scholarly journals Модели экономического влияния рекламы: три уровня эффектов

2020 ◽  
pp. 45-66
Author(s):  
Сергей Вартанов
Keyword(s):  
Point Of View ◽  
Economic Effects ◽  
Secondary Effects ◽  
Comprehensive Description ◽  
Welfare Change ◽  
The One ◽  
Intersectoral Linkages ◽  
Different Characteristics ◽  
Different Levels

Настоящая работа представляет собой первую, вводную часть цикла статей, посвященных обзору существующих моделей, методов и взглядов на эффекты воздействия экономического института рекламы на рынок на всех возможных уровнях. В первой части цикла приводится общий обзор наиболее значимых подходов к изучению рекламной деятельности фирм, влияния рекламы на потребителей и на характеристики экономического равновесия. Построена классификация экономических эффектов рекламы, учитывающая все существующие аспекты ее воздействия и кратко описаны подходы к анализу ее первичных, вторичных и третичных эффектов. The present work is an introduction to a cycle of review articles dedicated to a comprehensive description and analysis of effects caused by advertising as an economic institution on the whole economy on different levels. A general review of most significant approaches to analyze the firms advertising activities is carried out as well as a diversified overview of methods and mathematical apparatus of modelling advertisement influence on consumers and on the characteristics of economic equilibrium. A classification of such influence effects is constructed, based on different characteristics of advertising, including its content, duration, intensity, as well as types of firms’ ad strategies and the level of economy affected by ad influence. From the latter point of view the economic effects of advertising may be divided into three levels. Primary effects involve only the consumers and describe the shift in their demand inspired by advertisement. The emergence of primary effects gives a new tool to operate the demand for the producing firms. For the latter it means that they may develop an optimal strategy, different from the one that fits the “non-ad” case, and this difference forms the essence of the secondary tier of the economic effects of the advertising (secondary effects). Finally, the tertiary effects of advertising deal with the shift in general market characteristics and structure induced by the existence of advertising as an institution such as social welfare change or emergence of new equilibriums or advertising markets as well as advertising-driven intersectoral linkages between production and media industries.

scholarly journals Graffiti as a sign: the semiotic approach to the study of the phenomenon

2019 ◽  
Vol 9 (18) ◽  
pp. 92-98
Author(s):  
Maria Chikarkova ◽  
Keyword(s):  
Cultural Context ◽  
Single Point ◽  
Point Of View ◽  
Urban Life ◽  
Street Art ◽  
The Media ◽  
Cultural Code ◽  
The One ◽  
Different Characteristics

Although graffiti is a well-known phenomenon of street art, there is still no single point of view on this phenomenon (even if it is considered art at all). Both the essence and the manifestations of graffiti remain a matter of debate - there are dozens of different classifications, that they are based on different characteristics. However, the phenomenon has rarely attracted attention from the point of view of semiotics, though it is the semiotic reading of graffiti that makes it possible to understand its nature more deeply. Due to semiotics we could create an integrative classification, which would combine stylistics and subject matter into one system. The article made exactly such an attempt –providing of the semiotic classification of graffiti, based on Ch. Peirce’s classification of semiotic signs. Graffiti is a sign, because it has a material shell of the latter, a marked object and rules of interpretation. It functions within the subculture and signifies the individual's desire to escape from the deterministic nature of urban life (J. Baudrillard). It is a culture of the semiosphere, which continuously gives rise to new connotations and, accordingly, generates new receptions. An important component of graffiti interpretation is the cultural code; it is not read outside the field of conventionality, cultural context. Decoding of graffiti can occur in three ways. From our point of view, it is appropriate to use S. Hall’sclassification. He suggested a scheme for "decrypting" messages in the media, however, in our opinion, his scheme works for any communicative act (including graffiti). He distinguished dominant ("dominant-hegemonic"), oppositional ("oppositional") and negotiated ("negotiated") decoding. In the graffiti situation, oppositional decoding prevails among ordinary recipients (passers-by). U. Eco called this type aberrant, because it provides "decryption" of text with a different code than the one it was created for. Authors of graffiti themselves are often not fully aware of what they createalso. Modern writers use techniques of op-art, Dadaism, surrealism, etc., without being very oriented in all these directions. When graffiti combines different types of art (for example, the combination of painting with literature), it takes into account the features of inter-semiotic translation, which makes the decoding situation even more complicated. We offercreating a semioticclassificationofgraffiti, that might be based on Ch. Peirce’s classification of semiotic signs, whichdistinguishthesigns-copies, signs-indexes, signs-symbols. It could help the essence of graffiti and decode them.

scholarly journals Модели экономического влияния рекламы: первичные эффекты

2020 ◽  
pp. 61-85
Author(s):  
Сергей Вартанов
Keyword(s):  
Comprehensive Description ◽  
General Classification ◽  
Demand Functions ◽  
Strategic Goals ◽  
Short And Long Term ◽  
The Impact ◽  
Advertising Communication ◽  
Different Levels

Настоящая работа представляет собой вторую часть цикла из пяти статей, посвященных обзору существующих моделей, методов и взглядов на эффекты воздействия экономического института рекламы на рынок на всех возможных уровнях. В ней рассмотрен самый нижний уровень влияния рекламы, связанный с изменением под ее воздействием поведения конечных потребителей. Эффекты, оказываемые рекламой на них, являются первичными эффектами, так как именно с них «начинается» цепочка рекламного влияния на рынок. В работе рассмотрены убеждающая и информативная функции рекламы, сопоставлены визуальные и текстовые ее варианты, обсуждаются основные положения когнитивного и поведенческого подходов к анализу воздействия рекламы на формирование потребительского спроса. Кроме того, описаны кратко- и долгосрочные первичные эффекты и особенности их учета и моделирования с помощью функций спроса и основанная на этом методология перехода к анализу поведения фирм, стремящихся использовать рекламное воздействие для достижения своих стратегических целей. The present work continues a cycle of review articles dedicated to a comprehensive description and analysis of effects caused by advertising as an economic institution on the whole economy on different levels. Whereas the introductive part of the cycle gives a general classification of such effects, the current work considers the lowest level of advertising impact associated with changes in the end consumers behavior. This class of effects may be regarded as the primary since they start the chain of advertising impact on the whole market. The paper considers the persuasive and informative functions of advertising, compares its visual and textual variants, discusses the main provisions of the cognitive and behavioral approaches to the analysis of the impact of advertising on the consumer demand formation as well as main models of advertising communication. In addition, short and long-term primary effects and the specifics of their accounting and modeling using demand functions and the methodology based on this for the transition to the analysis of the behavior of firms seeking to use advertising influence to achieve their strategic goals are described.

CONTRAST IN POLITICAL CARTOONS OF THE GREAT PATRIOTIC WAR

2021 ◽  
pp. 75-91
Author(s):  
Galina L. Denisova ◽  
Keyword(s):  
Emotional State ◽  
Russian Language ◽  
Political Cartoons ◽  
The Political ◽  
The Past ◽  
Great Patriotic War ◽  
The One ◽  
Different Characteristics ◽  
The Russian Language ◽  
Different Levels

The article has for an object to determine themes of the Great Patriotic War cartoons based on the contrast between of two pictures and to detect and describe aims that cartoonists try to achieve with help of the political cartoons under study. The author conducts research of the Great Patriotic War cartoons created by Kukryniksy, a group of caricaturists, which M.V. Kupriyanov, P.N. Krylov, and N.A. Sokolov belonged to. They often involved S.Ya. Marshak in the work on the verbal part of their political cartoons. Some of the political cartoons under study give an example of wholeness of his rhymes and the painter’s pictures. The author treats the political cartoon of the Great Patriotic War as a message that is addressed to the Russian language personality and is a polycode one, which presupposes that information, which caricaturists code into the cartoon, is a result of cooperation between iconic and verbal means. Using Yu.N. Karaulov’s idea about the structure of the language personality, the author describes the encoding-decoding process of political cartoons meaning, in forming of which codes of different semiotic systems take part, as projections onto different levels of the language personality where these projections activate a certain string of associative links. The analysis of the political cartoons under study made it possible to detect five themes discussed in them: change of the state of things, change of personage’s emotional state, personage’s intention and results of its realization, action-and-reaction, personage’s mask and his real identity. Describing the political cartoons, the author ascertains that, combining two pictures based on the contrast within the bounds of a political cartoon, the caricaturists fulfill specific range of tasks. (1) The contrast of pictures, which contain both similar and different elements, furthers directing and holding of addressee’s attention. The caricaturists stimulate the addressee of the message to an active search for similar and different elements on those pictures, which diverts the addressee. (2) The contrast in the political cartoon can produce comical effect or increase it. The more cloudless the situation is for the personage on the first picture, the clearer it is to everyone how abased he is on the second one. (3) The contrast of situations with different characteristics (the one in the past and another in the present / the real situation and its hypothetical projection) in a message in the form of a political cartoon can have an explanatory function. The evil depicted on the first picture serves as proof of rightfulness and necessity of counteraction to it. If the form of such counteraction is shown on the second picture, the message contains an indirect appeal to the addressee for his active counteraction to this evil. (4) The usage of contrast for discussion of the theme “personage’s mask and his real identity” enables to show the true face of him, to give his personality a certain estimate and to form addressee’s opinion of the characterized person.

scholarly journals Studies Regarding Identification and Assessment of Noise Generating Sources in Different Areas of Work

2015 ◽  
Vol 13 ◽  
pp. 216-220
Author(s):  
Mariana Ciobanu ◽  
Ionela Gabriela Bucse ◽  
Christian Ghermec
Keyword(s):  
Point Of View ◽  
Work Place ◽  
Occupational Activity ◽  
Short Term ◽  
Work Related ◽  
Human Voice ◽  
Workplace Accidents ◽  
Related Stress ◽  
Different Characteristics ◽  
Different Levels

Occupational noise is a complex of sounds of different levels and pitches, with different characteristics (impulsive, pure, audible), rhythmic or nonrhythmic, produced continuously by machines, instruments, devices or discontinuously by vehicles, human voice, during occupational activity. Noise problem is more complex and from this point of view things are far from being good. ”Vladimir Spilda, Commissary for Social Affairs and Egual Chances: Noise effects are not limited only to lossing hearing, He can be causing workplace accidents and increasing stress level.” Noise can be source of risk of workplace accidents, work-related stress and combined with other risk factors at the work place can damage health in both the long and short term.

scholarly journals Parabolic Structure of Essay/Short Parable Story “Za Hotar” by Olha Kobylianska

2019 ◽  
pp. 65-70
Author(s):  
Volodymyr Antofiichuk
Keyword(s):  
Short Story ◽  
Main Idea ◽  
Literary Work ◽  
Point Of View ◽  
Good Samaritan ◽  
Parabolic Structure ◽  
The New Testament ◽  
The One ◽  
The Relationship ◽  
Different Levels

The paper deals with the story “Za hotar” (“Beyond the Boundary”) by Olha Kobylianska from the point of view of modernist sacral aesthetics, since, as it has been observed, its architectonic structure comprises the parable of the Good Samaritan. It is proven that the relationship between the parable and the story is displayed at different levels of the literary text. The plot of the story “Za hotar” has many obvious parallels with the Christ’s parable, down to the coincidences in the image of a merciless priest. The modernist sacral perspective of the literary work by Olha Kobylianska makes it possible not only to observe the presence of hidden signs of the New Testament parable, but also to interpret the possibility of a genre shift. This procedure allows denoting this literary work not as an essay, but as a short story, since the parable of the Good Samaritan has a characteristic feature of a short story (its main idea is represented in showing mercy by one of the Samaritans, who in biblical times were considered as people lacking any sympathy towards strangers). The work by Olha Kobylianska provides an extremely powerful and philosophically deep insight. The plot includes the death of a daughter. On the one hand, it is perceived as quite substantiated (the child ran outdoors undressed in winter), but in terms of the mystical perspective it becomes a symbol of Christian mercy, or even a Christian self-sacrifice. Thus, the literary work “Za hotar” by Olha Kobylianska is based on the architectonical ground of the parable about the Good Samaritan. From the realistic perspective it may be interpreted as an essay revealing the mental traditions, everyday life, ideological foundations of the Bukovynian village contemporary for the writer. Although it becomes a parable in the modernist sacral perspective, which hides the fundamental gospel basis behind a realistic plot.

Flexible Production Cell with Information Systems

2013 ◽  
Vol 282 ◽  
pp. 252-256
Author(s):  
Vladimír Baláž
Keyword(s):  
Information Systems ◽  
Production System ◽  
Flexible Manufacturing ◽  
Information Transfer ◽  
Production Systems ◽  
Point Of View ◽  
Flexible Machine ◽  
Production Cell ◽  
Different Levels

The article describes one of the current approaches to classification of production systems. It is described the simplest production system – Single Flexible Machine to the complex production configurations, which represents Multi-Cell Flexible Manufacturing system. Transmission of the information in such systems can be addressed at different levels. The structure of information systems for such a production configurations is solved from the point of view of information transfer in the production system.

Traitement du Cas Génitif dans Une Classification des Phrases à Compléments Figés du Grec Moderne

1993 ◽  
Vol 17 (2) ◽  
pp. 259-279 ◽  
Author(s):  
Aggeliki Fotopoulou
Keyword(s):  
Point Of View ◽  
Prepositional Phrase ◽  
First Case ◽  
Base Form ◽  
Equivalent Structure ◽  
Syntactic Status ◽  
Set Up ◽  
The One ◽  
Genitive Case

In this article we have stressed the treatment of the genitive case for a syntactic classification of sentences containing frozen complements: the genitive presents a problem to the extent that several syntactic functions can be assigned to it. Thus, on the one hand we examine sentences whose complement in the genitive is frozen and, on the other hand, we examine frozen sentences whose genitive complement is free. In the first case, we use three tests to determine the syntactic status of the genitive in question: (i) the alternation of the genitive complement with a prepositional phrase; (ii) a comparison with free sentences having an equivalent structure; (iii) the paraphrase of the genitive complement by an adverbial, which is frequently prepositional. In the second case, when the base form is N0 V C (accus) N (gén), we have made use of such properties as the following: (i) the pronominalisation in the form of a Ppv, (ii) the pronominalisation in the form of a Poss, (iii) the alternation of the genitive with a prepositional phrase (à N (accus)), which brings out distinct structures quite clearly. In this way, taking syntactic criteria into account for the analysis of (free or frozen) genitive forms allows us to set up classes that are more homogeneous from the point of view of their syntax. We have also been able to observe that cases, as morphological markers, play no essential role in the criteria that constitute the basis of our classification.

scholarly journals On the question of the stages of the rule-making process in the executive authorities

2021 ◽  
Vol 2021 (3) ◽  
pp. 25-30
Author(s):  
ivan kurtyak ◽  
Roman Yakhontov
Keyword(s):  
Theoretical Basis ◽  
The Other ◽  
Administrative Process ◽  
The Creation ◽  
Internal Affairs ◽  
The One ◽  
Rule Making ◽  
Theoretical Foundations ◽  
Different Levels

The article is devoted to the problem of the rule-making process in the executive authorities of Russia on the one hand, and the theoretical foundations of the administrative process on the other. The authors analyse the main stages of the rule-making process that affects the process of forming material and procedural norms of law. The material and procedural norms of law at different levels of development are evaluated. The main stages of the rule-making process are discussed. The authors examine the significance of the rulemaking process in the executive authorities, the correlation of the rule-making process with the process in the Ministry of Internal Affairs of Russia. The authors define the classification of the stages of the rule-making process: the need for the issuance of a draft legal act of executive authorities; preparation and development of the text of the draft; discussion of the draft legal act by interested persons; amendments and additions to the draft legal act; making a decision on the draft legal act; independent examination of the corruption of the project; publication of the draft legal act; coming into force of the legal act. General characteristics are made. The question is raised about possible ways to improve the stages of the rule-making process. The article deals with the theoretical basis of the rule-making process, the stages of the rule-making process of executive authorities. The author conclude that the rule-making process has been formed as an independent institution of the administrative process. The disclosure of the issues of the rule-making process will allow to diagnose the direction under consideration, give the opportunity to study the «rulemaking process in executive authorities» and «stages of the rule-making process» on the basis of the modern administrative process. At the same time, the process of creating regulatory legal acts is taken into account. In recent years, there has been interest in the rule-making process during the creation of regulatory legal acts.

scholarly journals The Woman Role in Change Leadership : دور المرأة في قيادة التغيير

2021 ◽  
Vol 5 (25) ◽  
pp. 156-145
Author(s):  
Basma Khalaf Al- Husban Basma Khalaf Al- Husban
Keyword(s):  
Women Leaders ◽  
Leadership Style ◽  
Change Leadership ◽  
Point Of View ◽  
Leadership Roles ◽  
Leading Change ◽  
Continuous Processes ◽  
Basic Purpose ◽  
The One ◽  
Different Characteristics

There is no doubt that great leaders are created step by step through a set of continuous processes that support and refine their capabilities, and accordingly we find that most studies have confirmed that the characteristics of women leaders are not sufficient alone in activating their roles as much as the surrounding environment should help in that. She plays a prominent role in strengthening the conditions for empowering women and providing the necessary conditions for her creativity, whether through her leadership roles or her regular roles, the study aims to identify the role that women play at the level of leading change in various areas of life, whether economic, political, social, and other other fields, by identifying the most prominent leadership characteristics and the skills that they should have, and an attempt to evaluate these different characteristics and capabilities and stand On the extent to which these characteristics contribute to leading the change process in general at any level of the state or different institutions, and the study also aimed to identify the most important methods and strategies that women use in leading change, and the effect of these strategies on their ability to lead change, and the study did not stop. Up to that point, it also sought to highlight the most important challenges facing women in societies, as well as to address the comparison of leadership style between men and women, by relying on the descriptive approach and the analytical method for the contribution of both approaches in the researcher's point of view in achieving the basic purpose of this study, and the most prominent results were The study is that women have a prominent role in society in general, from their role in the family to their role in the highest leadership positions that take on Here, the study also proved that women have sufficient characteristics and qualities to qualify them to play a fundamental role in leading the process of change, and that they have the ability to carry out a set of different activities that lead towards change, whether those activities are related to the follow- up or development process and other activities that lead towards change on the one hand. The level of organizations and others, in addition to emphasizing that women are more cautious than men at the level of decision- making, but at the same time they are superior in terms of courage and ability to plan for the future, and in general, if women play a pivotal role in leadership, and therefore they can be described as fighting.

scholarly journals Faces of modernity in romanian literature: a conceptual analysis

2014 ◽  
Vol 16 (1) ◽  
pp. 15-34
Author(s):  
Andrei Terian
Keyword(s):  
Conceptual Analysis ◽  
Point Of View ◽  
Secondary Effects ◽  
New Classification ◽  
Romanian Literature

This study analyses the manner in which Romanian criticism chose to define and outline literary modernity. From this point of view, I have highlighted a series of deficiencies in the aforementioned endeavors, among which the reductive vision on modernism, which is limited either to a strictly formal meaning (as literary technique) or to a substantial one (as ideological attitude), the emergence of a non-differentiated concept of modernism, which tends to embrace any secondary effects or, on the contrary, of a generic anti-modernism, irrespective of the level or the direction in which it opposes modernism. Therefore, the present study sets forth a new classification of Romanian literary modernity, which includes, besides modernism, an anti-modernist direction and an ultra-modernist one also.

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