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Within the framework of cognitive-discourse approach, the authors focus on the conceptual effects of metaphors used in commercial advertising for the sake of sales promotion. The article gives insights into the construction of pragmatically-orientated mental representations activated by metaphors as means of persuasion and entertaining the target audience. The authors chiefly draw on Text World Theory [1], [6], [7], [10], [11], [12] and Conceptual Blending Theory [5] because their heuristics can provide an adequat...

Theoretical framework. The research is based on the psychological conception of metaphors as a way of social cognition. It touches on the problem of distinctions of representations about "friend" and "alien" persons with different ethnocultural appearance reflected in metaphors and narratives. The objective of this research was comparative analysis of metaphors of "friends" and "aliens" with different ethnocultural appearance of persons with different stratificational characteristics (gender, age, level of educati...

The theme chosen by us (in this case, learning French language by Russian students of Agro-Technological Institute and Environmental faculty of RUDN University, Moscow) should make an accent on cultural aspects of gardening helping students to solve their life and professional situation, to be integrated into the professional world community. The main theoretical position is the idea that the incorporation of historical and cultural aspects helps to form flexibility and tolerance, and at the same time, self-belief...

The objective of this study is to identify the methodological features of the use of DGS in teaching students geometry. In this article, the technical possibilities of modern DGS such as Geometer's Sketchpad, GeoGebra and Mathematical designer were reviewed and compiled. Based on the analysis of the technical capabilities of DGS and pedagogical literature, the methodological features of the use of IHS and the ways of their effective application in the process of teaching the geometry of students in the main school...

The article is devoted to historical and methodological issues of application of the process approach in the practice of industrial enterprises. It is concluded that the development of industrial production and the increasing complexity of consumer preferences, evolving tools and process approach, from the division of labor in the sequence of manufacturing operations to the build process in the form of networking-based infrastructure platform. The process approach is the most important sign of improved management ...

In the period of variable economy the stability of mini-economic systems is becoming one of the main categories that should be subjected to research and management. However, to date, there is no single approach to the definition of this conceptual category. The concepts of financial stability and economic sustainability are often mixed up. In addition, the existing approaches to the definition do not take into account the dynamism of the enterprise environment. The article examines the conceptual differences betwe...

Risk a priori is present in the life of man and society. Risks are manifested in various spheres of human life: social, economic, political and financial. Moreover, the risk has a significant impact on human life and health. A detailed analysis of this concept was carried out within the framework of interdisciplinary and transdisciplinary research. Moreover, the author presents an actual classification of risks in the context of post-non-classical science and practice. The author discusses the moment and situation...

The existing territorial, sectoral and professional-qualitative imbalances in the supply and demand of labor resources in regional markets make it difficult to shape the intellectual potential of the region. The purpose of the study is to justify the parameters for monitoring of staffing needs for making management decisions to eliminate imbalances in supply and demand based on adjustments to long-term and short-term forecasts of the structure and composition of labor resources. The authors use newly developed met...

Like any other commodity market, alcoholic beverages market has its own the specifics of development. The paper investigates the problems and prospects in the development of the alcoholic industry on the regional level. The authors identify the problems of implementation of the federal laws on the issues of administrative and legal regulation of the alcoholic market, as well as the structure of offenses in the sphere of production, turnover and retail sales. The methodology aimed at developing the criteria and ind...

The aim of this work is to provide a comprehensive picture of the development of the Slovak economy in the context of the regional development of the regions with the help of macroeconomic indicators. The content of the article is a literary overview of the basic concepts, methodology explaining the method of calculation, which allows an effective understanding of the content of the present article. When assessing regional disparities, different approaches and methods are used. Comparison and analysis of individua...

The junior football game requires a specific approach at the level of each academy, depending on the characteristics of the conception of the established game. So in our case, we will refer to how to approach the construction of the game - the attack phase - depending on the reality existing at the time of the competition, the preparation of the junior players of the Craiova University Sports Club, so that they will be able to react positively to their teammatesВ’ behavior of as well as their opponentsВ’. The pape...

Many women who give birth vaginally experience some degree of perineal trauma either because of spontaneous tearing or episiotomy. The routine midwivesВ’ care for women with perineal trauma after childbirth is very important. Interventions of midwifery are oriented to promote healing and restore tissue. The aim of this paper was to identify, analyse and evaluate the midwivesВ’ care for women with perineal trauma after childbirth at postpartum ward in the first days of puerperium. Research sample was consisted of 5...

Europe has long been a popular destination in global migration waves, the Mediterranean operating as the main route for African or Middle East migrants. This is maybe one of the oldest routes of connection in human history, going back to the Iron Age and the empires of Antiquity. At the very moment, 7 million people are displaced in Syria and in Afghanistan, 4 million refugees are in Jordan, Turkey and Lebanon and many more are about to come to Europe. Immigrants often have a positive impact on their host society,...

The paper explores the current challenges the international community faces in the context of migration crisis. The research follows comparative legal analysis standards and rests on the international legislation, national laws and legal administrative practices regarding the refugee child protection against exploitation and abuse in the countries that are part to the Council of Europe Convention on the Protection of Children against Sexual Exploitation and Sexual Abuse. The paper aims to identify the issues that ...

The paper examines the current migration processes in Russia: the demographic structure of migrant population in Russia, the impact of labor migrants and recent government regulation in this area. Low birth rate and population ageing are the main reasons for the evolving problem of labor shortage. It can be partly solved by external inflow of labor migrants. However, migration processes powerfully influence current fiscal politics, ethnic and religious conflicts. Being at the edge of a multilevel crisis, Russia sh...

The purpose of the article is to identify the features and trends of the migratory intentions of modern Russian students, caused by revolutionary changes in the education system. The authors rely on the theory of academic revolution, globalization and transparency of education, global circulation of talents, etc. Methods of research were the analysis of data from sociological research, social and statistical data, and a mass survey of students of several universities in the Urals. As a result of the analysis it wa...

Based on the original documentary materials of the Croatian State Archives and the analysis of dailies and periodicals, the paper gives an overview of Ustasha war and political propaganda in 1944, on the example of Normandy landings of the Western Allies in the summer of 1944. Special emphasis is given to the consequences of the successful warfare by the Allies on the military and political situation in the Independent State of Croatia, a satellite creation of the Third Reich, as well as on the dominant contents o...

Mindfulness has been successfully practiced for over 2,500 years with the goal to “quiet the mind’s constant chattering: thoughts, anxieties, and regrets” [14]. Organizational mindfulness refers to a combination of observation of existing expectations and willingness to invent new expectations, and identification of new possible dimensions with aim to improve foresight and current functioning of the organization, in addition to swiftly act in response to emerging threats [15]. According to Jacqueline Carte [3...

The present research paper deals with the problem for determining the optimal positioning of units in logistics system aiming the minimization of the transportation costs for providing communication between the units. For the purposes of the research a logistics system is treated as relatively stable set of units (structural and/or functional subunits of the company but also suppliers, consumers and logistical mediators) connected to each other and united in one management of the logistical process for realizing t...

The model of human activity in spheres of vital activity is presented. The social, industrial and ecological spheres of human activity in the Arctic micro-territory were chosen. The model in the formalized form is a system of six econometric equations. As the Arctic micro-territory, the Nenets region of the Russian Federation was chosen. Each sphere of human activity is estimated by indicators. The human development potential is assessed by the human development index. The notion of sustainable development in the ...

Mental lexicon is a complex system that reflects in a linguistic form the processes of cognition and structuring the surrounding reality. Mental lexicon can be represented in form of a multidimensional network; its structural units are nodes (fragments of information fixed in individual consciousness) and internodal connections (ways of these elementsВ’ interaction). Internodal connections can have different direction and diverse activation levels. The strongest connections are the semantic ones. They form semanti...

The article seeks to identify the most important predictors of profit of credit institutions. This involves the use of multiple regression for econometric modeling of several variables on the results of banksВ’ operations. The study aims to show the capabilities of multi-factor regression in the analysis of credit institutions. The paper proposes a methodological approach to the measurement of marginal predictors of credit institutions. The authors use special techniques to adjust the models to avoid a collinearit...

Economically justified solutions concerning the European transport system are crucial for the competitiveness of the Alliance throughout the World, for the financial growth, for reducing the unemployment and for improving the standards of living. It is exactly the free movement of people across the borders which is one of the four types of freedom typical for the European citizens, together with the free transportation of goods, services and capital. For realizing the mobility of its citizens each country creates ...

The article substantiates the role of education, proposes and confirms the hypothesis about the importance and necessity of social partnerships for financing and development of education in knowledge- driven economy. To confirm the advanced hypotheses we studied the evolution of concepts of social interaction and social responsibility to justify patterns of social partnerships in the knowledge-driven economy that allowed us, using the model of "triple helix", to show the necessity of the collaboration of governmen...

The article discusses the relevance of key competencies in the education system, once analyzed various approaches to the definition of key competences, existing in domestic and foreign science. The article focuses on the fact that one of the priority strategic educational benchmarks are the key competencies that serve as a possible mechanism for enhancing the potential of human capital and the level of development of the economic welfare of the country. The classification of the components of the competencies that...

The article deals with the scholarly edition of 19th-20th cc. Georgian writersВ’ epistolary legacy (thirty-volume set), initiated by our scientific team from 2010, the modern research methods for textual and editorial studies, we guide with in preparing the volumes, our editorial strategy, based on which traditional attitudes and modern technologies have been combined with each other in research process, it became possible, by using computational technologies, to read several indecipherable texts of the writers, u...

In the article, modern Siberian art is considered in terms of reflecting the concepts and styles of Russian post avant-garde, which covers all the artistic trends of the second half of the XX c. In the political and economic conditions of the second half of the XX c. the art in Russia was divided into “formal” and “informal”, which consequently caused developing and reflection the idea of the artistic and cultural protest in the artworks of the representatives of the “informal” art. The author’s task ...

In the last decades the word "terrorism" became for modern society almost an everyday one. In scientific and practical understanding it means any kind of demonstration of violence carrying either mass, or special-purpose destructive character by this concept. Murders of people in places of their mass gatherings, destruction of housing stock by explosion of buildings or objects of inhabited infrastructure, causing damage to civilian infrastructure (water and food poisoning, causing irreplaceable damage to the farml...

As a universal communication tool the English language plays a key role in consolidating and unifying the world community into a sole, integrated information superpower. Due to this phenomenon the English language is extending its geography and implementation areas which include business and interpersonal interaction along with further computerized integration of international relations among various countries worldwide. All these processes condition the inner changes in the language system structure itself, impac...

Environmental problems related to the pollution and protection of the natural resources; deterioration of the air quality; pollution of water and soil; hygiene and influence of chemical substances on living organisms; waste and the proper usage and disposal of the waste; resources of energy by their rational utilization; material cycles and energy in the nature are not unknown issues. All these concerns are taken into account within science lessons such as chemistry, geography, ecology, biology and physics at prim...

The paper aimed to discover several ways to modify the benchmarking method in order to increase its usage rate in Romanian enterprises. This increase would generate economic benefits for companies and for the entire society. Therefore, we have briefly presented in introduction several features of the modern benchmarking method retrieved in the specialty literature. Then we have developed a research in two fields: the academic environment and the industrial one. On one hand, we have collected the opinions of the ac...

The article is devoted to the essence of the application of monitoring the quality of public sector financial management in the Russian Federation. As part of the research tasks, the authors considered in detail the essence of the general category "financial management of the public sector" in international and Russian practice. The historical process of the emergence and development of the practice of applying monitoring tools in the sphere of financial management of the public sector in the Russian Federation is...

The article substantiates the topicality of theoretical basics and methodological fundamentals development for the monitoring system for economic and investment security of the Arctic regions in the Russian Federation. The need to modernize the state strategic management of the Arctic Zone regions in the Russian Federation arises due to the emergence of internal and external threats. Timely evaluation and prevention of crises on the territory of the whole Arctic Zone and specifically in the Arctic regions of the R...

Background: Cardiovascular diseases constitute one of the main causes of deaths in Europe. They also rank among the most frequent causes of disability. That leads to high economic burden. The occurrence of those diseases is strongly related with life style and risk factors. Influencing of these factors in ill patients within secondary prevention and in risk factors within primary prevention will significantly reduce morbidity and mortality. Motivation is essential in the process of influencing of risk factors. It ...

For implementing partial activities, companies utilize a broad portfolio of financing resources. These resources can be analyzed from various angles. They are usually divided into company’s equity and debt resources. Although the decision about resource utilization is influenced by many factors, the cost of capital is the most prominent aspect that enters this process. The subject of the article is a research in the field of company debt resources. There are a number of circumstances that encourage companies to ...

One of the main vectors of the educational development in the digital age is to improve the quality of education and to increase the effectiveness of educational process by using new educational technologies and advanced teaching methods. A key role in this process remains for the teacher, who must master both in innovative pedagogical technologies (blended learning, collaborations, personalized training, etc.) and information technologies (MOOC platforms, learning management systems (LMS), systems for web confere...

Background: Some recent studies showed a growing interest regarding the motivation influencing the career choice in medical field, because right choice can directly influence the academic performance and the career evolution. These studies suggest that the career choice of dental and medical students may be very different. The aim of this study was to provide a comparison of motivation regarding career choice of dental and medical students studying in the same university. Methods The questionnaire for this study w...

Small and medium sized companies (SMEs) play a vital role in the securing and building a sustainable and responsible business environment of a particular region. SMEs approach to the surroundings may be based on completely different activities than large enterprises apply. The paper aims to evaluate the possibilities of implementation of social responsible activities in a selected Czech SME. In an effort to increase the continued low level of ethical character of the Czech business environment, it is SMEs that can...

One of the most widely used means in achieving firmsВ’ growth and development are mergers and acquisitions (M&As). However, numerous empirical studies have questioned the success of M&As in increasing the firmsВ’ value for their owners. Even though varying in methodology, sample size and structure, monitored time and geographical spread, the majority of research indicate that many M&As fail in accomplishing described criteria, i.e. that they do not increase the firmВ’s business success. This opens questions about ...

The basic reasons of destruction of capitalism dealt with in this article on samples of K.MarxВ’s, W.SombartВ’s, P.SorokinВ’s, J. SchumpeterВ’s and other economistВ’s texts: (1) the actions of the proletariat, the problems of capital accumulation, flow of economic resources (Karl Marx), (2) the anthropological foundation (Werner Sombart), (3) withering away of the entrepreneur function, destruction of the institutional structure and the social base of capitalism, decrease of economic stimulus to the labour (Josef ...

The solution of the problem of comparative evaluation of economic perfor-mance of enterprises and branches of industry under the situation of application of the multi-criteria projections population is discussed in the paper. The projection approach proposes distribution of performance indicators in relevant groups (projections), solving specific optimization problems within the established groups, and search for the final answer. Multiprojectiveness is applicable to economic problems of the analysis of sus-tainab...

Changes related to the development of society are gradually reflected in language, primarily in its vocabulary. Vocabulary of a particular national language is not constant but it changes continuously – words, which are not used or are obsolete, are replaced by new words – terms – which are necessary to determine, designate and express precisely new objects and concepts of extralinguistic reality. New words are most commonly formed as denominations for new concepts and objects characteristic for particular b...

{Purpose}. Advertising contributes to the emergence of a new reality, characterized by increasing the integrity of the variety of different cultures, traditions, religions and values. Modern social relations and globalization processes actualize the question of identity of any culture. Modern advertising involves the context of another culture, appealing to basic ideals of their culture, taking into account cultural identity of perception. The purpose of the research - to analyze the phenomenon of advertising in t...

The secularization of society, often associated with the phenomenon of modernization of society, represents a complex process characterized by a restructuring of the moral-ethical values and religious practices. One of the issues of contemporary secularization of society involves passing the property belonging to the churches or monasteries into State ownership. While in Western society this process is the consequence of social developments, in the countries of the Communist bloc in Eastern Europe the secularizati...

Development of information and communication technologies, including virtual reality, hardware and video game industry makes the issues of virtual worlds and objects existence quite urgent. To what extent are those real? Do virtual worlds exist, or are they just fiction and illusion? How mythological are they? The main goal of this article is to reveal mythology construction in video games virtual worlds. We illustrate how video games construct their own virtual worlds, which are mythological within, including syn...

In the history of Russian literature names of F.M. Dostoevsky and M.Y. Saltykov-Shchedrin stand side by side and at the same time opposing each other. One of the painful issues, points of attraction and repulsion, points of consolidation and confrontation between the artistic worlds of the writers is their understanding of the phenomenon of power. They got their first impressions about the type of power relations predominating in Russian society at about the same time, in their youth, when they both took first ste...

In modern criticism, V. Nabokov is revered as one of postmodernism “godfathers”. In the texts of a number of iconic contemporary writers (from A. Bitov up to O. Slavnikova and L. Ulitskaya) the influence of “Lolita” author’s creative works is highly significant. L. Ulitskaya never attributed herself to the postmodernist trend; on the contrary, she insisted that aesthetics under the sign “post” is becoming obsolete. Such experience of the author's self-identification beyond the post-modernism's aesthet...

Philosophizing of a child is a very multi-faceted phenomenon, as well as philosophy and childhood in general. On the one hand, there is the naivety of childrenВ’s asking and interpretation, and on the other hand, there is a metaphysical depth of the issues. Unfortunately, children as naive philosophers do not meet proper understanding and attention to their raised problems from adults. The cultural tradition paradoxically ignores the importance of naive philosophizing in development of a child. But in that case it...

Last decades are characterized by an appeal to the text as a way of understanding the person, his aspirations, logic of thinking, value orientations. In this context, the study of the folklore texts, including a people's will, are seem to be extremely valuable. The resistance to its shape and lexical composition, as the content of the small genre is transmitted from generation to generation, respecting the original vocabulary and syntagmatics. The subject of this article is the names of air masses in the Russian a...

Psychological approach in the research of the inter ethnic relations increased, and takes central places in researches, especially among the middle that are multicultural. Taking into consideration the previously research for the existence of different types of nationally or different form of a national closeness Rot and Havelka are noted the existence of five forms of national closeness [1]: 1. Exceptional closeness national 2. Eminent national closeness 3.Increase reusable national closeness 4.The general (all h...