The Image of a Hero in Western and Russian Social Advertising

The article is devoted to a comparative study of the image of a hero / superhero in Russian and Western social advertising. The relevance of the study is determined by the contrast of globalization processes, on the one hand, and the desire to preserve nationally oriented values, on the other. The novelty of the study lies in comparing the ideological and linguocultural representations of the image of the hero / superhero, reflected in the socio-advertising text. The results of the study are based on a contextual analysis of the geroy and hero tokens, supergeroy and superhero , as well as non-verbal symbols associated with these concepts presented in the structure of creolized advertising text. In the structure of the image of the hero / superhero, both semantic components (for example, a military metaphor) and specific representations that are determined by the cultural code and ideological identifications, are revealed that are common for Russian and Western social advertising. It is proved that those components of the hero’s image that are connected with the axiology of culture (“peaceful heroism” interpreted as socially approved behavior in general) are more likely to have positive connotations than those that are due to ideological ideas. It is concluded that the image of a superhero in Russian linguistic culture, on the one hand, is understandable and even already familiar, on the other hand, it is rejected as a representative of an alien culture and ideology

Observation of Fragile-to-Strong Dynamic Crossover in Protein Hydration Water

At low temperatures proteins exist in a glassy state, a state which has no conformational flexibility and shows no biological functions. In a hydrated protein, at and above 220 K, this flexibility is restored and the protein is able to sample more conformational sub-states, thus becomes biologically functional. This 'dynamical' transition of protein is believed to be triggered by its strong coupling with the hydration water, which also shows a similar dynamic transition. Here we demonstrate experimentally that this sudden switch in dynamic behavior of the hydration water on lysozyme occurs precisely at 220 K and can be described as a Fragile-to-Strong dynamic crossover (FSC). At FSC, the structure of hydration water makes a transition from predominantly high-density (more fluid state) to low-density (less fluid state) forms derived from existence of the second critical point at an elevated pressure.Comment: 6 pages (Latex), 4 figures (Postscript

Atmospheric Pressure Plasma Generation System Based on Pulsed Volume Discharge for the Biological Decontamination of a Surface

The research introduces a system for pulsed volume discharges ignition at atmospheric pressure within gaps reaching 125 mm. The corona discharge is used for the volume discharge initiation. A damping oscillations pulse generator is used as a high-voltage power supply. The pulse repetition rate reaches 1 kHz, while the rate of damping high-frequency harmonic oscillations can reach megahertz units. The volume discharge electric and spectral characteristics were analyzed. The study revealed that O2+ emission spectrum dominates in the UV region. The potential of using pulsed volume discharge for cleaning biological surfaces was demonstrated in the research. The survival rate for E. coli under the influence of 15 seconds long pulsed volume discharge has decreased by 30 times

Excess wing in glass-forming glycerol and LiCl-glycerol mixtures detected by neutron scattering

The relaxational dynamics in glass-forming glycerol and glycerol mixed with LiCl is in-vestigated using different neutron scattering techniques. The performed neutron spin-echo experiments, which extend up to relatively long relaxation-time scales of the order of 10 ns, should allow for the detection of contributions from the so-called excess wing. This phenomenon, whose microscopic origin is controversially discussed, arises in a variety of glass formers and, until now, was almost exclusively investigated by dielectric spectros-copy and light scattering. Here we show that the relaxational process causing the excess wing also can be detected by neutron scattering, which directly couples to density fluctua-tions.Comment: 8 pages, 6 figure