Категория: # 1, 2016

Advertizing slogan and linguistic creativity borders

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UDC 811.161.1 BBK 81.006

Kozlova E. A., Medvedeva Ju. V.

This article deals with some unexpected solutions to convert the advertising intent to the slogan by breaking ethical and esthetic components of the statement. It shows low efficiency of such language fragments for a certain part of potential buyers of a product or service. It describes the scientific experiment to prove the scientific hypothesis: it analyzes the opinions of youth students’ audience on the selected advertising material. It suggests the criteria of linguistic creativity to make fresh advertising, to save and even strengthen esthetics (artistry) of the expression.

Keywords: linguistic creativity, esthetics, advertising discourse; slogan; precedential language facts.

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The French publishing discourse as an orienting system in reader’s practice

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UDC 811.13 BBK 81.471.1-51

Ivanova N. S.

The paper considers one of the genres publishing discourse – le prière d’insérer and represents a linguistic research, where the role of the annotations in the French publishing discourse and the main trends in writing abstracts to the books of different stylistic genres were discovered.

Key words: publishing discourse; prière d’insérer; French classics; modern writer; scientific publication.

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Logical disorientation as a means of linguistic manipulation in mass media

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UDC 81.23 BBK 81.006

Kozlova E. A., Kosterina D. S.

The article aims to reveal different ways of manipulation in advertising clips of non-state pension funds. The comparative analysis of advert texts is performed. A number of manipulation techniques used in the genre is revealed. The special emphasis is laid on interrupting logical connections. The authors call this technique as “logical disorientation” and find it extremely aggressive and highly hazardous for addressees’ psychology.

Key words: technologies of mass media; manipulation techniques; manipulation.

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The categorial grief in A. P. Chekhov’s life and creativity

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UDC 81.00 BBK 81.41.01.2973

Danilenko V. P.

This article is dedicated to the analysis of A.P.Chekhov’s spiritual-cultural views. They can be characterized by the grief in relation to atheism (religion), the truth (science), the beautiful (art), kindness (ethics), justice (policy) and unity (language).

Key words: A. P. Chekhov, spiritual culture, religion, science, art, morality, policy, language.

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Organization and procedure of recruiting in the air force educational establishments of the USSR in the twenties of the XX century

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UDC 94(470) BBK 63.3

Astrahancev O. N.

The article deals with the problems of recruiting in the Air Force educational establishments of the USSR in the period under review. The author considers candidates’ selection procedures and corresponding eligibility requirements. Selection board activity is shown. Besides, the main types of military aviation schools in the twenties are described.

Keywords: Air Force; military educational establishments; aviation; aviation school; cadets; Red Army.

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