scholarly journals AN INTERTEXTUAL APPROACH TO THE ANALYSIS OF ADVERTISING SLOGANS

2021 ◽  
Vol 3 (26) ◽  
pp. 26-28
Author(s):  
Perlova J.V. ◽  
◽  
◽  

This article provides an overview of an intertextual approach to the analysis of advertising slogans, the effectiveness of slogans is estimated. Slogans are investigated from the standpoint of the theory of intertextuality. The relevance of the work is proved by the increasing interest to the advertising discourse based on the methodology of new research paradigms.

2012 ◽  
Vol 2 ◽  
pp. 9-18
Author(s):  
Arvydas Pacevičius

The publication features information on research done during the Bibliotheca Lituana project. In particular the focus is on collections of memory institutions, new perspectives on library and other memory institution, i.e. archives, museums, research. Modern library history has adopted relevant theoretical perspectives from social and cultural theory. Currently these perspectives incorporate not only the activities and collections of the aforementioned institutions but also the more widely interpreted information infrastructure, that do not have libraries as their main frame of reference. Problems faced publishing archival sources are also examined. It was determined that insufficient attention is given to research and publication of old catalogues, inventories and book listings. On the other hand a unified system and methodology for publishing of the aforementioned sources does not exist. We come to a conclusion that through new research paradigms, an interdisciplinary approach and change of thought in the archival, librarian and museology communities, we can start systematic research of libraries and other memory institutions. Their results would complement the pages of the continued Bibliotheca Lituana publications.


Author(s):  
Lorraine Ling ◽  
Peter Ling

Authors of the chapters of this book have reflected on education research undertakings and research paradigms applicable to their work. Their writing is revisited here as it links education research in practice to underpinning understandings of the nature of the aspect of the world investigated, the drivers of the research and the contributions to knowledge that emerge. Instances that fit within or move between established research paradigms are addressed first. The case for a new research paradigm—the supercomplexity paradigm—is then rehearsed and contributions of chapter authors to that concept and its application summarized. While research reviewed in the chapters covers the full array of paradigms, the endeavors portrayed are linked by the act of research itself. In this endeavor, whatever the education research topic, approach and methods employed, being clear about the research paradigm that applies helps in ensuring the research exercise is coherent and the outcomes appropriate and defensible.


1989 ◽  
Vol 11 (1) ◽  
pp. 84-94 ◽  
Author(s):  
John Rahn

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Oriane Razakarivony ◽  
Adrian Newman-Tancredi ◽  
Luc Zimmer

AbstractThe serotonin 5-HT1A receptor has attracted wide attention as a target for treatment of psychiatric disorders. Although this receptor is important in the pharmacological mechanisms of action of new-generation antipsychotics, its characterization remains incomplete. Studies based on in vitro molecular imaging on brain tissue by autoradiography, and more recently in vivo PET imaging, have not yielded clear results, in particular due to the limitations of current 5-HT1A radiotracers, which lack specificity and/or bind to all 5-HT1A receptors, regardless of their functional status. The new concept of PET neuroimaging of functionally active G-protein-coupled receptors makes it possible to revisit PET brain exploration by enabling new research paradigms. For the 5-HT1A receptor it is now possible to use [18F]-F13640, a 5-HT1A receptor radioligand with high efficacy agonist properties, to specifically visualize and quantify functionally active receptors, and to relate this information to subjects’ pathophysiological or pharmacological state. We therefore propose imaging protocols to follow changes in the pattern of functional 5-HT1A receptors in relation to mood deficits or cognitive processes. This could allow improved discrimination of different schizophrenia phenotypes and greater understanding of the basis of therapeutic responses to antipsychotic drugs. Finally, as well as targeting functionally active receptors to gain insights into the role of 5-HT1A receptors, the concept can also be extended to the study of other receptors involved in the pathophysiology or therapy of psychiatric disorders.


2021 ◽  
Vol 82 (6) ◽  
pp. 73-78
Author(s):  
V. N. Bazylev

Abstract. The paper is focused on relevant directions in modern Russian Linguistics. It is the continuation of the 2019 publication where the ideas of Pedagogical and Anthropo-Oriented Linguistics, Political Communication Studies and Theological Linguistics were introduced. The aim of this paper is to demonstrate the expanding horizons of the science about the language of the 21st century. The particular sections of the text characterize the goals of modern linguistics, its key concepts, objectives and methods currently employed in the sphere of studying language and real discursive practices. The methodology of the research consists in describing new research paradigms. Such paradigms are objectively formed in the course of progressing scientific activity; their changes are triggered by the evolution of society, its socially valuable demand to upgrade not only science but also its educational system on the basis of certain conceptual, value, methodological and technological beliefs. The idea behind this paper is to help teachers to make sense of a big variety of modern linguistic ideas and opt for those which they can use to develop innovative approaches to teaching Russian.


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