The Ethical Correctness’s Problem of Advertising Communications

Статья поступила в редакцию 25.04.2023 г.В статье рассмотрена категория «этичность/неэтичность» в сфере рекламных коммуникаций. Цель — анализ этичности рекламных сообщений с точки зрения воздействия на целевую аудиторию на материале вербальных и визуальных компонентов рекламных коммуникаций и выявление механизмов регулирования сферы рекламы в Российской Федерации. Использовались следующие методы исследования: метод наблюдения; метод систематизации и классификации материала; методы дефиниционного и контекстуального анализа и др. Опираясь на теоретический материал и практический анализ рекламных коммуникаций, автор делает вывод, что для привлечения внимания потребителя рекламодатели часто создают неэтичную рекламу, а существующая политика регулирования данной сферы не решает вопрос этичности создаваемых рекламных обращений; следовательно, необходимо совершенствовать механизм коммуникации между всеми субъектами рекламного рынка.The article is devoted to the analysis of the category «ethics/unethicality» in the field of advertising communications. The main goal was to analyze the ethics of advertising messages regarding the impact on the target audience based on the use of verbal and visual components of advertising communications and to identify mechanisms for regulating the advertising sphere in the Russian Federation. The following research methods were used by the authors: the observation method; the method of systematization and classification of material; the methods of definitional and contextual analysis, etc. Based on theoretical material and practical analysis of advertising communications, the author concludes that advertisers often create unethical advertising in order to attract consumer’s attention. Besides, the existing policy of regulating this area does not contribute to the solution of ethical problems of created advertising appeals. Thus, it is necessary to improve the mechanism of communication between all subjects of the advertising market

Medical terminological names with the meaning «sleep» and «night»

The purpose of the study is to identify names containing root morphemes with the meaning "sleep" and "night", borrowed from the names of mythological characters. This work is relevant due to the scientific interest in terminology.Цель исследования – выявить наименования, содержащие в себе корневые морфемы со значением «сон» и «ночь», заимствованные из имен мифологических персонажей

Development of Methodological Approaches for Examination of Particularly Dangerous Infectious Diseases Agents by Means of Atomic Power Microscopy

The atomic power microscopy (APM) is used to study the cell surface structure of particularly dangerous infectious diseases agents and to carry out the morphometric analysis. APM shows similar results with scanning electron microscopy. However, its application makes it possible to avoid time-consuming and labour-intensive procedures of samples preparing for testing by fixation, dehydration and sputtering of conducting layer. Methodological approach has been elaborated for preparing and analysis of samples of agents of particularly dangerous infectious diseases by means of APM. This approach includes a selection of optimal substrate, mode of disinfection and scanning of samples

Development of a Method for Determination of brucella suis Biovars Using Multilocus Real-time PCR

The aim of the study was to develop a methodological approach to determination of Brucella suis biovars through multilocus PCR with real-time registration of results.Materials and methods. We used 16 strains of B. suis of various biovars, B. neotomae and B. canis – 2 strains of each. Determination of the taxonomic affiliation of Brucella strains was carried out according to the Bruce-ladder, Suis-ladder, BRU-DIF protocols. The selection of primers and probes was performed using the software on the website www.genscript.com and the GeneRanner 6.5.52 program. Fragment sequencing according to Sanger was performed on a 3500 XL genetic analyzer in accordance with the manufacturer’s recommendations. Nucleotide sequence homology was assessed using the BLAST algorithm and the GenBank NCBI database.Results and discussion. An analysis of the structural organization of IncP and GI-3 genomic islands has been carried out in B. suis strains of various biovars. It has been established that in strains of B. suis II, IV biovars and B. canis, the terminal part of the BRA0368 gene, comprising 21 nucleotides (repeated in the BRA0367 gene) and the “TAA” stop codon, as well as almost the entire sequence of the BRA0367 gene were lost, owing to homologous recombination in the IncP genome island. A 21-nucleotide direct repeat and the “TGA” stop codon of the BRA0367 gene replaced the analogous region of the BRA0368 gene which resulted in the deletion the size of 185 bp. No differences have been noted in the structure of GI-3 in biovars. The evidence obtained made it possible to develop the approach (SuisDIF) for differentiating B. suis biovars, based on the amplification of genes located in the IncP and GI-3 genomic islands using real-time PCR. Its specificity was confirmed in the study of B. suis strains from the fund of the State Collection of Pathogenic Bacteria of the Russian Research Anti-Plague Institute “Microbe”. The conducted studies expand and supplement the data on the genetic heterogeneity of Brucella species and biovars. The proposed method for differentiating biovars of B. suis using multilocus PCR with real-time registration of results enhances the capacities for Brucella identification using molecular-genetic methods

Intraspecific Differentiation of <i>Francisella tularensis</i> Strains Using Multilocus Real-Time Polymerase Chain Reaction

The aim of the study was to develop a method for intraspecific differentiation of the tularemia microbe: subspecies tularensis (subpopulations AI and AII), holarctica (biovars japonica, EryS/R), mediasiatica, and novicida using multilocus real-time PCR. Materials and methods. We used 48 strains of F. tularensis of various subspecies, biovars, and subpopulations. Intraspecific appurtenance of the strains was carried out on the basis of the analysis of the RD-1 region variability applying PCR, the sdhA gene by Sanger fragment sequencing and by the disk diffusion method using disks with erythromycin. The selection of primers and probes was performed using the software available at www.genscript.com and GeneRunner 6.5.52. Sequence homology was assessed using the BLAST algorithm and the GenBank NCBI database. Results and discussion. New data on the structure and occurrence of the differentiation regions RD-8, RD-12, RD-28 of FTT1122c gene and its homologous sequences in strains of tularemia microbe of various subspecies have been obtained. Novel RDhm 346 bp in size, characteristic of strains of the subsp. mediasiatica, holarctica, which is deleted in subsp. tularensis and absent in subsp. novicida has been detected. Based on the detection of the FTT1670, FTT1122с, FTT1067, FTW_2084 loci, a multilocus real-time PCR has been developed – “F. tularensis 4c”, providing for identification of all subspecies of the tularemia microbe, separately for the biovar japonica of the Holarctic subspecies and subpopulations AI, AII of the subspecies tularensis. The PCR specificity was confirmed in the study of strains of tularemia microbe from the fund of the “State Collection of Pathogenic Bacteria” at the premises of the Russian Reserarch Anti-Plague Institute “Microbe”. The results obtained expand the concept of intraspecific genetic heterogeneity of tularemia microbe and possibilities of identifying the causative agent of tularemia using molecular-genetic methods. They are important for understanding the processes of adaptation of the pathogen to circulation in the host organism and environmental objects, the course of evolution and formation of new species of Francisella

Introduction of New Preparations for Gene Diagnostics of Dengue Fever and Cholera

Presented is the information on technical and medical trials of new generation preparations for gene diagnostics of Dengue fever and cholera, based on the multiple factor analysis. Application of these preparations makes it possible not only to detect pathogen but also to carry out its expedited identification in accordance with epidemiological significance and taxonomic status

DIAGNOSTIC POTENTIAL OF THE ERYTHROCYTIC IMMUNOGLOBULIN DIAGNOSTICUM FOR INDICATION AND IDENTIFICATION OF THE CAUSATIVE AGENTS OF PARTICULARLY DANGEROUS (DEEP) MYCOSES

Objective of the study was to assess analytical and diagnostic sensitivity and specificity of the “Reagent kit. Erythrocytic coccidioidomycosal and histoplasmosal immunoglobulin dry diagnosticum”, designed for identification of causative agents of coccidioidomycosis and histoplasmosis in isolated cultures of micromycetes, as well as in clinical and biological samples using indirect hemagglutination test.Materials and methods. The investigation included 264 positive samples (216 samples of micromycete suspensions, 48 samples of biological and clinical material) containing pathogens of histoplasmosis and coccidioidomycosis concentrated up to 3,12·106 and 1,56·106 cells/ml, respectively, and 128 negative samples containing heterologous microorganisms in concentrations equal to 5·106 cells/ml. The study was carried out using biological samples that were artificially contaminated with stated pathogens of particularly dangerous mycoses and samples, obtained from bioassay animals with experimental infection.Results and conclusions. It is established that diagnostic sensitivity of the reagent kit is not less than 99,0 %. The diagnostic specificity is not less than 98,0 %. Reproducibility of the results in all cases was 100 %. The results obtained testify to the prospect of introduction of the developed kit into the health care practice

Potential of Selected Trace Elements in Patients with Diabetes Mellitus

Based on the high prevalence, diabetes mellitus (DM) is considered as a worldwide problem. More than 8.3 % of the world population is suffering from this disease. One of the causing factors of this disease can be the absence or imbalance of trace, essential elements. It can cause collapses of antioxidant defence and glucose intolerance. It plays a role in the pathogenesis and progression to diabetes mellitus. This review focuses on chromium, copper, selenium, vanadium, and zinc. Many studies deal with these elements but there is variability in opinions. Insulin-mimetic activity and ability to control the concentrations of blood glucose were confirmed. However, these effects were of more importance in patients with prediabetes. In patients with prediabetes, due to the supplementation of selected trace elements, it is possible to normalize the blood glucose level and prevent the development of diabetes mellitus. The importance of supplementation was confirmed for chromium and zinc. The supplementation of vanadium has a positive effect on the normalization of glycaemia but it is necessary to control the level as it can have toxic effects during long-term treatment. Conversely, higher copper concentrations in the body adversely affect patients and chelation therapy is needed. Selenium must be kept in the standard concentration and regular control of the concentration in the body is necessary. For this reason it is necessary to continue with analysis and the creation of new methodologies that could unify the view on the issue

Analysis of Autonomic Nervous System Functional Age and Heart Rate Variability in Mine Workers

Introduction: Heavy working conditions and many unpropitious factors influencing workers health participate in development of various health disorders, among other autonomic cardiovascular regulation malfunction. The aim of this study is to draw a comparison of autonomic nervous system functional age and heart rate variability changes between workers with and without mining occupational exposure

Assessment of the Peripheral Blood Flow of Lower Limbs in Patients with Diabetes Mellitus with the Use of Digital Photoplethysmography

Introduction: The microcirculation of the lower limbs (LL) of diabetics is influenced by hyperglycemia and several factors (hypertension, obesity, dyslipidemia) leading to the functional and later the structural changes, manifesting as dysregulation of the peripheral blood flow