Information Component of Branding: Case of Public Catering Institutions

Given the widespread penetration of Internet technology in marketing practices, one of which is branding, accelerating the internetization of business processes due to the COVID-19 pandemic and the requirements of social distancing, continuous improvement and expansion of online branding tools, the task of defining and justifying of the role of branding informational component becomes actual. The proposed article is devoted to solving this issue on the example of cases of catering establishments. The application of a set of scientific methods, including review-analytical, system, case-method, induction method, and processing of publications in professional and specialised publications, media materials, social media content, made it possible to distinguish technological and content components in the information dimension of catering establishments’ branding. The content component includes: 1) development of the concept or “legend” of the brand – its positioning in a competitive environment, which determines the key messages aimed at ensuring brand recognition and identification; 2) visual and verbal expression of the agreed concept of the brand: – visual information – logo, room design, staff uniform, site design, representations in social networks; – verbal component – slogan, menu, style and content of messages. The technological component of the information dimension of branding includes those software and technology tools through which information is disseminated about the brand and communication with the customer environment: official websites of institutions, their representation in social networks, mobile applications, messengers, online advertising. It is proved that effective branding involves a harmonious combination of content and technological components. The emphasis on technology and failures in the content component create risks of reputational and financial losses of the enterprise.

Semantic Differences between Verb-Nominal Collocations and Corresponding Verbs (As Exemplified by Collocations with Verbs Ispytyvat’ / Ispytat’)

The following article focuses on semantical differences of verbal-nominal descriptive predicates constructed by verbs ispytyvat’ / ispytat’ from their lexically adequate verbal correlates. The Russian linguistic tradition describes such collocations as verbal periphrasis, and this leads to a misjudgment of their semantical particularity. Our main goal is to describe the differences due to state semantical independence of the collocations from the verbs. The study showed that an emotional state described by descriptive predicates with verbs ispytyvat’ / ispytat’ presupposes no explication, which differs them from some lexically adequate verbal correlates. It reveals an intra-subject nature of their semantics that can be manifested in a specific actant structure or in its implementation. It is also worth noting their semantic complexity and an important role of verbal component: different meanings of the verbal component cause different semantics of whole collocation even with the same nominal one. Thus, particular meaning of a nominal component and of a verbal one makes up semantics of a whole construction. Many types and examples of semantical discrepancy between the verbal-nominal descriptive predicates and their lexically adequate verbal correlates leads to the necessity of describing their semantics departed from the verbal correlates’ meaning and of the refusal to consider them as means of verbal periphrasis.

PЕCULIARITIES OF ADVERTISEMENT STRUCTURING IN MODERN ENGLISH TOURISM DISCOURSE

Nowadays tourism industry is one of the areas that facilitate the economic and cultural growth of the country. Tourism does not only open borders, acquaint with the cultural heritage, and expand “intellectual capacity”, it is a sphere where various suggestive means – subconsciously and consciously – are widely used. A tourist destination is popularized through advertising, so advertising texts in tourism advertising discourse – an institutional type of discourse focused on specifying within numerous tourism destinations and on reciprocal communication with recipients – are one of the key means of promoting tourism products. The end goal of our paper is to pinpoint the basic structure of the modern English tourism advertisement and determine the correlation of its verbal and nonverbal components, the subject of the research is verbal and nonverbal means of reproducing tourism advertisement content. The goal can be achieved through the tasks aimed at analyzing the correlation of verbal and nonverbal and at the presentation of the basic framework of the modern English advertisement in tourism advertising discourse. The results of the research proved that the peculiarity of advertising texts in modern English tourism advertising discourse is in the combination of informational, linguistic, socio-cultural, gender, and psychological components that altogether create a positively-marked tourism destination image in the recipient’s consciousness. The information in the advertisements is fragmented to avoid overwhelming recipients with “known” facts. The tourism destination advertisements have a basic structure of a visual component (arch-fragment) as a means of attracting the recipient’s attention and a verbal component: title (middle fragment), as a means of interest, and text (terminal-fragment), as the main means of suggestion. Key words: modern English tourism advertising discourse, correlation, verbal component, non-verbal component, visual component.

Association of the Verbal Component of the GCS With Mortality in Patients With Encephalopathy Who Are Not Undergoing Mechanical Ventilation

Background and Objectives:The utility of the Glasgow Coma Scale (GCS) in intubated patients is limited due to reliance on language function evaluation. The Full Outline of UnResponsiveness (FOUR) Score was designed to circumvent this shortcoming, instead adding evaluations of brainstem reflexes (FOUR B) and specific respiratory patterns (FOUR R). We aimed to determine if the verbal component of the GCS (GCS V) among encephalopathic non-intubated patients significantly contributes to mortality prediction and to assess GCS vs. FOUR Score performance.Methods:All prospectively consented patients ≥18 years admitted to the Internal Medicine service at Zambia’s University Teaching Hospital from October 3rd, 2017 to May 21st, 2018 with a GCS of ≤10 have undergone simultaneous GCS and FOUR Score assessments. The patients were not eligible for mechanical ventilatory support per local standards. Patients’ demographics and clinical characteristics were presented as either percentage frequencies or numerical summaries of spread. The predictive power of the GSC without Verbal component vs. total GCS vs. FOUR Score on mortality were estimated using the area under the receiver operating characteristic (AU-ROC).Results:235 patients (50% women; mean age 47.5 years) were enrolled. All patients were Black. Presumed etiology was CNS infection (64; 27%), stroke (63; 27%), systemic infection (39; 16.6%), metabolic encephalopathy (3; 14.5 %), 14.9% unknown. In-hospital mortality was 83%. AU ROC for GCS Eye+Motor (0.662) vs. total GCS (0.641) vs. total FOUR Score (0.657) did not differ. Odds ratio mortality for GCS > 6 vs. < 6 was 0.32, 95% CI 0.14-0.72 (p 0.01); for FOUR Score >10 vs. <10 was 0.41, 95% CI 0.19-0.86 (p 0.02).Conclusion:Absence of a verbal component of GCS had no significant impact on total GCS’s performance and either GCS or FOUR Score are acceptable scoring tools for mortality prediction in the resource-limited setting. These findings need further validation in the countries with readily available mechanical ventilatory support.Classification of Evidence:This study provides Class I evidence that the verbal component of the GCS does not significantly contribute to a total GCS score in mortality prediction among encephalopathic patients who are not intubated.

The specifics of innovation in tourism in the new normal

Continuous data update on current trends and development perspectives, consumer preferences and innovative solutions in Travel & Tourism requires flexibility and a complex integrity-based approach using Agile and simultaneous development of the content and its verbal component, and compact packaging of new knowledge. The choice of precedent sources of professional and thematic aspect of linguistic knowledge is subject to the principles of integration teaching and functional conditionality for further realisation of activity-communicative needs of future specialists in international hotel-tourism business. The research findings in changing tourism business models and terminology are packed in a cumulative matrix of impact factors, newly formed customer segments and emerging business models.

Perception modules and virtual creolization of a text in a verbal landscape

Text generation in poetic landscapes is considered from cognitive positions, with nature perception as part of spatial event conceptualization procedure. Emily Dickinson’s poems (No. 140, 668) and their Russian versions were taken as illustrations as for perception modules as sensual components. Virtual creolization was dealt with, as well as ways of translation equivalence, omission and forced restructuring. Perceptual thinking is a lower pre-semantic level not represented in a clear way. Apart from lexemes with meanings based on a clearly-cut perceptual component percepts are present in sensory words as traces of former perception. Modularity in representing percepts and their images generates a textual quality of virtual creolization, synthesis of verbal component and that of its representation image together with /without a reminiscence from another module. Text generation in a primary and translation texts was described as a reconstruction of perceptual and cognitive activity inherent to observer-speaker in an actual period. The analysis shows virtual creolization as a characteristic of initial and translation texts, which makes omission and forced restructuring transformations necessary.

TYPES OF LINGUISTIC CONFLICT TRIGGERS AND THEIR ROLE IN SPEECH AND PSYCHOLOGICAL CONFLICTS

Problem statement. Conflicts that arise in communication are created by the system and speech characteristics of the language means used. The study of the phenomenon of linguistic conflict trig-ger will allow us to distinguish between different types of conflicts, as well as to describe the types of language units and the features of their actualization that can provoke conflict interaction. Taking into account potentially conflict-triggering language phenomena will make it possible to implement a preventive speech strategy aimed at harmonizing communication. The purpose of this article is to identify and characterize the types of language units in speech that trigger conflicts (conflict triggers), to distinguish them from similar, but not identical units (inten-sifiers); to reveal the mechanisms of conflict interaction that arise when interpreting specific linguistic means and to identify the role of the verbal component in conflicts of different types. Methodology (materials and methods).The research material is a card catalogue of conflict in-teraction examples from literary texts and the media, jokes, Internet memes, and recordings of spoken speech. The main methods of analysis are the descriptive method, the method of semantic analysis, and the method of conceptual analysis. Research results. The analyzed examples show that only a linguistic means that has special sys-tem characteristics or contextual content that create a space of communicative tension and generates various types of conflict interaction (speech and psychological conflicts) can be classified as a linguis-tic conflict trigger. The typology of linguistic conflict triggers, based on the semantic and pragmatic aspects of the linguistic sign, includes three types: systemic, usual, and contextual conflict triggers.

WOMIDZ 'EVIL EYE' AS A PHENOMENON OF VERBAL MAGIC OF THE KOMI-ZYRYANS

Belief in the evil eye is among the rare universals of human culture, which still does not have a satisfactory explanation. The author proposes to focus on the traditional ideas of the Komi-Zyryans about the in the evil eye, which make it possible to assert their original verbal-magical character. The concept put forward by the author is based on the following definition is put forward by the author of the concept: “ Womidz is an unintentional, spontaneously induced verbal-magical effect with a negative result, due to the linguistic semantics of the word- womidz . The verbal component underlying the magical act can be expressed by direct speech or is associated with the verbalization by the addressee of unspoken thoughts and intentions of the addressere”. This provision is proved by the analysis of folk terminology and a wide range of phenomena characteristic of the notions of spoilage. According to the author's position, the verbal-magic act of vomidz can be presented in the form of a communicative model: addressere (sender of the word- womidz ) - verbal message (word- womidz ) - addressee (recipient of the message) and object of damage- womidz ; this object can be either the addressee himself or any object of vital importance to him, which is in the field of view.

Games in the Republic

From its earliest days, Roman spectacle served a range of social and political ends; even as these shared experiences solidified group identity and channelled public emotions toward positive ends, organizers, performers, and attendees also claimed these events as opportunities to advance individual ambitions, to press for greater access to public resources, and to assert the legitimacy of various narratives about Roman identity and power. Evidence for theatrical events is of particular interest, because of the intense verbal component in these shows. Elite leaders organized spectacle space to secure preferred messaging, to spotlight elite social dominance, and to restrict popular capacity to divert such venues toward the support of other class goals. Utilizing ritual habits of group expression, however, organized sub-elites in the audience worked to seize control of dramatic scripts, redirecting the stage narrative to refocus and challenge contemporary political discourse and reclaiming architectural messaging to undermine elite intentions.

Specificity of Representation of Fake Information in Audiovisual Media Content

The situation of uncertainty, which became a consequence of the pandemic, forced the audience to actively interact with the media. This effect is especially noticeable in the field of video information. Because of this, the ability to check the quality of such information and to detect a video fake is especially in high demand. Meanwhile, the researchers' interest is focused primarily on the verbal component of media content. In our study, we are trying to fill this gap and concretize the models of generating video fakes, their types, and reasons for their appearance.Based on the analysis of fake audiovisual content distributed in the media sphere in 2020 we identify two models of its appearance - synchronous and asynchronous. In the first case, fake is a result of distorting the video and audio of the work. In the second case, only one of the rows broadcasts a false idea. The latter case is dangerous in that the series of works that do not contain false information inspires confidence in the audience and makes it accept the media message as a whole.Also, in the study, we single out the most common types of fakes based on such characteristics as the degree of information distortion, the degree of reliability of spatial and temporal characteristics, and the degree of reliability of the source. We determine the most frequent markers of fakes in video works, namely: distortion of the shooting angle, concealment of the staged nature of filming, the use of animation and animation technologies that imitate newsreel footage, placement of inaccurate infographics in video work, fake news announcement, and publication.Among the most common reasons for the formation of video fakes, we note the desire to increase ratings, discriminate against specific individuals or organizations, draw attention to a real problem, and to entertain the audience.In the analysis of fake as a global phenomenon using the example of deepfake technology, we show how it can be used in constructively and destructively and emphasize the importance of developing media education to neutralize the negative consequences of the spread of fakes.