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Impossibly good looks: A pragma-ontological approach to unearthing the latent rhetorical structure of anti-ageing advertising discourse

Author(s): George Rossolatos / Language(s): English Issue: 2-3/2018

This paper aims at unearthing the appeals, the argumentative schemes and the modes of rhetorical configuration that make up the rhetorical structure of the anti-ageing skin care product category’s print advertising discourse. To this end, the pragma-ontological approach is put forward as an offshoot of the pragma-dialectical perspective in rhetorical analysis and criticism. The pragma-ontological approach adds interpretative depth to the overt argumentation structure of anti-ageing products’ ads on the grounds of fundamental ontology/existential phenomenology. The analysis points to three levels where the ads’ arguments function: an overt level and two covert ones. On the overt level the ads function against the background of mixed ethos/pathos/ logos appeals that buttress an argumentation scheme from values.

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Country Branding: International Public Relations Discussions in the Book PR Today

Author(s): Trevor Morris,Simon Goldsworthy / Language(s): English Issue: 19/2020

Review of: PR Today - a textbook that is going to be published soon by UET Press, translated by the Department of Communication Lecturers. Reviewed by: Trevor Morris and Simon Goldsworthy.

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Nation Branding: Is It Only About Tourism?

Author(s): Hanna Shelest / Language(s): English Issue: 04 (10)/2017

The article aims to answer the question on whether nation branding is only about tourism and investment attractions or has a deeper task of positioning the state among others. The author emphasizes that nation branding can have a double goal of uniting a nation around certain ideas and messages, but also of promoting the country for foreign consumers – cultural, touristic, business. The second one cannot come without the first one, as internal support can multiply the effect of promotion.

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DEVELOPING REFLECTIVE SKILLS IN E-LEARNING: A CASE STUDY BASED ON THE FLIPGRID PLATFORM

Author(s): Emanuele Isidori,Angela Magnanini,Alessandra Fazio,Irina Leonova,Mario De Martino,Iosif Sandor / Language(s): English Issue: 01/2021

Flipgrid is a free app and platform that allows students to record short video responses. These videos are usually reflections or responses to specific topics/prompts asked by their teachers. This study aims to deepen the potentiality and effectiveness of Flipgrid in virtual learning environments for university students. Moreover, it aims to understand whether such a platform is really beneficial for developing reflective skills, meets students interests and gets their approval. To deepen these issues, we have analyzed the results of a case study conducted at the University of Rome Foro Italico, Italy, where Flipgrid was used as a support for delivering a course on education and European values and getting students to reflect in a deeper way on the topics and issues entailed. The data were collected through three principal phases. In the first one, within the framework of an exploratory study, a survey questionnaire containing items based on the Likert scale was administered to a general sample of University of Rome Foro Italico students. In the following phase, a focus group was conducted with a small group of students attending the course mentioned above, and in the third one, the students from the course were in-depth interviewed. The data were processed by statistical and text analysis software. The data were then interpreted and compared. The data results allowed us to obtain information and a map to understand the Flipgrid app/platform's effectiveness. From the data collected, at the end of the study, we were able to sketch a model for using the new app in a way so that it can help students develop reflective skills in e-learning in the most effective way.

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SCIENTIFIC ASPECTS RELATED TO HUMAN RESOURCE MANAGEMENT IN HEALTH ORGANIZATIONS ACTIVE IN THE TB FIELD

Author(s): Mihaela Barcan / Language(s): English Issue: 31/2018

The organization aims to create an optimal organizational structure. To do this, it is necessary to procure human resources through recruitment and selection procedures, adapting to human resources requirements by training and developing employees. Their optimal valorization will be achieved by creating and strengthening motivation, by providing material and non-material rewards, through performance management, but also by creating and maintaining correct relationships between the employer and the employees.

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COMPARATIVE STUDY ON HUMAN RESOURCE MANAGEMENT, APPLIED IN PUBLIC HOSPITALS IN ROMANIA AND AUSTRALIA

Author(s): Laurentiu Barcan,Mihaela Barcan / Language(s): English Issue: 31/2018

Most of the literature has shown the importance of human resource management in developing the quality of health care services and found that providing financial incentives and motivation to work through the skills bonuses system improves the performance of people working in healthcare organizations. They can lead to a significant difference between the well-performing health organization and the health organization that is performing better or below average.

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TOURISM AND ITS IMPACT ON THE CULTURE OF THE INDIVIDUAL FIELD STUDY ON THE CITY OF BAGHDAD

Author(s): Zaid Yaseen Saud Al-Dulaimi,Fareed Hussein Ahmed,Ansseif A. Latif Ansseif / Language(s): English Issue: 33/2019

The aim of the research is to uncover the impact of the elements of tourism (economic, social, environmental) in the culture of a number of individuals in Baghdad. The study sample included the development of a questionnaire distributed to a sample of 40 male and female members of different ages and scientific qualifications, 31 questionnaire were valid for analysis. In order to process the data, a number of statistical methods were used (the arithmetic mean, the standard deviation, the spearman and the regression coefficient), using SPSS. The main findings of the research were the existence of a relationship and a positive impact of tourism in the culture of the individual. The recommendations were the need to promote tourism for individuals to support the culture of the individual and develop the level of tourism through the establishment of training courses to improve the culture of the individual in Baghdad.

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Effects of Cooperative Loan on the Cattle Marketing in Ogun State, Nigeria

Author(s): Akerele Ezekiel Olaoluwa,Adeyiga Adams Adesegun / Language(s): English Issue: 1/2022

This study examined the effect of cooperative society loan on the cattle rearing and marketing in Ogun State, Nigeria. Specifically the study described the socio-economic characteristics of the respondents; examined the cost and returns to cattle marketing, analyze the effect of cooperative on returns to cattle marketing and identified the problem encountered in cattle marketing. A total of fifty (50) well-structured research questionnaires were administered among cattle marketers in the area, but forty seven (47) were returns good and used for analysis. The data generated were analyzed using descriptive and inferential statistics. The result revealed that majority of the respondents, constituting about 68.0% fall within the active age range of 31-50 years with the average age of the respondents was 45 years. Majority (89.4%) of the respondents had at least one form of education or the other, and majority (89.4%) of respondents are membership of cattle marketing association. The total revenue for cattle marketing was N1,297,430.56 while the total marketing cost was N1,071,391.84 representing 60.36% of the total revenue. The marketing efficiency index of the cattle marketers was 1.21%. This value is well above 100%, implying that the revenue generated from cattle by the marketers is sufficient to offset all costs with reasonable proportion as profit margin. The net income was significantly influenced by age, marital status, years of formal education and amount of loan borrowed. It is however experiencing major setbacks, for instance, price fluctuation and high cost of transportation. It is therefore recommended that youths should be encouraged to participate in marketing activities to expand the current marketing system and to address the challenges facing agriculture in term of food insecurity and revenue generation.

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The Effect of Risk Control Techniques on Organisational Performance of Selected SMES in Lagos State

Author(s): Sunday Adekunle Aduloju,Oluwaleke Ebenezer Akindipe / Language(s): English Issue: 1/2022

The aim of the study is to evaluate the effect of risk control techniques on organisational performance of selected SMEs in Lagos State. The specific objectives are to considers the effect of physical risk and financial control techniques on organisational performance of selected SMEs in Lagos State, Nigeria. The study is limited to the effect of risk control techniques on the performance of SMEs in Lagos State, Nigeria. The precise variables of interest are the physical risk control techniques which are risk elimination and risk reduction as well as the financial risk control techniques which focus on risk retention and risk transfer. The study covers 10 major clustered markets in Lagos State where there are selected SMEs ranging from Oil and gas, manufacturing companies, service companies and general merchandise in Lagos State. The study employed a survey research design and adopted a convenience sampling method of selection and multi clustered method was used in selection. A survey monkey was used to administer the questionnaire to the sample respondents. The hypothesis was tested using regression analysis through the use of SPSS and the results showed that there is a positive and significant correlation. relation and effect of physical and financial risk control on organisational performance of selected SMEs. It was concluded that SMEs should embrace all efficient and economic means to address the potential risk that can threaten their existence. It was recommended that SMEs should increase its risk appetite to enhance efficient management of their business.

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Zu den zweisprachigen Werbeanzeigen in der Osijeker deutschsprachigen Zeitung Slavonische Presse im späten 19. und frühen 20. jahrhundert

Author(s): Silvija Berkec,Ivana Šarić Šokčević / Language(s): German Issue: 18/2020

This article examines the bilingual advertisements in the Osijek German-language newspaper Slavonische Presse in the late 19th and early 20th centuries. At that time, German was considered a “prestigious language” of the upper classes in the Osijek society, but it also assumed the role of a link between different ethnic groups. In addition to the newspapers Esseker Lokalblatt und Landbote, as well as Die Drau, the newspaper Slavonische Presse represents one of the most important German-language newspapers, in which, among others, bilingual advertisements were published. These texts have been examined qualitatively in the present pilot study, and it has been concluded that the bilingual advertisements reflect the status of the German language and thus offer interesting insights related to the social, historical and political conditions of the town of Osijek of that period.

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Utility Maximization of Bangladeshi Consumers within Their Budget: A Mathematical Procedure

Author(s): Haradhan Kumar Mohajan / Language(s): English Issue: 3/2021

A consumer is considered as a person or a group of people who uses purchased goods, products, or services only for personal use, and not for manufacturing or resale. Consumers usually purchase valuable and useful commodities or goods by spending all or partial of their income. The property of a commodity that enables it to satisfy human wants is called utility. Producers must be conscious to increase the utility among the consumers. This study has considered the maximization of utility problem of consumers of Bangladesh subject to two constraints; namely, budget constraint and coupon constraint. Consequently, in the study two Lagrange multipliers are used and interpreted these with mathematical analysis. Prediction of consumer behavior will help both producers and consumers to take decision of their future economic productions and consumptions, respectively. This article is ornamented with sufficient theorems and economic analyses. So that all the readers find interest when go through the economic analysis of utility maximization.

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Marketing mix strategy determinants and social media in veterinary-based business: experience from Serbia

Author(s): Milena Ilić,Milica Gojković,Ksenija Blažić,Karla Radi Ciuperca,Violeta-Elena Simion / Language(s): English Issue: 4/2021

The paper is dedicated to testing the entrepreneurial idea of founding a service micro company in the field of veterinary medicine - Animal Care. The starting point is the theoretical aspect of marketing mix services observed through the prism of a specific company in the field of agribusiness. For the needs of the research, secondary sources were used and a survey was conducted which gave the results of the influence of the elements of marketing mix services on marketing communication towards the users of the company Animal Care. It was determined that the effects of promotion, especially in the field of digital marketing, directly affect the increase in sales of products and services, and thus the satisfaction of consumers & users in veterinary services. The results of the research provided answers to research questions and helped the entrepreneur to understand that selected elements of the marketing mix help in the promotion of products and services of Animal Care companies. Respondents showed interest in using the services of the Animal Care company with the help of the Animal Care android application and website as a selected distribution channel, but also for the promotion of new services and offers of the company.

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REVIEW & TODAY

Author(s): Michaela Fikejzová,Miroslav Kapec,Karol Orban,Magdaléna Ungerová,Ján Višňovský,Ľuboš Greguš,Slavomír Gálik,Dušan Pavlů / Language(s): English Issue: 1/2022

Review of: SPÁLOVÁ, L. et al.: Media – Migration – Politics: Discursive Strategies in the Current Czech and Slovak Context. Berlin : Peter Lang, 2022. 245 p. ISBN 978- 3-631-86275-9. RADOŠINSKÁ, J.: Okruhy problémov vštúdiu mediálnej kultury I. Hypermoderná spoločnosť. Trnava : FMK UCM, 2021. 208 p. ISBN 978-80-572-0189-2. PITOŇÁKOVÁ, S.: Úvod do štúdia mediálnych produktov. Žilina : Žilina University, 2021. 154 p. ISBN 978-80-554-1834-6. HARARI, Y. N.: 21 lekcí pro 21. století. Voznice : LEDA, 2019. 384 p. ISBN 978- 80-7335-612-5. PRINZING M., BLUM, R. (eds.): Handbuch Politischer Journalismus. Köln : Herbert von Halem Vertrag, 2021. 879 p. ISBN 978-3-86962-240-8. OLÍK, M.: Uznanie ako problém spravodlivosti a jeho mediálna reflexia. Trnava : FMK UCM, 2021. 123 p. ISBN 978-80-572-0208-0. Debunk, Check and Tell Others – New Player in the Fight against Disinformation in Central Europe FMK’s Involvement in International Horizon 2020 Project

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Grafička stapanja i grafostopljenice

Author(s): Nikola Košćak / Language(s): Croatian Issue: 2/2016

The paper presents an overview of the figures which are based on graphic blending, ie. graphic blends. The overview is partly based on the rhetoric of Heinrich F. Plett, particularly on his use of general operations which divide the field of figures (addition, subtraction, permutation, substitution and equivalence) and his understanding of graphemic figures. Graphic blends are illustrated by examples from different discourse types and genres – from journalistic and advertising discourse to logos etc. The described research area falls within the field of graphostylistics, stylistic discipline that focuses on stylogenetic and figurative aspects of writing in language messages.

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Transmedia portaling: imaginarul mitologic al trecerii dintre lumi, în noile media

Author(s): Dan Popa / Language(s): Romanian Issue: 46/2021

In this paper we aim to examine some aspects of the relationships between mythical symbols and images of the trangression of frontiers between this world and other world, on one hand, and its reminiscences in pop culture (movies, video games, advertising), on another hand.

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Маркери на разговорност при рекламирането на мода

Author(s): Iva Ivanova / Language(s): Bulgarian Issue: 4/2014

The Bulgarian life style magazines, as part of the new Bulgarian publicism, are characterized by some specific features such as: ‐ aspiration for democratization by using slang, vulgarisms, neologisms etc., ‐ colloquialism; ‐ large invasion of words of foreign origin; ‐ blurring the boundaries between literary language and colloquial speech. These tendencies have been adopted by the advertising discourse for the purposes of the advertising communication. The paper analyzes the colloquial markers in fashion advertisement. Object of observation are the advertising texts, published in the Bulgarian issue of GLAMOUR magazine from January to August 2014. The colloquial markers are studied on different linguistic levels: phonetic, lexical, syntactical and stylistic.

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Pragmatonimele (denumiri ale produselor fabricate în serie) ca amprentă a mărturiei generaţiilor

Author(s): Lenka Garančovská / Language(s): Romanian Issue: 4/2013

Pragmatonyms (proper nouns of the products made serial) have monitored visible changes during the progress of its production from the aspect of extralinguistic (content) or linguistic (formal) side that in natural way reflect ideas and values of society in relevant social (economic, political, cultural etc.) and historical stadium of its development. The purpose of this contribution is to point out by selection on pragmatonyms from the dairy industry area which is living testimony of the generation before and after the year 1989. From the point of view of socio‐historical changes can be rightfully as the fundamental milestone in the development of pragmatonyms considered the year 1989. In corpus of products made before 1989 there dominates national symbolism. After 1989 there is seen permanent effort to raise the level of design or more precisely used materials due to increased attractiveness of products in comparison to foreign products. To the forefront there comes the phenomenon of the so called „no name” products.

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Sustainable Tourism for the Green Economy

Author(s): Natalia Letunovska,Aleksy Kwilinski,Henryk Dźwigoł,Oleksii Lyulyov,Tetyana Pimonenko / Language(s): English Issue: 4/2021

The paper analyses the innovative direction of sustainable tourism in Poland. It is investigated by means of a marketing survey of the respondents from this country and neighbouring regions. The authors’ findings deal with the results in the framework of the green economy. The research hypothesis is to check the target group’s awareness of postindustrial tourism in the field of region's rehabilitation, readiness to support sustainable development goals in their areas and to determine the most effective marketing tools to promote sustainable tourism. The authors found that local authorities play an essential role in developing territories through implementing healthy regional strategies. Among the insights of the research is the concept of Smart City as a promising tool for promoting healthy types of activity, to the respondents' opinion. Regions are defined as local centres where sustainable tourism principles could be implemented to reduce consequences unwelcome for the environment and economy.

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Polityk jako produkt polityczny na przykładzie kandydatów w wyborach prezydenckich 2010 roku w Polsce

Author(s): Michał Kozera,Katarzyna Biełaniec / Language(s): Polish Issue: 10/2021

The aim of this article is to analyze the process of creating a politician as a political product on the example of the Polish presidential election of 2010. In this context, the focus was on the candidates of parliamentary parties because they constitute a more interesting area of research, if only due to the fact that they represent highly relevant formations on the Polish political scene. The conducted analysis shows that the carefully created image is what most supports the perception of a politician as a political product. Three of the four analyzed candidates in the 2010 presidential election achieved considerable election success thanks to image strategies that create them as specific political products. B. Komorowski won the election thanks to the image of a „father”, or even a „statesman”, avoiding a clear political conflict. The politician met the expectations of voters because he fit in with a vision close to the expected „ideal”.

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Note pentru o antropologie a pandemiei. Situația sanitară văzută dinspre magie și online, popi și manele

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Note pentru o antropologie a pandemiei. Situația sanitară văzută dinspre magie și online, popi și manele

Author(s): Camelia Burghele / Language(s): Romanian Issue: 35/2021

The 2020-2021 pandemic, the behaviour towards disease and vaccine, virus and healing, science and paranormal have all been fruitful grounds for cultural anthropology setting up a new study framework. This framework of ethnology research, in the proximity of pandemic, or rather generated by this situation/sanitary crysis itself, brings new approaches to the formulae of magic and ritual, thus reactivating religion adopted from the Romanian traditional village. It also inovates on new formulae, which are exciting as they are politics, internet, and cultural globalisation ready.

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