117 research outputs found
Языковые особенности жанра легенд как основы технологии сторителлинга в рекламном дискурсе
Modern world life dictates its own rules and procedures also with respect to advertising. But how is it possible to attract attention of a potential buyer, to maximally interest him in products or services? The answer is pretty simple. People’s purchases base on their inner convictions and preferences, which, in turn, are generated by information received from outside. Organizations involved in the production and provision of services have long understood this pattern. This is what can justify the emergence of such a linguistic phenomenon as «storytelling». Research experts and experience in the field of advertising proved effectiveness of its application. It should be noted that the storytelling technology is based on the legend genre. In other words, in order for potential buyers to have an interest in relation to the consumption of a certain type of product or service, they should be as interested as possible by presenting relevant information. The legend used for this is nothing more than a narration about a product or service in a somewhat embellished form, aimed at influencing the target audience. In order for the legend, as the basis of the storytelling technology in advertising, to succeed, it is necessary that it meets certain language requirements. It should be emotional, bright, rich, etc. Urgency of the problem associated with the study of topics, voiced in the subject of the article, is justified by topicality of the studied issue, its influence on the life of society.La vida del mundo moderno dicta sus propias reglas y procedimientos también con respecto a la publicidad. Pero, ¿cómo es posible atraer la atención de un comprador potencial para que le interese al máximo en productos o servicios? La respuesta es bastante simple. Las compras de personas se basan en sus convicciones y preferencias internas, que, a su vez, son generadas por la información recibida del exterior. Las organizaciones involucradas en la producción y provisión de servicios han entendido por mucho tiempo este patrón. Esto es lo que puede justificar la aparición de un fenómeno tan lingüístico como la «narración de historias». Los expertos en investigación y la experiencia en el campo de la publicidad proporcionan la efectividad de su aplicación. Cabe señalar que la tecnología de narración se basa en el género de leyenda. En otras palabras, para que los compradores potenciales tengan interés en relación con el consumo de un determinado tipo de producto o servicio, deben estar lo más interesados posible al presentar la información relevante. La leyenda utilizada para esto no es más que una narración sobre un producto o servicio en una forma un tanto embellecida, dirigida a influir en el público objetivo. Para que la leyenda, como la base de la tecnología de narración en publicidad, tenga éxito, es necesario que cumpla con ciertos requisitos lingüísticos. Debe ser emocional, brillante, rico, etc. La urgencia del problema asociado al estudio de temas, expresado en el tema del artículo, justificado por la actualidad del tema estudiado, su influencia en la vida de la sociedad.Современная мировая жизнь диктует свои правила и процедуры и в отношении рекламы. Но как можно привлечь внимание потенциального покупателя, максимально заинтересовать его товарами или услугами? Ответ довольно прост. Покупки людей основываются на их внутренних убеждениях и предпочтениях, которые, в свою очередь, порождаются информацией, полученной извне. Организации, занимающиеся производством и оказанием услуг, давно поняли эту закономерность. Именно этим можно обосновать появление такого лингвистического феномена, как «сторителлинг». Исследования специалистов и опыт работы в области рекламы доказали эффективность ее применения. Следует отметить, что технология повествования основана на жанре легенды. Другими словами, для того чтобы потенциальные покупатели имели интерес в отношении потребления определенного вида продукции или услуги, они должны быть максимально заинтересованы в представлении соответствующей информации. Используемая для этого легенда-не более чем повествование о товаре или услуге в несколько приукрашенной форме, направленное на воздействие на целевую аудиторию. Для того чтобы легенда, как основа технологии повествования в рекламе, имела успех, необходимо, чтобы она отвечала определенным языковым требованиям. Оно должно быть эмоциональным, ярким, насыщенным и т. д. Актуальность проблемы, связанной с изучением тем, озвученных в теме статьи, обосновывается актуальностью изучаемого вопроса, его влиянием на жизнь общества
ИЗМЕНЕНИЕ ФУНКЦИЙ ЯЗЫКА В СОВРЕМЕННОЙ ЛИНГВИСТИЧЕСКОЙ ПАРАДИГМЕ: ВЛИЯНИЕ ВИРТУАЛЬНОГО ДИСКУРСА
The modern linguistic paradigm in its conceptual and epistemological content represents a multi-subject system of directions united by a single methodological dominant of anthropocentrism. The priority of the anthropocentric projection in the description of the natural human language is due to the dialectic process of accumulation of linguistic knowledge, which predetermined a qualitatively new understanding of the ontology of the object under study. The principle of anthropocentrism determines the broad explanatory capabilities of modern linguistics in establishing constant units and categories mediated by the gnoseological unity of language and human. The study of the perception of verbal texts takes place within the framework of individual linguistic disciplines: text linguistics, grammar, stylistics, and psycholinguistics. However, most studies of speech messages are conducted in the context of the idealization of the object, that is, isolation from the specific situation in which the speech message is perceived. If we consider the actual functioning of a speech message, then almost always there will be a phenomenon of creolization of the verbal text. In reality, voice communication is a creolized text representing a fusion of verbal text and non-linguistic means, which include the extra-linguistic situation and paralinguistic means of oral and written speech.El paradigma lingüístico moderno en su contenido conceptual y epistemológico representa un sistema de direcciones de múltiples sujetos unidos por un único método metodológico dominante del antropocentrismo. La prioridad de la proyección antropocéntrica en la descripción del lenguaje humano natural se debe al proceso dialéctico de acumulación de conocimiento lingüístico, que predeterminó una comprensión cualitativamente nueva de la ontología del objeto en estudio. El principio del antropocentrismo determina las amplias capacidades explicativas de la lingüística moderna para establecer unidades y categorías constantes mediadas por la unidad gnoseológica del lenguaje y el ser humano. El estudio de la percepción de los textos verbales se lleva a cabo dentro del marco de las disciplinas lingüísticas individuales: lingüística del texto, gramática, estilística y psicolingüística. Sin embargo, la mayoría de los estudios de mensajes de voz se realizan en el contexto de la idealización del objeto, es decir, el aislamiento de la situación específica en la que se percibe el mensaje de voz. Si consideramos el funcionamiento real de un mensaje de voz, casi siempre habrá un fenómeno de creolización del texto verbal. En realidad, la comunicación de voz es un texto creolizado que representa una fusión de texto verbal y medios no lingüísticos, que incluyen la situación extralingüística y los medios paralingüísticos del habla oral y escrita.Современная лингвистическая парадигма в своем концептуальном и эпистемологическом содержании представляет собой многосубъектную систему направлений, объединенных единой методологической доминантой антропоцентризма. Приоритет антропоцентрической проекции в описании естественного человеческого языка обусловлен диалектическим процессом накопления лингвистических знаний, предопределившим качественно новое понимание онтологии изучаемого объекта. Принцип антропоцентризма определяет широкие объяснительные возможности современной лингвистики в установлении постоянных единиц и категорий, опосредованных гносеологическим единством языка и человека.
Изучение восприятия вербальных текстов происходит в рамках отдельных лингвистических дисциплин: лингвистики текста, грамматики, стилистики, психолингвистики. Однако большинство исследований речевых сообщений проводится в контексте идеализации объекта, то есть изоляции от конкретной ситуации, в которой воспринимается речевое сообщение. Если рассматривать реальное функционирование речевого сообщения, то почти всегда будет иметь место явление креолизации вербального текста. В действительности речевая коммуникация представляет собой креолизованный текст, представляющий собой сплав вербального текста и неязыковых средств, к которым относятся экстралингвистическая ситуация и паралингвистические средства устной и письменной речи
Divergent karyotypes in five genera of the African endemic fish family Distichodontidae (Cithariniformes, Osteichthyes)
The African family Distichodontidae comprises 109 species in 16 genera. Up-to-date cytogenetic information was available for the only distichodontid species Distichodus affinis Günther, 1873. Here we report chromosome number and morphology in: Distichodus engycephalus Günther, 1864 (2n = 52, FN = 104), Ichthyborus besse (Joannis, 1835) (2n = 46, FN = 92), Nannocharax niloticus (Joannis, 1835) (2n = 54, FN = 106) and three taxa, Nannaethiops bleheri Géry et Zarske, 2003, Nannaethiops sp., and Neolebias unifasciatus Steindachner, 1894, that exhibit the same karyotypes (2n = 50, FN = 98). To confirm the Nannaethiops Günther, 1872 and Neolebias Steindachner, 1894 species identification, mt-DNA sequences of the two markers (COI and 16S rRNA) were obtained from karyotyped specimens and compared with the relevant sequences accessible from GenBank. The great prevalence of biarmed chromosomes (the karyotypes of most species contain exclusively biarmed chromosomes) is a distinctive characteristic of Distichodontidae and Cithariniformes as a whole
Отдельные аспекты эффективности цифровизации растениеводства в Республике Беларусь
Digitalization, or digital transformation, is an innovative approach to solving the key task of agricultural production in the Republic of Belarus – increasing / maintaining the profitability of crop production. Digitalization makes it possible to bring crop production to a new level of development, providing a fundamental restructuring of the decision-making and implementation of agro-technological operations, reducing risks and expanding possibilities of sustainable and efficient crop production. Efficiency of digitalization of crop production is considered in relation to certain aspects of an average agricultural organization in the Republic of Belarus. The following main interrelated areas of digitalization in crop production have been identified: soil-and-agrochemical analysis, precision arable farming, prediction of the diseases and pests of crops. Due to significant growth of energy prices nowadays (basic elements in the formation of the final cost of crop production), efficiency of digitalization was assessed not directly in terms of value, but in reducing the costs of growing products and in saved crops. The greatest effect, according to the results of the assessment, is expected from such areas of digitalization as soiland-agrochemical analysis, as well as prediction of the diseases and pests of agricultural crops. The results of soil-and-agrochemical analysis can be used to improve the soil fertility – a vital condition for long-term increase of crop yields. Prediction of the diseases and pests of crops is one of the main elements of comprehensive protection of crops – a large reserve for increasing crop production. At the same time, despite the positive aspect of digitalization in agricultural branch of the Republic of Belarus, it is rather a labor-intensive process together with the high cost of necessary equipment and software, as well as the use complexity.Цифровизация, или цифровая трансформация, является инновационным подходом решения ключевой задачи сельскохозяйственного производства Республики Беларусь – повышения/поддержания рентабельности растениеводства. Цифровизация позволяет вывести растениеводство на новый уровень развития, обеспечивая фундаментальную перестройку принятия управленческих решений и выполнения агротехнологических операций, снижая риски и расширяя возможности ведения устойчивого и эффективного растениеводства. Рассмотрена эффективность цифровизации растениеводства применительно к отдельным аспектам среднестатистической сельхозорганизации Республики Беларусь. Выделены следующие основные взаимосвязанные направления цифровизации растениеводства: почвенно-агрохимический анализ, точное земледелие, прогнозирование болезней и вредителей сельхозкультур. В связи со значительным ростом в настоящее время цен на энергоресурсы (базовые элементы формирования конечной стоимости продукции растениеводства) эффективность цифровизации оценивалась не в стоимостном выражении, а в снижении издержек на выращивание продукции растениеводства и в сохраненном урожае. По результатам оценки наибольший эффект ожидается от таких направлений цифровизации, как почвенно-агрохимический анализ, а также прогнозирование болезней и вредителей сельхозкультур. Результаты почвенно-агрохимического анализа могут быть использованы при повышении плодородия почв – необходимом условии увеличения урожайности сельхозкультур в долгосрочной перспективе. Прогнозирование болезней и вредителей сельхозкультур является одним из основных элементов их комплексной защиты – большим резервом увеличения продукции растениеводства. Вместе с тем, несмотря на перспективность цифровизации сельскохозяйственной отрасли Республики Беларусь, она является достаточно трудоемким процессом в совокупности с высокой стоимостью необходимого оборудования и программного обеспечения, а также сложностью их использования
High-Resolution Functional Mapping of the Venezuelan Equine Encephalitis Virus Genome by Insertional Mutagenesis and Massively Parallel Sequencing
We have developed a high-resolution genomic mapping technique that combines transposon-mediated insertional mutagenesis with either capillary electrophoresis or massively parallel sequencing to identify functionally important regions of the Venezuelan equine encephalitis virus (VEEV) genome. We initially used a capillary electrophoresis method to gain insight into the role of the VEEV nonstructural protein 3 (nsP3) in viral replication. We identified several regions in nsP3 that are intolerant to small (15 bp) insertions, and thus are presumably functionally important. We also identified nine separate regions in nsP3 that will tolerate small insertions at low temperatures (30°C), but not at higher temperatures (37°C, and 40°C). Because we found this method to be extremely effective at identifying temperature sensitive (ts) mutations, but limited by capillary electrophoresis capacity, we replaced the capillary electrophoresis with massively parallel sequencing and used the improved method to generate a functional map of the entire VEEV genome. We identified several hundred potential ts mutations throughout the genome and we validated several of the mutations in nsP2, nsP3, E3, E2, E1 and capsid using single-cycle growth curve experiments with virus generated through reverse genetics. We further demonstrated that two of the nsP3 ts mutants were attenuated for virulence in mice but could elicit protective immunity against challenge with wild-type VEEV. The recombinant ts mutants will be valuable tools for further studies of VEEV replication and virulence. Moreover, the method that we developed is applicable for generating such tools for any virus with a robust reverse genetics system
Evolutionary Trends of the Pharyngeal Dentition in Cypriniformes (Actinopterygii: Ostariophysi)
International audienceBACKGROUND: The fish order Cypriniformes is one of the most diverse ray-finned fish groups in the world with more than 3000 recognized species. Cypriniformes are characterized by a striking distribution of their dentition: namely the absence of oral teeth and presence of pharyngeal teeth on the last gill arch (fifth ceratobranchial). Despite this limited localisation, the diversity of tooth patterns in Cypriniformes is astonishing. Here we provide a further description of this diversity using X-ray microtomography and we map the resulting dental characters on a phylogenetic tree to explore evolutionary trends. RESULTS: We performed a pilot survey of dental formulae and individual tooth shapes in 34 adult species of Cypriniformes by X-ray microtomography (using either conventional X-ray machine, or synchrotron microtomography when necessary) or by dissecting. By mapping morphological results in a phylogenetic tree, it emerges that the two super-families Cobitoidea and Cyprinoidea have followed two distinct evolutionary pathways. Furthermore, our analysis supports the hypothesis of a three-row dentition as ancestral for Cyprinoidea and a general trend in tooth row reduction in most derived lineages. Yet, this general scheme must be considered with caution as several events of tooth row gain and loss have occurred during evolutionary history of Cyprinoidea. SIGNIFICANCE: Dentition diversity in Cypriniformes constitutes an excellent model to study the evolution of complex morphological structures. This morphological survey clearly advocates for extending the use of X-ray microtomography to study tooth morphology in Cypriniformes. Yet, our survey also underlines that improved knowledge of Cypriniformes life traits, such as feeding habits, is required as current knowledge is not sufficient to conclude on the link between diet and dental morphology
Longitudinal river zonation in the tropics: examples of fish and caddisflies from endorheic Awash river, Ethiopia
Primary Research PaperSpecific concepts of fluvial ecology are
well studied in riverine ecosystems of the temperate
zone but poorly investigated in the Afrotropical
region. Hence, we examined the longitudinal zonation
of fish and adult caddisfly (Trichoptera) assemblages
in the endorheic Awash River (1,250 km in length),
Ethiopia. We expected that species assemblages are
structured along environmental gradients, reflecting
the pattern of large-scale freshwater ecoregions. We
applied multivariate statistical methods to test for differences in spatial species assemblage structure and
identified characteristic taxa of the observed biocoenoses
by indicator species analyses. Fish and
caddisfly assemblages were clustered into highland
and lowland communities, following the freshwater
ecoregions, but separated by an ecotone with highest
biodiversity. Moreover, the caddisfly results suggest
separating the heterogeneous highlands into a forested
and a deforested zone. Surprisingly, the Awash
drainage is rather species-poor: only 11 fish (1
endemic, 2 introduced) and 28 caddisfly species (8
new records for Ethiopia) were recorded from the
mainstem and its major tributaries. Nevertheless,
specialized species characterize the highland forests, whereas the lowlands primarily host geographically
widely distributed species. This study showed that a
combined approach of fish and caddisflies is a
suitable method for assessing regional characteristics
of fluvial ecosystems in the tropicsinfo:eu-repo/semantics/publishedVersio
Trophic Diversification Out of Ancestral Specialization: An Example from a Radiating African Cyprinid Fish (Genus Garra)
Trophic resource partitioning is one of the main ecological mechanisms of adaptive radiation. The Garra is a highly specialized periphyton feeder that has widened jaws equipped with a horny cutting scraper. In a river located in the Ethiopian Highlands in East Africa, a diversification of Garra composed of six sympatric ecomorphs which were strikingly diverse in trophic morphology was revealed. A hypothesis on trophic resource partitioning was tested using data on diet composition, gut length, and stable isotopes. The obtained results confirmed the trophic diversification of Garra ecomorphs. Three feeding modes were revealed: (i) periphytonophagy, (ii) mixed periphytonophagy and zoophagy, and (iii) zoophagy. The periphyton feeders had a long gut and were enriched in δ13C values compared to the shorter gut and lowered δ13C values in the zoophagous ecomorphs. Therefore, Garra could respecialize out of its ancestral specialization. This finding does not support the generalists-to-specialists hypothesis on the origin of specializations, and suggests that Liem’s paradox is a more common phenomenon. In the case of specialists, we assume that new ecological opportunities can be ‘visible’ to specialists if they are preceded by relaxed selection constrains that lead to the widening of the ecological/morphological plasticity to jump out of a canalized mode of ancestral specialization
Trophic Diversification Out of Ancestral Specialization: An Example from a Radiating African Cyprinid Fish (Genus <i>Garra</i>)
Trophic resource partitioning is one of the main ecological mechanisms of adaptive radiation. The Garra is a highly specialized periphyton feeder that has widened jaws equipped with a horny cutting scraper. In a river located in the Ethiopian Highlands in East Africa, a diversification of Garra composed of six sympatric ecomorphs which were strikingly diverse in trophic morphology was revealed. A hypothesis on trophic resource partitioning was tested using data on diet composition, gut length, and stable isotopes. The obtained results confirmed the trophic diversification of Garra ecomorphs. Three feeding modes were revealed: (i) periphytonophagy, (ii) mixed periphytonophagy and zoophagy, and (iii) zoophagy. The periphyton feeders had a long gut and were enriched in δ13C values compared to the shorter gut and lowered δ13C values in the zoophagous ecomorphs. Therefore, Garra could respecialize out of its ancestral specialization. This finding does not support the generalists-to-specialists hypothesis on the origin of specializations, and suggests that Liem’s paradox is a more common phenomenon. In the case of specialists, we assume that new ecological opportunities can be ‘visible’ to specialists if they are preceded by relaxed selection constrains that lead to the widening of the ecological/morphological plasticity to jump out of a canalized mode of ancestral specialization
- …