The strategy of monetary policy

An abstract for this article is not available.Monetary policy

Recent progress in electrochemical oxidation of saccharides at gold and copper electrodes in alkaline solutions

This article reviews the progress made in the past 10 years, on electrochemical oxidation of saccharides in alkaline media for gold and copper electrodes. The mechanism and processes associated with the electrochemical oxidation of saccharides at native and surface coated electrodes continues to be of great interest. Despite the effort and various mechanisms proposed, still the need for an electrochemically active material that understands the complexity associated with saccharides continues to increase as their detection poses a challenge for bioanalytical chemistry and liquid chromatography

Composição, afixação, sintagmação

fronteiras entre afixação, composição e sintagmaçã

Passado e presente dos Cursos de férias. Da edição de 1924 à de 2014”.

Ensino de Português como Língua estrangeira na UC/FLUCPassado e presente dos Cursos de férias da UC/FLUC. Da edição de 1924 à de 201

An Analysis of Descriptive Features in the English used in an Advertising Text

The goal of advertising is the persuasion of a customer of the merits of a particular product or service. Whatever the strategy advertisers employ in order to influence the consumer, language is the main carrier of the message. Among the components of advertising (visual images, words, logos, brand names, graphic designs and so on), words play a key role since by them the audience is able to grasp the advertising message (Dyer, 1982; Nga, 210) . In advertising, copywriters use English words to project the product or service they are bringing to the audience’s attention in the most attractive fashion. Copywriters use English quite distinctively; they sometimes employ the descriptive style of writing to present their messages. The rationale is that description makes the information more intriguing and engaging for the audience. The primary objective of description in advertising is to frame an image of a product in the minds of the consumer through sufficient details and allow them to experience the product through their five senses. Description in advertising creates a dominant impression, an overall attitude, mood or feeling about a product or service. In the current paper, the writer has analyzed the descriptive elements in the English used in an advertising text in a newspaper in Ghana. The theoretical framework that was adopted was Fairclough’s (1992) Three-Dimensional Model Theory and the qualitative research design was employed for the study. The descriptive features that were realized in the selected advertisement (henceforth advert) were sensory details, figurative expressions, modifiers and picturesque vocabulary. The description of the advertising text was effective, in that, it left the reader with a clear impression: a craving for the Castle Milk Stout alcoholic beverage that was advertised. Keywords: Advertising, description, English, persuasion, Castle Milk Stout

An analysis of persuasive elements in the English of advertisements in newspapers in Ghana

Text in EnglishAdvertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion. It is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Advertising in modern time comprises varied component parts (visual imagery, graphic and color designs, print and auditory techniques.); however, language plays an indispensable role in the transmission of the message. Language has an immense influence on human beings and the way they behave. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. Copywriters, like poets, choose their words carefully in order to achieve a particular rhetorical effect. They use language in such a way that they attract attention, arouse interest or desire and create need. Language forms an integral part of advertisements. The current study focused on persuasive elements in the English employed in advertisements in newspapers in Ghana. The study investigated the extent to which Aristotle’s three artistic proofs (logos, pathos and ethos), figures of speech and grammatical elements in the English of advertisements in the Ghanaian newspapers were employed by copywriters for persuasive effect. The current study was underpinned by three theories, namely, Aristotle’s Rhetorical Theory, Conventional Figurative Language Theory and the Standard Theory of Generative Grammar. These theories lent support to the three thematic trends of the study. The qualitative research design was employed given the interpretive nature of the analysis of the corpus. The current study did not involve human subjects as data sources because the corpus was from written documents. The purposive sampling method was employed owing to the subjective nature of the process of data collection. The qualitative content analysis approach was adopted as the analytical framework for the study. This made it possible for the coding of categories of the textual data based on the themes, patterns and trends that emerged. The findings of the research revealed that copywriters in the Ghanaian newspapers employed Aristotle’s three artistic proofs, figures of speech and grammatical elements in the English of advertisements for persuasive effect.Linguistics and Modern Language

Capitale Cognitivo e Strategie di Retention del personale

L’elaborato parte con una ricostruzione di come si è passati dal capitalismo materiale al capitalismo immateriale, seguendo come linea guida il ruolo della conoscenza all’interno delle organizzazioni. Il lavoro prosegue con l’analisi dell’economia della conoscenza dimostrando l’importanza della sua gestione, poiché per trarne valore è necessario saperla individuare, diffondere e gestire. La seconda parte dell’elaborato introduce il concetto di retention del personale, legato all’importanza del mantenere all’interno delle organizzazioni i lavoratori dotati di una professionalità integrale. Si parla di strategie e non di semplici iniziative, perché una volta applicate devono essere portate avanti e mantenute nel tempo. Le principali strategie di ritenzione del personale sono: l’introduzione di nuovi piani retributivi, il ridisegno delle mansioni, il rafforzamento dei vincoli sociali, attingere al mercato interno del lavoro ed il work life balance. L’elaborato riporta il caso di un’azienda che ha promosso e concretizzato iniziative che rientrano in una strategia di work life balance con l’intenzione di aumentare il benessere lavorativo e rafforzare il senso di appartenenza all’azienda e al territorio. Con lo scopo di ricercare quelle che sono le migliori strategie ritentive del personale e come applicarle è stato somministrato un questionario ad un panel di 12 esperti in Risorse Umane, seguito da una Swot Analysis elaborata con i risultati raccolti. Dall’analisi del caso aziendale e dalla successiva ricerca risulta che una strategia di retention del personale si dimostra efficace se allargata a tutte le famiglie professionali e se caratterizzata da iniziative differenziate e il più possibile personalizzate

Gramática do Léxico. Partilha de recursos e de processos morfolexicais”.

Exploração de conexões e de interações que se estabelecem entre processos e recursos lexicais da Língua Portuguesa Contemporânea.Gramática do Léxico da Língua Portuguesa. Partilha de recursos e de processos sufixais e prefixais no português contemporâneo

Grammatical Attributes in the Language of Communication: Conceptualization of Time, Tense and Aspect in English

Time is a concept which is related to our perception of reality. A vast majority of languages have mechanisms which enable the speakers to express time. Many languages have grammatical means that   make it possible for users to express the time when an action or event occurs. Among these languages, most of them also express time with a verb, and more specifically, with various verbal tenses. The verbal tense, a grammatical category which differs significantly from one language to another, may also be considered a grammatical component of time. Verbal tense can provide us with a particular kind of insight into our perception of chronological time which is expressed with and within the tense of the verb. Tense is concerned about how events are located, perceived and referred to along the past-present-future timeline. Aspect is about the manner in which a verbal action is experienced or regarded.  In general linguistic approaches, tense and aspect are treated as complementary ways of encoding time. They relate the happening described by the verb to time in the past, present or future. However, tense differs from aspect in showing the time reference, while aspect shows how the action or state of the verb is envisaged or seen as happening or occurring. Time, tense and aspect are inter-related concepts; time is usually perceived in relation to tense and aspect.  In the current paper, it is the author’s conviction that knowledge in the distinction between the three concepts (time, tense, aspect) will enable English speakers to communicate better, grammatically. Keywords: Time, Tense, Aspect, Grammar, English, Communication. DOI: 10.7176/NMMC/92-03 Publication date:August 31st 2020