The present article focuses on the peculiarities of the usage of colour terminology in advertisements. We live in a colourful world and there are great many colour words to describe it. We also live in a world where advertisement has become an accompanying phenomenon of our everyday life. It is obvious that the language of advertising has its specific features and it seems worth trying to reveal the role and the meaning of the colours used in advertisements. Colour terms are known to be linguistic universals which have certain associations attached to each of them. We may suppose that the colours that are mostly used in the advertisements are the basic colour terms. The spheres where we expect to find wider usage of colour terms should be the ones connected with fashion industry.
Phospholipids (PLs), key elements of cellular membranes, are regulated reciprocally with membrane proteins and can act as sensors for alterations in physiological or pathological states of cells including initiation and development of cancer. On the other hand, peripheral blood mononuclear cells (MNCs) play an important role in antitumor immune response by reacting to cancerous modifications in distant organs. In the current study, we tested the hypothesis that tumor initiation and development are reflected in the alteration pattern of the MNC PL component. We analyzed MNC membrane PL fractions in samples from healthy individuals and from patients with diverse types of cancers to reveal possible alterations induced by malignancy. Compared to healthy controls, the cancer samples demonstrated shifts in several membrane PL profiles. In particular, when analyzing cancer data pooled together, there were significantly higher levels in lysophosphatidylcholine, phosphatidylcholine, and phosphatidylethanolamine fractions, and significantly lower quantities in phosphatidylinositol, phosphatidylserine, and phosphatidic acid fractions in cancer samples compared to controls. The levels of sphingomyelins and diphosphatidylglycerols were relatively unaffected. Most of the differences in PLs were sustained during the analysis of individual cancers such as breast cancer and chronic lymphocytic leukemia. Our findings suggest the presence of a common pattern of changes in MNC PLs during malignancy.
Hedging refers to linguistic strategies which qualify categorical commitment, expressing possibility and probability rather than certainty. Hedges express tentativeness and possibility in communication, so their appropriate use in different discourses is vital. The aim of the present paper is to describe and analyze the social factors and social parameters that influence and determine the use of hedging in English speech; particularly we focus on gender, occupation, topic and setting while examining each type of speech. The famous TED talks (usually short, influential and powerful) serve as a primary source of investigation.
English is a lingua franca that unites all the nations in the world. It is not only the language of universal communication but also a language to access the scientific world, international business and the world of entertainment as many of the world’s top films, books and songs are published and produced in English. The English that people use for social interaction in India differs considerably from the English spoken in other regions of the world in terms of vocabulary, syntax and other aspects of language. Thus, the aim of the present article is to investigate Indian English as a distinctive variety of English and to show how Indians have customized English in various ways, and willingly or unwillingly, have better suited it to their needs. We also discuss some grammatical peculiarities of Indian English used or experienced in different settings.
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