SOCIAL ADVERTISING AS A MEAN OF COMMUNICATIVE COMPETENCE FORMATION OF THE STUDENTS (on a material of the French language)

Abstract. Modern advertising in all its diversity plays a significant role in the life of modern society, affecting all its areas. A huge social and cultural influence is rendered by advertising on a single consumer, prompting him to act at the expense of memorizing simple advertising slogans, providing, stipulating, and in some way constructing the automatism of his behavior. This is a special kind of communication between the advertiser and the consumer, directly affecting on the addressee, regulating his behavior, contributing to the formation of assessments, referring to the psychology of man with the aim of more stimulating the fulfillment of the communicative, original will of the advertiser. This kind of communication has firmly entered and consolidated in our life. The main tools for the distribution of advertising are television, radio and print media. Advertising envelops all spheres of life of modern man and become an indispensable attribute of his social activities. The article examines the features of social advertising in the modern world. Currently, advertising agencies create stunning social advertisements, real art-projects that make you think about the problems of the world around you. Social advertising is a communication complex, the means of information delivery here are text and visual image, merging into a single whole for a fuller, quicker and accurate delivery of the main idea of the authors. Thus, it plays a huge role in the formation of the communicative competencies of students.Key words: communicative competence, advertising, social advertising, text, advertising message, metaphor, non-verbal and verbal means of communication.Abstract. Modern advertising in all its diversity plays a significant role in the life of modern society, affecting all its areas. A huge social and cultural influence is rendered by advertising on a single consumer, prompting him to act at the expense of memorizing simple advertising slogans, providing, stipulating, and in some way constructing the automatism of his behavior. This is a special kind of communication between the advertiser and the consumer, directly affecting on the addressee, regulating his behavior, contributing to the formation of assessments, referring to the psychology of man with the aim of more stimulating the fulfillment of the communicative, original will of the advertiser. This kind of communication has firmly entered and consolidated in our life. The main tools for the distribution of advertising are television, radio and print media. Advertising envelops all spheres of life of modern man and become an indispensable attribute of his social activities. The article examines the features of social advertising in the modern world. Currently, advertising agencies create stunning social advertisements, real art-projects that make you think about the problems of the world around you. Social advertising is a communication complex, the means of information delivery here are text and visual image, merging into a single whole for a fuller, quicker and accurate delivery of the main idea of the authors. Thus, it plays a huge role in the formation of the communicative competencies of students.Key words: communicative competence, advertising, social advertising, text, advertising message, metaphor, non-verbal and verbal means of communication

Methodological Approach to Studying Unintended Consequences of Digitalization in Education

The article describes sociological research methodology referring to the problems of digitalization in education. The authors’ concept of digitalization is defined according to the specific aims of the study, emphasizing the peculiarities of the educational sphere. Digitalization in education can be considered as an introduction and active use of digital technologies at different stages of the educational process. The study has determined that the introduction of digital technologies in education leads to the unintended consequences which can have unanticipated effects on educational institutions and their actors. The unintended consequences are conceptualized using R. Merton’s theoretical perspective and are defined as unexpected, unforeseen results caused by a purposive action. They could be divided into three subgroups: 1) unexpected benefit, 2) unexpected drawback, 3) perverse result. To study the unintended consequences the authors designed a methodological approach which focuses on macro and micro factors which determine attitudes to digitalization on the part of various participants of the educational process. The complex structure of the empirical object is determined by the hypothesis, that the unintended consequences of digitalization vary for different social groups involved in the process of education and highly depend on the context. The educational process is described as a complex system with two major components and structured in accordance with specific spheres in which introduction of digital technologies is possible. In conclusion, authors put forward a hypothesis that the suggested methodological approach will contribute to relating the unintended consequences of digitalization to their sources, also identified by R. Merton: ignorance or incomplete analysis; errors in analysis of the problem or following outdated habits; immediate interests overriding the long-term ones; following basic values which require / prohibit certain actions; self-defeating prophecy. Keywords: digitalization, socio-educational sphere, education, unintended consequences, attitudes to digitalizatio

Study on the meat isotopic composition for origin identification

Russian consumer and governmental authorities are equally concerned to know where food products come from. This requires more accurate and specialized methods for the evaluation of geographical location. The following methods are used: chemometrics, histological and histochemical, genomic and proteomic, microbiological, immunochemical and mass spectrometric. Method of stable isotope analysis is becoming increasingly promising nowadays for the identification of meat and meat products' place of origin. The isotope ratios of the four elements - carbon, nitrogen, oxygen and hydrogen, are mainly determined. The method is successfully used to identify a country of origin of wines, juices and water. The aim of the research was to study the stable isotope ratios for pork and beef samples purchased in Moscow supermarkets (Russian Federation). The country of production of meat samples was determined according to specifications and/or labels. The geography of countries of meat samples origin includes Europe, both America continents and Australia. Databases collected by the All-Russian Scientific Research Institute of the Brewing, Non-Alcoholic and Wine Industrywere used for the analysis and interpretation of the results. Values of 13С/12С, δ13С, 18О/16О, δ18О, 2Ð/1Ð, δ2Ð for 30 pork and beef samples from 13 countries were obtained. Differences in stable isotope ratios were found depending on place of origin. The data correlated with the oxygen isotope characteristics for wine, which were in the range from 2.5 to 4.5 ppm. According to the 13С/12С, δ13С results, the assumption was made about a false indication of the region for the beef sample. Despite the fact that beef was labeled as a product of Lithuania, the region of origin was most probably defined as Germany. The studies carried out showed the possibility to identify the region of raw meat origin by the stable isotope ratio

NEUROMARKETING OF FINANCIAL REPORTING: RUSSIAN VIEW OF METHODOLOGY FOR IMPROVING REPORTING

Neuromarketing of financial reporting is a topic of interest to all representatives of the professional accounting and auditing environment. This paper will present the main problems of modern financial accounting, and possible solutions to them using neuromarketing methods. Thus, in order for financial statements to allow companies to attract new investments, as well as to avoid penalties from the tax authorities, organizations need to regard reporting as a commodity whose main consumers are users of these financial statements. In order to make this product interesting for consumers, companies need to attract their attention using neuromarketing methods, which will allow investors, tax authorities and lending organizations to quickly and efficiently use of data on the company\u27s business operations, as well as make the necessary economic decisions faster. Thus, an easy, understandable and accessible presentation of the results of an enterprise’s economic activity at the reporting date may allow both firms and users of financial statements to interact more effectively

Eurasische Wirtschaftsintegration: Möglichkeiten und Probleme

Die wirtschaftliche Integration von Russland, Kasachstan und Belarus ist von großer Bedeutung für die Modernisierung der Volkswirtschaften dieser Länder und für ihren Beitrag zu einer effektiveren Zusammenarbeit im Rahmen der globalen Wirtschaft. Im Mai 2014 haben diese Länder einen Vertag über die Schaffung der Eurasischen Wirtschaftsunion unterzeichnet. Im vorliegenden Beitrag soll der Weg zu dieser Union analysiert werden, ebenso wie die Probleme und positiven Veränderungen in der Zollunion und im Einheitlichen Wirtschaftsraum, den Anfangsetappen beim Entstehen dieses Wirtschaftszusammenschlusses

Компаративный анализ многокомпонентных терминологических единиц сферы информационно-коммуникационных технологий в испанском и русском языках

Статья представляет первый опыт комплексного компаративного анализа многосоставных единиц информационно-коммуникационных технологий (ИКТ) в испанском и русском языках. Проанализирована структура синтагматических связей терминологических сочетаний и коллокаций ИКТ в сопоставляемых языках. Установлено, что наиболее продуктивными моделями образования терминологических сочетаний и коллокаций в испанском языке оказываются модели: S+Adj/Part, S+Prep+S (75%), а в русском языке — S+Adj, S+S Gen (74%). Менее частотными в испанском языке являются модели S+S (11%); V+S (5%); S+Abbrev/Num (существительное с аббревиатурой или цифрами) (9%). В силу системных расхождений в русском языке представлены следующие модели при эквивалентном переводе с испанского языка: S+Abbrev/Num (9%), V+S (5%), экспликация (4%), односоставный термин (4%). Установлено, что на образование терминологических систем ИКТ в обоих языках оказывает влияние английский язык, однако распределение англицизмов в каждой терминосистеме характеризуется уникальностью и обусловлено языковыми преференциями носителей языка и нормой.   The article presents the first experience of comparative analysis of multi-component units in the field of information and communication technologies (ICT) in Spanish and Russian. The structure of syntagmatic connections of multilexical terminological combinations and collocations of the ICT term system in Russian and Spanish is analyzed. We have identified the most productive models of formation of terminological combinations and collocations in the Spanish language and compared them with their Russian equivalents: S+Adj/Part, S+Prep +S (75%) in Spanish; S+Adj, S+S Gen (74%) in Russian. Actual formation of ICT terminological systems in both languages is influenced by the English language, however, the distribution of borrowings in each terminological system is unique due to linguistic preferences of native speakers and linguistic norm.Статья представляет первый опыт комплексного компаративного анализа многосоставных единиц информационно-коммуникационных технологий (ИКТ) в испанском и русском языках. Проанализирована структура синтагматических связей терминологических сочетаний и коллокаций ИКТ в сопоставляемых языках. Установлено, что наиболее продуктивными моделями образования терминологических сочетаний и коллокаций в испанском языке оказываются модели: S+Adj/Part, S+Prep+S (75%), а в русском языке — S+Adj, S+S Gen (74%). Менее частотными в испанском языке являются модели S+S (11%); V+S (5%); S+Abbrev/Num (существительное с аббревиатурой или цифрами) (9%). В силу системных расхождений в русском языке представлены следующие модели при эквивалентном переводе с испанского языка: S+Abbrev/Num (9%), V+S (5%), экспликация (4%), односоставный термин (4%). Установлено, что на образование терминологических систем ИКТ в обоих языках оказывает влияние английский язык, однако распределение англицизмов в каждой терминосистеме характеризуется уникальностью и обусловлено языковыми преференциями носителей языка и нормой

Eurasian Economic Union in the New Economy

The article discusses the main macroeconomic results of the Eurasian Economic Union in 2015. We analyzed the structural problems of the new integration association and new economic trends that influenced the negative changes in the economies of the member countries of EAEC in 2015

Anthropology of Salvation in Russian Medieval thought: «Nestyazhateli» and «Iosiflyanie»

This article analyzes the anthropocentric aspects of Russian Orthodox thought. It is noted that the Russian traditional self-consciousness inherited the main religious and moral norms and values of Byzantium, such as contemplation, Hesychasm, careful preservation of dogmatic and ceremonial aspects of faith. The authors of the article conclude that the central problem in Russian Orthodox thought is the problem of human justification, the problem of understanding human essence. Starting with the understanding of the problem of theodicy, Russian Orthodox thought gradually turned into its visibly formal opposite and became essentially a philosophy that proves the high creative purpose of man - a philosophy that justifies man. Thus, the humanistic, anthropocentric direction of the development of Russian religious philosophy is emphasized. Also, turning to the analysis of the dispute between «Iosiflyane» and «Nestyazhateli», the authors of the article identify two opposite conceptual approaches to the philosophical interpretation of the essence of man: «contemplative man» and «active man».The authors conclude that Russian state policy has been mostly «Iosiflyanian», and the philosophy became a haven for «Nestyazhatel»

The Social and Historical Impact on the Formation of Russian Medieval Spirituality

This article analyzes the ways of influence of religious worldview on the spiritual life of Western and Eastern Europe. Considering the arguments in favor of the existence of such a phenomenon as a universal «European worldview», the authors conclude that despite the existence of common grounds, the spiritual life of Western Europe and Eastern Europe (in particular Russia) have fundamental differences. The authors pay special attention to the figure of St. Sergius of Radonezh who was the embodiment of Russian medieval spirituality. The Saint harmoniously combined «clever prayer» with practical patriotic activity, thus following the principle of «energetic love». The article also analyzes the «contemplative» and «activity» model of man in the context of the dispute between «Nestyazhateli» and «Iosiflyane». The authors conclude that Russian state policy has been mostly «Iosiflyanian», and the philosophy became a haven for «Nestyazhatel». In conclusion, the authors highlight such a key concept of Orthodox thought as «sobornost», thus noting that in Russian religious thought, human life finds its true meaning only in the human community

Современное состояние и проблемы научных коммуникаций на русском языке на пространстве стран СНГ

The results of the study include the consequences of the researchers survey from the CIS countries, that made it possible to identify the prevalence of scientific communications in Russian language in the CIS countries. Russian-language communications in the field of science, which origins are associated with the times of the USSR, provide an opportunity for the development of integration between countries. As a result of the study, the authors made conclusions on the degree of use of the Russian language in the field of science in various CIS countries, including for publishing articles, preparing dissertations, holding conferences, and informal communication. As a result of the survey and the authors’ analytical work, key problems associated with scientific communications in Russian in the CIS space were identified, and measures for their solution were proposed.Los resultados del estudio incluyen los resultados de una encuesta de investigadores de los países de la CEI, que permitió identificar la prevalencia de las comunicaciones científicas en ruso en los países de la CEI. Las comunicaciones en idioma ruso en el campo de la ciencia, cuyos orígenes se asocian con los tiempos de la URSS, brindan una oportunidad para el desarrollo de la integración entre países. Como resultado del estudio, se sacaron conclusiones sobre el grado de uso del idioma ruso en el campo de la ciencia en varios países de la CEI, incluso para publicar artículos, preparar disertaciones, celebrar conferencias y comunicarse de manera informal. Como resultado de la encuesta y del trabajo analítico de los autores, se identificaron los problemas clave asociados con las comunicaciones científicas en ruso en el espacio de la CEI y se propusieron medidas para su solución.Os resultados do estudo incluem os resultados de uma pesquisa com pesquisadores dos países da CEI, que permitiu identificar a prevalência de comunicações científicas em russo nos países da CEI. As comunicações em língua russa no campo da ciência, cujas origens estão associadas aos tempos da URSS, proporcionam uma oportunidade para o desenvolvimento da integração entre os países. Como resultado do estudo, foram tiradas conclusões sobre o grau de uso da língua russa no campo da ciência em vários países da CEI, incluindo a publicação de artigos, a preparação de dissertações, a realização de conferências e a comunicação informal. Como resultado da pesquisa e do trabalho analítico dos autores, foram identificados os principais problemas associados às comunicações científicas em russo no espaço da CEI, e foram propostas medidas para sua solução.Результаты исследования включают результаты опроса исследователей из стран СНГ, который позволил выявить уровень распространенности научных коммуникаций на русском языке в странах-участниках СНГ. Русскоязычные коммуникации в сфере науки, истоки распространения которых связаны с временами существования СССР, обеспечивают возможность развития интеграции между странами. В результате исследования сделаны выводы о степени использования русского языка в сфере науки в различных странах СНГ, в том числе для публикаций статей, подготовки диссертаций, проведения конференций, неформального общения. В результате опроса и аналитической работы авторов были выделены ключевые проблемы, связанные с научными коммуникациями на русском языке на пространстве СНГ, и предложены мероприятия для их решения