scholarly journals STATUS AND CLASSIFICATIONS OF SLOGANES IN ADVERTISING COMMUNICATION

THE BULLETIN ◽  
2021 ◽  
Vol 2 (390) ◽  
pp. 146-153
Author(s):  
L. Savchenko ◽  
S. Tovkach ◽  
A. Shilina ◽  
N. Yablonovskaya ◽  
O. Subbotina ◽  
...  
Keyword(s):  
Comparative Method ◽  
Practical Significance ◽  
Advertising Campaign ◽  
Continuous Sampling ◽  
Linguistic Unit ◽  
Autonomous Element ◽  
Advertising Appeal ◽  
General Scientific ◽  
And Behavior ◽  
Advertising Communication

An advertising slogan is a special genre of advertising text that acts as a connecting link in the entire advertising campaign. In addition, slogans also perform a number of other functions, being the most important unit of advertising communication, they influence the recipients of information, affect their emotions and behavior. The relevance of the topic is due to the increased interest in the rapidly developing language of advertising. The article is devoted to general issues of the functioning of an advertising slogan in the structure of advertising activities, classification of slogans in advertising communication. Research methods are determined by the goals and objectives of the work. In a complex linguistic analysis, the following general scientific theoretical methods are used: the continuous sampling method, the descriptive-analytical method, the comparative-comparative method. The theoretical significance of this study lies in the expansion, deepening and systematization of theoretical information about the concept of an advertising slogan. The scientific and practical significance of the work lies in the fact that the materials of the study can be used in theoretical courses on advertising in the study of intercultural communication. Results. The totality of the typological characteristics of the slogan distinguishes it from the background of other verbal units of advertising appeal. These are laconicism and imagery of form, expressiveness, focus on dialogue with the addressee. The slogan of a product that is just entering the market must contain the brand name. This will allow the consumer to be remembered faster. Having analyzed the functions and typological characteristics of the slogan, we came to the conclusion that the slogan is a key autonomous element of the advertising message and can be used both in the context of advertising, being its component, and separately, having semantic, structural, compositional features. The slogan can act as a linguistic unit, independent of other elements of the advertising text, expressing the essence of the advertising campaign, the company's image, the dominant idea. Thus, the changes caused by extralinguistic factors inevitably lead to the creation of new advertising images, which in turn requires a qualitative transformation of the nature of the advertising text and the emergence of new advertising slogans.

scholarly journals Comparative analysis of set expressions with the zoonymic component of "dog" in English and Kazakh languages

2020 ◽  
Vol 80 (4) ◽  
pp. 11-17
Author(s):  
M. Alshynbayeva ◽  
◽  
J. Omasheva ◽  
Sh. Mazhitayeva ◽  
◽  
...  
Keyword(s):  
Comparative Analysis ◽  
Comparative Method ◽  
Practical Significance ◽  
Ethnic Communities ◽  
Additional Material ◽  
Important Place ◽  
Continuous Sampling ◽  
Cultural Specificity ◽  
Analysis And Synthesis ◽  
Card Index

The article focuses on to conduct a comparative analysis of English and Kazakh phraseological units nominating the image of a dog. The purpose of this study is to consider the national and cultural specifics, reflected in the stable expressions of the English and Kazakh languages with the "dog" component. The article provides a brief overview of works related to the issues of phraseology in English and Kazakh. The work was based on general scientific methods: induction and deduction, analysis and synthesis. The work with the collected card index of stable expressions was carried out by the method of continuous sampling, using the descriptive-analytical method. An important place in the work with the material was given to the methods of definitional, contextual and typological analysis. Using the comparative-comparative method, national-specific and universal features of zoonyms in English and Kazakh languages were determined. The material of the research was a card index of phraseological units of the English and Kazakh languages (more than 160 units) which were selected using the method of continuous sampling from phraseological dictionaries of the English and Kazakh languages. When analyzing the authors of the article relied on materials from phraseological dictionaries in English and Kazakh languages. In the course of the analysis, groups of phraseological units were identified and their differences and similarities in the compared languages were identified, as well as their national and cultural specificity, based on the action of universal cultural codes; the national and cultural specificity of zoonyms is determined by a number of extralinguistic factors: the location of the country, the living conditions of the people, their customs and traditions, history, religion and socio-political structure. All this secures national-specific connotation to zoonyms and determines their productivity. The results of the study showed that through the prism of axiology, an analysis of English and Kazakh stable combinations with the "dog" component, reflecting the paradigm of values (general cultural and national-cultural) and anti-values of the corresponding ethnic communities, was presented, as well as universal values representing at the intercultural level. The results of the study showed that through the prism of axiology, the analysis reflects the paradigm of values (general cultural and national-cultural) and anti-values of the corresponding ethnic communities. The research results have both theoretical and practical significance; it will be additional material for elective courses on the subject of "Lexicology" taught at the faculties of philology and foreign languages in higher educational institutions.

scholarly journals УНІВЕРСАЛЬНІСТЬ ОРНАМЕНТАЛЬНО-ГРАФІЧНОЇ МОВИ СУЧАСНОЇ ВИТИНАНКИ

2020 ◽  
pp. 98-110
Author(s):  
Ю. О. Стульнікова
Keyword(s):  
Comparative Method ◽  
Research Result ◽  
Practical Significance ◽  
New Classification ◽  
Graphic Art ◽  
Scientific Methods ◽  
Graphical Language ◽  
Art Works ◽  
General Scientific ◽  
Definition Of

To trace and ascertain the versatility of ornamental graphical language as one of the main peculiarities of contemporary paper-cutting (vytynanka). To identify the features and characteristics of the ornamental graphical language, to form a definition for the notion of paper-cutting art. Methodology. In the process of research, the author used such general scientific methods as: analysis, synthesis, systematization. The comparative method and the method of visual stylistic analysis were also applied. Results. The author has compared and analyzed the replicas of original art works; the former are reproduced in varying materials. The notion of ornamental graphical language of contemporary paper-cutting (vytynanka) has been researched, its general features and characteristics have been defined, and the definition has been formed. Based on the research result, it is suggested to introduce a range of changes to the notion of "vytynanka" regarding the characteristics of materials and techniques used. The main directions of paper-cutting art have been out lined: traditional and contemporary vytynanka. Attention has been paid to the importance of making a distinction between the contemporary vytynanka and graphic art, which is possible only through the analysis of their ornamental graphical anguage. Scientific novelty. The definition of "paper-cutting (vytynanka)", dentification of its main characteristics as the basis for a new classification, the reference of paper graphics (machine paper-cutting) into a separate group. Practical significance. Ornamental graphical language is presented in the study as one of the main characteristics of vytynanka, which should become the basis for a new classification of paper-cutting art works. The research results can be used for further artistic search of signature style at the boundary of different art forms. Exhibiting a certain group of professional paper-cutting art works as examples of graphic art has been justified.

scholarly journals Methodology as a tool of historical knowledge: relevant about the obvious

2020 ◽  
Vol 3 (1) ◽  
pp. 5
Author(s):  
Valentyn Ivanenko ◽  
Hennadii Kryvchyk ◽  
Iryna Nakashydze
Keyword(s):  
World View ◽  
Comparative Method ◽  
Scientific Research ◽  
Modern Science ◽  
Practical Significance ◽  
Methodological Principle ◽  
Special Role ◽  
General Scientific ◽  
Methodological Principles ◽  
Methods Analytical

The purpose of the article is to actualize and clarify the main principles and methods of scientific research in their relationship and interdependence (on example of historical sciences). Research methods: analytical, historical, comparative and system-structural. Main results. The article illustrates the relationship of principles with general scientific and specific historical methods. Clarifications are made and examples of their use are given. Concise conclusions. Modern literature on methodology of science is presented mostly by the publications of methodical character. Such character of publications did not require consideration of problem aspects of methodology from their authors, in particular question about interdependence of principles and methods of scientific research. In most works such important concept as “research principles” is not examined practically, with what we cannot agree categorically. In our opinion, methods as research instruments and principles as rules of using these instruments exist between subject and object of research. If methods are the researcher’s tools, then the principles of the research are a kind of the ethical and professional code of a scientist. It consists of a number of professional principles which are based on: a) fundamental human ethical norms; b) scientific ethics; c) the special features of a particular science. In its turn, the general scientific principles are applied in various scientific fields, especially in the historical sciences. Among them are the principles of truth supremacy, deideologization, independence, dialectics, specificity, consistency, objectivity, immersion in the historical era (historicism), etс. It is also necessary to note a special role of dialectics in the scientific study, which serves as main principle and at the same time as the general scientific method. As a principle, dialectics is the essence of the world view of a scientist. As a method, dialectics helps the researcher to reveal the essence of phenomena and processes in all contradictions and interrelations of their components. Modern science possesses the wide arsenal of general and special methods. Their choice depends on scientific industry, object, aim and research tasks. A scientist must choose in this arsenal of facilities most effective and rational. If present methods are not enough, he should create the methods and use them accordance with all known methodological principles. The comparative method plays an important role in historical cognition. Firstly, comparison gives the opportunity to realize better the essence of phenomena. Secondly, when comparing a researcher goes beyond a narrow topic, uses additional empirical material and eventually expands his scientific outlook and creative range. The latter is one of the main indicators of the scholar’s scientific qualification. Practical significance. It’s recommended for use by scholars (especially young people) for historical research. Originality. The need to adhere to the main methodological principles in historical studies is substantiated. Scientific novelty. An attempt is made to “rehabilitate” and actualize the concept of “methodological principle”, which includes the ethical standards of a scientist based on universal values formulated in the Bible. Article type: descriptive.

THE IDEA OF «COMMUNITY» IN THE GOVERNMENT CONCEPTS OF GALICIA OF THE XIX – BEGINNING OF THE XX CENTURY

2019 ◽  
pp. 15-21
Author(s):  
Liubomyr Ilyn
Keyword(s):  
Nineteenth Century ◽  
19Th Century ◽  
Practical Significance ◽  
Distinctive Features ◽  
Legal Studies ◽  
Legal Principle ◽  
General Scientific ◽  
The Government ◽  
The Right ◽  
The 19Th Century

Purpose. The purpose of the article is to analyze and systematize the views of social and political thinkers of Galicia in the 19th - beginning of the 20th centuries. on the right and manner of organizing a nation-state as a cathedral. Method. The methodology includes a set of general scientific, special legal, special historical and philosophical methods of scientific knowledge, as well as the principles of objectivity, historicism, systematic and comprehensive. The problem-chronological approach made it possible to identify the main stages of the evolution of the content of the idea of catholicity in Galicia's legal thought of the 19th century. Results. It is established that the idea of catholicity, which was borrowed from church terminology, during the nineteenth century. acquired clear legal and philosophical features that turned it into an effective principle of achieving state unity and integrity. For the Ukrainian statesmen of the 19th century. the idea of catholicity became fundamental in view of the separation of Ukrainians between the Russian and Austro-Hungarian empires. The idea of unity of Ukrainians of Galicia and the Dnieper region, formulated for the first time by the members of the Russian Trinity, underwent a long evolution and received theoretical reflection in the work of Bachynsky's «Ukraine irredenta». It is established that catholicity should be understood as a legal principle, according to which decisions are made in dialogue, by consensus, and thus able to satisfy the absolute majority of citizens of the state. For Galician Ukrainians, the principle of unity in the nineteenth century. implemented through the prism of «state» and «international» approaches. Scientific novelty. The main stages of formation and development of the idea of catholicity in the views of social and political figures of Halychyna of the XIX – beginning of the XX centuries are highlighted in the work. and highlighting the distinctive features of «national statehood» that they promoted and understood as possible in the process of unification of Ukrainian lands into one state. Practical significance. The results of the study can be used in further historical and legal studies, preparation of special courses.

Legal views of E. Olesnytsky

2020 ◽  
pp. 39-48
Author(s):  
Liubomyr Ilyn
Keyword(s):  
Legal Protection ◽  
Legal Culture ◽  
Political Activity ◽  
Practical Significance ◽  
Comparative Approach ◽  
Public Interests ◽  
Cooperative Movement ◽  
Special Scientific ◽  
General Scientific ◽  
The Right

Purpose. The purpose of the study is to analyze the legal and state views of E. Olesnytsky, in particular his assessment of imperial law, as well as practical activities as a lawyer and one of the initiators of the cooperative movement in Galicia in the early twentieth century. Methods. The methodological basis of the study was a set of general scientific, special scientific and philosophical methods, as well as the principles of historicism. The key was the biographical method and the comparative approach, which allowed to reveal the peculiarities of the formation of legal views of E. Olesnytsky. Findings. It is established that through the prism of the analysis of political and legal views of E. Olesnytsky it is possible not only to trace the level of legal culture, social and political activity of the population of Galicia, but also to determine the practical content of imperial legislation. The influence of I. Franko and socialist ideas in general on the legal views of E. Olesnytsky, who was one of the founders of the «Сhasopys Рravnycha», actively analyzed the imperial regional legislation for expediency, rationality and compliance with public interests. This work was key in raising the level of legal culture of the population, and after 1891 it was supplemented by the legal activity of E. Olesnytsky. Among the regional legislation, the lawyer's special attention was drawn to the right of propination, which gave large landowners a monopoly on the production and sale of alcohol. After 1901, E. Olesnytsky focused on the development and popularization of the cooperative movement in Galicia, including the legal protection of producers and sellers of agricultural products. Originality. The directions of E. Olesnytsky's professional and professional interests in the field of economic and financial law of Austria-Hungary, advocacy and organization of the cooperative movement are determined. Practical significance. The results of the study can be used in further historical and legal research, preparation of special courses.

Conditions for the development of the philosophy of non-violence in the modern world

2020 ◽  
pp. 337-352
Author(s):  
Tolganay V. Mustafina-Kulchmanova ◽  
Zhabayhan M. Abdildin ◽  
Kudaibergen A. Temirgaliev ◽  
Kuralay S. Yermagambetova ◽  
Manifa S. Sarkulova
Keyword(s):  
Public Opinion ◽  
Comparative Study ◽  
Political Science ◽  
Practical Significance ◽  
Modern World ◽  
Practical Application ◽  
Theoretical Methods ◽  
University Teachers ◽  
Analysis And Synthesis ◽  
And Behavior

This article addresses the issues of the genesis of non-violence and the practical application of non-violent practices in the context of modern realities. The phe-nomenon of non-violence is seen in close connection with violence, which is more often reflected in the form of wars, military clashes, and conflicts. The article pro-vides an analysis of the use of non-violent practices and the possibility of develop-ing peacekeeping in public opinion and behavior. During the preparation of this article, a review and comparative study of various literature aimed at studying non-violence were carried out. Together with the philosophical works, various ma-terials of a political science character are studied. In preparing this work, they were used as general theoretical methods, such as analysis and synthesis. At the same time, analogies, systematization, etc. were used. The materials of the article sug-gest practical significance for university teachers of humanitarian/philosophical specialties.

HISTORIOGRAPHY OF HISTORY OF THE STAVROPOL COSSACKS: KEY ASPECTS OF STUDYING THE REGIONAL COSSACK GROUP’S PAST

2021 ◽  
pp. 50-62
Author(s):  
K.A. Ushmaeva ◽  
◽  
A.S. Goncharov
Keyword(s):  
Comparative Method ◽  
Educational Institution ◽  
Practical Significance ◽  
Pedagogical Tools ◽  
Ideal Types ◽  
History Of ◽  
Historical Comparative ◽  
State Archives ◽  
Key Aspects ◽  
Economic Ties

This study is devoted to the study of relevant works on the history of the Stavropol Cossacks, works in the field of education of the Stavropol Cossacks as an independent Cossack group, trade, cultural and economic ties in the Stavropol Territory, spiritual life, language, culture, traditions and customs of the Stavropol Cossacks. Among modern studies in the history of the Stavropol Cossacks, the following topics stand out: military life and everyday life, folklore and song traditions, the movement for the revival of the Cossacks, as well as the current state and prospects for the development of Cossack organizations. The prospect of the development of pedagogical technologies based on the Cossack traditions of educating young people in Stavropol is highlighted as a separate topical topic. The relevance of the study lies in the need for a private study of the historiography of the regional Cossack group of Stavropol Cossacks in order to expand the scientific and pedagogical tools in the field of «Cossack studies». The practical significance of the study is expressed in the possibility of using the data of the article in the search for supporting material for teaching the "History of the Cossacks" in a higher educational institution (taking into account the regional specifics). The scientific novelty of the research is expressed in a new view of the Stavropol Cossacks as an independent Cossack group formed at the end of the XVIII century. The source base is represented mainly by archival data from the State Archives of the Stavropol Territory, data banks on archaeological, cultural and linguistic expeditions, sources of personal origin, the works of contemporary historians and directly the works of historians, whose studies formed the basis of the historiography of the history of the Stavropol Cossacks. The research methodology is based on the principles of historiographic comparative studies and comparative analysis of sources. Within the framework of the sociocultural approach, we rely on the following methods. Special-historical: the narrative method, the historical-comparative method, the historical-systemic method, the retrospective method. Sociological: document analysis, method of generalizing characteristics, method of ideal types. Culturological: comparative method, cultural-systemic method. Pedagogical: pedagogical interviewing, a method of studying and generalizing pedagogical experience.

scholarly journals DIAGNOSTIC AND PREDICTIVE SIGNIFICANCE OF LABORATORY DIAGNOSTIC METHODS IN HEMATOLOGICAL PRACTICE

2021 ◽  
Vol 2 (1(82)) ◽  
pp. 9-15
Author(s):  
В. Середин
Keyword(s):  
Diagnostic Methods ◽  
Practical Significance ◽  
Diagnostic Utility ◽  
Pathological State ◽  
Laboratory Practice ◽  
Is Research ◽  
Prognostic Utility ◽  
Health And Disease ◽  
And Behavior

The aim of the paper is research of the diagnostic and prognostic utility of laboratory-based methods diagnostic in hematological practice, formulation of rational scientifically based methods of strategy and behavior tactics of the doctor in pathological state. Questions on diagnostic and practical significance of laboratory – based methods of people’s pathological state diagnostic, which are used in clinical and laboratory practice are studied. Methods and procedure of diagnostic utility valuation in health and disease were studied.

scholarly journals The Effect of Light Intensity, Strain, and Age on the Behavior, Jumping Frequency and Success, and Welfare of Egg-Strain Pullets Reared in Perchery Systems

Animals ◽  
2021 ◽  
Vol 11 (12) ◽  
pp. 3353
Author(s):  
Jo Ann Chew ◽  
Tina Widowski ◽  
Eugenia Herwig ◽  
Tory Shynkaruk ◽  
Karen Schwean-Lardner
Keyword(s):  
Data Collection ◽  
Light Intensity ◽  
Novel Object ◽  
Continuous Sampling ◽  
And Behavior ◽  
Effect Of Light

The effects of light intensity (L) are not well studied in pullets. Our research objective was to study the effect of L on navigational success, behavior, and welfare of two pullet strains (S). In two repeated trials, a 3 × 2 × 4 factorial arrangement tested three L (10, 30, 50 lux) and two S (Lohmann Brown-Lite (LB), LSL-Lite (LW)) at four ages. One thousand eight hundred pullets/S (0–16 wk) were randomly assigned to floor pens within light-tight rooms (three pens/S/room, four rooms/L) containing four parallel perches and a ramp. Data collection included jumping frequency and success (24h continuous sampling), novel object tests (fear), heterophil to lymphocyte (H/L) ratios (stress), and behavior (instantaneous scan sampling) during photoperiods. L did not affect injurious behavior, fear, or H/L. Pullets reared at 50 lux spent more time preening than at 10 lux. Pullets reared at 10 lux spent more time wall pecking than at 50 lux. Time spent standing and preening and total number and accuracy of jumping increased with age. Pullets reared at 30 lux had higher jumping frequency than at 10 lux; accuracy was not affected. LW jumped more than LB, but with similar success. LB spent more time exploring and scored higher in the fear and stress assessments, suggesting S differences.

scholarly journals Constitutionalization of legal policy in modern Russia

2018 ◽  
Vol 2 (4) ◽  
pp. 25-29
Author(s):  
D. Avdeev
Keyword(s):  
Comparative Method ◽  
Strategic Development ◽  
Legal Policy ◽  
Scientific Methods ◽  
Road Map ◽  
Legal Method ◽  
Scope Of Application ◽  
General Scientific ◽  
State And Local ◽  
Constitutional System

The subject. The paper is devoted to the constitutional basis of modern legal policy.The purpose of the paper is to confirm or disprove the hypothesis that constitutional concept of legal policy is necessary basis of reform of legal relations between constituent entities in federative state.The methodology of the study includes general scientific methods (analysis, synthesis, comparative method, description) as well as particular academic methods (formal-legal method, interpretation of legal acts).The main results, scope of application. The emergence and further development of a legal policy based on constitutional provisions and norms continues to impact significantly on the organization of state and local authorities. Democracy, federalism, republicanism and legalism are the four components that can form the basis for the development of the doctrinal conception of legal policy aimed to the strategic development of these constitutional axiomatic postulates. In Russia there is no clearly defined "road map", which is based on the strategic planning of the constitutional system. The Constitution of the Russian Federation contains enough inaccuracies of both legal and technical and substantive nature.Conclusions. It is necessary to develop a concept of legal policy. Such concept is necessary basis of reform of legal relations between constituent entities in federative state.

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