Veterinarians in a Changing Global Climate: Educational Disconnect and a Path Forward

Objective: To synthesize the beliefs, knowledge and interest of veterinarians on the relationship between veterinary medicine and climate change, with the intent to identify any educational gaps and opportunities.Sample: Responses from 560 U.S., and 54 non-U.S. veterinarians.Procedures: An anonymous, online survey of veterinarians was distributed through electronic media, state and professional associations, and a veterinary magazine advertisement. The survey was conducted between July 1st and December 31st of 2019.Results: Overall, veterinary respondents were confident that climate change is happening, is caused by human activities, and is impacting both human and animal health. Veterinarians also agreed that the profession should have an advocacy role in educating the public on climate change and its health impacts, particularly in clinical practices where environmental sustainability promotion can be shared with clients. Although veterinarians agreed the profession needs to be involved with climate change advocacy, most reported having had no educational opportunities within their veterinary medicine curriculum or access to continuing education on climate change.Conclusions and Clinical Relevance: The results highlight the need for the development of educational opportunities on the topic of climate change such that veterinarians are equipped to address their concerns about current and future animal health threats.

Multimodal Metaphor Analysis of Print Advertisements Based on the Conceptual Blending Theory: Exploring the Hidden Ideology---Sign-Consumption

In today’s industrial society with great affluence in material goods, consumption in our mind no longer aims at objective function, but at the sign-value connoted in the objects. Advertisement is the main carrier of sign-consumption ideology with rich multimodal metaphorical resources. This study follows the analytical mode of Critical Discourse Analysis (CDA), by analyzing multimodal metaphor in print magazine advertisement from the perspective of Conceptual Blending Theory (CBT) to explore the hidden sign-consumption ideology. The main findings of the research are: 1) metaphors in selected ads are all novel metaphors, in which the target domain is always presented by the advertised products while source domain is always presented in form of image; 2) counterpart correspondences mapped between two input spaces are the imposed selling points and sign-value, which take the main marketing functions; 3) relegating and weakening the objective function but advocating sign-value of goods is essentially because of people’s desire for differentiation in homogenized industrial society, which would allow the market more space to conduct secondary exploitation to people instead of labor exploitation. This interdisciplinary study not only adds new content to linguistics but also provides new perspective to consumption issue of sociology and economics. Besides, it provides a rational warning for people to reflect their consumption behavior.In today’s industrial society with great affluence in material goods, consumption in our mind no longer aims at objective function, but at the sign-value connoted in the objects. Advertisement is the main carrier of sign-consumption ideology with rich multimodal metaphorical resources. This study follows the analytical mode of Critical Discourse Analysis (CDA), by analyzing multimodal metaphor in print magazine advertisement from the perspective of Conceptual Blending Theory (CBT) to explore the hidden sign-consumption ideology. The main findings of the research are: 1) metaphors in selected ads are all novel metaphors, in which the target domain is always presented by the advertised products while source domain is always presented in form of image; 2) counterpart correspondences mapped between two input spaces are the imposed selling points and sign-value, which take the main marketing functions; 3) relegating and weakening the objective function but advocating sign-value of goods is essentially because of people’s desire for differentiation in homogenized industrial society, which would allow the market more space to conduct secondary exploitation to people instead of labor exploitation. This interdisciplinary study not only adds new content to linguistics but also provides new perspective to consumption issue of sociology and economics. Besides, it provides a rational warning for people to reflect their consumption behavior.

Language Mixing in Creolized Glossy Magazine Advertisement Texts

The issue of enhancing the use of language code switching technique in modern creolized advertising texts is discussed in the article. The relevance of the chosen topic is due to the expansion of the areas of language interaction and the change in tactics for contacting the addressee of advertising due to the process of globalization, the popularization of the English language in the world, the emergence of new communication channels, the mobility of visual images, and the clip’s perception of information by the recipient. The actual material of the study was creolized advertising texts from seven Russian international glossy magazines: “Cosmopolitan”, “Elle”, “Glamor”, “GQ”, “InStyle”, “Tatler”, and “Vogue”. It is proved that foreign inclusions in the considered texts are presented in several ways of varying degrees of productivity: insertion of a foreign language grapheme (formation of graphogibrids); use of the word in the Latin script (astionyms, burials, pragmatonyms, English preposition since , etc.); the introduction of one or more statements in a foreign language; inclusion of a hashtag in latin graphics. The listed types of foreign inclusions are attributed by the author to signal (intentionally introduced into the texts with the aim of accentuation of units or their elements) and multifunctional (capable of performing attractive, accent-emphasizing, utilitarian-compressive, emotionally-expressive, suggestive, informative functions).

Patterns of the Fair: Demorest's monthly magazine, the Centennial Exhibition of 1876 and analysis of fashion advertising art

Fashion magazines contain hidden delights ripe for investigating. One can explore overt content and covert messages in fashion magazine advertising art by probing the periodical and its promotional images for historical or social clues and for the advertiser's manipulative methods. Art librarians can apply and encourage the use of analytical techniques in connection with fashion advertising art from any era or region of the world. The focus here is on a single firm, the Demorest Fashion and Sewing-Machine Company, best known for its paper sewing patterns, and how in a single volume of its monthly magazine it promoted the purchase of fashion goods in connection with a world's fair: the 1876 Centennial Exhibition in Philadelphia. Comparing a 19th-century fashion engraving with a related photograph; and viewing a magazine advertisement as a set of repeating patterns according to a 21st-century process, fractal-concept analysis, together yield a trove of information and prompt further ideas for alternate and peripheral lines of inquiry.

Sources of Information Referred for Higher Education Institution Selection

In response to the increase in demand on tertiary education, number of higher education institution raised dramatically over the past few decades. The scenario creates competition environment leading to the needs for understanding how students’ decision were made. Recent literature on higher education has been acknowledging the role of marketing in attracting potential students. This paper explores the decision process of selecting higher education institution within the framework of marketing communication. From the perception of students who are successfully accepted in a higher education institution, the analysis was done to investigate what was the source of information being referred. Analysis was also done to identify which source perceived by the students as their most influential source of information in deciding which institution to apply for. The finding suggests that traditional marketing tools such as news paper and magazine advertisement or publication is still effective as compared with other interactive marketing approach such as websites and education fair. The influence of their significant others such as parents, siblings and peers is also discussed.

THE TRANSNATIONAL SUCCESS OF COSMOPOLITAN MAGAZINE

Studying about an American popular culture product such as the Cosmopolitan magazine for American Studies’ scholars can no longer be framed in studying how it is operated within the U.S. only. Instead, a look at how it is being transferred across nation’s borders and how it is regulated in other nations become a concern also to scholars. Time and space is no longer a border for a world that is transnational, so global values that are being sold in the magazine’s advertisements are being made continually popular by inserting local ideas. How has Cosmopolitan successfully achieved its globality? The following article discusses on the transnational culture that Cosmopolitan and its magazine advertisement brings and howit has taken in the local to support the global.Key words: Cosmopolitan, Global, Local, Transnational, Popular culture