Creativity оf Advertising Aesthetics in Generating New Fiction Texts

The article under studies deals with the creative possibilities of an advertising text within modern arts. It is generally recognized that the main purpose of advertising is to turn a recipient into a consumer. The advertisers achieve this goal through implementing the four consecutive stages of affecting the receptive consciousness: drawing attention, arousing interest, stimulating desire and encouraging action, which requires a perfect form of presentation. For successful achievement of the above results, the advertisers use rational, emotional, logical, psychological and aesthetic means of persuasion all together. Consequently, advertisement, as a peculiar synthetic type of “aestheticized pragmatics”, does not reject the aesthetic constituent. In the course of perceiving an advertising text, there might occur certain teleological deviations: when the aesthetic component of advertising comes out in the receptive consciousness in the first place, the advertising text can acquire new semantic parameters and be transformed into a qualitatively different text. In this way, most advertising slogans are usually considered. Being separated from the original text, they turn into independent messages (such as proverbs, sayings, phraseologisms) and enter the flow of the contemporary communicative space of speech. Other phenomena, generated by the aesthetics of an advertising text, are numerous anecdotes and comedic sketches, which parody plot structures, themes, images and specifics of the speech of advertising texts, as well as act as autonomous genres. The article under discussion regards the generation of a new text as a free game within aesthetic communication, whereby the author (the advertiser) and the recipient (the consumer) become equally successful partners. In addition, the article contains the analysis of certain samples, in which the aesthetics of an advertising text annihilates its immanent utilitarian form and creates an independent fiction text. Thus, the aesthetic component of an advertising text turns into a particular creative motive, a driving force in generating new literary texts.

Verbalization of cognitive processes in the texts of bilinguals with alexithymia

This article describes certain fragments of verbal-lexical and linguistic-cognitive levels of linguistic personality of the bilinguals with alexithymia. The goal lies in their determination, description, and comparison with the corresponding fragments of linguistic personality of the Russians with alexithymia for outlining the parameters that correlate or do not correlate with nationality and alexithymia status of the respondent. The research leans on the linguistic, quantitative and qualitative content analysis of autobiographical texts. The essential condition for including in the number of respondents was a pronounced alexithymia status (diagnosed in accordance with the Toronto Alexithymia Scale), affiliation to Altai or Yakut ethnic group, and command of the corresponding language (bilingualism). The following conclusions were made: certain cognitive and lexical-semantic parameters remain constant, while morphological and punctuation parameters among Altai and Yakut people cease to be the criterion of the pronounced alexithymia status of a person. The acquired results can be used as a complementary instrument for the diagnosis of alexithymia and its correction. The relevance of this research is substantiated by incidence of the phenomenon of alexithymia and the need for conducting comparative study of the texts of persons with alexithymia who belong to different ethnic groups, which allows determining the framework of such supplementary instrument of diagnosis as text analysis.

Ethnocultural Specificity of Phraseological Units with Zoocomponent in German and Ukrainian Languages

The article presents a comparative analysis of phraseology with zoonymic components in the German and Ukrainian worldviews, which are closely related to national culture. In most phraseologies with the component-zoonym there is a type of metaphorical transfer, which uses the names of animals to describe the characteristics of man, the designation of certain qualities, appearance, character, mental abilities. In addition, zoonyms are often symbols of moral and intellectual qualities of man. The purpose of research is to study phraseological systems with zoomorphic components in a pair of German - Ukrainian, which allows to identify important values of each nation. Results of research. During the study of zoonyms in phraseology, it was noted that the metaphorical nature of zoomorphic phraseology, their inherent subjective-evaluative connotation, the specificity of their semantic parameters and syntactic structure is largely due to their scope, based on their expressed anthropocentrism as a manifestation of traditions of attributing to animals certain traits of human character. In the ethnoculture of different peoples, phraseology, including the names of animals - is primarily a statement about man, his spiritual and social traits. Thus, phraseology with the names of animals can reflect: physical qualities, capabilities; appearance; mental qualities (character traits); intelligence; habits, abilities, skills. Also, the paper explores the common and distinctive features of phraseology of the Ukrainian and German languages, namely the zoocomponents that form complete equivalents. Such phraseological units are equivalent, ie their lexical volume, semantic meaning and meaning are symmetrical. The second group includes partial equivalents. In German and Ukrainian, such phraseological units have the same meaning, but differ in the composition of lexical components, and, consequently, the internal form. The third group includes phraseologies that have no equivalents in another language and are characterized by the fact that these concepts do not have a common object. Such phraseological units often remain outside the scope of bilingual phraseological dictionaries, which is why it is only possible to explain the meaning. Originality is determined by the fact that our study makes a contribution to the development of phraseology in terms of studying phraseological units, namely the animalism of the German and Ukrainian languages. Conclusion. The presence of common and distinctive features in the structures of phraseology of the studied languages, the nature and content of associations are determined not by the properties of animals, but by their life in the national folklore-mythological and literary contexts of each nation, its worldview, human existence.

A corpus-based analysis of referentiality in Mapudungun

This report presents the methodological guidelines as well as some partial results of the study of referentiality in Mapudungun, a language isolate spoken in Chile and Argentina with different degrees of vitality. Reference in discourse encompasses two basic operations: the individuation of the referents and their anchorage in the discourse. Our research is part of a wider project which seeks to identify the structural resources used by the languages in referential operations. We investigate a set of structural and semantic parameters of referential expressions as they occur in a corpus of Mapudungun texts belonging to different genres. Some of the findings may represent general patterns of reference in natural texts, while others may be representative of specific Mapudungun genres. At a methodological level, our research shows that it is possible to substantiate hypotheses on reference and on discourse structure related to reference by hard figures, to characterize text genres by measurable semantic and structural properties, and to discover new phenomena which demand an explanation.

Bone morphological feature extraction for customized bone plate design

Fractures are difficult to treat because of individual differences in bone morphology and fracture types. Compared to serialized bone plates, the use of customized plates significantly improves the fracture healing process. However, designing custom plates often requires the extraction of skeletal morphology, which is a complex and time-consuming procedure. This study proposes a method for extracting bone morphological features to facilitate customized plate designs. The customized plate design involves three major steps: extracting the morphological features of the bone, representing the undersurface features of the plate, and constructing the customized plate. Among these steps, constructing the undersurface feature involves integrating a group of bone features with different anatomical morphologies into a semantic feature parameter set of the plate feature. The undersurface feature encapsulates the plate and bone features into a highly cohesive generic feature and then establishes an internal correlation between the plate and bone features. Using the femoral plate as an example, we further examined the validity and feasibility of the proposed method. The experimental results demonstrate that the proposed method improves the convenience of redesign through the intuitive editing of semantic parameters. In addition, the proposed method significantly improves the design efficiency and reduces the required design time.

Correlation of grammatical and semantic parameters in portuguese change-of-state verbs

Verbs denoting change of state are a semantic-syntactic universal as they share common patterns in languages of different types. One of such patterns is their ability to take part in causative-inchoative alternation when one and the same situation codified by certain language units can be seen both from the viewpoint of the actor vs recipient (transitive model) and from the viewpoint of the recipient only, provided that the recipient is the only agent in the verb’s structure (inchoative model), unlike in passive constructions. In causative-inchoative alternation situations these verbs choose one of the three alternation types: a) suppletive (matar – morrer), b) anticausative, when the inchoative meaning is codified morphologically with the help of the pronominal particle se (espantar – espantar-se) and c) labile, when the inchoative meaning is optionally marked by se without any change in grammaticality or semantics. The present paper argues that the choice of pronominal or non-pronominal form of the verb in the inchoative meaning with an inanimate subject (A janela (se) quebrou) depends on the parameter of animate / inanimate subject in the corresponding transitive construction and, to a certain extent, on the graduality inherent to the verb’s semantics (the acceptability of quantification). It is also shown that Brasilian Portuguese reveals the tendency to realize the labile type of alternation when the subject of the inchoative verb is inanimate; in Old Portuguese, on the contrary, the anticausative type (marked by se) was more frequent.