This bachelor thesis aims to examine language of advertising as a form of communication in contemporary society. It investigates the character of language used in advertising, its deviation from accepted language and breaking accepted linguistics norms. The effort of the thesis is to discover main functions of advertising and to characterize language of advertising. We shall describe and afterwards analyze the verbal features and strategies used in advertising. The thesis is divided into two parts. The first part is theoretical, dealing with theory of language of advertising, focusing on the aspects of language. The second part is practical with the effort to analyze in details commercial advertisements published in tabloid magazines.

Language of Advertising

In higher education institutions, entrepreneurship learning based on successful entrepreneurial role models may promote education for sustainable development. Several theoretical perspectives, such as the human capital theory, the entrepreneurial self-efficacy and self-determination theory, argue that entrepreneurship education is positively correlated with entrepreneurial intentions of students, as it provides adequate know-how and skills and motivates them to develop their entrepreneurial careers. In entrepreneurship education programmes, exposure to successful entrepreneurial models could be a significant factor for stimulating students’ confidence in their ability to start a business and for improving their attitudes towards entrepreneurship. This study aims (i) to identify characteristics viewed by students as being specific to a successful entrepreneur, (ii) to establish the influence of exposure to successful entrepreneurial role models (chosen by students) during entrepreneurship education classes on student entrepreneurial intentions, and (iii) to assess how such exposure influences the attitudes of students towards entrepreneurship. For this purpose, the authors ran a pilot experiment with 30 graduate students enrolled in a Business Creation course using a research methodology that combined qualitative techniques with quantitative measures. Content and statistical analyses were utilised to examine differences in student entrepreneurial intentions and attitudes towards entrepreneurship after being exposed to successful entrepreneurial models. Our study provides evidence that entrepreneurship education based on successful entrepreneurial role models may positively influence the entrepreneurial attitudes and intentions of students and could lead to higher orientation of student perception towards social benefits of entrepreneurship (new jobs) compared to financial ones (high income). However, our findings stress that if educators want to improve the efficiency of education focused on developing entrepreneurial skills, graduate programmes should be designed differently for business and non-business students, since studying successful entrepreneurial stories impacts these two groups differently.

Entrepreneurship education through successful entrepreneurial models in higher education institutions

Meaning is closely related to its context Meaning is limited and restricted by context The practical context that exists in the form of written language is the direct basis of the judgement of a certain language unit Context in broad sense is composed of those abstract factors excluding the concrete words It includes so many complicated factors that it is no easy job to grasp it at all The translator must associate the polysemous language units with its context when he is translating a work That is the prerequisite and basis of correct comprehension of the original text

Context and meaning

This paper seeks to progress Operations Management (OM) theory and practice by organising contributions to knowledge production, in Industrial Sustainability, from disparate researcher communities. It addresses the principal question ‘What scholarly dialogues can be explicated in the emerging research field of Industrial Sustainability?’ and sub-questions (i) what are the descriptive characteristics of the evidence base? and (ii) what thematic lines of scientific inquiry underpin the body of knowledge? Using an evidenced based approach, a Systematic Review of 574 articles from 62 peer-reviewed scientific journals associated with Industrial Sustainability is conducted. This paper distinguishes three prevailing dialogues in the field of Industrial Sustainability, and uses Kuhn’s Theory of Paradigms to propose its pre-paradigmatic scientific status. The three dialogues (i) ‘productivity and innovation’, (ii) ‘corporate citizenship’ and (iii) ‘economic resilience’ are conjectured to privilege efficiency strategies as a mode of incremental reductionism. Industrial Sustainability espouses the grand vision of a generative, restorative and net positive economy, and calls for a future research trajectory to address institutional and systemic issues regarding scaling-up and transition, through transformative strategies. The review is limited by the nature of the inquiries addressed in the literatures by specific researcher communities between 1992 and 2014. This study performs the first systematic review in the field of Industrial Sustainability, synthesises prevailing scholarly dialogues and provides an evaluation of the scientific status of the field.

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Pre-paradigmatic status of industrial sustainability: a systematic review

Products' end-of-life management has recently become a critical business issue. One of the possible end-of-life strategies is remanufacturing, which can provide competitive advantages through material and energy savings. Beyond industrial organization challenges, there is a question about the interest of developing a green marketing strategy for remanufactured products. Indeed, remanufactured products can be considered as green products since their industrial process has environmental benefits. Our paper asks whether consumers are willing to pay for remanufactured products, especially when they are informed that these products are ‘green'. We use experimental auctions to elicit consumers' WTP for specific characteristics of remanufactured products. Our study indicates that consumers tend to value the remanufactured product less than the conventional one unless they are informed about their respective environmental impacts. We find no evidence that consumers are willing to pay a premium for the green (i.e. remanufactured) product. However, providing environmental information to consumers has an effect on their WTP for the conventional product: they generally decrease significantly their WTP for the conventional (and thus most polluting) product.

Green consumer behaviour: an experimental analysis of willingness to pay for remanufactured products

Educational life worldwide has been shaken by the closure of schools due to the outbreak of the coronavirus pandemic. The ripple effects have been felt in the way both teachers and students have adapted to the constraints imposed by the new online form of education. The present study focuses exclusively on the beneficiaries of the educational process and aims to find out their perceptions of face-to-face and e-learning and their desire to return, or not, to the traditional form of education. These perceptions are represented by 604 students of the Politehnica University of Timisoara, who were asked to respond anonymously to an 8-question questionnaire between December 2020 and February 2021. The results show the respondents’ levels of desire to return to school (especially of those who have only benefited from e-learning) and their degree of involvement during online classes. The results also specify the advantages and disadvantages of the two forms of education from a double perspective, namely that of first-year students (beneficiaries of e-learning exclusively), and of upper-year students (beneficiaries of both face-to-face and e-learning). The study points out key information about e-learning from the students’ perspectives, which should be considered to understand the ongoing changes of the educational process and to solve its specific problems, thus ensuring its sustainability.

E-learning vs. Face-to-face learning: Analyzing students’ preferences and behaviors

The COVID-19 pandemic has left a mark on education as it had been known before. Beyond his, attention needs to be paid to the transition back to face-to-face learning and its implications. Within this context of change, the present research focuses on identifying the students’ preferred aspects of online education during the pandemic, namely learning, teaching, assessment, and interaction with peers and teachers, in order to improve face-to-face education by contextually adapting it to their needs. A survey was used on a representative sample of students from Politehnica University of Timisoara, Romania, who were required to indicate their preferred form of education and the most beneficial one for their professional development. The results indicate the targeted students’ several preferences, such as teachers’ support with electronic educational resources, the use of online educational platforms to access resources and take tests, the easier and individualized communication with teachers, as well as peer connectivity in common projects. These findings identify practical suggestions that lead to a balance between face-to-face and digital education, probably under the form of blended learning, which could be considered by the main stakeholders in order to have a future sustainable education.

/pdf/transition-from-online-to-face-to-face-education-after-covid-1mao4cbi.pdf

Transition from Online to Face-to-Face Education after COVID-19: The Benefits of Online Education from Students’ Perspective

The concept of sustainability has been given more and more attention lately as the effects of climate change drastically impact society and threaten the wellbeing of future generations. In this context, universities are expected to build bridges between the academic and research communities on the one hand and society on the other, and to further the values associated with this concept in order to care for the generations to come. Thus, the present study describes the causes that have led to the emergence of this concept, defines it, and highlights some of the actions taken by universities and researchers. The question raised regards the position of the top Romanian universities towards the concept of sustainability. The way it is used explicitly in their strategic plans is viewed as proof as to whether the universities give it prominence or not, and as such, act accordingly. In order to achieve the primary objective of the research, a quantitative and a qualitative analysis were carried out. The main conclusion drawn is that the top Romanian universities are still at the beginning in terms of raising awareness about the concept and in terms of implementing sustainable measures in the domains that help them build sustainable universities.

The Concept of Sustainability in the Romanian Top Universities’ Strategic Plans

Volunteering is a way to express civic behavior, including pro-environmental behavior such as buying products with recycled content. The purpose of this research is to understand the differences between individuals involved in volunteering activities and individuals who have never been involved in volunteering activities. In order to do this, dimensions are analyzed by categories of public: the general public, individuals involved in volunteering activities (volunteers), and individuals who have never been involved in volunteering activities (non-volunteers). Qualitative methods, based on in-depth interviews; and quantitative methods, based on Anova, Independent Samples T tests, factor analyses, and regression analyses have been combined. The sample included 469 respondents. The general dimensions of buying decisions are: product features, social values, promotions, low risk, uniqueness, and affordable price. The volunteers’ dimensions of buying decisions are product features, social values, uniqueness, benefits, and promotions. The non-volunteers’ dimensions of buying decisions are product features, uniqueness, credibility support, promotions, and low risk. In the conclusions section, implications are presented using specific communication for each of the three public categories, based on important resulting dimensions for each public.

https://www.mdpi.com/2071-1050/10/5/1631/pdf

What is Different about Volunteers? A Study on Factors of Buying Decisions of Products with Recycled Content

As the effects of climate change on today’s society make the headlines across the globe, urging all stakeholders to join forces to act and to create a sustainable world, universities have started engaging in the process of building a sustainable future for the generations to come. The sustainable university has thus emerged, a pro-active and collaborative university that performs in several domains. Since the university’s strategic plan is an instance of official and public communication on the future institutional development, its investigation reveals the university’s position towards sustainability. This study highlights the explicit use of the concept of sustainability in the strategic plans for 2020–2024 of the twelve Romanian top universities and points to the sustainable domains associated with it. Moreover, to determine the direction towards which the Romanian top universities are heading, in terms of sustainability, the article draws a comparison with previous research conducted on the strategic plans for 2016–2020. The main conclusion reached is that although there is an increasing tendency to use the concept in the latest strategic plans, building sustainable universities in Romania is still a goal to be achieved in the future.

Claudia E. Stoian

Papers

E-learning vs. Face-to-face learning: Analyzing students’ preferences and behaviors

Transition from Online to Face-to-Face Education after COVID-19: The Benefits of Online Education from Students’ Perspective

The Concept of Sustainability in the Romanian Top Universities’ Strategic Plans

What is Different about Volunteers? A Study on Factors of Buying Decisions of Products with Recycled Content

A Comparative Analysis of the Use of the Concept of Sustainability in the Romanian Top Universities’ Strategic Plans