scholarly journals EXPANSION AS A MEANS OF STRENGTHENING APPELLATIVENESS OF PHRASEOLOGICAL UNIT IN ADVERTISING

2021 ◽  
pp. 36-45
Author(s):  
Mashchenko A.-M.A.
Keyword(s):  
Word Meaning ◽  
Close Correlation ◽  
German Language ◽  
Adequate Description ◽  
Compound Words ◽  
Positive Meaning ◽  
Characteristic Features ◽  
The One ◽  
The Impact ◽  
Qualitative Characteristics

The purpose of the scientific reconnaissanceis the investigation of the influence of the most commonly used but yet insufficiently studied type of phraseological units modification – expansion – on the functioning of phraseological units in an advertising text. Its tasks are to identify the characteristic features of words-expanders, their influence on the semantics of transformed expressions and on the change of their quantitative and qualitative characteristics as compared to the original ones.The tasks fulfillment and the goal achievement became possible owing to the use of the methods relevant for this study: phraseological identification, phraseological description, adequate description of lexicographic type as a sort of component analysis and contextual analysis.This study is based on sampling from advertising texts of popular German-language magazines which contains 75 modified phraseological units including expressions with complicated, but not reinterpreted meaning.The results of the analysis of this material show that phraseological units of advertising text are most commonly expanded by means of adjectives and adverbs. Being in close correlation with the noun of phraseological unit, the expanders-definitions also become its integral part and direct a reader’s attention to the important features of advertised subject. The same function is characteristic of the words-expanders forming attributive compound words with a noun of phraseological unit. The modifiers mentioned above have different influence on denotative and connotative peculiarities of phraseological unit.Unlike expander-definitions, expanders-adverbials are syntactically connected not with one of the components of phraseological unit, but with this unit as an integral whole and thus belong to the nearest surrounding of phraseological unit and not to its composition. The level of emotiveness and expressiveness of modification depends on the characteristics of expander.The number of adverbs-expanders is considerably less as compared to adjectives, they have close syntactic connection with phraseological unit or one of its constituent parts, and most commonly specify or modify its connotative features.Advertisement creators reach the brightest transformations by means of expanding proverbs and adding unexpected continuation to the expressions which are familiar to each representative of linguistic community.The review of the investigated phraseological units in quantitative and qualitative aspects demonstrates, on the one hand, an increase of the number of connotative multipliers in the marginal majority of modifications, which is an indicator of meaning narrowing, and on the other hand, the positive meaning of the most of these multipliers which make a pleasant impression on a recipient, which is an indicator of meaning improvement.Conclusions. The analysis indicates that the expansion of phraseological units changes in a definite way the denotative and connotative characteristics of phraseological units in advertising and significantly enhances the impact on a recipient.Key words: modification, transformation, extension, word-expander, extensional, connotative factor, narrowing of word meaning, improvement of word meaning. Метою наукової розвідки є дослідження впливу найпоширенішого, але недостатньо вивченого виду модифікації фразеологізмів – експансії – на функціонування фразеологічних одиниць у рекламному тексті. Її завдання полягають у виявленні характерних особливостей слів-розширювачів, їх впливу на семантику трансформованих виразів, на зміну їх кількісних та якісних характеристик у порівнянні з вихідними.Виконання завдань та досягнення мети стало можливим завдяки застосуванню релевантних для цього дослідження методів: фразеологічної ідентифікації, фразеологічного опису, адекватного опису лексикографічного типу як різновиду компонентного аналізу та контекстологічного аналізу.Дослідження побудоване на матеріалі вибірки із рекламних текстів популярних німецькомовних журналів, яка складається з 75-ти модифікованих фразеологізмів включно з виразами з ускладненим, але непереосмисленим значенням.Результати аналізу цього матеріалу показують, що фразеологічні одиниці рекламного тексту найчастіше розширюються за допомогою прикметників та прислівників. Маючи тісний зв’язок із іменником фразеологізму, розширювачі-означення теж стають його складовою частиною і скеровують увагу читача на важливі якості рекламованого предмета. Таку ж функцію виконують і розширювачі, які утворюють атрибутивні складні слова з іменником фразеологізму. Названі модифікатори по-різному впливають на денотативні та конотативні особливості фразеологізму.На відміну від розширювачів-означень, розширювачі-обставини синтаксично пов’язані не з однією із складових фразеологічної одиниці, а з цією одиницею як єдиним цілим і тому належать до найближчого оточення фразеологізму, а не до його складу. Ступінь емотивності та експресивності модифікації залежить від особливостей розширювача.Прислівники-розширювачі значно поступаються за своєю чисельністю прикметникам, мають тісний синтаксичний зв’язок із фразеологізмом або з однією з його складових частин і, як правило, уточнюють або модифікують його конотативні особливості.Найбільш яскравих трансформацій автори реклами досягають за допомогою розширення прислів’їв, додаючи до знайомих кожному представникові мовної спільноти виразів неочікуване продовження.Розгляд досліджуваних фразеологізмів у кількісному та якісному аспектах свідчить, з одного боку, про зростання кількості конотативних множників у переважної більшості модифікацій, що є показником звуження значення, а з другого – про позитивне значення більшості цих множників, які справляють приємне враження на реципієнта, що є показником поліпшення значення.Висновки. Проведений аналіз дав можливість переконатися в тому, що експансія певним чином змінює денотативні та конотативні особливості фразеологізмів реклами і значно посилює вплив на реципієнта.Ключові слова: модифікація, трансформація, розширення, слово-розширювач, екстенсіонал, конотативний множник, звуження значення, поліпшення значення.

scholarly journals The Impact of the Housing Quality on the Socio-Economic Standard of the EU Countries

2017 ◽  
Vol 65 (4) ◽  
pp. 1425-1433 ◽  
Author(s):  
Daniela Špirková ◽  
Beata Stehlíková ◽  
Mária Zúbková
Keyword(s):  
Housing Quality ◽  
Public Expenditures ◽  
Space Problem ◽  
The Public ◽  
Eu Countries ◽  
Correlation And Regression Analysis ◽  
The One ◽  
The Impact ◽  
Qualitative Characteristics ◽  
The Eu

The paper deals with the qualitative characteristics of the housing in the EU countries. On the one hand there is a problem with housing itself and on the other hand there is a problem with the housing quality with its significant impact on the quality of life. The housing quality is defined by the attributes mentioned in the EQLS survey. The examined characters are the dwelling stock, the space problem, the rot problem, the damp problem, the toilet problem, the bath problem, the garden problem, the rent problem, the utility problem and the heating problem. The housing quality is affected by the public expenses on the housing and the community amenities per capita. The relations between the qualitative characteristics mutually and the qualitative characteristics and the public expenditures on the housing and the community amenities are examined by the correlation and regression analysis. The aim of the article is to point out to the dependence between the expenses and the housing quality in the EU countries. The mentioned relation strongly implicates the socio-economic standard of these countries.

scholarly journals METHODOLOGICAL ASPECT OF THE USE OF INTERFIXES IN GERMAN COMMON COMPOUND WORDS

2021 ◽  
pp. 3-10
Author(s):  
Марина Геннадьевна Алексеева
Keyword(s):  
Foreign Language ◽  
Compound Word ◽  
German Language ◽  
Traditional Model ◽  
Compound Words ◽  
German Word ◽  
Part Of Speech ◽  
Linking Elements ◽  
Unstressed Syllable ◽  
The One

В статье предлагается систематизация правил употребления интерфиксов в немецком словосложении, представляющих собой одну из сложных тем в преподавании немецкого языка как первого и второго иностранного языков. В первой части работы подробно описывается происхождение соединительных элементов - интерфиксов, связывающих основы атрибутивным отношением, подчеркивается практически полная десемантизация интерфиксов, анализируются основные функции интерфиксов. Во второй части исследования рассматривается каждый из выделяемых в немецком словосложении соединительных элементов. С одной стороны, проводится отграничение интерфиксов от омонимов, например, падежных флексий и суффиксов множественного числа. С другой стороны, анализируются парадигматический и непарадигматический способы употребления интерфиксов, что особенно свойственно таким соединительным элементам, как -s-, -er-, -en-. Здесь же систематизируются дополнительные функции интерфиксов, обеспечивающие морфологически и фонологически корректное членение композит на слоги, необходимую в немецком языке двусложность композитных компонентов, сохранение традиционной ритмико-ударной группы «ударный слог - безударный слог», маркирование частеречной принадлежности отдельных композитных компонентов, препятствие редукции компонентов сложного слова. В работе также приводится трансформационный способ в качестве маркирующего для подтверждения необходимости употребления интерфиксов, разбираются случаи ограничения употребления интерфиксов или их непоследовательного использования. The article proposes a systematization of the rules for using interfixes in the German word-composition, one of the most difficult topics in teaching German as a first and second foreign language. In the first part of the work, the origin of interfixes, the linking elements connecting the stems with an attributive relation is described in detail, the almost complete desemantization of interfixes is emphasized and the main functions of interfixes are analyzed. Each of the connective elements distinguished in the German word-composition is considered in the second part of the study. On the one hand, a distinction is made between interfixes and homonyms, for example, case inflections and plural suffixes. On the other hand, paradigmatic and non-paradigmatic ways of using interfixes are analyzed, which is especially characteristic of such linking elements as -s-, -er-, -en-. The paper systematizes additional functions of interfixes providing morphologically and phonologically correct division of compound words into syllables, the disyllabic structure of compound word components necessary in the German language, the preservation of the traditional model “stressed syllable - unstressed syllable”, marking the part of speech belonging of the particular compound word components and preventing their reduction. The paper also provides a transformational method as a marker to confirm the need for using interfixes and deals with cases of restricting the use of interfixes or their inconsistent use.

The Impact of Anglicizing Former German-Language Psychology Journals on Authorship and Citation Frequencies

2012 ◽  
Vol 17 (3) ◽  
pp. 190-198 ◽  
Author(s):  
Günter Krampen ◽  
Thomas Huckert ◽  
Gabriel Schui
Keyword(s):  
Side Effects ◽  
English Language ◽  
General Trend ◽  
Native Language ◽  
Impact Factors ◽  
German Language ◽  
Journal Articles ◽  
Number Of Citations ◽  
The Impact ◽  
Number Of Authors

Exemplary for other than English-language psychology journals, the impact of recent Anglicization of five former German-language psychology journals on (1) authorship (nationality, i.e., native language, and number of authors, i.e., single or multiple authorships), (2) formal characteristics of the journal (number of articles per volume and length of articles), and (3) number of citations of the articles in other journal articles, the language of the citing publications, and the impact factors (IF) is analyzed. Scientometric data on these variables are gathered for all articles published in the four years before anglicizing and in the four years after anglicizing the same journal. Results reveal rather quick changes: Citations per year since original articles’ publication increase significantly, and the IF of the journals go up markedly. Frequencies of citing in German-language journals decrease, citing in English-language journals increase significantly after the Anglicization of former German-language psychology journals, and there is a general trend of increasing citations in other languages as well. Side effects of anglicizing former German-language psychology journals include the publication of shorter papers, their availability to a more international authorship, and a slight, but significant increase in multiple authorships.

Tolerance is theoretical and practical principles

1996 ◽  
pp. 13-23
Author(s):  
Mykhailo Babiy
Keyword(s):  
Religious Diversity ◽  
The Other ◽  
Nodal Points ◽  
Characteristic Features ◽  
The One ◽  
Ukrainian Society

Political ideological pluralism, religious diversity are characteristic features of modern Ukrainian society. On the one hand, multiculturalism, socio-political, religious differentiation of the latter appear as important characteristics of its democracy, as a practical expression of freedom, on the other - as a factor that led to the deconsocialization of society, gave rise to "nodal points" of tension, confrontational processes, in particular, in political and religious spheres.

Static and Dynamic Studies of Gasoline in View of its Octane Number and its Toxic Effect

2013 ◽  
Vol 12 (7) ◽  
pp. 451-459
Author(s):  
Ashraf Yehia El-Naggar ◽  
Mohamed A. Ebiad
Keyword(s):  
Toxic Effect ◽  
Aromatic Hydrocarbons ◽  
Octane Number ◽  
Liquid Fuel ◽  
Positive Impact ◽  
Hydrocarbon Composition ◽  
Different Temperatures ◽  
Different Seasons ◽  
The One ◽  
The Impact

Gasoline come primarily from petroleum cuts, it is the preferred liquid fuel in our lives. Two gasoline samples of octane numbers 91 and 95 from Saudi Arabia petrol stations were studied. This study was achieved at three different temperatures 20oC, 30oC and 50oC representing the change in temperatures of the different seasons of the year. Both the evaporated gases of light aromatic hydrocarbons (BTEX) of gasoline samples inside the tank were subjected to analyze qualitatively and quantitatively via capillary gas chromatography. The detailed hydrocarbon composition and the octane number of the studied gasoline samples were determined using detailed hydrocarbon analyzer. The idea of research is indicating the impact of light aromatic compounds in gasoline on the toxic effect of human and environment on the one hand, and on octane number of gasoline on the other hand. Although the value of octane number will be reduced but this will have a positive impact on the environment as a way to produce clean fuel.

How much Artistic Freedom is permitted when it comes to Language? - Analysis of a Crime Novel

2018 ◽  
Vol 5 (2) ◽  
pp. 50-60
Author(s):  
Manuela Svoboda ◽  
Petra Zagar-Sostaric
Keyword(s):  
Foreign Language ◽  
German Language ◽  
Direct Speech ◽  
Small Talk ◽  
Language Analysis ◽  
Crime Novel ◽  
Blood Relative ◽  
German Origin ◽  
Artistic Freedom ◽  
The One

Abstract In this article a closer look will be taken at the issue of inaccurately using a foreign language, i.e. German in this particular case, in a crime novel or thriller. Of course, in fiction the author has complete artistic freedom to invent and present things as he/she intends and it doesn`t necessarily have to be realistic or legitimate. But what happens when it comes to an existing language being quoted in fiction? For this purpose David Thomas’ thriller “Blood Relative - How well do you know the one you love?” is analysed regarding parts in which German quotes are used. As the plot is located partly in England and partly in former East Germany (GDR) and the protagonist’s wife is of German origin, direct speech, titles and names are used in German. Subsequently, they are translated into English by the author in order to be understood by the English reader. However, there are many grammar, spelling and semantic mistakes in these German expressions and common small talk quotes. This begs the question, is it justified to disregard linguistic correctness with regards to artistic freedom given the fact that we are dealing with a fictional thriller, or is it nevertheless necessary to be precise concerning foreign language usage? How far may one “test” their artistic freedom in this particular case? In order to answer these questions a detailed analysis of the thriller is performed, concerning artistic freedom and modern literature/light fiction as well as the German language used in quotes and direct speech.

Principles for sharing economy formation in the digital society

2020 ◽  
Vol 16 (5) ◽  
pp. 800-821
Author(s):  
E.V. Popov ◽  
K.A. Semyachkov
Keyword(s):  
Network Effects ◽  
Sharing Economy ◽  
Network Effect ◽  
Industrial Society ◽  
Economic Activities ◽  
Digital Platforms ◽  
Digital Society ◽  
Modern Economy ◽  
Characteristic Features ◽  
The Impact

Subject. The article addresses economic relations that are formed in various areas of economic application of digital platforms. The target of the research is the modern economy of digital platforms across different economic activities. Objectives. The aim is to systematize principles for share economy formation in the context of the digital society development. Methods. We employ general scientific methods of research. Results. The study shows that the development of digital platforms is one of the most important trends in the development of the modern economy. We classified certain characteristic features of modern digital platforms, analyzed principles for their creation. The paper emphasizes that the network effects achieved through the use of digital platforms are an important factor in the development of the share economy. The network effect describes the impact of the number of the platform users on the value created for each of them. The paper also considers differences in the organization of traditional economy companies and companies that are based on the digital platform model, reveals specifics of changes in socio-economic systems caused by the development of digital platforms, systematizes principles of the sharing economy formation in the context of the digital society development. Conclusions. The analyzed principles for sharing economy development on the basis of digital platforms can be applied to create models for the purpose of forecasting the transformation of economic activity in the post-industrial society.

The Development of Agritourism in the Podkarpackie Voivodeship in the Light of International and National Conditions

2017 ◽  
Vol 13 ◽  
pp. 244-261
Author(s):  
Mariola Tracz ◽  
Małgorzata Bajgier-Kowalska ◽  
Radosław Uliszak
Keyword(s):  
Development Strategy ◽  
Current State ◽  
Central Statistical ◽  
Central Statistical Office ◽  
Tourism Resources ◽  
The One ◽  
The Impact ◽  
District Offices ◽  
Socio Economic Factors

Podkarpackie Voivodeship is one of the regions of Poland in which the number of agritourism entities is very high. Therefore tourism plays a significant role in its development strategy. The aim of the paper is to identify the current state of agritourism and the changes that have occurred in the region in the years 2000–2016. Specific objectives are to determine the distribution of agritourism farms and their offer, together with a comprehensive analysis of the environmental and socio-economic factors, as well as the impact of the Slovak-Ukrainian border. The report was developed on the statistical materials from the Polish Central Statistical Office, Podkarpackie Agricultural Advisory Centre in Boguchwała and data collected from municipalities and district offices that is published on their websites, as well as through interviews with 100 owners of agritourism farms in the Podkarpackie Voivodeship. The research has shown, on the one hand, the decline in the number of farms in the region and, on the other hand, the increase in the diversity of the tourist offer of these entities. Distribution of agritourism farms is closely linked to the attractiveness of natural environment and quality of secondary tourism resources. Traditional agritourism has not yet fully used its countryside, as well as cross-border advantages of its location.

First grammar books in the Habsburg Monarchy: individual initiative and regulatory interference by the state (1760s–1770s)

2020 ◽  
Vol 2019 (2 (11)) ◽  
pp. 137-157
Author(s):  
Olga V. Khavanova ◽  
Keyword(s):  
Eighteenth Century ◽  
State Policy ◽  
Large Scale ◽  
Language Use ◽  
Linguistic Diversity ◽  
Mother Tongue ◽  
German Language ◽  
Habsburg Monarchy ◽  
Private Initiative ◽  
The One

The second half of the eighteenth century in the lands under the sceptre of the House of Austria was a period of development of a language policy addressing the ethno-linguistic diversity of the monarchy’s subjects. On the one hand, the sphere of use of the German language was becoming wider, embracing more and more segments of administration, education, and culture. On the other hand, the authorities were perfectly aware of the fact that communication in the languages and vernaculars of the nationalities living in the Austrian Monarchy was one of the principal instruments of spreading decrees and announcements from the central and local authorities to the less-educated strata of the population. Consequently, a large-scale reform of primary education was launched, aimed at making the whole population literate, regardless of social status, nationality (mother tongue), or confession. In parallel with the centrally coordinated state policy of education and language-use, subjects-both language experts and amateur polyglots-joined the process of writing grammar books, which were intended to ease communication between the different nationalities of the Habsburg lands. This article considers some examples of such editions with primary attention given to the correlation between private initiative and governmental policies, mechanisms of verifying the textbooks to be published, their content, and their potential readers. This paper demonstrates that for grammar-book authors, it was very important to be integrated into the patronage networks at the court and in administrative bodies and stresses that the Vienna court controlled the process of selection and financing of grammar books to be published depending on their quality and ability to satisfy the aims and goals of state policy.

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