Gender identities in e-shop perfume descriptions

Perfume descriptions serve as an important persuasive tool in fragrance advertising. Scents traditionally elude clear verbal description, yet perfumes are nowadays frequently sold online, with no direct olfactory experience on the part of the consumer at the point of purchase. The products are thus often represented by metaphorical means depicting a desirable experience or portraying attractive identities of wearers, including stereotypical images of men and women. This article analyses 80 e-shop fragrance descriptions equally divided among adverts targeted at males and females. The sample texts were collected randomly from British and American e-shops, with the primary research objective to determine how male and female identities are reflected in these descriptions. The method of discourse analysis was applied and the AntConc 3.4.4 toolkit was used to calculate the frequency of words and their collocations. It was found that current female perfume descriptions on e-shops generally suppress gender stereotypes quite successfully, while gender stereotyping is more prominent in male perfume descriptions. The possible causes as well as ramifications of this disparity are also discussed. © 2021 Sciendo. All rights reserved

Ekonomická účinnosť daňového systému Slovenskej republiky

Prezenční634 - Katedra ekonomiky a managementu v metalurgiivýborn

Apport de l'enseignement métaphonétique contrastif ou non contrastif dans l'enseignement de la prononciation des langues étrangères

Almost every study on explicit meta-phonetic instruction in teaching foreign language (L2) pronunciation confirms its facilitating effect. However, hardly any studies applying contrastive (L1-L2) meta-phonetic instruction are available so far. The current study examines the effectiveness of contrastive meta-phonetic input in comparison with the effectiveness of non-contrastive (L2) meta-phonetic input via the laboratory analysis of 80 adult Slovak speakers' English pronunciation. Their English pronunciation quality, as reflected in the formant structure of vowels is measured before and after the contrastive input in the experimental group and non-contrastive input in the control group. The values are then compared to the standard values of British English vowels. It is hypothesized that English vowels produced by the experimental group approximate to the standard values more than the vowels produced by the control group. The results showed a more significant approximation in the experimental group which indicates higher effectiveness of contrastive meta-phontic input in teaching foreign language pronunciation. © Lidil

Gender identities in e-shop perfume descriptions

Perfume descriptions serve as an important persuasive tool in fragrance advertising. Scents traditionally elude clear verbal description, yet perfumes are nowadays frequently sold online, with no direct olfactory experience on the part of the consumer at the point of purchase. The products are thus often represented by metaphorical means depicting a desirable experience or portraying attractive identities of wearers, including stereotypical images of men and women. This article analyses 80 e-shop fragrance descriptions equally divided among adverts targeted at males and females. The sample texts were collected randomly from British and American e-shops, with the primary research objective to determine how male and female identities are reflected in these descriptions. The method of discourse analysis was applied and the AntConc 3.4.4 toolkit was used to calculate the frequency of words and their collocations. It was found that current female perfume descriptions on e-shops generally suppress gender stereotypes quite successfully, while gender stereotyping is more prominent in male perfume descriptions. The possible causes as well as ramifications of this disparity are also discussed

Substituted N-Benzylpyrazine-2-carboxamides: Synthesis and Biological Evaluation

A series of twelve amides was synthesized via aminolysis of substituted pyrazinecarboxylic acid chlorides with substituted benzylamines. Compounds were characterized with analytical data and assayed in vitro for their antimycobacterial, antifungal, antibacterial and photosynthesis-inhibiting activity. 5-tert-Butyl-6-chloro-N-(4-methoxybenzyl)pyrazine-2-carboxamide (12) has shown the highest antimycobacterial activity against Mycobacterium tuberculosis (MIC = 6.25 µg/mL), as well as against other mycobacterial strains. The highest antifungal activity against Trichophyton mentagrophytes, the most susceptible fungal strain tested, was found for 5-chloro-N-(3-trifluoromethylbenzyl)-pyrazine-2-carboxamide (2, MIC = 15.62 µmol/L). None of the studied compounds exhibited any activity against the tested bacterial strains. Except for 5-tert-butyl-6-chloro-N-benzylpyrazine-2-carboxamide (9, IC50 = 7.4 µmol/L) and 5-tert-butyl-6-chloro-N-(4-chlorobenzyl)pyrazine-2-carboxamide (11, IC50 = 13.4 µmol/L), only moderate or weak photosynthesis-inhibiting activity in spinach chloroplasts (Spinacia oleracea L.) was detected