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Small and Medium Enterprises Brand Positioning Through Guerilla Marketing Principles
Get PDFThe article analyses the positioning process of small and medium enterprises using the principles of guerrilla marketing. At the beginning of a business start-up, the positioning process becomes crucial to gain a competitive advantage in a crowded market. The problem is that small business cannot compete in the market with the same marketing tools as large companies. Exceptionally, small businesses often face three problems: lack of financial resources for advertising, lack of marketing specialists, inability to compete with large companies. The scientific literature analysis allowed us to systematise the essential principles of memorising the brand’s position using guerrilla marketing principles. The model of small and medium business brand positioning through guerrilla marketing and its principles are also presented. Guerrilla marketing is a particularly suitable way for small businesses as it requires creativity, intellectual and time investment rather than financial resources
Adjacent vs. separated placement of preposition and noun as a factor in noun inflection: The cases of Bosnian- Croatian-Serbian pazuho ‘armpit’
Get PDFThe alternations k~c, g~z, and x~s occurring before i in Bosnian-Croatian-Serbian (BCS) noun declension stem from the Second Palatalization of Velars, but are no longer phonologically conditioned. In the dative-locative singular of nouns with nominative in -a, they are favored or hindered by a combination of morphological criteria. In the dative-instrumental-locative plural of masculine nouns, they are almost exceptionless. In the same three cases of neuter nouns they occur more when the noun is directly after a preposition, less when other words intervene between the preposition and the noun, a phenomenon that has not previously been remarked in the literature. We exemplify it with the noun pazuho ‘armpit’
Louis Hjelmslev and the Baltic countries
Get PDFThis paper deals with texts by Louis Hjelmslev on Baltic topics, in particular an article from 1946 in which he defended the right of the Baltic countries to independence
PATRIOTIZMAS lietuvių kalboje
Get PDFPatriotism as a phenomenon is not new and it has manifested itself in various ways. The roots of contemporary Lithuanian patriotism go back to the middle of the 19th century and the beginning of the 20th century. The available data from that period do not allow making any specific conclusions but it can be seen that the word patriotism was a relatively new in the beginning of the 20th c. Patriotism was best understood in the interim period between the two world wars, when an attitude started to form that own nation should not only be elevated distinguishing it from others but it is also something everybody has to be proud of. After Lithuania was incorporated into the Soviet Union, a new concept, i. e. soviet patriotism, emerged. This idea is based on internationalism, commitment to socialist order and solidarity of soviet nations. The attitude of a present-day Lithuanian to patriotism is reflected best in contemporary discourse. The issues of love for Homeland have been frequently discussed not only by political analysts or historians but also by representatives of arts and sports. Moreover, the media have frequently discussed issues, which are not characteristic of real patriotisms or even have raised some doubts about patriotism being an exaggerated phenomenon. However, comprehensive research studies on patriotism are few. The concept of patriotism has almost escaped the research focus of linguists. Therefore, an attempt will be made to bridge the gap in linguistic research analysing the data available in dictionaries, discourses and surveys.
It can be stated that a contemporary individual tends to nurture the same values as people in the interim period. These embraces work for the sake of homeland and nation, concern about its future and welfare, nurturance of homeland and the mother tongue, culture and history. Loyalty, gratefulness, nostalgia to homeland, attachment to the land of their birth, honesty, courage, freedom, responsibility and pride are assigned to patriotism. Patriotism implies defence of own country in the hour of peril. This is particularly emphasised in the historical discourse, where defence of own country is one of the prevailing motives, and in the surveys of students. Contemporary discourse allocates less attention to this issue. Patriotism is related to acknowledgement of the country’s mistakes, promoting its name and celebration of public holidays.
Patriotism can hardly be imagined without knowledge of the national history, culture, its heroes and prominent figures. The data from both discourses and surveys allow claiming that patriotism is perceived as a feeling or feelings, an inner state or a value. In fact, it can be stated that though patriotism is not an old concept, which replaced such concepts as ethnicity and love for homeland, the view of patriotism, which formed at the end of the 19th c. and in the beginning of the 20th c., has remained the same up to now.Straipsnyje pristatomas žvalgomasis patriotizmo tyrimas, galintis būti koncepto PATRIOTIZMAS pagrindu. Patriotizmo ištakų reikėtų ieškoti XIX a. viduryje ir XX a. pradžioje, kai patriotizmas pradėtas vartoti vietoj tautiškumo ir tėvynės meilės. Geriausiai patriotizmas buvo suvoktas tarpukariu, kai formavosi požiūris, kad savąją tautą ne tik reikia aukštinti išskiriant iš kitų, tačiau ja privalu ir didžiuotis. Lietuvai patekus į Sovietų Sąjungos sudėtį atsiranda nauja patriotizmo samprata – tarybinis patriotizmas. Atgavus nepriklausomybę sovietinis suvokimas buvo atmestas ir grįžta prie tarpukario suvokimo. Šiandieninis lietuvio požiūris į patriotizmą bene ryškiausiai atspindimas dabartinėje žiniasklaidoje, nors mokslinių tyrimų šia tema trūksta
PYKČIO, BAIMĖS ir GĖDOS metaforinė konceptualizacija lietuvių kalboje: kultūrinio turinio beieškant
Get PDFThe article discusses the conceptual images of ANGER, FEAR and SHAME in Lithuanian. The aim of the paper is to show the cognitive and cultural basis for the perception, valuation and linguistic expression of feelings of anger, fear and shame in Lithuanian. Conceptual metaphors and, in some cases, conceptual metonymies are used to reveal tendencies in thinking about these feelings. To this end, linguistic constructs are used to express various aspects of anger, fear and shame as well as the norms and behaviors associated with them. The research inventory consists of lexemes belonging to the categories of anger, fear and shame, composite linguistic units, which contain these lexemes or which are regularly associated semantically with the said lexemes, as well as derivatives derived from metonymic and metaphorical transfers and phraseological compounds. The structure of the article is measured by the source domains of the conceptual metaphors of ANGER, FEAR and SHAME. On this basis, first of all, the conceptual metaphors of the common source domain, which reveal the common patterns of perception of anger, fear and shame, are discussed (CONTAINER / CLOSED SPACE / UP and DOWN MOVEMENT / BALANCE; HUMAN / COMPANION / ENEMY; ANIMAL / BEAST; ARTEFACT; HEAT (FIRE) / COLD; DISEASE), the following are the directions of linguistic conceptualization specific to individual feelings only (PAIN / SUFFERING; BITTER / POISON; NATURAL FORCES / AIR / DARKNESS; PLANT (TREE / CEREALS); WATER (SEA / RIVER); DEVIL) First one reveal the common cognitive basis of the perception and evaluation of the feelings of ANGER, FEAR and SHAME, the second allows us to see the cultural layer of latter.Straipsnis skirtas PYKČIO , BAIMĖS ir GĖDOS konceptualiesiems vaizdams, glūdintiems lietuvių kalboje, bei pykčio, baimės ir gėdos jausmų suvokimo, vertinimo ir kalbinės raiškos kognityviniam ir kultūriniam pagrindui aptarti. Mąstymo apie šiuos jausmus tendencijoms atskleisti pasitelkiamos konceptualiosios metaforos, o tam tikrais atvejais – konceptualiosios metonimijos. Nagrinėjami junginiai, vartojami įvairiems pykčio, baimės ir gėdos jausmų aspektams bei su jais siejamoms elgesio normoms ir apraiškoms nusakyti. Tiriamąjį inventorių sudaro pykčio, baimės ir gėdos kategorijoms priklausančios leksemos, sudėtiniai kalbiniai vienetai, sudaryti su šiomis leksemomis arba semantiniu pagrindu reguliariai siejami su jomis, taip pat metoniminio ir metaforinio perkėlimo būdu kilę derivatai ir frazeologiniai junginiai. Straipsnio struktūra grindžiama PYKČIO , BAIMĖS ir GĖDOS konceptualiųjų metaforų išeities domenais. Tokiu pagrindu pirmiausia aptariamos bendro išeities domeno konceptualiosios metaforos, iškeliančios aikštėn pykčiui, baimei ir gėdai bendrus suvokimo dėsningumus (TALPYKLA / UŽDARA ERDVĖ / JUDĖJIMAS AUKŠTYN ir ŽEMYN / PUSIAUSVYRA; ŽMOGUS / PALYDOV AS / PRIEŠAS; ŽVĖRIS / PABAISA / GYVI S; ARTEFAKTAS / KARŠTIS (UGNIS) / ŠALTIS; LIGA), toliau pristatomos konkretiems jausmams būdingos kalbinės konceptualizacijos kryptys (SKAUSMAS / KANČIA; KARTUMAS / NUODAI; GAMTOS JĖGOS / ORAI / TAMSA; AUGALAS (MEDIS / JAVAI); VANDUO (JŪRA / UPĖ); VELNIAS / PIKTOSIOS JĖGOS). Pirmosios suponuoja tam tikras bendras žmogiškąsias jausmų suvokimo ir vertinimo tendencijas, antrosios leidžia įžvelgti jausmų kalbinės konceptualizacijos kultūrinį sluoksnį
Tradicinis baltų ir slavų pasa ulėvaizdis. Kognityvinių lyginamųjų tyrimų projektas
Get PDFSince the 1980s, research on linguistic worldview and collective identity, practised by anthropological, cultural, and cognitive linguists, has focused on identifying and defining the basic values of European culture against a possibly broad comparative background. If standard languages and national traditions have been under scrutiny in the project EUROJOS since 2009 (see the partial results in the five volumes of the “Axiological Lexicon of Slavs and Their Neighbours” and several other publications), value systems of folk cultures have not been studied systematically so far. I therefore propose to revive the idea of an ETNOEUROJOS project, parallel to EUROJOS. In an article published in 2013 in the journal Etnolingwistyka, I postulated that values in folk languages and cultures be investigated within the methodology of the Lublin-based “Dictionary of Folk Stereotypes and Symbols”, whose aim is to reconstruct the folk Polish view of the world and of humans. I now propose, by analogy to the project EUROJOS, to extend the scope of this new program onto the Baltic peoples. A survey conducted among distinguished researchers of Slavic and Baltic traditions has revealed a set of values important for the Slavs (life and health, fam ily and kinship, home, lan d, work and diligence, love, beauty, happiness, wisdom, can didness, honesty, faithfulness, justice, freedom, honour, faith/religion, and God) and for the Balts (lan d, bread, work, fam ily, home). The first stage of the project will be designed to reconstruct the four values common to both the Slavs and the Balts (lan d, work, fam ily, home), to propose parallel descriptions of these values, and to compare these cultural concepts for their semantic invariants. The descriptions obtained in the two projects, EUROJOS and ETNOEUROJOS, will help corroborate or refute the prevalent view that at the level of folk cultures, Slavic and Baltic communities are much closer than at the level of national, elite-shaped cultures.`Autorė pristato baltų ir slavų tautų liaudies kalbose susiformavusių vertybių tyrimą, atliekamą vykdant projektą ETNOEURO JOS ir grindžiamą Liublino Liaudies stereotipų ir simbolių žodyno (le. Słownika stereotypów i symboli ludowych), kurio tikslas – atkurti lenkų sąmonėje glūdintį liaudiškąjį pasaulio ir žmogaus vaizdą, metodologija. Remiantis slavų ir baltų tradicijų ekspertų apklausos duomenimis galima sudaryti pagrindinių slavų ir baltų vertybių rinkinius: slavų – SVEIKATA ir GYVYBĖ, ŠEIMA ir GIMINĖ, NAMAI, ŽEMĖ, DARBAS ir DARBŠTUMAS, MEILĖ, GROŽIS, LAIMĖ, IŠMINTIS, NUOŠIRDUMAS, TEISINGUMAS, IŠTIKIMYBĖ, SĄŽININGUMAS, LAISVĖ, GARBĖ, TIKĖJIMAS / religija ir DIEVAS, baltų – ŽEMĖ , DUONA, DARBAS, ŠEIMA, NAMAI. Projekto ETNOEURO JOS tikslas – atkurti keturių slavams ir baltams bendrų vertybių (ŽEMĖ, DARBAS, ŠEIMA, NAMAI ) kognityvinį vaizdą: pirmiausia parengti jų lyginamuosius aprašus, palyginti pasirinktus konceptus ir galiausiai jų pagrindu nustatyti semantinius invariantus. Sugretinus aprašus, parengtus vykdant projektą, ir EURO JOS projekto rezultatus atsiras galimybė patvirtinti arba paneigti kultūros tyrėjų tezę, kad slavų ir baltų kalbinės bendruomenės yra kur kas artimesnės liaudies, o ne elito ar valstybės lygmeniu
Polskojęzyczne wątki w litewskich zamówieniach leczniczych
Get PDFLithuanian conjurations (zagovory) constitute a unique part of Lithuanian folklore. In the collection of conjurations’ manuscripts described in the publication of Daiva Vaitkevičienė (2008), we will find records of these archaic texts in various languages, including Polish. Polish-language conjurations constitute a separate subgroup in the Balto-Slavic context. Following the chronological criterion, we are dealing with texts of pre-Christian and after-Christ origins. Due to mutual cultural influences as well as functioning of different languages within Lithuania, it is usually not possible to determine the original language of conjuration.Only in a few cases we are able to state, which version of conjuration is its translation. This is indicated primarily by the structure of the text as well as its lexical features, adaptation or transliteration.The article presents an attempt to compare Polish and Lithuanian texts, identify and analyze Polish language threads, their motives and subject matter as well as the ways in which such conjurations function.W artykule są analizowane zamowy, pochodzące ze zbiorów archiwalnych, wydane drukiem przez Daivę Vaitkevičienė w 2008 r. Ich szczególna wartość polega na tym, że są to teksty zapisane w różnych językach, w tym w języku polskim. Biorąc pod uwagę kryterium chronologiczne, mamy do czynienia z tekstami zarówno przedchrześcijańskimi, jak i tekstami z późniejszego okresu chrześcijańskiego. Z powodu wzajemnych wpływów kulturowych i interferencji językowych, zazwyczaj nie ma możliwości ustalenia języka oryginalnego, w którym to zamówienie powstało. Tylko w nielicznych przypadkach mamy do czynienia z przykładami, w których można ustalić wersję oryginalną lub przekładową. W artykule została podjęta próba porównania tekstów polsko- i litewskojęzycznych, przeanalizowania wątków występujących w zamowach polskojęzycznych oraz ustalenia sposobów funkcjonowania tego rodzaju tekstów w warunkach wielojęzyczności i wielokulturowości