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Precedent Texts as a Means of Increasing the Efficiency of Social Advertising 先例文本作为提高社会广告效率的手段
IF 0.2 0 LANGUAGE & LINGUISTICS Pub Date : 2023-06-01 DOI: 10.15688/jvolsu2.2023.2.10
T. Anisimova, S. Chubay
The article questions the efficiency of modern social advertising posters. The research aims to establish the reasons for the inefficiency of using precedent texts in social advertising and formulate the requirements that should be followed when using them. The material of the study was a collection of posters used in Russia for social advertising, selected by continuous sampling method from various media banks on the Internet, total of more than 14,000 items. The authors analyzed social advertising posters, of which contain various precedent texts (including the transformed ones). A psycholinguistic experiment was conducted to determine the degree of precedent text recognition in social advertising by recipients. It is shown that most of the precedent texts in social advertising do not meet the requirements for this type of advertising tools: they are not well-recognized; they are often not semantically related to the thesis being promoted; and represented in transformed and parcelled forms, which makes it difficult to identify them. The authors come to the conclusion that in order to increase the impact potential of social advertising with the help of precedent texts, it is necessary to take into account not only the very fact of using the precedent text, but also its place in the national culture. Moreover, constant updating of set expressions in the precedent text bank, addressee's cultural, historical and life experience are to be taken into consideration. It has been revealed that the most efficient source of precedent texts for social advertising posters are the works of art (both verbal and visual), since they allow especially high quality and complete reflection of fragments of reality in figurative form.
本文对现代社会广告招贴的有效性提出了质疑。本研究旨在建立先例文本在社交广告中使用效率低下的原因,并制定在使用先例文本时应遵循的要求。本研究的材料是俄罗斯社会广告使用的海报集合,通过连续抽样的方法从互联网上的各种媒体库中选择,共计14000多件。本文对社会广告招贴进行了分析,其中包含了各种先例文本(包括改造后的文本)。通过心理语言学实验来确定接受者对社交广告中前例文本的识别程度。研究表明,社交广告中的先例文本大多不符合对这类广告工具的要求:它们没有得到很好的认可;它们通常在语义上与要推广的论文无关;并且以变形和包裹的形式呈现,这使得很难识别它们。作者认为,为了提高先例文本对社会广告的影响潜力,不仅要考虑使用先例文本的事实,而且要考虑先例文本在民族文化中的地位。此外,要考虑到先例语篇库中固定表达的不断更新,以及收件人的文化、历史和生活经历。人们发现,社会广告海报的先例文本最有效的来源是艺术作品(包括口头和视觉),因为它们能够以具象的形式对现实的片段进行高质量和完整的反映。
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引用次数: 0
Naturmorphic Images in Slavic and Turkic Emotive Phraseology: Parallels and Contrasts 斯拉夫语和突厥语情感用语中的自然形态意象:比较与对比
IF 0.2 0 LANGUAGE & LINGUISTICS Pub Date : 2023-04-01 DOI: 10.15688/jvolsu2.2023.1.8
L. Kiseleva
The article is devoted to a comparative study of the naturmorphic images underlying the internal form of emotive phraseological units in Slavic and Turkic languages (Russian, Bulgarian, Polish, Czech, Tatar). These images are noted to correlate with the corresponding code of culture, which assumes a figurative interpretation of the realia of the world with consideration of knowledge about both living and inanimate nature. The revealed images of animals, birds, insects, plants, natural objects and phenomena, elements constitute a well-arranged system, the components of which are analyzed in terms of both frequency and universality/ethnospecificity. These images are actualized when describing a wide range of emotions (joy, sadness, love, resentment, shame, excitement, etc.), but most of them relate to negative states, primarily fear and anger. The most productive are zoomorphic images, as well as images of natural objects, phenomena and elements (such as the sky, thunder, fire, water, etc.), which often reveal universality due to external factors. The inner form of many emotive phraseological units is based on the metonymic principle, according to which emotions are described by referring to their bodily symptoms (chills, tears, facial expressions, etc.). The universality and ethnospecificity of images are proved to have linguistic and extralinguistic reasons.
本文对斯拉夫语和突厥语(俄语、保加利亚语、波兰语、捷克语、鞑靼语)中情感词汇单位内部形式的自然形像进行了比较研究。人们注意到这些图像与相应的文化规范相关联,这些文化规范假设了对世界现实的具象解释,并考虑了有关生物和无生命自然的知识。揭示的动物、鸟类、昆虫、植物、自然物体和现象、元素的图像构成了一个有序的系统,从频率和普遍性/民族特异性两方面分析其组成部分。这些图像在描述各种各样的情绪(喜悦、悲伤、爱、怨恨、羞耻、兴奋等)时都是真实的,但大多数都与消极状态有关,主要是恐惧和愤怒。最具生产力的是兽形图像,以及自然物体、现象和元素(如天、雷、火、水等)的图像,这些图像往往由于外部因素而显示出普遍性。许多情感词汇单位的内部形式是基于转喻原则的,根据转喻原则,情感是通过参考他们的身体症状(寒战、眼泪、面部表情等)来描述的。图像的普遍性和民族性有其语言和语言外的原因。
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引用次数: 1
Associative Potential of Lexemes – Designations of Emotions 词汇的联想潜能——情绪的指定
IF 0.2 0 LANGUAGE & LINGUISTICS Pub Date : 2023-04-01 DOI: 10.15688/jvolsu2.2023.1.5
E. Goots
The purpose of the article is to determine and present the associative potential of words denoting emotions. The object of the study is the associative fields of stimulus words joy and hate. The empirical material was obtained as a result of two stages of the trend psycholinguistic research (2002 and 2020), the centre of which was a free associative experiment, carried out among the teenagers. When comparing the core of associative fields that were modelled employing the material of two experiments, cultural stereotypes were identified. They are assimilated in the process of adolescent socialization. An analysis of various reactions (nuclear, low-frequency and single) in associative fields, identifying the level of association stereotyping led to the conclusion that this indicator was reduced in the associative fields of the experiment conducted in 2020. A deduction is made about the factors that influence the dynamics of the associative potential of stimuli, which denote emotions. These include an increase in the number of different reactions in associative fields due to single associations, the diversity of their meanings and relations with the stimulus word, the combination of communicative tactics of the subjects in experimental conditions. The material and outcomes of the trend research conducted in the teenage audience expand the idea of the associative potential of emotion designation and can also be useful for solving various didactic and psychological problems.
本文的目的是确定和呈现表示情感的词的联想潜力。研究对象为刺激词“喜”和“恨”的联想场。实证材料是趋势心理语言学研究的两个阶段(2002年和2020年)的结果,其中心是在青少年中进行的自由联想实验。当比较使用两个实验材料建模的联想场的核心时,确定了文化刻板印象。他们在青少年社会化的过程中被同化。通过分析联想领域中的各种反应(核反应、低频反应和单一反应),确定联想刻板印象的水平,得出结论,该指标在2020年进行的实验的联想领域中有所降低。推导了影响刺激联想电位动态的因素,这些刺激表示情绪。这些因素包括:单一联想导致联想场中不同反应数量的增加;联想场中不同反应的含义及其与刺激词的关系的多样性;实验条件下被试交际策略的组合。在青少年受众中进行的趋势研究的材料和结果扩展了情感指定的联想潜力的概念,也可以用于解决各种教学和心理问题。
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引用次数: 0
The Concept of Happiness in the Linguistic Consciousness of Native Russian Speakers: Psycholinguistic Aspect 俄语母语者语言意识中的幸福概念:心理语言学的视角
IF 0.2 0 LANGUAGE & LINGUISTICS Pub Date : 2023-04-01 DOI: 10.15688/jvolsu2.2023.1.9
Yan Kai, Zhang Bin
The comprehensive description of the Russian language consciousness fragment, which is associated with the feeling of happiness, is introduced in conformity with the psycholinguistic approach to the analysis of linguistic facts. The article describes the associative field of the happiness lexeme in the Russian language. Some culturally rich cognitive features that form the content of the happiness as the feeling in the Russian linguistic consciousness have been identified with consideration of associative dictionaries. The analysis has resulted in determining some basic cognitive categories in the Russian language consciousness: emotion and feeling, belonging, object, evaluation, being, volume, space, time, state, action, characteristic, quality, expression, subject-person, reason, light, distance, goal, animals, desire, weight, color, place, food, value, attitude, degree, plant, others. The metaphorical models of the Happiness concept realization have been observed: happiness is a living being; happiness is light; happiness is a place to be; happiness is food; happiness is an object. They are characteristic and significant for the mentality of the Russian language native speakers. The algorithm suggested for the linguistic analysis of Happiness concept may be applied to the description of other emotive concepts. All the results obtained during the analysis, are relevant for the development of psycholinguistics and emotive linguistics.
根据心理语言学分析语言事实的方法,对与幸福感相关的俄语意识片段进行了全面的描述。本文描述了俄语幸福词的联想场。结合联想词典的研究,确定了构成俄语语言意识中幸福感内容的一些文化丰富的认知特征。通过分析,确定了俄语意识中的一些基本认知范畴:情感和感觉、归属、对象、评价、存在、体积、空间、时间、状态、行动、特征、质量、表达、主体-人、原因、光、距离、目标、动物、欲望、重量、颜色、地点、食物、价值、态度、程度、植物、其他。我们观察到幸福概念实现的隐喻模式:幸福是一种有生命的存在;幸福是轻的;幸福是一个待的地方;幸福是食物;幸福是一种对象。它们对俄语母语者的心态具有特色和意义。本文提出的幸福概念语言分析算法也可应用于其他情感概念的描述。在分析过程中得到的所有结果都与心理语言学和情感语言学的发展有关。
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引用次数: 0
Emotive Pragmatics of Popularisation Discourse: The Impact of Contextualisation on Reader’s Interest 通俗语篇的情感语用:语境化对读者兴趣的影响
IF 0.2 0 LANGUAGE & LINGUISTICS Pub Date : 2023-04-01 DOI: 10.15688/jvolsu2.2023.1.14
P. Trushchelev
The paper adheres to the pragmatic approach to emotion processes and focuses on emotion-evocative communication. Its goal is to investigate the impact of contextualisation techniques, which employed by popularisation discourse to induce readers' interest. The research is carried out in two ways, discourse-pragmatic and experimental. First, by adopting the sociopragmatic view of emotions and using methods of discourse analysis, the paper fleshes out a model of emotion-evocative communication, outlines contextualisation techniques, and introduces text materials. Second, by representing the experimental study, the paper assesses the interest-evoking effect of contextualisation. The experimental study involved 400 undergraduate students. We employed the scaling method (7-point bipolar scales) to measure participants' attitude to generalised and contextualised text passages. The data analysis applied the Wilcoxon test, the Kolmogorov – Smirnov test, Spearman's correlation coefficient, the linear regression, and the explanatory factor analysis. The comparing tests reveal that contextualisation promotes reader's interest in the popularisation text. The findings suggest that contextualisation techniques make the text content more relevant to the reader. Personal relevance – as a kind of mediator – causes interest responses. Beyond that, it was found that that reader's expectations about text strategies to presents knowledge construct interest-evocative communication. The findings demonstrate how communicative variables combine into the model of emotion-evocative communication.
本文坚持用语用的方法研究情感过程,重点研究情感唤起性交际。它的目标是研究语境化技术的影响,这种技术通过普及话语来诱导读者的兴趣。本研究采用语篇语用和实验两种方式进行。首先,本文采用情感的社会语用学观点,运用语篇分析的方法,充实了情感唤起交际模式,概述了语境化技巧,并介绍了文本材料。其次,通过实验研究,本文评估了情境化的兴趣唤起效应。这项实验研究涉及400名本科生。我们采用量表法(7点双相量表)来测量参与者对概括和语境化文本段落的态度。数据分析采用Wilcoxon检验、Kolmogorov - Smirnov检验、Spearman相关系数、线性回归和解释因子分析。对比测试表明,语境化促进了读者对科普文本的兴趣。研究结果表明,语境化技术使文本内容与读者更相关。个人关联作为一种中介,引起利益反应。除此之外,我们还发现,读者对文本知识呈现策略的期望构建了引起兴趣的交际。研究结果表明,交际变量如何结合到情感唤起交际模型中。
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引用次数: 0
The Discursive Personality of the Leader and Its Values in the Emotiogenic Representation 情绪性表征中的领导话语人格及其价值
IF 0.2 0 LANGUAGE & LINGUISTICS Pub Date : 2023-04-01 DOI: 10.15688/jvolsu2.2023.1.13
O. Kolesnikova, E. Kozlova
The article is devoted to the problem of linguo-axiological research into modern leaders' value picture of the world, broadcasted to the youth audience in the emotiogenic discourse. The study is aimed at identification and analysis of the emotional representation of the axiological component in the texts of the discursive personality of the leader, who is thought as an influential and socially recognized person. The video recording of the student discussion clubs "Dialogue on Equal Terms" provided the material for the study. In line with the cognitive and discursive methodology based on recognition of axiological parameters of discourse determining cognition, the authors identified the value components of leadership in their emotiogenic representation, verbalized in talk shows as "secrets of success." The use of the linguo-axiological analysis of about 500 facts made it possible to identify speech tools for creating an emotiogenic utterance: the discursive genres "Advice" and "Suggestion", as well as an indirect way of "instructing young people" in a narrative form with adherent emotivity. With the help of axiosphere modeling, dominant and peripheral conceptual signs of leadership are established. The analysis of the frame composition of values objectified in the emotiogenic discourse as components of the personal system of leaders and group consciousness (leadership) testifies its purposeful creation for the translation of the value orientations of the subject of the discourse of youth.
本文致力于用语言价值论的方法研究现代领导人在情感话语中传播给青年受众的世界价值图景。该研究旨在识别和分析领导者话语人格文本中价值论成分的情感表征,领导者被认为是一个有影响力和社会认可的人。学生讨论俱乐部“平等对话”的视频记录为研究提供了素材。根据基于话语决定认知的价值论参数的认知和话语方法论,作者在他们的情感表达中确定了领导力的价值成分,在谈话节目中被描述为“成功的秘密”。通过对大约500个事实的语言价值论分析,有可能识别出创造情绪性话语的言语工具:话语体裁“建议”和“建议”,以及一种间接的“指导年轻人”的方式,以一种带有依附情绪的叙事形式。利用轴圈模型,建立了领导的主导和外围概念符号。通过分析情感话语中作为领导者个人系统和群体意识(领导力)组成部分对象化的价值观框架构成,证明了其对青年话语主体价值取向翻译的目的性创造。
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引用次数: 0
Nociception and Its Linguocreative Potential in Artistic-Aesthetic Representation 艺术审美表现中的伤害感受及其语言创造潜力
IF 0.2 0 LANGUAGE & LINGUISTICS Pub Date : 2023-04-01 DOI: 10.15688/jvolsu2.2023.1.6
I. Zykova
One of the perspectives in the development of linguistics is investigating the role that the sensory-perceptual system plays in the linguocreative activity of an individual. The present paper analyzes specificity of verbal conceptualization of nociception, or pain, in the artistic experimental discourse. The novel "Extremely Loud & Incredibly Close" (2005) by the contemporary American writer J.S. Foer has been selected as the research material. The plot of this book is based on the facts of several catastrophes of world significance – the terrorist attack in New York on September 11, 2001, the Second World War, and the nuclear bombing in Japan. Among its main themes are the tragic fates of people who are victims of these catastrophes and the physical and psychological pain they suffered. In this work, we apply the method of discursive-parametric analysis of linguistic creativity. The use of this method results in establishing linguistic innovations (perceptual collocations, phraseological modifications, creative metaphors, syntactic anomalies, etc.) that emerge in the artistic experimental discourse. According to the research findings, both the formation and functioning of these linguistic innovations depend on such macroparameters as "the time of publication", "the subtype of discourse", "the subject/plot", and "main characters". Of special interest are also multimodal neologisms, which are created as an integration of language signs with visual-graphic means in the novel under consideration.
研究感觉-知觉系统在个体语言创造活动中的作用是语言学发展的一个视角。本文分析了艺术实验话语中伤害感受或疼痛的语言概念化的特殊性。选取美国当代作家J.S.福尔的小说《极响极近》(2005)作为研究材料。这本书的情节是基于几个具有世界意义的灾难的事实——2001年9月11日纽约的恐怖袭击、第二次世界大战和日本的核爆炸。其主题之一是这些灾难受害者的悲惨命运以及他们所遭受的身心痛苦。在这项工作中,我们应用了语言创造力的话语参数分析方法。这种方法的使用导致了在艺术实验话语中出现的语言创新(感性搭配、措辞修改、创造性隐喻、句法异常等)的建立。研究发现,这些语言创新的形成和功能都依赖于“出版时间”、“话语子类型”、“主题/情节”和“主要人物”等宏观参数。特别令人感兴趣的还有多模态新词,这些新词是小说中语言符号与视觉图形手段的结合。
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引用次数: 0
Discommunication: Intercultural, Discursive and Linguoecological Aspects 失传:跨文化、话语和语言生态学方面
IF 0.2 0 LANGUAGE & LINGUISTICS Pub Date : 2023-04-01 DOI: 10.15688/jvolsu2.2023.1.11
Y. Volkova, N. Panchenko, Natalya Prigarina
The article clarifies the concept of discommunication, defines its place among the related concepts of communicative failure and communicative conflict, and suggests ways of studying discommunication at the discourse level. A new interpretation of discommunication is proposed in the framework of the linguoecological approach to communication developed by V.I. Shakhovsky. Discommunication is treated as an umbrella term that unites various manifestations of ineffective communication which can occur due to many reasons. At the intercultural and intracultural levels, discommunication can result from non-implementation or incomplete implementation of the communicative intention, failure to achieve the communicative goals, or their mismatch. The resulting ineffectiveness of communication and the ineffectiveness of the communicative interaction are due to a number of reasons, both linguistic and extralinguistic, among which are violation of ethical norms and ecology of communication; non-observance of the rules of argumentation; using manipulative strategies; unsuccessful verbalization of the intention by the addresser. The latter is exemplified in detail with the excerpts from the Russian-language courtroom discourse. It is represented through violations in goal-setting and errors in the formulation of the idea. Expanding the list of discourses for analyzing discommunication will allow identifying the specifics of its implementation in various speech genres and types of communication, and help determine its causes and outline ways to overcome it.
本文明确了失语的概念,明确了它在交际失败和交际冲突等相关概念中的地位,并提出了在语篇层面研究失语的方法。在沙霍夫斯基的语言生态学研究框架下,对交际断绝现象提出了新的解释。沟通不畅被视为一个总称,它将各种由于多种原因而导致的无效沟通的表现结合在一起。在跨文化和文化内层面上,交际中断可能是由于交际意图未实现或不完全实现、交际目标未能实现或交际目标不匹配造成的。造成交际无效和交际互动无效的原因有多种,既有语言上的原因,也有语言外的原因,其中有违反交际伦理规范和交际生态的原因;不遵守辩论规则;运用操纵策略;没有成功地用语言表达出说话人的意图。后者在俄语法庭话语摘录中有详细的例证。它表现为目标设定上的违背和构思上的错误。扩大话语列表来分析不沟通,将有助于确定其在各种语言类型和交流类型中的具体实施情况,并有助于确定其原因和概述克服它的方法。
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引用次数: 0
Emotiogenicity of Text: Psychological and Linguistic Aspects 文本的情绪性:心理和语言方面
IF 0.2 0 LANGUAGE & LINGUISTICS Pub Date : 2023-04-01 DOI: 10.15688/jvolsu2.2023.1.3
L. Piotrovskaya
The study validates feasibility of interdisciplinary research into the problem of emotions and the language. The term text emotiogenicity is contrasted with the terms emotivity and emotionality. The emotional impact of the text upon the addressee is investigated experimentally. In accordance with V.P. Belyanin's classification, the two emotive literary texts, chosen as research material, represent "bright" and "sorrowful" types. The experiment involved the students of Saint Petersburg State Theater Arts Academy and the students of Herzen University. The auditive analysis of the readers' intonation was carried out to interpret the emotiogenicity of these texts. The high degree of text emotiogenicity actualizes when the addressee experiences the same emotions as the literary text character. In this case the emotions are expressed in reader's intonation. The prosodic correlates of admiration and tenderness when a person reads the "bright" text and the correlates of fatality and depression while reading the "sorrowful" text are described. The emotiogenicity of the same text is apt to vary depending on the personality of the recipient. The author identifies the main reasons for variable prosodic correlates of contrary emotions when reading emotive literary texts.
本研究验证了情感与语言问题跨学科研究的可行性。文本情绪性是与情绪性和情绪性进行对比的。实验研究了文本对收件人的情感影响。根据V.P. Belyanin的分类,作为研究材料的两种情感文学文本代表了“明亮”和“悲伤”类型。实验对象是圣彼得堡国立戏剧艺术学院的学生和赫尔岑大学的学生。通过对读者语调的听觉分析来解读这些文本的情绪性。当收件人经历与文学文本人物相同的情感时,高度的文本情感原生性得以实现。在这种情况下,情感是通过读者的语调来表达的。描述了当一个人阅读“明亮”的文本时,赞美和温柔的韵律关联,以及当一个人阅读“悲伤”的文本时,宿命和沮丧的韵律关联。同一文本的情绪性往往因接受者的个性而异。作者指出了在阅读情感文学文本时,相反情绪的韵律关联变化的主要原因。
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引用次数: 0
Russian Tactile Metaphor in Terms of Emotiveness (A Study of the Lexico-Phraseological Field Gladit’) 情感性语境下的俄语触觉隐喻(词汇-短语领域Gladit的研究)
IF 0.2 0 LANGUAGE & LINGUISTICS Pub Date : 2023-04-01 DOI: 10.15688/jvolsu2.2023.1.7
E. Yurina, E. Shlotgauer
The article deals with the directions of the concept Gladit' (Stroke) metaphorisation in Russian that is presented in lexical and phraseological units with the initial motivating semantics of tactility. The cognitive model of the tactile metaphor is described in terms of figurative and emotional-and-evaluative interpretation of tactile impact and tactile perception processes. The theoretical basis of the research is grounded in the semasiological theory of language figurativeness, the linguistic theory of emotiveness, the cognitive theory of metaphor, and the propositional-frame analysis of the verb semantics. The methods of field modelling, component and contextual analysis of conceptual and connotative semantics, cognitive-pragmatic analysis of metaphorical representations of conceptual content are used. The analysis of the units, which constituent the lexico-phraseological field Gladit' (Stroke), represented by the tactile verbs as well as adjectives, nouns, and adverbs derived from them contributed to revealing the propositional-frame structure of the concept Gladit' (Stroke). Its elements are metaphorically mapped into the spheres of psychic, mental, speech, social, political, everyday mechanical, and physical processes. The language units that represent the metaphor of tactility are noted to express wide range of emotional assessments. The cognitive foundations of metaphorical projections are found to be based on the tactile impact of the tactile signal sender, and the emotional reaction of the subject who perceives it.
本文探讨了俄语中以词汇和短语为单位,以触感为初始激励语义的“划”隐喻概念的发展方向。触觉隐喻的认知模型是通过对触觉冲击和触觉感知过程的形象化、情绪性和评价性解释来描述的。研究的理论基础是语言比喻的符号学理论、情感的语言学理论、隐喻的认知理论和动词语义的命题框架分析。运用了领域建模、概念语义和内涵语义的成分分析和语境分析、概念内容隐喻表征的认知语用分析等方法。由触觉动词、形容词、名词和由此衍生的副词所代表的构成词汇-短语领域的单元分析有助于揭示Gladit' (Stroke)概念的命题框架结构。它的元素被隐喻地映射到心理、精神、言语、社会、政治、日常机械和物理过程的领域。代表触感隐喻的语言单位被认为表达了广泛的情感评估。隐喻投射的认知基础是基于触觉信号发送者的触觉冲击和感知者的情绪反应。
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引用次数: 0
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