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Subject
News
July 16, 2026
Team Success: Aligning Means with Objectives
In corporations, sports, and academia, people often face challenges they cannot handle alone. In such cases, selecting the right team is crucial. Tatiana Mayskaya, Associate Professor at the HSE Faculty of Economic Sciences and the International College of Economics and Finance, together with colleagues from foreign universities, examined team characteristics and found that less diverse teams are better suited to objectives where a high average performance is important, whereas more diverse teams are preferable when avoiding failure is critical. The paper has been published in Economic Theory.
July 15, 2026
Economists Propose More Effective Approach to Reducing Smoking
Economists at HSE University have examined how smokers respond to changes in cigarette prices. When tobacco prices increase, cigarette consumption does not always decline. In fact, spending on tobacco may even rise: according to the researchers, a 1% decrease in cigarette affordability leads to a 0.28% increase in per capita tobacco expenditure. The findings suggest that to reduce smoking rates, tobacco prices must rise faster than household incomes. The study has been published in Voprosy Statistiki.
July 15, 2026
HSE MIEM Students to Develop Two Satellites from Scratch for Orbital Experiments
The devices, created by student teams, will conduct space research on the properties of promising solar cells, on-board energy storage systems, and serial electronics for student satellites.

 

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Неология в англоязычном и немецкоязычном рекламном дискурсе

Качество. Инновации. Образование. 2015. № 10. С. 67–70.
Zhilina L. V.

The article is devoted to the study of neologisms in advertising English and German discourse. The primary aim of the research was to single out the main tendencies of the use of neologisms in modern authentic English and German advertisements; to find out common features and distinctions between them. The typical features of the advertising discourse on different levels were studied using the examples taken from English and German advertising. With the help of the classification suggested by John Algeo the most productive patterns of coining new words were singled out. In advertising English those are compounding, affixation, abbreviations and clippings; while German copywriters rely on affixation and borrowings. For that purpose more than twenty English and ten German printed magazines of different types were analyzed, including women-oriented magazines. It goes without saying that the results of the research contribute to the formation of cultural awareness of not only students but also linguists and may be used in teaching English and German in the classroom of intermediate and advanced learners of the language.

Research target: Philology and Linguistics
Priority areas: humanitarian
Language: Russian
Full text
Text on another site
Keywords: английский языклингвистиканемецкий языкmass mediaдискурсСМИlinguisticsabbreviationаббревиатураneologismсловосложениеdiscourseglobalрекламный дискурсadvertising discourseнеологизмlanguage and cultureязык и культураthe English languageкоммерческая рекламаadvertisementсовременный мирглобальныйaffixationаффиксацияClipping socio-cultural discourse advertising рекламарекламироватьнеологиятехническая революциясокращение словпродуктивные структурысферы, подверженные влиянию неологиикультурные артефактыязыковые уровни( синтаксический, стилистический, лексический, грамматический, фонетический)advertiseneologythe German languagemodern worldcommercialtechnological revolutioncompoundingproductive patternsneology-prone spherescultural artifactslanguage levels (syntactic, stylistic, lexical, grammatical and phonetic)
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