scholarly journals THE MENTAL RESOURCE OF MODERN ENGLISH GASTRONOMIC ADVERTISING DISCOURSE

2021 ◽  
pp. 18-34
Author(s):  
Tetiana Hafu ◽  
Iryna Osovska
Keyword(s):  
Fast Food ◽  
Quantitative Methods ◽  
Special Section ◽  
Food Preservation ◽  
Conceptual Systems ◽  
Distinctive Features ◽  
English Speaking ◽  
Advertising Discourse ◽  
Concept Systems ◽  
Special Time

The article presents the results of the study and comparison of the mental resource of two types of modern English gastronomic discourse – modern gastronomic advertising discourse and modern gastronomic advertising aesthetic discourse. The basic constituents of the conceptual systems of modern English gastronomic advertising and aesthetic discourses – discourse concepts-autochthons, as well as system connections between them, are statistically verified with the help of quantitative methods in linguistics. The reproduction of the established features of the concept systems in cognitive maps has allowed to reveal common and distinctive features in understanding gastronomic advertising discourse by various representatives of the English community – statistically average consumers and aesthete-gourmets. In particular, it was found that the frame of the conceptual systems is 49 autochthons for the MEGAD and 48 for the MEGAAD, which captures the main mental dominant for the cognitive-communicative activity of the modern English average consumer and aesthete-gourmet in the gastronomic segment of life. Thus, water and drinks, pastries, sweets and dairy products, fast food, preservation (freezing and preserving) of products, food for animals, healthy eating, taste and sensation, nutrition, brand and price of a product are significant for the average English-speaking consumer. Instead, MEGAAD has an actualized knowledge of the dish as an aesthetic creature with special ingredients, consumed in special time and temporal conditions, is prepared in a special way, creates special sensations, is useful, has a special nutritional value, dietary properties and is presented in the blog – a special section with a theme, describing the author's experiences, his feelings and emotions, first of all aesthetic pleasure.

scholarly journals CONCEPTSYSTEM OF MODERN ENGLISH GASTRONOMY ADVERTISING AESTHETIC DISCOURSE

2021 ◽  
pp. 25-31
Author(s):  
Tetiana Hafu
Keyword(s):  
Social Network ◽  
Quantitative Methods ◽  
Cognitive Map ◽  
Discursive Practice ◽  
Conceptual System ◽  
Concept System ◽  
Method Of Calculation ◽  
The Social ◽  
English Speaking ◽  
Advertising Discourse

The article presents a study that allowed us to construct a cognitive map of modern English gastronomic advertising aesthetic discourse. The main features in the understanding of gastronomic advertising discourse by the representatives of the English-speaking community – gourmet aesthetes are analyzed. The research material for the modern English gastronomic advertising aesthetic discourse was the gastronomic Internet texts of the social network Instagram, which contained a particularly expressive specific aesthetic component. It is established that the mental framework of the cognitive space of a modern English gourmet esthete is formed by 48 significant discourse-creating autochthons-concepts (sensations, emotions, recipe, ingredient, taste and others). The separation of the constants of the concept system of modern English gastronomic advertising aesthetic discourse – generative autochthonous concepts was carried out through the inventory of texts, fixation of objectifiers of concepts and their grouping into semantic areas. To verify the objectivity of the facts, a quantitative method of calculation is used, the criterion χ2. With the help of linguo quantitative methods, system connections (strong, medium and weak) between the main autochthonous concepts (RECIPE – INGREDIENT, TRADITIONAL MEAL – TEA, EXPERIENCE – SATISFACTION and others) were established and significant autochthonous concepts in modern English gastronomy were identified. The components of the conceptual system of modern English-language gastronomic aesthetic discourse and their combination builds a unique representation in the form of a cognitive map. The study allowed to construct a cognitive map of the studied type of discursive practice, which reproduces its conceptual system and, thus, explains the main mental cores of its participants – modern English gourmet aesthetes: characteristics of products, feelings and emotions they evoke, the principle of healthy eating, demonstration of their own gastronomic preferences in social networks in the form of blogs, because the modern English-speaking aesthetic and gourmet world of social network is impossible to imagine without a blog, where it is important to post on the social network Instagram, which describes the author's experience and feelings and emotions from food (first of all, pleasure and happiness), which provide the aesthetics of the advertising text. Key words: discourse; advertising discourse; gastronomic discourse; aesthetic discourse, cognitive mapping.

scholarly journals The Use of Monologue Speaking Tasks to Improve First-Year Students’ English-Speaking Skills

2021 ◽  
Vol 11 (6) ◽  
pp. 298
Author(s):  
Irina Karpovich ◽  
Oksana Sheredekina ◽  
Tatyana Krepkaia ◽  
Larisa Voronova
Keyword(s):  
Academic Performance ◽  
Quantitative Methods ◽  
Qualitative Content Analysis ◽  
Peer Assessment ◽  
Educational Process ◽  
Social Adaptation ◽  
First Year ◽  
First Year Students ◽  
English Speaking ◽  
Speaking Skills

A significant number of studies are devoted to the psychological and social adaptation of students to the educational process at university. This research contributes to the solution of the problem of first-year students’ academic performance in the framework of studying a foreign language by working with monologue speaking tasks. The study offers an analysis of the improvement of academic performance in this particular type of language activity. The study took place at Peter the Great Saint Petersburg Polytechnic University, Russia, and involved 274 first-year students enrolled in undergraduate programs. Mixed qualitative and quantitative methods were applied to collect and analyse data for the study. The research included the qualitative content analysis of monologue speaking tasks. Results of the study make it possible to conclude that the use of monologue speaking tasks paired with peer interaction and peer assessment can improve first-year students’ English-speaking skills.

Taming the Obesity Beast: Children, Marketing, and Public Policy Considerations

2007 ◽  
Vol 26 (2) ◽  
pp. 236-242 ◽  
Author(s):  
Kathleen Seiders ◽  
Ross D. Petty
Keyword(s):  
Fast Food ◽  
Special Section ◽  
Marketing Research ◽  
Policy Implications ◽  
Policy Interventions ◽  
Longitudinal Tracking ◽  
Fast Food Restaurants ◽  
Role Of Parents ◽  
Packaged Food ◽  
The Impact

This essay explores the policy implications of the findings in this special section for potential remedies and opportunities for further research in the critical area of obesity. Children are an important focus here both because of the dramatic increase in childhood obesity in recent decades and because they lack the cognitive development and social experience to process marketing communications with the sophistication of adults. In addition, children's food purchase decisions are substantially influenced by their parents. Although packaged food marketers are setting their own voluntary restrictions on products to be marketed during entertainment content targeted at children, the impact of such restrictions is limited because children are substantial viewers of general entertainment content. This essay suggests that more prominent nutrition disclosure oriented toward obesity concerns for both packaged foods and fast-food restaurants should be more fully considered. It further suggests that increased marketing research is needed to better understand children as consumers, the role of parents as gatekeepers, and the differences between ethnic population segments. Marketing research also can contribute to the assessment of the effectiveness of different regulatory approaches adopted by various countries and the viability of mass educational approaches versus individual encouragement by parents, doctors, and others. The authors note that because obesity is a long-term health problem, a longitudinal tracking study would be useful in studying both health effects over time and the effectiveness of various policy interventions.

scholarly journals Introduction: Travelling from West to East: Think Tank Model Adaptation to Central and Eastern Europe

2020 ◽  
pp. 088832542094683
Author(s):  
Katarzyna Jezierska ◽  
Serena Giusti
Keyword(s):  
Eastern Europe ◽  
Central And Eastern Europe ◽  
Special Section ◽  
Blind Spot ◽  
Think Tanks ◽  
Think Tank ◽  
The Social ◽  
Short Period ◽  
English Speaking ◽  
English Speaking World

This article is part of the special section “Think Tanks in Central and Eastern Europe” guest-edited by Katarzyna Jezierska and Serena Giusti. This is an introduction to the Special Section on Think Tanks in Central and Eastern Europe. Apart from this introduction, the Section includes four articles, which explore the nature and conditions of think tanks operating in Belarus, Ukraine, Czech Republic, and Poland. Think tanks are usually understood as institutions claiming autonomy whose main aim is to influence policy making based on the social analysis they produce. The most apparent blind spot in extant think tank research is its predominant focus on the English-speaking world. We argue that by focusing on think tanks in non-Western contexts, we can better understand think tanks. When studying the diffusion of the organizational form of think tanks to new contexts, it is not enough to maintain the “sender” perspective (the formulation of the institutional characteristics of think tanks in the contexts in which they first emerged). We need to complement or even modify that perspective by also taking into account the “receiver” perspective. In other words, internationally circulated ideas and institutional patterns are always interpreted and translated in local “receiving” contexts, which coproduce, reformulate, and readjust the blueprint. Our focus in this Section is therefore on the translation and local adaptation of the think tank institution in the context of Central and Eastern Europe, a region that has undergone deep changes in a relatively short period.

scholarly journals Methodological approaches to risk assessment of real investment projects

2018 ◽  
Vol 239 ◽  
pp. 08021
Author(s):  
Ekaterina Bogomolova
Keyword(s):  
Risk Assessment ◽  
Quantitative Methods ◽  
Distinctive Features ◽  
Investment Projects ◽  
Qualitative And Quantitative Methods ◽  
Advantages And Disadvantages ◽  
Methodological Approaches ◽  
Level Of Significance ◽  
Selection Of ◽  
Real Investment

Risk management is impossible without systematically assessing the level of significance of the risks identified in the project. Within the scope of the paper, the distinctive features of various qualitative and quantitative methods for assessing the risks of real investment projects are emphasized. The paper analyzes some of the existing methods of risk assessment in terms of their advantages and disadvantages of application in order to facilitate the selection of the most convenient method for a particular project.

scholarly journals Nutritional quality of food items on fast-food ‘kids’ menus’: comparisons across countries and companies

2013 ◽  
Vol 17 (10) ◽  
pp. 2263-2269 ◽  
Author(s):  
Erin Hobin ◽  
Christine White ◽  
Ye Li ◽  
Maria Chiu ◽  
Mary Fodor O'Brien ◽  
...  
Keyword(s):  
Fast Food ◽  
Nutritional Quality ◽  
Saturated Fat ◽  
Food Chains ◽  
Food Items ◽  
The Usa ◽  
English Speaking ◽  
Total Fat ◽  
The Uk

AbstractObjectiveTo compare energy (calories), total and saturated fats, and Na levels for ‘kids’ menu’ food items offered by four leading multinational fast-food chains across five countries.DesignA content analysis was used to create a profile of the nutritional content of food items on kids’ menus available for lunch and dinner in four leading fast-food chains in Australia, Canada, New Zealand, the UK and the USA.SettingFood items from kids’ menus were included from four fast-food companies: Burger King, Kentucky Fried Chicken (KFC), McDonald's and Subway. These fast-food chains were selected because they are among the top ten largest multinational fast-food chains for sales in 2010, operate in high-income English-speaking countries, and have a specific section of their restaurant menus labelled ‘kids’ menus’.ResultsThe results by country indicate that kids’ menu foods contain less energy (fewer calories) in restaurants in the USA and lower Na in restaurants in the UK. The results across companies suggest that kids’ menu foods offered at Subway restaurants are lower in total fat than food items offered at Burger King and KFC, and food items offered at KFC are lower in saturated fat than items offered at Burger King.ConclusionsAlthough the reasons for the variation in the nutritional quality of foods on kids’ menus are not clear, it is likely that fast-food companies could substantially improve the nutritional quality of their kids’ menu food products, translating to large gains for population health.

scholarly journals The Attitude of Mobile Users on Mobile Marketing: Case Study on Fast Food Restaurant at Bukit Bintang

2018 ◽  
Vol 7 (3.30) ◽  
pp. 48
Author(s):  
Norwani Mohd Nazari Nazari ◽  
Mohd Faiq Bin Abdul Fattah ◽  
Zalina Binti Zainuddin ◽  
Haslina Binti
Keyword(s):  
Mobile Phone ◽  
Fast Food ◽  
Quantitative Methods ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Mobile Marketing ◽  
Fast Food Restaurant ◽  
Perceived Ease Of Use ◽  
Market Growth ◽  
Qualitative And Quantitative Methods

Mobile marketing is increasing popularity despite, it is not fully utilized in fast food restaurant. The objective of the study are, firstly to examine customer attitude toward mobile marketing, secondly to assess the perceptions that influence attitude towards mobile marketing, thirdly to identify significant relationship between attitude and mobile marketing promotional tools, and forth, to evaluate the effectiveness of mobile marketing as promotional tool. The study area is in Bukit Bintang, Kuala Lumpur conducted over sample of 384 respondents. Triangulation methodology of both qualitative and quantitative methods including survey questionnaire, field observation, telephone and face to face interview are used in this study. The finding shows there is favorable attitude towards mobile marketing in the customer population, gauging actual use of mobile marketing of fast food restaurant. The perceptions influencing the attitude are Perceived Usefulness (PU), Perceived Ease of Use (PEU) and Mobile Phone Self-Efficacy (MSE). The underlying motives influencing use of mobile marketing of fast food restaurant are Speed, Functionality, Customer Friendly and Hospitality. Ranges of promotional tools in mobile phone have significance relationship with attitude and effective to achieve marketing goal such as increase sales and market growth for fast food restaurant. 

Multimodal metonymy and metaphor as complex discourse resources for creativity in ICT advertising discourse

2011 ◽  
Vol 9 (1) ◽  
pp. 153-178 ◽  
Author(s):  
Laura Hidalgo Downing ◽  
Blanca Kraljevic Mujic
Keyword(s):  
Cultural Context ◽  
Public Discourse ◽  
New Technologies ◽  
Cognitive Change ◽  
Multimodal Approach ◽  
Conceptual Metaphor Theory ◽  
Time Period ◽  
Metaphor Theory ◽  
English Speaking ◽  
Advertising Discourse

In this paper we carry out a study of multimodal metaphors in a corpus of 52 ICT advertisements published in English-speaking magazines during the period 1999–2002. The general theoretical framework adopted for this purpose is a combination of text world theory and of a multimodal approach to metaphor in discourse, which in turn draws from the principles of conceptual metaphor theory and of discourse theories. The main argument presented in this study is that metaphor is a key instrument in the presentation and negotiation of conventional and creative meanings in advertising discourse as a type of public discourse. More specifically, ICT advertisements during the time period 1999–2002 are particularly interesting for the study of metaphor because of the combination of conventional and innovative underlying concepts which are grounded in the specific socio-cultural context of recent advances in new technologies. In this sense, metaphor contributes to the discourse functions of display, by inviting the receiver to identify with fantasy worlds which are rooted in assumed patterns of socio-cultural behaviour and which are presented in the ad, and to the functions of persuasion and of cognitive change. First, we have identified and classified multimodal metaphors in the corpus according to their cognitive-functional type, then, following Semino (2008) we have identified predominant discourse patterns of metaphorical occurrences. Finally, we have identified the main resources for creativity in the advertisements. We have also studied how the combinations of individual micro-propositional metaphors give rise to extended metaphors which revolve around the megametaphor LIFE IS A CYBERSPACE JOURNEY. This megametaphor invites the receiver to reinterpret the more conventional metaphor LIFE IS A JOURNEY in terms of the new advances and experiences in society regarding IC technologies.

scholarly journals Archaeology in Czechoslovakia: trends and approaches

Antiquity ◽  
1991 ◽  
Vol 65 (247) ◽  
pp. 306-307 ◽  
Author(s):  
Natalie Venclová
Keyword(s):  
Eastern Europe ◽  
Special Section ◽  
The West ◽  
Archaeological Material ◽  
Current State ◽  
Geographical Position ◽  
English Speaking ◽  
State Of Research ◽  
Definition Of ◽  
Selection Of

Whatever the journalist’s definition of eastern Europe might be (cf. S. Milisauskas in ANTIQUITY 64: 283], let us state, as introduction to this Special Section, that Czechoslovakia (FIGURE 1) is a country in Central, not Eastern, Europe. It is somewhat controversial to speak about its ‘return to Europe’, as some politicians would have it, as it has been there all the time. After the period of limited contacts of Czechoslovak archaeologists with their colleagues ‘in the West’ it is felt that now, in the changed (post-November-1989) situation, information on the current state of research, and especially on the approaches applied recently to the study of Czech and Slovak archaeological material (and perhaps on Czechoslovakia's geographical position as well?) may be of use for an interested English-speaking reader. The following – rather random – selection of articles is the result.

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