vanova. Linguistic creativity of Ukrainian-language advertising through the lens of postmodernism. The article is dedicated to the problem of

Transcription

1 ,. :,,,,. vanova. Linguistic creativity of Ukrainian-language advertising through the lens of postmodernism. The article is dedicated to the problem of aesthetics and post-modern artistic method to create a structure of the image in the Ukrainian-language advertising. It describes the main components of postmodern at the level of art image advertising embodied in the language level. Keywords:postmodern, advertising text, advertising communication, artistic image, the language of advertising C. -. :,,,, -,..,.,,, -. -,.,,,, forewarned means forearmed.,,.,,,.,

2 .., ( ) ( ) [6, c. 9-11]., [2, c. 82]. 100,.,.,,.,,, [3, c. 26].,.,. Reuters, BBC / CNN Business News, Economist, Businessweek, USA Today,,,,,, UBC UBR. -., 1), 2),, 3),., 1), 2) (, ),, 3) [1, c. 52]..,. (,, );., : Merkel coalition partner warns against euro weakening. /Reuters, 9 March 2013, Merkel coalition partner,,,,.,, euro weakening. ( warns ),,,. :. /, , 108

3 ( ), ( ).., ( ) ( ).,, : All but one major U.S. bank pass Fed's stress test /Reuters Business March 7, /, %. (,, ),.,,.,..., : 1) ( ), 2), 3), 4) 5) [1, c. 39]. (, ),. 1. (, 40% ),. ' : T1 R1 T2(=R1) R2 T3 (=R2) R3 (,,, ): Apple Inc. moved a step closer to accessing 33 million potential iphone customers in China, as regulators approved specifications for a device that would run on the network of China Telecom Corp. The China Radio Management Office granted Apple s application for a handset that operates on the CDMA2000 network standard. The wireless standard is the third-generation network technology used by China Telecom. /Businessweek, January 109

4 .. 11, Weekly.UA -.,. $123,4. $ : T1 R1 T2(=T1) R2 T3(=T1) R3 T4(=T1) R4 (, 30-33%, 40% );,. : Home prices fell in January for a fifth straight month in most major U.S. cities, as modest sales increases have yet to boost prices. The Standard & Poor s/case-shiller home-price index released Tuesday showed that prices dropped in January from December in 16 of 19 cities tracked. The steepest price declines were in San Francisco, Atlanta and Portland. Prices increased in Miami, Phoenix and Washington. Price information for Charlotte was delayed and therefore not included in the report. /TIME Magazine, Business March 27, 2012, ` -.,,,...,,,.,, `,. / 3.,..,, : T1 T2 R1 T3 R2 R3 (, 20% ),, : 110

5 Teams in large organizations can easily get tangled in bureaucracy. It takes a long time to execute on projects when waiting for approvals and gathering resources. But, you can get around this by helping your team members think and act like entrepreneurs. Try doing the following: experiment, broadcast results and manage it closely. /TIME Harvard Business review, March 27, ,.,,,. // ,. (,, 10% 15% ),. As you can imagine, the people out in Asia are feeling pretty good about themselves these days compared to US or Europe. And why shouldn t they? While the U.S. and Europe struggle with debt, unemployment and sagging competitiveness, most of Asia seems to jump from strength to strength, its economies powering through the downturn with apparent ease, its companies becoming more and more prominent on the world stage. So it s no wonder that many Asians have come to believe that their economic systems are superior to those of the U.S. and Europe and that policymakers in Washington, London and Berlin should finally sit up and pay attention. /TIME Business, March 25, , -. /UBC, , 5.,, - (, )., 25%,, 15%. Thanks to Bloomberg News, you can add billionaires net worth to the list of statistics you can look up day to day. Bloomberg News launched its Bloomberg Billionaires Index yesterday, a daily ranking of the world s 20 wealthiest people. The list will be updated daily based on market and economic changes and Bloomberg News reporting. It will also include a yearly and daily accounting of how much these tycoons holdings have fluctuated. /TIME Business, March 6, Peugeot General Motors.,.. - Financial Times. /UBC, , 111

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7 . :,,,, -,. Ivaschenko P. A. Actual division of sentences in mass media discourse (exemplified by English and Ukrainian Internet business news). The article deals closely with those discourse features which are typical of business news style by means of comparing and contrasting the two ways of sentence division, namely formal and actual, with focus on the latter. The analysis was made on recent publications borrowed from both English and Ukrainian Internet sources. Keywords: theme, rheme, progression, division, communicative-functional analysis, cohesion....,.,. :,,,.,,,,.,,,.,.,, ;,, [6,. 105].,,,,.,,,,,, ( - ) [2,. 147].,.,. 113