Transformations of phraseological units in Russian and Slovak advertising slogans

The paper presents the problem of transformations of phraseological units in modern Russian and Slovak advertising slogans. The primary task of the advertising slogan is to attract the attention of the recipient, to interest a potential buyer, to motivate him to buy certain products. When classical linguistic means and techniques turn out to be ineffective or outdated, the creators of advertising slogans resort to various transformations of the existing material well-known to a certain society, word play and other experiments with language. Transformation of phraseological units is a justified, effective and highly relevant method of attracting attention in various spheres of communication (media, fiction, Internet, blogs, advertising, politics, etc.). This technique has occupied the dominant position in advertising for more than a decade, since fixed expressions or allusions to them appeal to the wisdom of the nation, its origins, and evoke positive images in memory. The purpose of this article is to identify the transformations of phraseological units in advertising using the example of two Slavic languages, to analyse specific examples of transformations created by Russian and Slovak authors, to consider the methods of creating such transformations, to note their features and to draw appropriate conclusions.

Towards language-to-language transformation

This paper proposes a simplicity-oriented approach and framework for language-to-language transformation of, in particular, graphical languages. Key to simplicity is the decomposition of the transformation specification into sub-rule systems that separately specify purpose-specific aspects. We illustrate this approach by employing a variation of Plotkin’s Structural Operational Semantics (SOS) for pattern-based transformations of typed graphs in order to address the aspect ‘computation’ in a graph rewriting fashion. Key to our approach are two generalizations of Plotkin’s structural rules: the use of graph patterns as the matching concept in the rules, and the introduction of node and edge types. Types do not only allow one to easily distinguish between different kinds of dependencies, like control, data, and priority, but may also be used to define a hierarchical layering structure. The resulting Type-based Structural Operational Semantics (TSOS) supports a well-structured and intuitive specification and realization of semantically involved language-to-language transformations adequate for the generation of purpose-specific views or input formats for certain tools, like, e.g., model checkers. A comparison with the general-purpose transformation frameworks ATL and Groove, illustrates along the educational setting of our graphical WebStory language that TSOS provides quite a flexible format for the definition of a family of purpose-specific transformation languages that are easy to use and come with clear guarantees.

Impact of Social Media on Basic School Children’s Language Achievement

The development of technology is increasingly rapid, teenagers are very active in using it from various sides of good and even technological workers. Part of the technology that is quite a lot of users is social media, a variety of the most widely used media such as YouTube, Instagram, Facebook, and chat applications. Plus the number of users of each social media is increasing every day. Like technology, language will also develop rapidly, language transformation will continue to move, but there are some things that need to be considered that language must also get guidance to stay good and not shift the originality of the language itself. The survey results of researchers, on some social media such as youtube and instagram, the average video maker on social media is people who follow western culture, city people, slang and even use contemporary alay language. Next too, most elementary school children use their gadgets to play games, youtube, and play Instagram. So it is deemed necessary to examine how the impact of the media on the acquisition of new language of elementary school children is studied in psycholinguistic studies.

КЫРГЫЗ ТИЛИНДЕГИ ИЛИМИЙ СТИЛДИН ӨЗГӨЧӨЛҮКТӨРҮ

Аннотация. Макалада кыргыз адабий тилиндеги илимий стилдин өзгөчөлүктөрү, анын өнүгүү, калыптануу этаптары каралды жана азыркы учурдагы тилдин трансформациялануу жолдору аныкталды. Кыргыз адабий тилиндеги илимий стилдин өнүгүү жана калыптануу этаптарын экиге бөлүүгө болот: СССР доорунда жана СССРден кийинки эгемендүүлүк жылдары. Глобалдаштыруу кылымында тилдин илимий стили коомдун өнүгүшүнүн индикатору болуп кызмат кылуу менен, жалпы тилге күчтүү жана туруктуу таасир кылат, мунун менен катар оң жана терс маанини чагылдырган тилдин трансформациялануу проблемасы пайда болот. Түйүндүү сөздөр: функциялык стиль, илимий стиль, диглоссия, термин. Аннотация. В статье рассматриваются особенности научного стиля кыргызского языка, этапы его развития и становления, определяются способы трансформации языка на современном этапе. Процесс развития и становления научного стиля кыргызского языка можно разделить на два этапа: в эпоху СССР, в постсоветский период. В век глобализации научный стиль языка становится индикатором развития общества, сильно и постоянно воздействует на весь литературный язык, наряду с этим появляется проблема трансформации языка, имеющей как положительное, так и негативное значение. Ключевые слова: функциональный стиль, научный стиль, диглоссия, термин. Annotation. The article deals with the features of the scientific style of the Kyrgyz language, the stages of its development and formation, the ways of transformation of the language at the present stage. The process of development and formation of the scientific style of the Kyrgyz language can be divided into two stages: in the Soviet era, in the post-Soviet period. In the age of globalization, the scientific style of language becomes an indicator of the development of society, strongly and constantly affects the whole language, along with this there is a problem of language transformation, which has both positive and negative meaning. Keywords: functional style, scientific style, diglossia, term.