scholarly journals Strategies and Tactics of Brand Formation (Based on the Material of Advertising Slogans in French, English, and Russian)

2021 ◽  
Vol 23 (1) ◽  
pp. 229-236
Author(s):  
E. G. Zheludkova ◽  
K. M. Purgina
Keyword(s):  
Discourse Analysis ◽  
Healthy Lifestyle ◽  
Business Communication ◽  
Development Strategies ◽  
Brand Value ◽  
Syntactic Structures ◽  
Communicative Strategies ◽  
Brand Development ◽  
Cultural Linguistics

This article describes communicative strategies and tactics used by companies to build a brand. The diachronic method made it possible to observe brand development strategies. The analysis featured 104 advertising slogans of 11 companies. Strategies and tactics of communicative influence were identified according to Yu. Pirogova’s classification of communicative strategies. The authors see strategies as the goals of creating a company's image, while tactics depend on specific vocabulary, syntactic structures, and means of involving the addressee in the advertising discourse. The list of prevailing strategies included those implemented by the following tactics: Compliance with the needs of the addressee, Increasing brand value in the eyes of the consumer, Informing about brand products, Intimization, Product metaphorization and Influence on the senses. The strategy of rationality was embodied by the tactics of Popularization of a healthy lifestyle and Demonstration of practical benefits. The value-oriented strategy was characterized by the tactic of Informing about brand products. The research results contribute to a better understanding of strategies and tactics in business communication and can be used as demonstration and evidentiary material in teaching cultural linguistics and discourse analysis, as well as for copywriting purposes.

“Stay with me. Talk to me”: reader interaction strategies in modern poetry

2020 ◽  
Vol 7 (2) ◽  
pp. 419-436
Author(s):  
Olga Igorevna Severskaya
Keyword(s):  
Discourse Analysis ◽  
High Impact ◽  
Modern Poetry ◽  
Self Presentation ◽  
Communication Plan ◽  
Communicative Strategies ◽  
The World ◽  
Poetic Text ◽  
Communicative Context

The article is devoted to the consideration of a poetic text as a communicative phenomenon with a high impact potential. The author defines the features of poetic communication, which is both mass and interpersonal, and its main goal, which is the poet’s desire to communicate author’s vision of the world and thereby change the picture of the reader’s world, achieving empathy from it. Based on the understanding of the speech strategy as a cognitive communication plan, a program for generating and perceiving speech, the author talks about the fundamental reversibility of text-generating and interpretative strategies and offers own classification of strategies and tactics that are most often used in modern poetry. In this classification, the main communicative strategies of self-presentation and rapprochement with the reader are associated with auxiliary discursive strategies of actualizing, dramatizing and dialogizing the text and programming interpretations by tactics for highlighting objects and situations using sound “gestures”, pointing to the referent, framing, directly introducing the reader into the communicative context, attracting the recipient’s attention through appeals and pragmatic instructions, interrogation, and some others. Particular attention is paid to the multimodality of interactions and its specific manifestations in poetic discourse. The study is based on the material of Russian poetry of the 1980- 2000s using the methods of intent and discourse analysis.

THE ISSUE OF CONTEXT AND SOCIOLOGICAL POETICS OF THE "BAKHTIN'S CIRCLE"

2020 ◽  
pp. 10-18
Author(s):  
Grigorii I. Nesmeyanov ◽  
Keyword(s):  
Discourse Analysis ◽  
Intellectual History ◽  
Literary Theory ◽  
Philosophical Hermeneutics ◽  
Research Fields ◽  
Interdisciplinary Field ◽  
Scientific Disciplines ◽  
Methodological Approaches ◽  
A Current

The article formulates main questions related to the concept of context. The issue of context is considered as a current-day interdisciplinary field of research. There are many definitions of context in dictionaries and in various humanities (including scientific disciplines). In connection with that issue various methodological approaches arise in the humanities, which can be designated by the umbrella term “contextual”. By the example of one of such approaches to the sociological poetics of the “Bakhtin’s circle”, the author substantiates the possibility of creating an interdisciplinary classification of contextual approaches. That classification may include scientific developments of different years and research fields, including: philosophical hermeneutics, a number of approaches to the Russian and foreign literary theory (M.M. Bakhtin, Yu.M. Lotman, B.M. Eichenbaum, F. Moretti, A. Compagnon, etc.), intellectual history, discourse analysis, etc.

REFLECTION OF THE CURRENT STATE OF PUBLICISTIC JOURNALISM GENRES IN THE SLOVAK MEDIA ENVIRONMENT

2020 ◽  
Author(s):  
Zuzana Kvetanová
Keyword(s):  
Discourse Analysis ◽  
Point Of View ◽  
Media Theory ◽  
Logical Analysis ◽  
Periodical Press ◽  
Media Environment ◽  
Current State ◽  
Journalistic Practice ◽  
Opinion Journalism

The submitted study addresses the topic of the current state of the opinion journalism and its genres in the Slovak periodical press. The author draws attention to the question of classification of the opinion journalism of a rational and emotional type from the genre categorization point of view and, simultaneously, reflects on its application in the present journalistic practice. This brings a certain rate of confrontation between the defined theoretical premises and their subsequent practical (non-)implementation. The main objective of the study is to clarify the presence of genres of analytical and literary opinion journalism stated by media theory in the environment of the Slovak periodicals. Presentation of the basic terminological axis and the related explication of journalism genres included in the opinion journalism constitute the secondary objectives of the paper. For the purposes of achieving the set objectives, the author uses methods of logical analysis of text in combination with discourse analysis. Similarly, she predicts the evident presence of the phenomenon of hybridization in the Slovak journalistic practice.

scholarly journals Political Narratives on Crimea in German Language Media

2019 ◽  
pp. 34-52
Author(s):  
Ulrike REISNER
Keyword(s):  
Discourse Analysis ◽  
German Language ◽  
Political Narratives ◽  
Subject Areas ◽  
Fractal Description

Political narratives on Crimea in German Language Media have been subjected to discourse analysis using the method of fractal description developed by the author. The analysis of 720 headlines in five leading media of Germany, Switzerland and Austria (2014 and 2019) has revealed that Crimea-related reporting was inconsistent and showed remarkably little substance in the facts. A long list of important questions in connection with the 2014 events have not been even asked by German-language media. A classification of the events in Crimea into large subject areas of contemporary historical, political and geostrategic nature is still almost completely lacking.

scholarly journals “Pedagogical” Agression in Russian Everyday Communication

2019 ◽  
Vol 23 (4) ◽  
pp. 975-993
Author(s):  
Natalia Georgievna Bragina ◽  
Igor Alekseevich Sharonov
Keyword(s):  
Discourse Analysis ◽  
Short Review ◽  
Communicative Interaction ◽  
Politeness Theory ◽  
Rhetorical Question ◽  
Communicative Behavior ◽  
Communicative Strategies ◽  
Everyday Communication ◽  
National Corpus

The article is devoted to speakers’ responses to inappropriate communicative behavior in Russian everyday communication. The analytic part of the article presents a short review of both classical and modern works on (im)politeness theories, which show that communicative strategies in response to the wrong communicative behavior in a particular context have not been investigated and described sufficiently in modern Politeness theories, investigating face-aggravating communication. The aim of this work is to describe a strategy that we define as “pedagogical aggression”, which manifests itself in a variation of impolite answers whose purpose is to “punish” the interlocutor for a communicative error. This strategy is in contrast to what we call “empathy” strategy since - instead of trying to neutralize the interlocutor’s error - “pedagogical aggression” emphasizes it by “teaching” the addressee to be more considerate in adhering to norms. The material for the research was collected in the Russian National Corpus and analysed by drawing on discourse analysis, pragmatics and (im)politeness theories. The study showed that “pedagogical aggression” is realized in three face-aggravating communicative tactics: (1) a pseudo-question (rhetorical question or a question to the assumptions of an interlocutor), 2) mocking citations from interlocutor’s speech, 3) rhymed pseudo-answers. The last tactic was given special attention in the study. We grouped the pseudo-answers in four types corresponding to typical discourse situation. This tactic is based on an unspoken rule, according to which it is permissible to point out in a playful way a communicative error made by the interlocutor. In response to an inappropriate question with this or that interrogative pronoun (where, who, why, etc.), the speaker can allow himself or herself to “punish” the interlocutor with a pseudo-answer, so that he or she will be more careful, more attentive and will not repeat such mistakes. The considered tactic of rhymed pseudo-response is rooted in language with the help of formulaic phrases. The research contributes to (im)politeness theory and the study of communicative interaction.

Evidence and presumptions for analyzing and detecting misunderstandings

2017 ◽  
Vol 24 (2) ◽  
pp. 263-296 ◽  
Author(s):  
Fabrizio Macagno
Keyword(s):  
Discourse Analysis ◽  
Diabetes Care ◽  
Functional Approach ◽  
Patient Communication ◽  
Doctor Patient Communication ◽  
Presumptive Reasoning

Abstract The detection and analysis of misunderstandings are crucial aspects of discourse analysis, and presuppose a twofold investigation of their structure. First, misunderstandings need to be identified and, more importantly, justified. For this reason, a classification of the types and force of evidence of a misunderstanding is needed. Second, misunderstandings reveal differences in the interlocutors’ interpretations of an utterance, which can be examined by considering the presumptions that they use in their interpretation. This paper proposes a functional approach to misunderstandings grounded on presumptive reasoning and types of presumptions, in which incompatible interpretations or interpretative failures are examined as defaults of the underlying interpretative reasoning, caused by overlooked evidence or conflicting presumptions. Moreover, it advances a classification of the types and the probative weights of the evidence that can be used to detect misunderstandings. The proposed methodology and its implications are illustrated through the analysis of doctor–patient communication in diabetes care.

scholarly journals Settlers, Sell-outs and Sons of the Soil: The Creation of Aliens in Zimbabwe and the Challenge for Higher Education

2012 ◽  
Vol 4 (1) ◽  
Author(s):  
Munyaradzi Hwami
Keyword(s):  
Higher Education ◽  
Civil Society ◽  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Citizenship Education ◽  
Personal Experience ◽  
Critical Discourse ◽  
Great Zimbabwe ◽  
To Come

The contemporary colonial world is witnessing struggles for domination and existence that have led to exclusion of some groups on the basis of parameters defined by the powerful. This contribution observes practices and policies of belonging and exclusion developing in Zimbabwe and argues that higher education should take the lead in discussing and proposing citizenship education that would produce cosmopolitan patriots, responsible and tolerant citizens. The discussion is a critical discourse analysis of dominant colonial forces of authoritarian nationalism and neoliberalism supplemented by personal experience and engagement with students and faculty at the Great Zimbabwe University. What has been observed is the failure of civil society and state led programmes in this endeavour and the honours rests with higher education institutions to develop citizenship education rooted in ideals that critique hegemonic discourses. This demands a change in perspectival foci and this study advances the adoption of anti-colonial liberationist perspectives as one of the options if an end to classification of citizens as aliens and patriots is to come to an end.

Sports and ballroom dancing competitive infrastructure analysis in the context of international organizations on sports and ballroom dancing

2019 ◽  
pp. 123-129
Author(s):  
Olga Ershova ◽  
Evgeny Smirnov
Keyword(s):  
Latin American ◽  
International Organizations ◽  
Healthy Lifestyle ◽  
Leisure Activities ◽  
Ballroom Dancing ◽  
Sports Clubs ◽  
Sports Club ◽  
Additional Education ◽  
First Time

We consider current problems of scientific and theoretical representations development about competitive infrastructure of Sports and ballroom dancing which are not provided with sufficient scientific comprehension. The purpose is to determine the basis of division used in the world practice of international organizations for sports and ballroom dancing for the classification of competitions, performers, their skills, etc. Interest in sports and ballroom dancing, as a form of social, cultural and leisure activities, increases every year not only abroad but also in Russia. Sports and ballroom dancing in its structure have two programs: Latin American, which includes dances – Cha-cha-cha, Rumba, Samba, Jive, Pasodoble and European, dance – slow waltz, Viennese (fast) waltz, Slow Foxtrot, Quickstep, Tango. Dance and sports clubs cover in their work all age categories from children of three years to people of retirement age. Dance associations are based in cultural institutions, cultural and leisure type, in secondary schools, and in higher educa-tion institutions in the framework of additional education or the organization of cultural and leisure activities. Each dance and sports club, as an element of the structure, is registered in any Russian official organization for ballroom dancing, which, in turn, is a regional and part of the international organization for ballroom dancing. Now, there are actively there are four: 1) WDSF – World DanceSport Federation; 2) WDC – World Dance Council; 3) IDSU – International Dance Sport Union; 4) IDSCA – International Dance Studios and Clubs Association. Each of the organizations provides, contests, competitions, tournaments, Championships of Europe, Asia, world, etc. To analyze the material, we use a comparative typological method. We discover the similarities features and differences in the international organizations activities in sports and ballroom dancing, this information is scientifically investigated for the first time. We define the importance of sports and ballroom dancing competitive and amateur infrastructure for the development of culture and strengthening of a population healthy lifestyle. Also, for the first time in scientific circulation we introduce a systematic material on the activities of international organizations in sports and ballroom dancing.

Speculations on performance models

1968 ◽  
Vol 4 (1) ◽  
pp. 47-68 ◽  
Author(s):  
Victoria Fromkin
Keyword(s):  
Speech Act ◽  
Linguistic Competence ◽  
Performance Models ◽  
Syntactic Structures ◽  
Mechanistic Approach ◽  
Speech Performance ◽  
And Performance ◽  
Recurrent Patterns ◽  
The Relationship

The publication of Syntactic Structures in 1957 stimulated a much-needed re-evaluation among linguists as to the goals of linguistic theory and the nature of language. Part of the discussion which has ensued has centred around the question of linguistic competence versus performance. Competence has been related to performance as ‘langue’ is to ‘parole’. ‘Competence’ thus refers to the ‘underlying system of rules that has been mastered by the speaker-hearer’ (Chomsky, 1965) and ‘performance’ to the way the speaker-hearer utilizes this ‘internalized grammar’ when he actually produces and understands utterances. Despite the continued controversy about this distinction, little can be added to the justifications for it put forth over many decades (cf. Chomsky, 1957, 1964, 1965; Katz, 1964, 1966; Postal, 1966; Sapir, 1933; Levin, 1965; de Saussure, 1916; etc.). Yet there remains much vagueness as to the limits of each and the relationship between the two. For many years the confusion was due to the influence of Bloomfield who centred his attention on the speech act; his aim was the classification of the OUTPUT of performance, i.e. the utterances, and led to no theory about the dynamic process of performance itself (Bloomfield, 1924, 1926, 1927, 1933). While giving lip service to a concern for ‘langue’, his own mechanistic approach negated any possibility for the rules of ‘langue’ to be anything more than lists of recurrent patterns found in ‘parole’. And since he was of the opinion that ‘the physiologic and acoustic description of acts of speech belongs to other sciences than ours’ (Bloomfield, 1926: 153) he did not direct himself to those aspects of ‘parole’ which could explain speech performance.

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