attitude ◽  
Continuous Sampling ◽  
Message Length ◽  
Potential Consumer ◽  
Advertising Discourse ◽  
Promotional Message ◽  
Rhetorical Tropes

The study suggests that the patterns of syntactical arrangement should be viewed as indispensable creative features in designing advertising messages and postulates that three crucial aspects need to be addressed in order to comprehensively describe the specifics and benefits of a well-reasoned application of syntactic inventory of the English language for the purposes of constructing advertising texts. The three aspects—namely sentence type, message length and rhetorical tropes—are discussed at length from the discursive-pragmatic point of view and drawing on the texts of English-language advertisements of non-specific thematic affiliation. The study uses continuous sampling to ultimately make out the most commonly utilized sentence types, the most extensively preferred promotional message length, and the most frequently registered syntactic rhetorical tropes. The latter are further on filtered down to make up a list of seven syntax-driven rhetorical tropes of the most valid efficiency, followed by substantiation and analysis thereof. The study makes a number of conclusions suggesting that ad efficiency is strongly premised on the adequate comprehension and application of syntactic inventory, which implies selecting the most appropriate sentence type, considering the benefits of syntactic compression, positioning the arguments in the most advantageous way possible, and making use of the most expedient syntactic rhetorical tropes in order to garner the attention of a potential consumer, add an element of surprise and build up a more favorable attitude towards the product being advertised.

Conquer and Score: A Word Formation Game for Language Learners

2019 ◽  
Vol 3 (1) ◽  
pp. 10
Author(s):  
Anealka Aziz Hussin ◽  
Tuan Sarifah Aini Syed Ahmad
Keyword(s):  
Language Learners ◽  
Cognitive Skills ◽  
English Language ◽  
Word Formation ◽  
Language Games ◽  
Safe Environment ◽  
Learning Path ◽  
Derivational Morphemes ◽  
And Linguistics ◽  
Formation Game

Engaging students in language activities can sometimes be challenging for language educators. One of the ways to engage students in language activities is through language games. Language games can motivate students to communicate, strengthens their ability to comprehend the language and enhance their problem-solving and cognitive skills. Language games also have a vast potential to increase engagement of the students, thus lead to the creation of the Conquer & Score: The Derivational Island. It is a word formation enrichment game catering to students learning lexicology and linguistics. The topic was chosen based on the result of an online quiz on the types of morphemes. The game focuses on the derivational morphemes used to form the English language words. The game requires knowledge of morphology as well as basic lexical analysis skills. The game provides educators a fun and engaging reinforcement activity for the students. Gamification elements used in the game such as rewards, flexible learning path and progress indicator offer a safe environment for competition, which can motivate students to outdo each other to win the game. This paper also highlights some important aspects of games in learning.

scholarly journals THE PROBLEM OF TYPOLOGY IN CHINESE ARCHAEOLOGY

Early China ◽  
2016 ◽  
Vol 39 ◽  
pp. 21-52 ◽  
Author(s):  
Anke Hein
Keyword(s):  
English Language ◽  
Archaeological Research ◽  
Future Directions ◽  
Chinese Archaeology ◽  
Archaeological Method And Theory ◽  
Archaeological Work ◽  
History Of ◽  
Archaeological Method ◽  
The Rich

AbstractChinese and Western archaeologists (especially those of the anthropologically-oriented tradition) often seem to be talking past each other, not only because they are publishing in different languages, but also because of differences in theory and method. While most of the major theoretical works in Western languages are by now available in Chinese translations, hardly any English-language publications exist that explain Chinese approaches to archaeological method and theory. This article helps to bridge the gap by introducing the history of debates on archaeological method in China to a Western audience, focusing particularly on issues of typology and classification. Discussing in detail the merits—and issues—of approaches suggested by four of the most influential Chinese archaeologists (Li Chi, Xia Nai, Su Bingqi, and K. C. Chang), this article provides a deeper understanding of the preconditions of archaeological research in China. It also suggests future directions for archaeological work by local and foreign archaeologists, including but also going beyond the classification of the rich body of artifacts coming to light in Chinese excavations.

Fundamentals of the economy of space activities

2021 ◽  
Author(s):  
Mihail Afanas'ev ◽  
Mihail Bendikov ◽  
Stanislav Korunov
Keyword(s):  
Course Design ◽  
Federal State ◽  
High Tech ◽  
Goods And Services ◽  
Space Industry ◽  
Space Project ◽  
State Educational ◽  
Space Activities ◽  
Selection Of

The textbook describes in detail the classification of space goods and services, the segments and sectors of the global space market, the development prospects and the positioning of Russian enterprises in them. The methodological feature of the course consists in new approaches to the segmentation of the market and areas of space activities, identifying their deep relationships with the space industry. The practical side of the course is aimed at studying the methodology and practice of space project management, space pricing, organization of placement and execution of space government orders, and market analytics. The tutorial contains test questions for each chapter, test tasks, and a wide selection of topics for course design. The subject of the course papers is related to the specific activities of the enterprises of the space industry. Meets the requirements of the federal state educational standards of higher education of the latest generation. It is intended for third-year undergraduate and graduate students specializing in the field of training 38.03.01 and 38.04.01 "Economics" in the specialties "Economics of Space activities", "Economics of high-tech industries".

CLASSIFICATION OF RUSSIAN CULTURE-BOUND TERMS AND THEIR EQUIVALENTS BASED ON THE TRANSLATION OF “QUIET FLOWS THE DON” BY M. A. SHOLOKHOV

2020 ◽  
Vol 76 (4) ◽  
pp. 149-155
Author(s):  
SVETLANA S. UZHAKINA ◽  
Keyword(s):  
English Language ◽  
Great Influence ◽  
Political Life ◽  
Daily Routine ◽  
The Novel ◽  
Russian Culture ◽  
The Subject ◽  
Cultural Component ◽  
Historical Epoch

The classification of Russian culture-bound terms used in the novel “Quiet Flows the Don” by M. A. Sholokhov and in its translation into the English language. The novel “Quiet Flows the Don” by M.A. Sholokhov and its translation into English done by Robert Daglish have served as the source for the research of culture-bound terms. These terms have been classified on the basis of the subject division offered by S. Vlakhov and S. Florin. It is proved that the interest to the study of culture-bound terms is still important. The relevance of the research is determined by the fact that despite numerous research papers in this field the origin, classification and translation of these terms still need some investigation. The aim of the present study is to classify the culture-bound terms taken from the novel “Quiet Flows the Don” by M.A. Sholokhon and its translation into the English language. As a result, there have bben taken 407 samples of the lexical units with a cultural component which were classified according to the subject principal offered by S. Vlakhon and S. Florin. The culture-bound terms have a great influence on a foreign reader as they are cultural units that transmit the information of the daily routine and the historical epoch described in the novel. The culture-bound terms taken from the novel “Quiet Flows the Don” by M.A. Sholokhov and its translation are analyzed and classified. The division of the culture-bound terms according to the subject principal allowed to reveal that most terms refer to the daily routine, social and political life and military terms.

scholarly journals Slovene-English Contrastive Phraseology: Lexical Collocations

2010 ◽  
Vol 7 (2) ◽  
pp. 57-73
Author(s):  
Primož Jurko
Keyword(s):  
English Language ◽  
Focal Point ◽  
Systematic Classification ◽  
Lexical Collocations ◽  
The Difference ◽  
Translation Errors ◽  
Language Pair

Phraseology is seen as one of the key elements and arguably the most productive part of any language. %e paper is focused on collocations and separates them from other phraseological units, such as idioms or compounds. Highlighting the difference between a monolingual and a bilingual (i.e. contrastive) approach to collocation, the article presents two distinct classes of collocations: grammatical and lexical. %e latter, treated contrastively, represent the focal point of the paper, since they are an unending source of translation errors to both students of translation and professional translators. %e author introduces a methodology of systematic classification of lexical collocations applied on the Slovene-English language pair and based on structural (lexical congruence) and semantic (translational predictability) criteria.

scholarly journals Achievements of the academic grammar school

2021 ◽  
pp. 3-29
Author(s):  
Kateryna Horodensʹka ◽  
Keyword(s):  
Word Formation ◽  
Functional Grammar ◽  
Parts Of Speech ◽  
Syntactic Theory ◽  
Word Classes ◽  
Functional Syntax ◽  
Theoretical Issues ◽  
Ukrainian Society ◽  
Formation System

This study aims at investigating the development of grammatical theory at the Institute of the Ukrainian Language for the last 30 years. The paper summarizes achievements in grammar theory from applying the functional, i.e., semantic and grammatical, approach developed by I.R. Vykhovanetsʹ to differentiating units into word and nonword classes and distinguishing morphological categories of major word classes. This facilitated the establishment of the theoretical basis of functional and categorical morphology. The author analyses studies in formal grammatical, semantic, functional, categorical, deri vational, and anthropocentric syntax that attest to the multidimensional growth of a syntactic theory and main aspects of the Ukrainian word formation on the basis of semantic and categorical syntax and a formant- and stem-based derivatology. Some of the latest multi-pronged processes in word formation reflect dynamics of word formation rules, the replenishment of word formation resources, and the development of the word-formation system of Standard Ukrainian. The solving of a complex set of theoretical issues in the modern Ukrainian word-formation introduced the methodological foundations for the recent normative description of the word formation system of Standard Ukrainian. The article addresses issues in studies on applied grammar determined by the process of glo balization and democratization of the Ukrainian society and the needs of Modern Ukrainian language practice to be met. Particular importance is attached to the grammatical prescriptive norms in the professional use, the actualization of case forms appearing in the passive vocabulary, and the dynamics of morphological and syntactic norms in various functional and stylistic dimensions of Standard Ukrainian. Keywords: functional grammar, functional morphology, functional syntax, categorical grammar, categorical syntax, categorical word formation, classification of parts of speech, morphological categories.

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