Foreign Languages
Permanent URI for this collectionhttps://repository.aab-edu.net/handle/123456789/55
The Foreign Languages community showcases scholarly publications and research outputs authored by faculty and researchers in the Faculty of Foreign Languages. This collection includes journal articles, working papers, conference proceedings, and other academic works that contribute to the understanding of theory, policy, and practice. It aims to promote open access to high-quality economic research conducted within the institution.
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Item Advertising Semiotics: A methodological discussion on the complexity of the communicatively modeled processes(AAB College, 2025-07-15) Takovski, AleksandarThe aim of the paper is to provide a comprehensive insight into the net of activities that shape, give content and meaning to the complex process of advertising communication. In this attempt, the paper will primarily refer to the existent semiotic research on meaning making using it as a general methodological background against which it builds and presents its own account. The account itself will focus on the semiotic agents, resources, processes and factors, both supportive and restrictive of the semantic complexity of the advertising message (here taken as metonym of the communication). For the purposes of convenience the whole advertising process is subdivided into three sets of related and semioticly relevant activities: a) processes that precede the production of the message, and are related to the market concerns like company’s image, USB, objective, previous advertising history etc, and that should correspond to the question of What to communicate, b) processes related to the shaping and the communication of the message, and that relate to the question of how to shape and communicate the meaning(s), and c) the comprehensive reception and reaction on the part of the audience, which covers the question of what audiences make from it.Item Redefining national identity in Macedonia: Analyzing competing origin myths and interpretations through hegemonic representations(AAB College, 2025-07-15) Takovski, AleksandarThis paper analyzes symbolism pertaining to and popular receptions of the project Skopje 214, an architectural journey in the capital of the Republic of Macedonia. While attempting to understand the multifaceted symbolic meanings and perceptions associated with this project, we pay attention to the existence of previous narratives of Macedonian national identity prior to the announcement of Skopje 2014 and therefore position the project against that backdrop. We want to argue that Skopje 2014 represents a monumental and spectacular turning point in official narratives of Macedonian national identity. ' e gap between the previously dominant narrative of Macedonian national identity, and the new official discourse offered and realized in and through Skopje 2014, and the multicultural reality of the country are the central themes of this work.Item FROM AGORA TO PANDORA: THE UNPRECEDENTED CASE OF THE SIMPLE SKOPJE SQUARE(AAB College, 2025-07-14) Takovski, AleksandarThis paper maps the multitude of symbolic meanings and popular receptions and interpretations that are being discharged in the process of realization of an architectural and heavily ideological project in Skopje, the capital of the Republic of Macedonia. Skopje is currently in the process of an intense urban reshaping and remodeling created through a project called Skopje 2014. This project, in all its extravagance, glitter and kitsch, also known and criticized as Antiquisation, prompts one to see the collision of nationalistic frustration that produced it in the first place and that still resonate around it. It is to a great extent an expression of a multitude of frustrations of Macedonians that finally found their reification and palpability in the Skopje 2014 project. It is in this context of plethora of potential significations, both complementary and radically opposed; that the paper tries to map the multifarious nature of the semiotic processes emerged by and through the culturally redefining project of Skopje 2014 by looking at the full spectrum of the meaning production process, form the imposing intention of the maker, through the sociopolitical connotations by the act of its still on-going execution to the accepting or bitterly rejecting end of popular interpretations by the most affected of all, the citizens of both, the capital and the country in general.