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VI

2015
(, 26-28 2015 .)
,

2016

81'25(063)
81.2-743
85

:
, ,

,

..
ISBN 978-5-8295-0415-1

VI 2015 (,
26-28 2015 .) , /
. . .. . - ,
, 2016. - 120 .

81'25(063)
81.2-743
85

ISBN 978-5-8295-0415-1


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10

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...
, -... : Joining us today is the
forever young and popular pop artist Valery Leontyev, an honorary Peoples
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:
1. Ho, George (2004). Translating Advertisements across Heterogeneous
Cultures. The Translator: Studies in Intercultural Communication 10 (2): 221-243.
2. Pym, Anthony (2003). What Localization Models Can Learn from
Translation Theory. The Lise Newsletter, 12 (2.4).
3. Rike, Sissel Marie (2013). Bilingual Corporate Websites from Translation
to Transcreation. The Journal of Specialized Translation (20): 68-85.
4. Risku, Hanna (2004). Translationmanagement Interkulturelle
Fachkommunkation im Informationszeitalter. Gunter Narr Verlag, Tbingen.
5. Valdes, Cristina (2013). Advertising Translation. The Routledge
Handbook of Translation Studies, London and New York.
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Abstract
The inter- and simultaneously multi-disciplinary project subject course
presented in the article is named Neuromarketing and the Cross-Cultural
Paradigmatic Analysis and may be conveniently shorten to CrossNeuromarketing.
The novelty of the methodological idea suggested lies in reasonable
combining the professional specifics of the highly topical issue under study
- neuromarketing - with mastering academic and communicative skills while
studying English and the cross-cultural perspective of communications in
general. No need to stress the fact of fast growing significance of the neuro
approach as a current research paradigm.
Those wishing to teach the course should have profound experience in both
the scientific background of the investigated problem field and its teaching
methods and innovative strategies. The most vital demand for international
study courses that can be productively used in the process of learning various
related items at different schools and departments of a modern University
has been met in the methodological idea suggested. It may be performed in
the frames of the English for Specific Purposes course as well as an elective
course at faculties related to communications, media and design, translation
being at the same time highly useful and promising for the faculties of
management, psychology, including the form of an individual post-graduate
(MA) programme.
The emphasized aspect of involving the students of a higher school
University in fruitful research activities is also of great necessity at the
moment, and the now presented consecutive, interdependent and interrelated
course fulfills the task of triggering individual investigations and interesting
project proposals initiated by the students as an outcome of the participation
in the course already exposed for the expert assessment.

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VI
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24.02.2016
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500 .
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120

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