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Copyright of Journal of Babylon Center for Humanities Studies is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Introduction. The emergence of COVID-19 prompted diverse advertising strategies globally, with humor appeal being one of the notable approaches. Method. Thus, the aim of this research is to examine and analyze the utilization of humor appeal in Moroccan advertising during the pandemic, employing a semiotic perspective. Analysis. The study adopts a qualitative approach and employs Barthes’ model of denotative and connotative meanings for analysis. Results. The findings indicate that when humor is employed contextually, it significantly enhances the impact of the advertisements. The study reveals the creativity and adaptability of Moroccan advertising agencies in utilizing humor appeal to engage audiences during the crisis. Conclusion. This research highlights the effectiveness of humor appeal in advertising during unprecedented times, providing insights into adaptive advertising strategies through a semiotic analysis of the Moroccan context.

Introduction. The emergence of COVID-19 prompted diverse advertising strategies globally, with humor appeal being one of the notable approaches. Method. Thus, the aim of this research is to examine and analyze the utilization of humor appeal in Moroccan advertising during the pandemic, employing a semiotic perspective. Analysis. The study adopts a qualitative approach and employs Barthes' model of denotative and connotative meanings for analysis. Results. The findings indicate that when humor is employed contextually, it significantly enhances the impact of the advertisements. The study reveals the creativity and adaptability of Moroccan advertising agencies in utilizing humor appeal to engage audiences during the crisis. Conclusion. This research highlights the effectiveness of humor appeal in advertising during unprecedented times, providing insights into adaptive advertising strategies through a semiotic analysis of the Moroccan context. [ABSTRACT FROM AUTHOR]

The research aims to conduct a functional analysis of the opposing conceptual metaphors ‘heaven’ and ‘hell’ within English headlines from BBC and The Guardian news between 1999 and 2023. The relevance of this study lies in the need to explore the lexical meaning of fundamental theological terms based on the unreal cognitive constructs in the context of evolving social paradigms. Various research methods were employed, including continuous sampling, classification, thematic analysis, definition analysis, and semantic analysis.The findings indicate that the conceptual metaphor ‘hell’ possesses a broader semantic field compared to ‘heaven,’ both in terms of definition and function. Metaphorical usage is prevalent, but headlines also feature ‘heaven’ and ‘hell’ within idiomatic, emphatic, allusive, direct, zeugmatic phrases, and contaminations. These metaphors encompass thematic areas with polar connotational meanings:Hell: Politics (political instability, struggle, political figure replacement, anti-crisis measures), Social life (reforms, discrimination, limitations, mandatory expenses), Crimes (abuses, threats, harassment, assaults, victims), Nature (natural disasters, difficult conditions, environmental catastrophes), Sport (injuries, competition, psychological attacks, overcoming), Entertainment (poor quality service, bad habits, imbalance, disruptions), Travel (unforeseen circumstances, transport collapses), Culture (culture shock).Heaven: Politics (political decisions, electoral victories), Social life (festivals, feasts, family relations, relationships between generations), Crimes (controversy resolution, search for solutions), Nature (biodiversity, renewal of nature), Sport (victories, lucrative contracts, goal achievement), Entertainment (parties, bright performances, romanticism), Travel (pleasure, rest, nature), Culture (acquaintance with outstanding cultural objects, visiting cultural events).This research demonstrates that the dichotomous representation of the conceptual metaphors ‘heaven’ and ‘hell’ is marked by polyfunctionality, driven by the universal evaluative component inherent in their meaning, rooted in the implied polarization of the concepts ‘good’ and ‘bad.’ The emotional and moral dimensions contribute to heightened news perception and effective communication within media discourse.

This study aims to analyze the meaning of signs related to political conflict between characters in sineprak "Satru Ing Ngepal" (SIN). The political conflicts between these figures will be analyzed for their meaning by relating them to the social-historical context of Indonesia in the New Order and Reformation Eras. The research uses a theatrical semiotic theory approach, dividing theatrical performances into 13 sign systems. Signs related to political conflict between figures will be analyzed denotatively and connotatively. The content analysis method from Kriipendorf was used to analyze the data. The results of this study indicate that Senopati's political conflict with Mangir semiotically refers to the meaning of the political conflict between the New Order and Reform rulers and the opposition. The enmity between Senopati, Juru Mertani, and Mangir refers to the meaning of the conflict between Wiranto and Prabowo Subianto. Pembayun's marriage to Mangir means Prabowo Subianto joining President Jokowi's government for 2019-2024. Pembayun's courage to fight for Mataram peace with Mangir's fief land refers to RA Kartini's emancipation. [ABSTRACT FROM AUTHOR]

Copyright of Neophilologica is the property of Wydawnictwo Uniwersytetu Slaskiego and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Językoznawstwo is the property of Akademii Humanistyczno-Ekonomicznej and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Alustath is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

We investigate the use of an audit case study in developing students' understanding of the key concept 'material misstatement'. Using semantic differentials, we explore changes in connotative meaning (reflecting emotional reaction) of undergraduate students at an Australian university. Shifts in class perspective indicate students perceive the concept as more useful and less fluid after the case study. We contribute to the audit education literature by focusing on this complex concept and developing teaching methodologies to enhance students' learning. Results support inclusion of comprehensive case studies embedded with judgement and decision making, in accounting curricula to enhance understanding of complex concepts. [ABSTRACT FROM AUTHOR]

Copyright of Apuntes Universitarios: Revista de Investigación is the property of Universidad Peruana Union Filiar Tarapoto and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of EAI Computing & Communication in Emerging Regions - CCER is the property of EAI - European Alliance for Innovation n.o. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Polonica is the property of Instytut Jezyka Polskiego PAN and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This article provides a linguistic analysis of zoomorphisms of the Kyrgyz language. The modern anthropological paradigm of language knowledge involves an appeal to metaphorical models that describe a person on the basis of different types of figurative assimilation, comparisons and identities. A universal method of nomination, a metaphor based on a stereotypical association of similarity, at the same time includes subjective and objective factors: collective and individual assessments of the signified. The object of the study is zoomorphisms that characterize a person in the Kyrgyz language. The subject of the study is zoomorphic metaphors, which serve as one of the ways to express the estimated characteristics of a person in the aspect of the Kyrgyz linguistic world view. The relevance of the study is to appeal to zoomorphisms – assimilations and comparisons based on the material of the Kyrgyz language. A comprehensive description of zoomorphisms is carried out for the first time in the Kyrgyz language, and the specificity of their use in various types of text is determined, which is the scientific novelty of the work. The article uses the method of component analysis when dividing into connotative semes and the values of metaphorical names; an interpretative method in identifying the peculiarities of zoomorphisms, when revealing the symbolism of a particular zoomorphic image based on metaphorical names; descriptive research method. By determining the connotative value (positive/negative rating) in the name of the animals and transmitting the characteristics of the person (positive, negative), they can be divided into lexical and semantic groups, their center is formed by the external actions and internal states of the person: his behavior, character, relationships in society, communicative ability, physical ability, etc. Zoomorphic code is manifested in vocabulary, phraseology, proverbs, language sayings; zoomorphisms contain a connotative meaning associated with the conceptualization of the inner and outer world of man. The study of connotative meaning makes it possible to determine their national specificity.

• Connotative meanings of five alternative proteins are explored. • Animal-based sources are rated as lower evaluation and higher potency/activity. • Plant-based sources are rated as higher evaluation and lower potency/activity. • Certain music genres match non-randomly with alternative proteins. Alternative proteins have recently received significant attention from both academia and industry. Given the reported lower willingness of consumers to accept these alternative protein sources, it is crucial to gain insights into consumers' perceptions of them. Study 1, based on the theory of the meaning of objects and concepts, unveiled the connotative meaning (evaluation, potency, activity) associated with five alternative proteins (insects, cultured meat, mycoprotein, algae, and plant-based proteins). Animal-based sources, such as insects and cultured meat, received lower ratings in evaluation but scored higher in potency/activity. Conversely, plant-based sources, including mycoproteins, algae, and plant-based proteins, were rated higher in evaluation but lower in potency/activity. Building upon the congruency theory, Study 2 integrated these connotative meanings of alternative proteins into potential marketing strategies. More specifically, Study 2 introduced background music as an ambient factor and demonstrated how certain music genres align with alternative proteins, suggesting their potential use in alternative protein marketing. Animal-based protein sources were found to align with music genres characterized by lower evaluation and higher potency/activity, such as metal and rock. In contrast, plant-based sources were better matched with music genres associated with higher evaluation and lower potency/activity, such as classical, jazz, and country. Drawing from the insights obtained through these studies, this paper discusses practical applications in the context of marketing strategies and highlights potential avenues for future research. [ABSTRACT FROM AUTHOR]

Stereotypes are collective attainment and can be identical and opposite in different cultures. The correlation of the ethnic consciousness with stereotyped thinking influences the decoding and reinterpretation of different cultural codes. Stereotypes, determined by culture, confirm the positive or negative experience of a certain ethnic group, which emphasizes the originality and uniqueness of national features.

This paper aims to explore how translators translate both the connotative and denotative meanings of nearsynonyms from the Quran into English language. The article will shed light on the phenomenon of near-synonymy, as well as its connotative and denotative meanings and how the translator's background could have influenced their translation. There has been a dearth of attention on the translation of near-synonyms in the Quran; accordingly, this study examines three pairs of near-synonyms from the Quran and their particular translations in the following three English translations of the Quran itself: 1) The Koran Interpreted by Arberry; 2) The Quran: A New Translation by Abdel Haleem; and 3) The Sublime Quran by Bakhtiar. These translations were chosen due to the significant differences in style and translators' backgrounds. The analysis aims to highlight the difference in meaning of each pair of near-synonyms by distinguishing both their connotative and denotative meanings. This will be followed by an examination of the translations to recognise whether the near-synonyms were accurately translated in these given instances or lost some, or even all, of their meaning during the translation process and discuss if translator's background could have influence on it. Based on the discussion and analysis of these examples, it is evident that all three translations failed to distinguish between the pair of near-synonyms and to capture the accurate meaning throughout the Quran, leading to a semantic void. It is similarly clear that the linguistic complexity of the Holy Quran has created a challenging mission for translators, which has ultimately led to loss of accuracy and meaning. The results have shown that each translator chose their own approach based on their translational goal or their educational and personal backgrounds. [ABSTRACT FROM AUTHOR]

This study investigates the meanings of the Qur'ānic near-synonyms اصراط al-ṣirāṭ and السبيل al-sabīl (the path) and their English translations. It aims to identify the contextual meanings of these near-synonyms based on the exegeses of the Holy Qur'ān. Then, it explains the differences in meaning between these near-synonyms and how such semantic differences are reflected in the English translations of the Holy Qur'ān. The RC-S approach by Murphy (2003) is adopted in this study as a theoretical framework for the analysis of data. The qualitative approach is also employed for collecting and analyzing the data of the study. Moreover, the exegeses of the Holy Qur'ān are consulted to find out the semantic differences between the selected near-synonyms. The results of the study reveal that there are some differences in the denotative and connotative meaning between the Qur'ānic near-synonyms and that the differences in meaning between both near-synonyms are not reflected in the English translations. The study provides recommendations for readers and translators especially the translators of the Holy Qur'ān. [ABSTRACT FROM AUTHOR]

The article considers the vestimentary description as a tool of public opinion manipulation in terms of the Spanish political discourse. The study sets out to show the mechanism of connotative meanings formation based on the neutral vocabulary that describes the public person’s dress.

This study aims to analyze the meaning of Ustaz Hanan Attaki›s da›wah in semantic studies. This research uses descriptive qualitative method which means the results of the research are not in the form of numbers but rather the results of the description of words. The data source is in the form of Ustaz Hanan Attaki lecture document. In this study the data collected was in the form of a video lecture by Ustaz Hanan Attaki. The technique used in this study was the technique of referring and recording data through transcripts of writing from the results of listening and observing video lecture shows. The results of the study show that there are (a) seven words which include high connotation, such as shade, fragrant, kara, theory, hobbies, perfume; and (b) five words which include the form of friendly connotation meaning, such as the word chasing, understanding, giving, girl, and mature.

The paper deals with proper names in Polish phraseology and proverbiology. Proper names are analysed based on their connotative meaning as well as physical, intellectual, social, temperamental and other characteristics of the person denoted by the specific proper name. The study is conducted on the basis of phraseological and proverbiological evidence, taking into account the gender aspects of the analysed issue. [ABSTRACT FROM AUTHOR]

The article considers a number of theoretical issues related to the concept of connotation and status of connotative meaning in linguistics. It is analyzed a variety of interpretations of the connotation in the aspect of its stylistic, pragmatic, cognitive and psycholinguistic significance. The focus of research is the problem of asymmetry of the connotative meanings of words-equivalents, which still has not found a clear theoretical decision and as a result, practical solutions. The study of this problem will allow to explain a number of important aspects of lexical semantics, translation studies, intercultural communication and linguistics. Illustrative material of theoretical positions is presented with lexicographic and contextual excerpts from the English-speaking and Russian-speaking sources. It is distinguished the principles of a comparative study of connotative potential of lexems: integrative approach and consideration of the occurrence of connotation as a result of updating the connotative words.

This article devoted to the semantics of color epithets in the text of the Yakut heroic epic olonkho analysis, as well as to the peculiarities of their functioning in the epic text. An epithet, as an artistic and visual mean, has been attracting the interest of linguists since ancient times. Theoretical and methodological basis of the research consists of the works of A.N. Veselovsky, A.A. Potebnya, V.M. Zhirmunsky, V.Ya. Propp, S.Y. Neklyudov, S.L. Neveleva, as well as of the works of the Yakut scientists I.V. Pukhov, G.U. Ergis, P.A. Sleptsov, N.I. Filippova, V.V. Illarionov and other epics of the Russian Federation peoples researchers. The study of color epithets semantics and their functioning in the text of the Yakut heroic epic olonkho has the purpose of expanding linguistic knowledge about national-cultural specifics of the Yakuts, saved in the epic of olonkho. The relevance of this work lies in the fact that the subject of research - color epithets - is a significant part of the epithet layer in the olonkho text, thus, study of them contributes to a systematic analysis of the vocabulary of the Yakut heroic epic olonkho as a whole. Color epithets are a set of color adjectives "үрүҥ/маҥ(ҕ)ан" white, "хара" black, "кыhыл" red, "аалай" scarlet, "араҕас" yellow, "бороҥ" gray, "күөх" green/light blue/blue. The object of the research is based on the texts of academic editions of "Nyurgun Bootur the Swift" olonkho by K.G. Orosin, "Kyys Debiliye" olonkho by N.P. Burnashev, "Mighty Er Sogotokh" by V.O. Karataev and "Obstinate Kulun Kullustur" by I.G. Timofeev-Teploukhov. At the initial stage, in the paper used the methods of computer analysis for the selection of color epithets from the olonkho text array, further, to characterize the color epithets and the determined words - methods of dictionary definitions analysis, as well as methods of quantitative, descriptive, contextual and comparative analysis. As shown by the study, color epithets are used in the text of the Yakut olonkho in the description of literally all elements of the epic narrative: time, place, appearance, clothing of heroes, weapons of heroes, their emotions and magical properties. It is established that the informativeness of color epithets, inherent into the semantics of the word and revealed in the combinations of color epithets with determined words, is very large - they express the worldview of the Yakuts, their attitude to the world, their assessment of the environment. [ABSTRACT FROM AUTHOR]

With flexible position, the AA-style reduplication in poetry of the Tang dynasty can adjust the poetic rhythm and enrich semantic, by which to enhance the poetic formal and music beauty. In this paper, “苍苍” which was frequently used in five- and seven-character poems in Complete Collection of Tang Poems is studied with the small triangle theory. The linguistic form, connotative meaning and pragmatic value of the reduplication are all analyzed. [ABSTRACT FROM AUTHOR]

Copyright of Slavistična Revija is the property of Slavisticno Drustvo Slovenije and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)