INFLUENTIAL POTENTIAL OF RECEIVING "ARGUMENT TO AUTHORITY" IN ADVERTISING DISCOURSE

The article is devoted to advertising discourse, which uses the "argument to authority" as a powerful influential technique. The purpose of our article is to find out the influential potential of accepting the "argument for authority" in advertising discourse. The purpose involves the following tasks: to consider the essence of the concept of "argument to authority", to identify the influential features of "argument to authority", to clarify the mechanism of action of "argument to authority", to identify varieties of "argument to authority", to propose a classification authority ».The object of research is the influential load of advertising discourse, the subject - the influential potential of receiving the "argument to authority" in advertising discourse. The mechanism of the principle of action of the designated reception is developed, its influence of a sign is edited, in particular automaticity of reaction in a certain way to the information submitted by "authoritative" persons. Varieties of "argument of authority" are revealed: personalities and symbols of "authority". The classification of varieties of "argument to authority" is offered, where there are two blocks with the corresponding varieties: personalities ("stars", experts, consumers) and symbols of "authority" (brand owner, clothes, attributes and terms). The advantages of receiving an "argument to authority" is that to start the singer's program desire to imitate the leader, which deprives the educational consumer of complex mental operations in the decision-making process to acquire a singer or service. The recommendations of the "authorities" are not subject to criticism, are taken for granted, no doubt, to give authoritative advertising work the fastest. We see a promising study in the further study of the actualization of the motives of prestige and elitism, to be realized in commercial advertising discourse using the technique of "argument to authority".

Greenwashing: the essence of the definition and classification of varieties

Introduction. Today, the problem of environmental pollution is pronounced, which is of growing concern to the public every year. Society seeks to preserve nature, natural resources and valuable species of animals and plants in order to ensure the protection of the environment. Given the public concern about the preservation of the environment, there is a focus of modern enterprises to address this problem in order to form a positive image of companies. However, it is not always possible for companies to achieve positive environmental performance, which encourages them to use greenwashing methods as a way to influence on consumers by disguising the company as an defender of environment to meet their own needs. Of course, greenwashing has a number of negative effects due to misleading consumers, using unfair competition and damage of the environment, which causes concern to scientists and societies on these issues and gives relevance to the research theme. Purpose. Despite the negative aspects of greenwashing, there is a need for research and development of the conceptual and categorical tools of this question. Also in the analysis of the approaches of a number of domestic and foreign authors to the interpretation of the essence of the term of “greenwashing” and the generalization of such interpretation and in singling out the classification of varieties of greenwashing. Results. As a result of research, the views of a number of authors on the essence of term “greenwashing” are presented and a generalization of this definition is made. The negative consequences of the use of greenwashing in some literature sources are also analyzed. Also, the varieties of greenwashing are systematized according to a number of essential features. Conclusions. Given the relevance of the theme and the negative signs of greenwashing, this concept requires further study and research.

Performance Analysis of Deep Learning CNN Models for Variety Classification in Hazelnut

In evaluating agricultural products, knowing the specific product varieties is important for the producer, the industrialist, and the consumer. Human labor is widely used in the classification of varieties. It is generally performed by visual examination of each sample by experts, which is very laborious and time-consuming with poor sensitivity. There is a need in commercial hazelnut production for a rapid, non-destructive and reliable variety classification in order to obtain quality nuts from the orchard to the consumer. In this study, a convolutional neural network, which is one of the deep learning methods, was preferred due to its success in computer vision. A total of 17 widely grown hazelnut varieties were classified. The proposed model was evaluated by comparing with pre-trained models. Accuracy, precision, recall, and F1-Score evaluation metrics were used to determine the performance of classifiers. It was found that the proposed model showed a better performance than pre-trained models in terms of performance evaluation criteria. The proposed model was found to produce 98.63% accuracy in the test set, including 510 images. This result has shown that the proposed model can be used practically in the classification of hazelnut varieties.

French Silk Varieties in Eighteenth Century

The design of French silk was very exquisite. Which has formed a clear specification and strict classification system even teaching materials in Eighteenth Century. Based on the existing material objects and teaching materials, this paper systematically sorts out the variety system of French silk fabrics, makes a detailed classification of varieties, and analyzes the political factors of the prosperity and development of French silk industry in the 18th century.

On hyperquadrics containing projective varieties

Classical Castelnuovo Lemma shows that the number of linearly independent quadratic equations of a nondegenerate irreducible projective variety of codimension c is at most {{{c+1}\choose{2}}} and the equality is attained if and only if the variety is of minimal degree. Also G. Fano’s generalization of Castelnuovo Lemma implies that the next case occurs if and only if the variety is a del Pezzo variety. Recently, these results are extended to the next case in [E. Park, On hypersurfaces containing projective varieties, Forum Math. 27 2015, 2, 843–875]. This paper is intended to complete the classification of varieties satisfying at least {{{c+1}\choose{2}}-3} linearly independent quadratic equations. Also we investigate the zero set of those quadratic equations and apply our results to projective varieties of degree {\geq 2c+1}.

Typology of creative skills of future music teachers and pedagogical conditions for their effective development

The article analyses the problems related to the development of future Music teachers’ creative skills; the classification of varieties of creative skills that are necessary for a future teacher of Musical Arts and the substantiation of the pedagogical conditions for their successful development are specified. The essence of the concepts “skills”, “abilities” and “creative skills” has been clarified. Acquisition of skills is associated with the result of mastering coordinated actions of a reproductive type. Creative skills are considered as the ability to apply the acquired knowledge and skills in non-standard conditions, in new ways, in order to obtain qualitatively new, socially significant material or spiritual values. The varieties of creative skills that are typical for the activities of future teachers of Musical Arts are characterised, their classification being based on their analysis. As a result, these categories of creative skills are distinguished: performing-interpretative, verbal-hermeneutic, musical-productive, methodological and practical. The forms of their implementation in the process of interpreting and performing musical works, interpreting their artistic and figurative meanings from the pedagogical point of view, creating musical and creative products in the forms of arranged musical material, its scientific and pedagogical creativity have been determined. The pedagogical conditions for the successful development of the future Music teachers’ creative skills have been grounded. They include: presence of personal attributes which ensure person’s psychological readiness for conscious and persistent mastery of creative skills; maturity of the teaching staff of the pedagogical institution to demonstrate their attitude towards the implementation of the student-centred approach to organising classes; a dialogical, democratic style of communication; creation of a psychologically comfortable psychological climate. The complex and integrative nature of creative skills explains the importance of enhancing systemic interdisciplinary connections and interdisciplinary coordination in the process of training students as the second pedagogical condition for the formation of their creative skills. The substantiation of the third pedagogical condition is based on the analysis of two types of creativity: artistic-figurative and intellectually-creative and the need to achieve their organic combination and interpenetration in the activities of a Musical Arts teacher. The solution to this condition provides the ability of future specialists to mobilise the achievements of their own musical, artistic and scientific searching experience, integrate them in the process of acquiring professional and creative skills, developing a flexible strategy for creative self-improvement, expanding areas and ways of applying innovative and creative actions. The creation of these pedagogical conditions is to facilitate the effectiveness of the acquisition of creative skills by the future teachers of Music.

ARTISTIC AND STYLISTIC FEATURES OF MODERN BROOCHES

The development of generalized classification of varieties of adornments (on the example of brooches) in order to create the harmonious images. Methodology. The complex of scientific researches is used, namely: visual analytical method, system and informational method, and method of classifications. Results. The retrospective analysis of the prerequisites for the introduction, formation and development of the forms of brooches and the elements of their decoration is made, and the specificity of means of their artistic expressiveness is studied. The existing types of brooches have been analyzed and summarized. The peculiarities of designing of handmade brooches are described, and the basic materials used for their manufacture are characterized. Scientific novelty. Different types of brooches are classified according to different classification groups. The modern aspects of their use in the context of decoration for “costumes” are revealed. The information about existing types of brooches is summarized, and the features of their designing and manufacturing from different materials are characterized. Practical significance. The information base of various types of brooches is formed, the main and specific features of manufacturing of adornments in the form of brooches is characterized. The basic stages of manufacturing of brooch are illustrated and a bird-shaped adornment is manufactured, which is in line with the fashion trends.

MARKETING MANAGEMENT OF COMPETITIVENESS OF ENTERPRISE PRODUCTS

Introduction. In the conditions of globalization of Ukraine, there is a need to increase the effectiveness of marketing management of the formation and development of competitive advantages of economic systems at different levels of management, creation of a modern institutional base to ensure favourable conditions for increasing the competitiveness of domestic producers in the domestic and foreign markets. Today, the development of the economy depends on the viability and creativity of the marketing system, which is an effective means for solving the problem of quality management and competitiveness of goods and services. Methods. The methods of theoretical and creative understanding of the selected topic were used in the study. The theoretical and methodological basis of the study is the position of economic theory, scientific works of domestic and foreign scientists on marketing. The following research methods were used: monograph – in studying the essence of marketing at the enterprise, dialectical method of cognition – in the study of planning and substantiation of the concept of marketing; theoretical generalization and comparison – for the development of the conceptual apparatus and the study of marketing support; abstract and logical – in the theoretical generalization of the essence and mechanisms of marketing management. Monographic works and scientific publications on its subject were the informative basis of the research. Results. The essence and content of the concept of marketing are revealed. It is substantiated that the development of marketing support is a complex dialectical process of interaction of environmental factors and purposeful influence of factors related to the production of competitive products that satisfy certain market needs. The essence, tasks, basic tools and principles of marketing support are considered and substantiated. Organizational components of innovative marketing of enterprises are developed and scientifically substantiated on the basis of ensuring coordinated interaction of their innovation and marketing activities. The essence and content of the term “innovative marketing” are defined. The classification of varieties of innovative marketing depending on their functionality is offered. Discussion. In the future, an effective mechanism of rational marketing functioning for various situational and market fluctuations in the conditions of market volatility will be developed. Keywords: marketing, marketing support, marketing environment, enterprise management, marketing research, competitiveness.

Trajectory of marketing function ‒ from traditions to innovations

Purpose – to review modern marketing concepts, definitions of the constituent elements in the marketing system at enterprises and to substantiate the basic postulates underlying the development of innovative marketing at enterprises in order to improve competitiveness of products. Design/Method/Approach. In the course of the study we used methods of theoretical generalization, reasoning and abstraction, as well as analytical, monographic, dialectic methods. Findings. We have revealed the essence and content of the concept of marketing. It has been substantiated that the development of marketing support is a sophisticated dialectical process of interaction between factors from the external environment and the targeted influence of drivers associated with the production of competitive products that satisfy certain market needs. We have reviewed and substantiated the essence, objectives, basic tools and principles of marketing function. We have developed and scientifically substantiated organizational components in the innovative marketing at enterprises based on ensuring the coordinated interaction between their innovation and marketing activities. The essence, content, and principles of the term "innovative marketing" have been defined. We propose a classification of varieties of innovative marketing depending on their functional belonging. Practical implications. Results of the study can be used in the development of proposals related to the effective formation and application of marketing at an enterprise. Originality/Value. We have devised a classification of the marketing function at an enterprise. The basic principles of marketing function have been substantiated. We have defined the methodological provisions for studying the marketing function at an enterprise. The essence, content, and structure of innovative marketing have been determined as an important and integral component of conducting an economic activity by an enterprise, which implies the creation of a fundamentally new product (good, technology, service); the application of innovative marketing has been emphasized for improving business processes at an enterprise. Research limitations/Future research. The task is to develop an effective mechanism for the efficient functioning of marketing under different situational and market-led fluctuations under conditions of market volatility. Paper type – theoretical.