The article provides a lexical interpretation of the legal concepts of "justification of armed aggression", "recognition of armed aggression as legitimate" and "denial of armed aggression", an example of a semantic-textual study of a media message using linguistic interpretation of legal terms is given. The proposed model of practical application of linguistic interpretation of legal terms in solving the tasks of semantic-textual examination of speech is determined by the stages of semantic-textual research of controversial texts: 1) interpretation of legal terminexemes by means of semantic analysis of their components; 2) establishing the objective content of statements by means of lexical-semantic and conceptual-content analysis, followed by establishing the semantic correlation of the content of the statement and the lexical interpretation of legal concepts; 3) determination of the actual meaning of the key words of the message through the application of the contextual-interpretive method, which makes it possible to expand the conceptual content of the studied phenomena; 4) establishing key words, logical-grammatical connections within the communicative act, means of inter-phrase communication in the text of the message to determine cause-and-effect relationships in the objective content of the message as an argument for the legality of armed aggression.
The article describes the trendsin the use of feminitives and masculinatives in media discourse in view of their lexical-semantic and formal-grammatical properties in the context of observing gender-correct speech.The application of the descriptive method made it possible to characterize the formal-grammatical and lexical-semantic properties of feminine and masculine forms; 2) the analysis of dictionary definitions contributed to the establishment of lexical-semantic groups of representatives of social gender in the language of mass media; 3) the modeling method made it possible to determine the lexical-grammatical models of verbalizers of social gender; 4) the contextual-interpretive method made it possible to reveal stereotypical tendencies in the functioning of feminitives and masculinatives.A means of achieving gender-correct communication is gender-sensitive speech -the use of language resources, in particular, feminine vocabulary to designate women by occupation or profession, with the aim of avoiding gender discrimination in media speech in particular. The Ukrainian language has a significant potential for maintaining gender-correct speech: gender lexemes represented by masculine or feminine grammes; bigender -from a grammatical point of view, split into two generic forms, devoid of immanent signs of femininity / masculinity, but able to name both female and male persons by type of activity or profession; agender, which are characterized by the systematic independence of gender characteristics from the grammatical gender, can be expressed by any gender grammes.In the mass media discourse, there is a tendency to activate feminisms, which is a vivid manifestation of the language policy aimed at expanding this lexical-semantic group, establishing a gender culture in the language. At the same time, the use of feminitives in the language of mass media has not become systematic: there are lexical gaps in the names of women's professions, gender asymmetry (grammatical and semantic), which are explained by the situational-pragmatic use of bigender and agender tokens as names of women according to their social roles; there are manifestations of stereotypical ideas about the social roles of men and women.
The article reviews the news content of all-Ukrainian television media. It was found out that the news information on Ukrainian television is represented by the following thematic segments: socio-political / military, criminal, social, cultural and artistic, emergency materials. In consideration of the significant number of materials with the negative contextual connotation (socio-political, social, criminal) television media potentially form both negative internal and external images of the country as a whole and the local image of its regions. The general trends in the formation of the media image of a particular region are determined on the example of the coverage of Sumy events by rating TV channels. It was established that information about the region is presented in the vast majority of materials of criminal subjects and negative news from the socio-political and social spheres, which results in the formation of an image of the territory with a «minus» sign.
The article reveals the functional and communicative potential of one-syllable definite-personal sentences as a means of personalizing the subjects of the communicative space of the media message. The application of a complex method of researching monosyllabic sentences based on the functional-communicative approach made it possible to determine that the use of personal monosyllabic sentences in media texts contributes to the personification of the sender of media speech through a marked-personal deixis. Marked-personal deixis, explicated by verb forms of the 1st person, is a means of personalizing the author of a media message and expressing a personified concrete or collective subject of journalistic activity. The marked-personal deixis, explicated by forms of the 2nd person with the meaning of direct addressability, personalizes the addressee of the media message and is realized by the following pragmatic variations of the one-syllable marked-personal sentence: 1) speech addressed to a specific addressee; 2) speech in which the addressee is the subject; 3) narrative in the form of the 2nd person: "YOU"-text represents the discrepancy between the actual creator and the subject of speech -statements belong to the 1st person, and the forms of the 2nd person refer to the imaginary reader who perceives what is said; 4) generalization of personal experience.
Сьогодні реклама міцно вкоренилася у свідомості споживачів та є невід'ємною складовою частиною діяльності компаній. Саме тому компаніям важливо розуміти, яку роль реклама займає в ефективному просуванні, та навчитися правильно використовувати маркетингові інструменти залежно від виду діяльності. У статті визначено суть та поняття реклами як невід'ємного елемента комплексу маркетингу на підприємствах. Охарактеризовано роль реклами в ефективному просуванні та надана її характеристика. Розглянуто основні наявні канали комунікацій та функції реклами. Визначено принципи, яким повинна відповідати рекламна кампанія. Здійснено аналіз ринку реклами та проведено дослідження щодо сприйняття реклами споживачами. З'ясовано, які критерії впливають на рішення про здійснення покупки. Охарактеризовано основні тенденції рекламної діяльності підприємств у сфері нерухомості. З'ясовано головні критерії, яким повинна відповідати реклама у сфері нерухомості. Визначено шляхи та напрями вдосконалення рекламної діяльності та надано рекомендації щодо покращення рекламної діяльності підприємств у сфері нерухомості. Ключові слова: реклама, рекламна діяльність, рекламна кампанія, рекламне повідомлення, канал комунікації, сфера нерухомості. На сегодняшний день реклама прочно укоренилась в сознании потребителей и является неотъемлемой составляющей деятельности компаний. Именно поэтому компаниям важно понимать, какую роль реклама занимает в эффективном продвижении, и научиться правильно использовать маркетинговые инструменты в зависимости от вида деятельности. В статье определена суть и понятие рекламы как неотъемлемого элемента комплекса маркетинга на предприятиях. Охарактеризована роль рекламы в эффективном продвижении и предоставлена ее характеристика. Рассмотрены основные существующие каналы коммуникаций и функции рекламы. Определены принципы, которым должна соответствовать рекламная кампания. Осуществлен анализ рынка рекламы и проведены исследования восприятия рекламы потребителями. Выяснено, какие критерии влияют на решение о совершении покупки. Охарактеризованы основные тенденции рекламной деятельности предприятий в сфере недвижимости. Определены главные критерии, которым должна соответствовать реклама в сфере недвижимости. Предложены пути и направления совершенствования рекламной деятельности и даны рекомендации по улучшению рекламной деятельности предприятий в сфере недвижимости. Ключевые слова: реклама, рекламная деятельность, рекламная кампания, рекламное сообщение, канал коммуникации, сфера недвижимости. That is commonly excepted fact that advertising is an essential part of everyday life. On the one hand, directly or indirectly, advertising effects a person's daily routine, indicating the way of public life, and sometimes forms his tastes, and preferences, and behavior. On the other hand, advertising has become the need and inevitable part of enterprises regardless of their specialization. Advertising, like any other type of marketing communications, plays an important role in the implementation of marketing and communication strate...
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