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The article discusses the the complex character of Chinese advertising slogans in the light of linguocognitive approach. It is considered of vital importance to conduct (1) semiotic analysis to find out the amount of monosemiotic and polysemiotic slogans, with denotative or/and connotative meanings; (2) pragmatic analysis to identify illocutionary acts, according to which the slogans can be classified as promising, having emotional and evaluative influences, informing and stimulating; (3) the analysis of cultural ...

The article discusses the complex character of manipulative potential of stylistic devices in English and Italian fashion advertisements. By conducting semantic analysis, it was found out that positive and negative connotations, denotative and connotative meanings have a certain persuasive effect on the audience. Materials consist of 250 fashion advertisements in English and 250 in Italian derived from Vogue, Elle and Cosmopolitan online magazines issued September 2022-January 2023. The work relies on descriptive ...

The article deals with the process of applying heuristic methods of training in vocational education. For this purpose, the main features of heuristic technology were identified. It is noted that the student's work acquires efficiency in his ability to evaluate his actions, bring the solution to the end, while noting the importance of flexibility in thinking, the ability to update and organize information in the task at hand. The definitions of the concepts "heuristic rules", "heuristic task" are distinguished. Th...

Paper's aim is to shed a light on theoretical and practical aspects of taken measures by the Russian government on agriculture business optimization in Southern Russia. Moreover, the paper develops methodology as recommendation for the small agriculture business in Russia based on economy theories, previous studies in the area of agriculture business development. This study analyses federal and regional governmental initiatives and programs addressing optimization of small agriculture business in the period of eco...

The article reveals the essence of research activity and the process of its organization at the university in the context of the competence approach. The concepts of "competence" and "competence approach" are defined. It is established that the essence of the competence approach implies not only the acquisition of knowledge and skills by the students, but also the ability to apply them in practice. The article also highlights the principles of the teachersВ’ work, as well as the scientific research principles in a...

The article considers the importance of a syllable’s type and syllabic structure of words in languages of different types – analytical English, agglutinative Buryat and isolating Chinese – in light of creating the whole-system typology of languages. A strong case is made for the significance of lexicality and grammaticality of language as its typological determinant. Syllable’s structure is derivative from word’s structure and is dependent on word’s degree of lexicality or grammaticality. The paper aims to...