Science and Education a New Dimension
Iss. 253
N. Avramenko, T. V. Pyatnychka The influence of modern marketing techniques on the stylistic and grammar representation of business and advertising ut- terances in English and their translation into Ukrainian
https://doi.org/10.31174/SEND-HS2021-253IX45-01
Abstract. This study examines how modern marketing technologies affect the lexical and syntactic presentation of the business and advertising utterances that are client-oriented and their translation into Ukrainian. In particular, it describes how such psychological concept as “You-attidude” determinates the lexical, grammatical and syntactic structure of statements used in the business style of communication. The analysis of speech structures, which function in various English-language messages of advertising, business sphere and business correspondence, are analysed from the point of view of their lexical content, syntactic structure and style,the translation of these statements into Ukrainian has been presented.
Keywords: translation, business correspondence; business and advertising utterances; stylistic, syntactic and grammar structure of the utterances.
N. Avramenko, T. V. Pyatnychka The influence of modern marketing techniques on the stylistic and grammar representation of business and advertising ut- terances in English and their translation into Ukrainian
S. K. Gasparyan, N. H. Madoyan On the Functional Features of Acronyms and Abbreviations in On-Line Discourse
https://doi.org/10.31174/SEND-HS2021-253IX45-03
It has been established that such important factors as social, cultural, gender, etc. factors have a great impact on the creation of virtual reality. Recent studies have shown that the choice of linguistic and multilingual means depends, to a considerable extent, on the communicative strategies and mechanisms adopted by the language users. In the present article, the authors focus is on the functionality of different contractions and acronyms, which are widely used in online and offline communication, and are closely related to the all-important question of virtual time and space saving. The application of the cotextual descriptive method with a particular attention to the field of cotext and context knowledge in speech analysis allows the authors to emphasize the decisive role of the quantitative և qualitative uses of abbreviations in identifying the users’ social and cultural characteristics.
Keywords: online communication, contractions and abbreviations, social and cultural factors, context, cotext, saving time and space.
S. K. Gasparyan, N. H. Madoyan On the Functional Features of Acronyms and Abbreviations in On-Line Discourse
A. Grigoryan The Literary Applications Of Biblical Phraseological Units
https://doi.org/10.31174/SEND-HS2021-253IX45-04
Abstract. Linguistic expressions including phraseological units are the bearers of linguistic and stylistic meanings of many ex- tralinguistic factors. Somatic phraseological units make up a large group in Modern English. One of the ways of representing somatic code is phraseological units with somatic element. The Bible and the great William Shakespeare left a huge phraseological heritage in English. The number of “biblical”, or biblical phraseological turns is so great that it is rather difficult to list them. the main criteria of defining the presence of equivalents among English, Russian and Armenian somatic phraseological units are the general meaning, the structure and the lexical construction of the phraseological unit.
Keywords: phraseological unit, hereditary archetype, human body, cultural tradition, somatic code, concept, genetic prototype, biblical.
A. Grigoryan The Literary Applications Of Biblical Phraseological Units
O. Halchuk Woman-character and woman-author in ancient Greek and Roman literature: an attempt at the typology
https://doi.org/10.31174/SEND-HS2021-253IX45-05
The article proposes a typology of female characters of ancient literature. The typology is based on the dominant categories of «moral» (ex- pressed by the dichotomy of «moral – immoral»), «heroic» («achievement – offence») and «aesthetic» («beautiful – ugly»). Through the prism of mythology, the semantics of the figurative gallery «woman-character» and «woman-author» reflects the specifics of the position of women in the ancient world. Misogyny is typical for the male world of antiquity. This determined the emphasis in the interpretation of women’s masks, which were mainly given the role of the object of erotic posing. This, however, does not diminish the reception potential of female images of ancient origin in the subsequent world literary discourse.
Keywords: female character, ancient literature, typology, interpretation, kalokagatia.
O. Halchuk Woman-character and woman-author in ancient Greek and Roman literature: an attempt at the typology
A. Hovhannisyan, G. Barseghyan Structural Patternings of English and Armenian Compounds
https://doi.org/10.31174/SEND-HS2021-253IX45-06
Abstract. The current research is primarily devoted to outlining word-formation trends in compounds. Despite many efforts made by various linguists, word-formation still remains an uncharted area. The merit of this article lies in detailed exposition of some important problems connected with compounding in English and Armenian. Based on a contrastive approach, the main focus of the discussion will be to show both allomorphic and isomorphic features of typologically different languages in patterning compounds.
Keywords: contrastive study, compounding, structuring of compounds, full equivalence, partial equivalence, no equivalence, etc.
A. Hovhannisyan, G. Barseghyan Structural Patternings of English and Armenian Compounds
L. O. Kaplychna Genre and style, thematic specifics of Oleksa-Нai-Нolovko's prose
https://doi.org/10.31174/SEND-HS2021-253IX45-07
Abstract. The article analyzes the genre and style features of the artistic practice of the Ukrainian diaspora writer Oleksa Hai-Holovko (1910–2006), who lived in Canada. In the process of the analysis it was found that in his literary practice the writer used the main stylistic features of genre and thematic varieties of works following the principles of image, image system, plot and plot construction, composition, construction of space and time. The notion of genre and style is defined, the typological features of traditional prose in the context of the writer ‘s work are analyzed. It is proved that the genre is classified as a formal unit that expresses a certain meaning, based on specific criteria: issues, themes of prose, the author’s position, trend, pathos, conflict of work, ideology, plot-compositional features, narrative form.
Keywords: style, genre, diffusion, discourse, concept, prose.
L. O. Kaplychna Genre and style, thematic specifics of Oleksa-Нai-Нolovko’s prose
A. T. Knyazyan, T. R. Margaryan Non-verbal means in the emotional speech of men and women
https://doi.org/10.31174/SEND-HS2021-253IX45-08
Abstract. The article deals with non-verbal means of expression in the speech of men and women. The non-verbal behavior of women differs from that of men. In this regard, it is especially important to study the non-verbal components of communication, reflecting a person’s emotional reactions. Various non-verbal communication components are used to express the emotional responses of both men and women. Emotions, like information, can be conveyed in one or more non-verbal ways.
Keywords: gender, non-verbal means, kinesics, tactile behaviour, emotions.
A. T. Knyazyan, T. R. Margaryan Non-verbal means in the emotional speech of men and women
L. M. Naumenko On the question of the lexical-semantic subgroup of names of dishes for liquids
https://doi.org/10.31174/SEND-HS2021-253IX45-09
Annotation. The article continues the series of the author’s publications, which are devoted to the study of the history of formation of separate lexical and semantic groups of names of dishes and furniture, which are most often used in everyday life of Ukrainian people. The article analyzes the tokens to denote the names of dishes used for liquid storage. The history of formation of names is traced; changes that have occurred at the phonetic or graphical levels. The language of origin and fixation in various Ukrainian sources have been established. The current state of use in the language is clarified: Ukrainian literary language or dialects.
Keywords: dishes , lexeme, lexical meaning, diminutive, jug, korchaga, ladle.
L. M. Naumenko On the question of the lexical-semantic subgroup of names of dishes for liquids
O. V. Petrochuk National dependence of the axiological meanings in German-speaking cultural space
https://doi.org/10.31174/SEND-HS2021-253IX45-10
Abstract. The article examines the national conditioning of axiological meanings in the German-speaking cultural space, which are formed on the basis of conventional values. The concept of value is analyzed, which possesses a categorical meaning and is significant both for everyday life and for cognition. The value is associated with the peculiarities of the national culture, and with the cognitive activity of a person in the process of evaluating objects of the surrounding world. Value is always the result of human understanding and appreciation. With value perception, analogies are possible in the experiences and perceptions of individual people. These analo- gies determine the existence of certain common values characteristic of national mentality. The main paradigms of national mentality are formed in the Middle Ages. Values are explicated through linguistic expression. In evaluative linguistic signs, not only values are reflected (through positive evaluations), but also anti-values, characterized by negative evaluations. Language pairs that form semantic dyads correspond to certain national and cultural ideas about values and anti-values. The relationships that arise in the extralinguistic sphere determine the mechanisms of verbalization of values in the linguistic picture of the world. Evaluative and value worldviews are fragments of the linguistic worldview.
Keywords: axiological meaning, value, anti-value, evaluative worldview, value worldview.
O. V. Petrochuk National dependence of the axiological meanings in German-speaking cultural space
N. Rudnytska Representation of foreign literatures in English translations and ideological polarization of the world in the 20th century
https://doi.org/10.31174/SEND-HS2021-253IX45-11
Abstract. The article discusses the representation of foreign literatures in English translations in the context of the ideological polarization of the world in the 1920-80s. There have been highlighted ideological factors that influenced the choice of original literary works to be translated and peculiarities of representation of literatures of the Eastern bloc countries in the UK and the USA.
Keywords: literary translation, ideology, translation censorship, literary canon, ideologically motivated asymmetry.
N. Rudnytska Representation of foreign literatures in English translations and ideological polarization of the world in the 20th century
A. R. Rudnytska, F. İ. Arnaut Change of mythological motifs in the chain "folklore-mythology-literature" (on the example of myths “King Oedipus”, “Rustem and Suhrab” and Orhan Pamuk's novel “The Red-Haired Woman”)
https://doi.org/10.31174/SEND-HS2021-253IX45-12
Abstract. There are many works devoted to the study of the evolution of literary motifs common for a folklore and myths “King Oedipus” and “Rustem and Suhrab”. However, there are quite a few thorough studies on their use in the literature of the postmodern era. In the postmodern period, the concept of “originality” completely disappears, which makes the reference of the author of a novel to other works of oral and written literature, in particular myths, quite frequent. Due to the fact that the mythological motif borrowed by the author undergoes changes in the process of interpretation, there is a threat that the myth will acquire a new form, which may lead to its complete remoteness from the original source. This article is devoted to the study of the process of deformation of such motifs in the chain “folklore-mythology- literature” and determining the stage at which the myths are located. Prospects for further research lie in the analysis of the functioning of the motives we have studied in other novels written in the postmodern era.
Keywords: King Oedipus, Rustem and Suhrab, Orhan Pamuk, Red-Haired Woman, motif, myth.
A. R. Rudnytska, F. İ. Arnaut Change of mythological motifs in the chain “folklore-mythology-literature” (on the example of myths “King Oedipus”, “Rustem and Suhrab” and Orhan Pamuk’s novel “The Red-Haired Woman”)
O. V. Savych Interpretation of the history of post-war France in Pascal Quignard’s “The American Occupation”
https://doi.org/10.31174/SEND-HS2021-253IX45-13
Abstract. The article deals with the specifics of the interpretation of the history of post-war France, made by a contemporary French writer Pascal Quignard in the novel “The American Occupation” (1994). The writer represents in detail the chosen historical period, emphasizing its socio-political and cultural peculiarities. In addition, the author pays attention to the phenomenon of modification of the national identity of the protagonists influenced by American mass culture. The depiction of a specific historical epoch in this work becomes part of Pascal Quignard’s reflection on the meaning of history in its entirety.
Keywords: French literature, Pascal Quignard, novel, history, identity.
O. V. Savych Interpretation of the history of post-war France in Pascal Quignard’s “The American Occupation”
O. Trokhymchuk Shakespeare's tragedy «Hamlet» in Freud's psychoanalytic interpretation
https://doi.org/10.31174/SEND-HS2021-253IX45-14
Abstract. The wide interpretative range of Shakespeare’s tragedy Hamlet indicates that it has a considerable artistic power that has not diminished over the centuries, but on the contrary, has grown stronger and generated interest in the play in all new interpreters. The work with its always relevant ontological problems opens to the readers the Renaissance era, introduces the artistic and aesthetic canons of the time, unfolds pictures of private (family) and public life. The considerable number of interpretations of the Shakespearean plot in the works of researchers was the reason for the appearance of new approaches to the interpretation of the storyline, the behavioral model of the characters, which began to appear in the literature.
Keywords: interpretive strategy, psychological theater, sublimation, catharsis, binary model of the world.
O. Trokhymchuk Shakespeare’s tragedy «Hamlet» in Freud’s psychoanalytic interpretation
T. A. Yeshchenko Discursive manifestation of the addressee
https://doi.org/10.31174/SEND-HS2021-253IX45-15
The article describes the text category “addressability” in communicative and pragmatic aspects. It presents the types of addressees, their discursive manifestations and features in the verbal whole through the prism of titles, dedications, epigraphs. The recipients are classified according to external text / internal text features.
Keywords: text, text category, addressee, type of addressee, communication.
T. A. Yeshchenko Discursive manifestation of the addressee
R. Baghramyan An Application of Grice’s Cooperative Principle to the Analysis of a Written Business Negotiation Model
https://doi.org/10.31174/SEND-HS2021-253IX45-02
Abstract: This article focuses on institutional discourse pragmatics, highlighting its salient features in a business to customer negotiation model, based on an authentic business correspondence (email), through a prism of H. Grice’s Theory of Cooperative Principle. The central thrust of this theory is the application of the maxims of Quantity, Quality, Relation and Manner to speech acts to secure identification of participants’ intentions and sentence meaning, excluding irrelevancies throughout the communication process. Any kind of interaction in our life is accompanied by diverse tangible and intangible components. The role, function and impact of these aggregate components on the natural flow of communication irrespective of the form (oral/written) are the concern of pragmatics.
Keywords: discourse pragmatics, Gricean maxims, institutional discourse, business negotiations
R. Baghramyan An Application of Grice’s Cooperative Principle to the Analysis of a Written Business Negotiation Model
O. D. Danilchenko, S. S. Vitvitska Pedagogical conditions of introduction of health-saving technologies in leisure ACTIVITY of students
https://doi.org/10.31174/SEND-HS2021-253IX45-16
Abstract. The article defines the pedagogical conditions for the introduction of health technologies in the leisure activities of students. Implementation of the developed pedagogical conditions will ensure successful physical culture and health activities of students, will supplement the content of the methodological system of fitness technologies in physical education classes with the author’s vision of prospects and opportunities for further development, and determine its place in the educational process of physical education.
Keywords: health, pedagogical conditions, health-saving technologies, fitness technologies.
O. D. Danilchenko, S. S. Vitvitska Pedagogical conditions of introduction of health-saving technologies in leisure ACTIVITY of students
O. Dolska, V. Lobas Rationality in Education: to the question of the content component of an Academic discipline
https://doi.org/10.31174/SEND-HS2021-253IX45-17
Abstract. Today, many countries are experiencing a crisis in education, which they are trying to cope with in various ways. One of the dominant elements of possible reforming is a change in the content of the academic discipline. Attempts to revise or transform it directly or indirectly concern the topic of pedagogical reason and rationality in education. The authors suggest taking into account the levels of rationality in education when constructing the content component. The options in the nature of changes in the content component have always indicated not only new educational strategies, but also a paradigm shift in education.
Keywords: rationality, education, the content component of the academic discipline, the paradigm of education.
O. Dolska, V. Lobas Rationality in Education: to the question of the content component of an Academic discipline
L. P. Karnaukh Theoretical principles of gender approach implementation in the educational process of modern educational establishments
https://doi.org/10.31174/SEND-HS2021-253IX45-18
Abstract. The article was dedicated to highlighting the views of modern researchers on the problem of gender approach implementing in the conditions of the activities of preschool educational establishments. The author of the study substantiated the purposefulness of applying a gender approach in the educational process as a mechanism for achieving gender equality and establishing opportunities of equal value for self-realization of each personality. The essential characteristics of the gender approach making provision for the orientation on neutralization and mitigation of the difference between the sexes, gender stereotypes; taking into account the social-and-gender differences between children; promotion of activities meeting the interests of the individual regardless of gender were revealed.
Keywords: gender approach, gender, preschoolers.
L. P. Karnaukh Theoretical principles of gender approach implementation in the educational process of modern educational establishments
Tao Rui, H. Nikolai Voice teacher’s artistic-pedagogical proficiency in the terminological field of scientific research
https://doi.org/10.31174/SEND-HS2021-253IX45-19
Abstract. The article makes an attempt to organize the conceptual-terminological field of research of the phenomenon of “voice teacher’s artistic-pedagogical proficiency” in order to give the most appropriate definition. It is proved that a voice teacher’s artistic- pedagogical proficiency is a qualitative characteristic of his professional competence, which is manifested in a specific set of qualities necessary for successful teaching in music pedagogy and concerns teaching students the interpretation of artistic images by means of vocal technique and free possession of pedagogical technique.
Keywords: voice teacher, pedagogical proficiency, vocal proficiency, artistic-pedagogical proficiency, artistic-aesthetic education, pedagogical aesthetics, vocal-pedagogical technique.
Tao Rui, H. Nikolai Voice teacher’s artistic-pedagogical proficiency in the terminological field of scientific research
