UKRAINIAN POSTER OF THE 1990'S–2010'S: HISTORICAL AND ART-STUDY ASPECT

The article is devoted to the consideration of the formation of poster art in Ukraine during the period of Independence. It touches on the development of new trends, directions and the essence of the modern Ukrainian poster, analyzes the emotional and figurative saturation of posters of the time given. Ukrainian graphic design of that time is at the transitional stage of the evolution process from the classical-modern Soviet school to the construction of its own national design model with a vivid tone of postmodernism. It took place through the development of many factors: commercial approach is market oriented, disappearance of «dictatorship» in an art, removal from it of almost all existent limitations. Alteration assisted the professional association of designers on the territory of Soviet Union. Art of new twenty-four hours, thereby – the art of placard began to use imaginary РR technology for popularization. In the article the analytical analysis of origin of features of genre classification is done in poster graphic arts. That time development is acquired by an imaginary (advertisement) placard. Regardless of genre, it is possible to consider a show board and political placard, and social, and playbill, and other, as almost after each the commercial stands of them, or social order. The author of the article touches on a new thread in graphic design – to post-modernism. Graphic design has always borrowed images and approaches from other areas of artistic and popular culture. Visual citations, links of all kinds, mimicry of styles is an essential feature of the way of graphic design, its metamorphosis in the 20th century. The result of this was post-modernism, as the final chord of modern culture. Post-modernism calls to the correction of ideology of modernism, softens inflexibility of establishments, admits to the placard a humour, historicalquotations, ornamentalism and elements of mass culture. Also in the article an author draws a conclusion in relation to the way of development and prospects of poster graphic arts of modern Ukraine, finds out generalization of genesis of the Ukrainian poster art during 1990–2010 years

UKRAINIAN POSTER OF THE 1990'S–2010'S: HISTORICAL AND ART-STUDY ASPECT

The article is devoted to the consideration of the formation of poster art in Ukraine during the period of Independence. It touches on the development of new trends, directions and the essence of the modern Ukrainian poster, analyzes the emotional and figurative saturation of posters of the time given. Ukrainian graphic design of that time is at the transitional stage of the evolution process from the classical-modern Soviet school to the construction of its own national design model with a vivid tone of postmodernism. It took place through the development of many factors: commercial approach is market oriented, disappearance of «dictatorship» in an art, removal from it of almost all existent limitations. Alteration assisted the professional association of designers on the territory of Soviet Union. Art of new twenty-four hours, thereby – the art of placard began to use imaginary РR technology for popularization. In the article the analytical analysis of origin of features of genre classification is done in poster graphic arts. That time development is acquired by an imaginary (advertisement) placard. Regardless of genre, it is possible to consider a show board and political placard, and social, and playbill, and other, as almost after each the commercial stands of them, or social order. The author of the article touches on a new thread in graphic design – to post-modernism. Graphic design has always borrowed images and approaches from other areas of artistic and popular culture. Visual citations, links of all kinds, mimicry of styles is an essential feature of the way of graphic design, its metamorphosis in the 20th century. The result of this was post-modernism, as the final chord of modern culture. Post-modernism calls to the correction of ideology of modernism, softens inflexibility of establishments, admits to the placard a humour, historicalquotations, ornamentalism and elements of mass culture. Also in the article an author draws a conclusion in relation to the way of development and prospects of poster graphic arts of modern Ukraine, finds out generalization of genesis of the Ukrainian poster art during 1990–2010 years

ABOUT POSSIBLE APPROACHES TO STUDYING PECULIARITIES OF ORAL AND WRITTEN LANGUAGE DEVELOPMENT

Corpus studies, experimental procedures and speech error analysis are discussed as useful approaches to speech development investigation The necessity to apply a psycholinguistic theory of word meaning focusing on the user of language is grounde

"LEXICON ORCHESTRA" AND MATTERS OF SCIENTIFIC METHODOLOGY IN RELATION TO THE LANGUAGE

Meaning dynamics of the word “lexicon” is traced in terminology and in everyday use. In some dictionaries it is marked as “archaic”, but it is used in word combinations in which its primary meaning is either widened or lost, and it becomes a buzz-word. Multilevel homonymy in terminological use of this word is revealed with the methodological outcome.

ABSTRACTION, EXPERIENCE, IMAGINATION AND EMOTION IN SCIENTIFIC RESEARCH AND IN COMMON KNOWLEDGE

Abstraction, experience, imagination and emotion are treated as cognitive mechanisms providing success in scientific research and in everyday cognition and communication. Integrative approach is considered as necessary for revealing universal characteristics of cognizing persons’ activities in natural and social situations. The role of features of objects and word meanings is stressed as crucial for acquiring, producing, classifying and organizing scientific knowledge as well as common knowledge. Inherent interaction of abstraction, experience, imagination and emotion in coordination with features and tops as utterance invariants is defined as a cognitive universal

WHAT IS THERE - BEHIND THE WORD?

Different approaches to the word meaning analysis are discussed. Transition from the logical analysis of meaning to the integrative approach to it is traced. The word meaning is treated as the interface between the society and the individual, between linear and discreet linguistic items and nonlinear live multimodal hypertext as the enormous net connecting product of perceptive-cognitive-affective information processing, formed by personal adaptive activity

MENTAL LEXICON: CONSTRUCT, METAPHOR, MYTH?

Different approaches to the concept of “mental lexicon” are distinguished; the importance of this scientific construct is explained; metaphorical application of this term is treated as natural; some myths connected with this concept are considered as the outcome of “common sense” or temporally popular scientific paradigms.

WILHELM VON HUMBOLDT AND LANGUAGE AS THE "LIVE KNOWLEDGE"

Some statements made by W. von Humboldt about the language and the word meaning are considered. Some ideas of scientists further developing his ideas are presented together with the latest results of brain activity investigation, supporting the Humboldt’s ideas of a perceptual basis of the language and the word meaning

PRINCIPLES OF NAVIGATION IN THE PERSONAL POLYCODE HYPERTEXT

Internal polycode hypertext is treated as a multimodal product of information processing; it serves as inner context for cognition and communication. At different levels of the consciousness dimensions, the role of signs, as the support for navigation through the linguistic and encyclopaedic knowledge and tops, as mental invariants of statements, directing the cognitive problems decision and providing mutual understanding at communication, is discussed. The helical model of the word identification and text understanding is presented. The hypertext principle is treated as cognitive universal, realized through the interaction of signs, tops and deep predication mechanism

F. DE SAUSSURE AND SOME PROBLEMS OF PSYCHO-LINGUISTICS

Using the example of correlation between the notions of “language”, “speech” and “speech activity” the author reveals the contradictions in statements associated with F. de Saussure, and appropriateness of approaching the same problem from different theoretical perspectives