scholarly journals The use of writers ' names and literary images in media texts (on the example of world and russian advertising)

2021 ◽  
Vol 61 (3) ◽  
Author(s):  
K. N. Galay
Keyword(s):  
2021 ◽  
pp. 001139212096490
Author(s):  
Sucharita Sarkar

The asymmetrical commercial surrogacy industry in India has been subject to media scrutiny and scholarly debate focusing on biomedical, legal, ethical and feminist concerns. Since 2016, this discourse has taken a contested turn, as the new Surrogacy (Regulation) Bill bans commercial surrogacy and allows only altruistic surrogacy for heteronormative, married, clinically-infertile Indian couples/women. This Bill has been passed by Parliament’s lower house, but is still being debated in the upper house. One recurrent trope underpinning the surrogacy rhetoric is the Hindu figuration of the sacrificing mother, as iconified in the mythical Yashoda. Altruistic surrogacy is usually framed as an ethical extension of selfless motherhood; and commercial surrogacy stakeholders also use the same trope to validate surrogacy. This article critiques how Hindu constructs of motherhood impact the rhetoric and politics of surrogacy in India. Using a three-part analysis, the author discusses a Hindu surrogacy myth, investigates government and media texts on the new Bill, and explores select testimonials of surrogates (sourced through secondary research). The research question in the article is: how are the rights of surrogates being addressed (or diminished) through the use of Hindu motherhood tropes and the framing of surrogacy as gift-giving or unpaid service rather than transaction?


2021 ◽  
Vol 6 (105) ◽  
pp. 27-42
Author(s):  
ELENA M. IVANOVA

The article deals with the nominative organization of texts related to the modern Russian nationalist discourse. By specific material, media texts by E. Kholmogorov, the author analyzes structural, semantic and functional features of text nominative chains.


ASJ. ◽  
2021 ◽  
Vol 1 (46) ◽  
pp. 21-28
Author(s):  
E. Zvonova ◽  
I. Vakula ◽  
N. Pestereva

The study of ethnocultural and age characteristics of the advertising messages’ perception by potential consumers is extremely relevant and practically significant in the context of active international trading and industrial relations. While perception is a cycle guided and organized by a cognitive schema, the final image includes a person’s knowledge of the world. This determines the importance of studying the factors that determine the specifics of creating an image. The authors of this article consider the perception of advertising as a process of generating a meaning, which in the context of intercultural communication reveals cultural characteristics that are potentially important when choosing a strategy of behavior. The empirical study involved 100 people living in the United States and Russia. The research methods revealed differences in the assessment of values in both groups. Further research aimed at studying the specifics of advertising media texts showed that in the perception of advertising, not age differences, but the cultural aspect plays the leading role. The visual appeal of the commercial, the semantic and imaginative transparency, the positive attitude towards the main characters do not affect the desire of potential consumers of the American and Russian sample groups to purchase the advertised product. The research showed that studying the perception of advertising media texts allows you to obtain additional information about the representatives of different cultures. A cultural artifact actualizes specific features and allows you to model the idea of the overall integrity of the phenomenon under study.


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