La Femme est une Île: AnÁlisis PragmÁtico de los Enunciados MetafÓricos en la Publicidad

The introduction and development of the Federal contract system in the field of procurement initially assumed the existence of budget savings, both at the Federal and regional and local levels of government. First of all, when assessing the normative legal acts in the field of procurement for state and municipal needs, the author reveals that this mechanism is carried out by reducing the initial maximum price of the contract during various types of procurement procedures. At the level of constituent entities of the Russian Federation, budget savings are calculated by simple economic indicators in absolute and relative values without in-depth analysis and development of individual indicators of financial security, the level of satisfaction of social needs. According to the author of the study, the evaluation of the effectiveness of the system of state and municipal procurement involves the use of the effects of the organization of procurement activities. From the author's point of view, the economic efficiency of procurement procedures for state and municipal needs in the regional aspect can be estimated from the following positions: assessment of expenditures on state and municipal procurement to the value of the gross regional product; evaluation of indicators of economic efficiency of procurement (the level of financial security of state / municipal procurement; level of satisfaction of public needs). The author of the study calculated the indicators of economic efficiency of procurement for state and municipal needs, made conclusions as a result of the evaluation of these indicators. In the future, the author proposes to draw the attention of regional customers, as well as the authorized bodies of state power in the field of procurement to increase the level of satisfaction of public needs.

Currently, business-to-consumer (B to C) electronic commerce is growing at an unprecedented pace, and the web is becoming a real marketing and advertising support. The idea of B to C is to attract the attention of potential customers, and encourage them to spend time and money at the site. In this connection, the ability to conduct transactions or make purchases is a strategic asset and one of the major components of media company revenue streams. However, one of the biggest problems that hot web sites deal with is the visibility on the web. Successful web sites have developped a specific strategy for branding, promoting, and selling products and services. From this point of view, marking its web sites kwown is a real challenge for all companies involved in B to C. In this context, Webmarketing is an emerging concept. It involves a strategic approach to ensure the promotion of a merchant site. This concept is based on four elements : referencing, netlinking, electronic mailing, and adwertising. The discussion will focus on those ingredients in light of their impact on business activities, especially from the visibility point of view.

Exploring user acceptance of 3D virtual worlds in travel and tourism marketing

Donald Davidson notoriously rejected ‘metaphorical meaning’ and denied the existence of linguistic mechanisms by which metaphorical significance is conveyed. He contended that the meanings metaphorical sentences have are just their literal meanings, though metaphorical utterances may brute-causally have important cognitive effects. Contrastingly, John Searle offers a Gricean account of metaphor as an elaborated kind of implicature, and defends metaphorical meaning as speaker-meaning. Each of those positions is subject to very telling objections from the other's point of view. This paper proposes a synthesis that combines the respective virtues of Davidson's and Searle's accounts and avoids all the objections to each.

Personalization is a phenomenon that intrigues and confuses. Personalized offerings promise customer attention, loyalty and safe haven against commoditization. However, these promises do not materialize unless customers accept personalization as a means to enhance their consuming experience. Three points of views are offered to personalization in this paper. An analysis of various personalization concepts shows that the basic concept of personalization is reaching maturity even though fresh views are added to it, e.g. context-based personalization. Secondly, a text-mining based approach profiles the personalization research based on bibliometric data on nearly 800 articles, and indicates that the research field is fairly fragmented, and that mass customization and customization research clearly diverges from personalization research. Based on a selection of articles, a further analysis classifies the type of research and research contexts that are the most common. Finally, this research also suggests a conceptualization of personalization.

In order to attract the attention of customers and build their loyalty the trade enterprise should stand out at the background of others. One factor promoting attainment of this goal is the shop atmosphere. This category is essential for the service sector. The idea of atmosphere is also topical for medical institutions as enterprises of the service sector. What are its components in the field of public health and how can they be used? Can the atmosphere of the medical institution influence patients’ mood? You can find answers to these questions in this article. Analysis of the degree of this problem development in Russian and overseas publications allow us to speak about insufficient attention to its marketing component. In overseas literature the atmosphere of medical institutions is discussed only from the point of view of its therapeutic effect for patients and medical personnel, while Russian publications have not considered this issue. The list of atmosphere parameters consists of well-known elements. Traditionally it is investigated in the field of retail trade, as it makes possible to create and strengthen communication with clients in places of goods selling, to increase sales of the product range and profit. Is the list of parameters the same in medical institution? This question is still topical. The authors identify important parameters of the atmosphere in the medical institution influencing the younger generation – customers of medical services.

It is indicated that from the point of view of scientists and practitioners, insight (from the English insight — insight, insight, sudden guess, insight) is a phenomenon difficult from the point of view of descriptive characteristics of intellectual qualities, the meaning of which is that it means an unexpected realization of something important, on an intuitive level, say so, a breakthrough to a full description and understanding of any phenomenon, situation, category and a sudden determination of the way to solve any problem. For marketers in the system of promotion of goods and services, insights mean a breakthrough in solving strategically important decisions for the company and a clear definition of an action plan for the tactical and operational solution of strategic tasks. The main advantages of using insights in the activities of marketers are determined by the following facts: the use of insights allows a marketer to increase the level of their competencies, that is, professional knowledge and skills; the use of insight will create prerequisites for finding their own solutions and proposals for new products, goods and services, so necessary in the market of goods and services, to form their own proposals for the development of new channels for the promotion of goods and services; when developing and forming insights, it is important to develop an advertisement that would catch the attention of customers and form a brand with a long life cycle of the brand. In order for a marketer to get an effective and high-quality insight that will bring great benefit to the marketer and the expected effect, it is necessary to conduct a sufficiently serious research work, make a qualitative analysis and evaluation of the results obtained and draw the right conclusions, on the basis of which a strategy for the development of the target goods and services market will be formed in the future.

Since the time of antiquity there has been a tendency to perceive a strong link between poetic language and the political community. Renaissance humanists such as Angelo Poliziano praised the value of metaphorical utterance precisely because it was believed to have a civilizing factor in that it led to the foundation of communities and to the maintaining of civil order. But putting aside the Classical and Renaissance point of view, how do we today understand the relationship between language in its most originary or poetic sense and the community? When thinking about the unthought dimension of human language, Agamben writes, “Only because man finds himself cast into language without the vehicle of a voice, and only because the experimentum linguae lures him, grammarless, into that void and that aphonia, do an ethos and a community of any kind become possible.”1 That is to say, between “voice” and “language” there exists a void caused by the inability of phónè and logos to communicate with each other. Any attempt to find a path of articulation between the two leads to “a radical revision of the very idea of community.”2KeywordsPolitical CommunityHuman LanguageRadical RevisionPoetic LanguageRadical PovertyThese keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

In this paper I deal with the process involved in understanding metaphors. My aim is to show how synaesthetic sentences moderate the conflict between the minimalist point of view and the radical contextualist standpoint. Synaesthetic sentences are constituted by a term that belongs to a perceptual domain which is defined by a term that corresponds to another perceptual domain (for example “caressing voice”, “dark sound”, or “sweet smell”). In particular, I will defend two claims: first, against radical contextualism, it is possible to maintain the distinction between “what is literal” and “what is metaphorical”. Second, against the minimalist view, the literal meaning of a metaphorical utterance is not necessarily computed as a first step by default.