This study examines the nature of the social discourse of advertising used as a brand positioning discourse. The focus is on consumer advertising, which is directed toward the promotion of some product or service to t...This study examines the nature of the social discourse of advertising used as a brand positioning discourse. The focus is on consumer advertising, which is directed toward the promotion of some product or service to the general public. This paper aimed at analyzing some different commercial advertisements [product/non-product ads] to investigate the intentions and techniques of consumer product companies to reach more consumers and sell more products. Norman Fairclough＇s 3-D model and Kress and Van Leeuwen＇s grammar of visual design were used to analyze the data for professionals, but we are pointed on using stereotypes. When we consider gender stereotypes, we look at notions about the supposedly traditional behaviors of men and women and the characteristics and standards of these behaviors, as grounded in our culture and society. In addition, this study provides analyses of some ads, using different ways of interpretations. All materials are taken from Latvian media.展开更多
The purpose of this paper is to pose a new question to speed-up mutual understanding among team members or/and group of experts when communicating over the Internet in forms of virtual collaboration, electronic brains...The purpose of this paper is to pose a new question to speed-up mutual understanding among team members or/and group of experts when communicating over the Internet in forms of virtual collaboration, electronic brainstorming, network strategic conversation, etc. We have previously proposed an approach that the convergent control mechanism based on the fundamental principles of thermodynamic and inverse problem solution method, as well as various artificial intelligence techniques, be incorporated into the communicative process. This paper shows a further development of the approach in terms of applying The Fuzzy Tychonoff Theorem along with quantum techniques provide to reach a high level of holistic discourse which is achieved not only through the application of fundamental principles of compactness of the topological space, but also utilizing quantum entanglement and complementarity principles for discourse structuring in a special way. The approach is implemented as the Responsibility Thinking System （RTS） tested in the course of finding the decisions of the real life issues.展开更多
文摘This study examines the nature of the social discourse of advertising used as a brand positioning discourse. The focus is on consumer advertising, which is directed toward the promotion of some product or service to the general public. This paper aimed at analyzing some different commercial advertisements [product/non-product ads] to investigate the intentions and techniques of consumer product companies to reach more consumers and sell more products. Norman Fairclough＇s 3-D model and Kress and Van Leeuwen＇s grammar of visual design were used to analyze the data for professionals, but we are pointed on using stereotypes. When we consider gender stereotypes, we look at notions about the supposedly traditional behaviors of men and women and the characteristics and standards of these behaviors, as grounded in our culture and society. In addition, this study provides analyses of some ads, using different ways of interpretations. All materials are taken from Latvian media.
文摘The purpose of this paper is to pose a new question to speed-up mutual understanding among team members or/and group of experts when communicating over the Internet in forms of virtual collaboration, electronic brainstorming, network strategic conversation, etc. We have previously proposed an approach that the convergent control mechanism based on the fundamental principles of thermodynamic and inverse problem solution method, as well as various artificial intelligence techniques, be incorporated into the communicative process. This paper shows a further development of the approach in terms of applying The Fuzzy Tychonoff Theorem along with quantum techniques provide to reach a high level of holistic discourse which is achieved not only through the application of fundamental principles of compactness of the topological space, but also utilizing quantum entanglement and complementarity principles for discourse structuring in a special way. The approach is implemented as the Responsibility Thinking System （RTS） tested in the course of finding the decisions of the real life issues.
