In this article the problem of nomination correlation of color in different languages is considered. Particular attention is given to intercultural distinctions in color symbolism, which, according to the researcher, are determined by various socio-cultural practices of various ethnic groups. The author analyzes the actual information, associations, figurative representations, assessments associated in the mind of native speakers with outlined segments of color continuum. The article presents international as well as culturally important and ethnically determined formations of color concepts in the Russian, Kazakh, English, Japanese and other ethnic cultures. According to the author, without taking into account the semantics of color nominations a variety of cultural phenomena appears difficult to understand, as different living conditions and national peculiarities of segmentation of color space result in the fact that conditionally matching colors in different cultures represent diverging phenomena. It is important to bear in mind that symbolism of the primary colors can be based on the archetype, and in this case the relation to a similar content encoded by color will be specific for the nationality in question.

In this article the use of parceled constructions in fictions of modern French-speaking writers is analyzed. The intentional punctuation synonymy is the foundation for the “parcellation” device of expressive syntax. The sign “full stop” is used instead of a colon in the parcellation of compound sentence parts, or instead of a comma in the parcellation of homogeneous parts of the sentence. This sign separates, allocates the components of one syntactic whole giving them big independence and appeal. Short structured sentences create a fast rhythm and tension when being read, and also promote the emergence of additional information about feelings, emotions of narrators and characters, help to create integral images of characters.

The article is devoted to the study of naming features of bilingual marketing communications as a separate type of communication exemplified by comparing the Chinese text and its Russian equivalent. The studied examples clearly reflect the worldview of the Chinese people and the differences in the types of language influence the choice of naming strategies in bilingual communication. The article deals with advertising as a form of communication, its patterns and features, the choice of the brand and its name, which depends on many factors, and ways of effective communication in the field of advertising. The comparison of texts in two languages of different types most clearly reflects the differences between the Chinese and Russian language.

The article deals with one of the components of the advertising text as a sign of regional linguoculture. Legal and ethical aspects of the description of advertising models typical ofKemerovoenvironment are based on the main principles of communicative and cognitive linguistics. The article offers a system of directions that can be used to describe the ethical structure of the advertising text and states a method that can be applied to advertising models analysis. The study was conducted on the regional linguistic material that allowed us to structure the system of advertising names and texts ofKemerovoas objects of transformational cultural linguistics, a special branch of contemporary ethnolinguistics engaged in the study of language change in the norms of city-space communication and in the language consciousness of kemerovites. The article introduces the notion of ethical representations of advertising consciousness.

The article describes and analyzes the cognitive-linguistic mechanisms of brain function restoration in patients with dynamic aphasia, as well as the description of an objective way of results monitoring. Actualization of propositional structure, implicitly represented in a derived word, can contribute to the restoration and coherent thinking, as well as the elimination of agrammatism in speech. Work with derivative words, produced and reproduced within the boundaries of word-formation types and niches, propositionally bound within the nest, polysemy and synonymy, seems effective in dynamic aphasia. Any derivative word is a convolute discourse; while comprehending it, a person can link together different actants using predicate. For patients with dynamic aphasia it is often difficult to build a coherent text according to a given picture or to retell the meaning of a given passage. By analyzing the composition derivative words and explaining their meanings while repeating the speech of a specialist, or by deploying those situations which are implicitly represented in the derivatives, the patient masters, or rather "remembers", the mechanism of coherent speech generation. Reliance on the personal factor in the ongoing psycholinguistic experiments allows one to restore speech in stroke patients more quickly. Objective assessment of the speech-mental activity of patients and results of rehabilitation is possible by the magnetic resonance scan of brain function mode with measurement of blood oxygenation level and the local cerebral blood flow in certain areas of brain activation.

The article describes the propositional frame-based method of teaching Chinese exemplified by frames “berry”, “color” and “disease”. Using this technique the Chinese language teaching leads to a more precise better understanding of the structural and functional content and patterns dominating the language, and as a result is productive learning Chinese as a foreign language. Derivatives and non-productive words are constructed according to identical remote structures – propositional schemes, and on their basis propositions are created. The relations of a proposition and the derivative word have the mutually subordinated character: on the one hand, derivative words fill propositional structures, realizing one of propositional values; on the other hand, the derivative word semantic expresses a proposition, but "curtailed". The nuclear component of propositional structure most often is the predicate, actants act as its distributors. The propositional structure is the space where word-formation process is realized. Each participant of the derivational act is associated with its propositional position. However, the propositional structure functions not only as the "framework" for the derivational act, but also stimulates the word-formation processes with its own structure and its set of constructive elements, thus generating new words.

This article describes the implementation of a narrative in one of the most popular genres of fundraising – presentation of a business idea. The author explores the features of the rhetorical strategies used by the tender participants of the "Become an Entrepreneur in 60 days" project. The study found that to increase the impact of an utterance it is advisable to use a narrative. Narrative is able to transform a fact in an event, and the event has a number of features that provide a powerful narrative.

The article presents options for analysis of the prefixal verbs on example of German verbs with prefix er-, describing the situation for 'result of action or process' taking into account three levels of situation: objective denotative, cognitive-semantic macroand cognitive-semantic micro-level of the situatheme, the latter showing that the interaction of the verb stem and the prefix results in a deep sense which includes several micro-situations connected by various taxis relations. The article also feachures the word-forming and morphosyntactic characteristics of the verbs in question

The article analyzes the role of figurative means of language reflecting the food metaphor, in the characterization properties of topological objects. It describes the analysis technique of conceptualization of the shape, size and position of objects in space through food metaphors on the material of figurative words and expressions motivated by names of dishes and food. The article proposes a classification of topological types of objects. The classification reflects the form and size of the objects called by food metaphors in the Russian language, and compatibility of the figurative lexis with other words. The article determines the evaluative semantic of the figurative words in question.

The article is devoted to the study of ambiguity in the non-literate language of the minority indigenous people of the North Teleuts living on theterritoryofKemerovoregion. The aim is to describe the specifics of the ways of polysemy development in the Teleut language through the specifics of the worldview and world perception of the ethnic group, which is reflected in categorizational activity of the mind. Polysemantic word is considered as a complex cognitive structure resulting from the classifying, or categorizational, activity of the mind. The prototypical nature of the conceptual category determines the semantic variability of a word, its ability to be applied to a wide range of referents. Such property of the prototypical category as openness, willingness to accept new members, quite remote in character and properties from the prototype, allows to understand the reason for the semantic variability of words, as well as their ability to a high degree of polysemy, and to identify the peculiarities of nomination in the Teleut language which determines the development of polysemy through the implementation of propositional structures, characteristic of the linguistic worldview of the Teleuts.

This article discusses the different definitions of the term «lozung» that in the Russian language is borrowed from the German word «die Losung». It is emphasized that the term has maintained its stable semantics since the 30-ies of the XXth century, but extra-linguistic recent change in the life ofRussiahas added some adjustments to its value. The losung turned into the slogan and the slogan – into commercials. It is emphasized that the sociolinguistic peculiarities of the slogan become quite objectively displayed if its social recipient, who the losung is directed at, is taken into consideration. The authors analyzed 133 aphorisms of slogan-type described in the «Big Dictionary of Proverbial Expressions of the Russian Language» (Berkov, Mokienko, Shulezhkova 2008 – 2009). They propose a detailed classification of these slogans based on their orientation at particular recipient. It represents the specific recipients of respective appeals. The authors argue the need for special linguistic research of modern slogan as a special language unit.

The article presents methodological reflections about the dissertation of S. V. Gordeeva “Russian in Border China” (on the materials of the speech of Russian immigrants to China in 20 – 40-ies of the twentieth century and their descendants) (Tomsk, 2015). The author points out the peculiarities of this work which will interest future researchers of similar material. First of all, it is the realization of linguopersonological approach. The dissertation deals not only with the average speech of the language group, but it also studies the speech activity of individuals with their personal biographies. Good illustrations are the dissertation supplements which include questionnaires and family trees reflecting general social and, as a consequence, language processes. The selection of parameters for the language personality description in the dissertation is not deductive, it is inductive: the parameters of immigrant language personality description include only those features which actualize the peculiarities of Russian-Chinese symbiotic language formations. One of the prospects of studying language groups in the foreign-language environment is the importance of considering both objective characteristics of the language situation and its subjective reflection in language and meta-language consciousness of the Diaspora residents – their appreciation of the language situation changes and peculiarities of contacting. It is important to take into consideration the features of contacting speech acts and appreciate them from the point of view of communicative success and communicative failure. The researcher puts the problem of studying the evolution of immigrants’ speech. The author of this article believes that this problem could be solved more effectively on the materials of natural written speech including letters, cards, notes, diaries, signatures, announcements, applications.

The system of non-verbal signs and sign structures plays an important role in scenography. Both the director staging the play and the actors embodying the ideas of the director on stage must master the entire palette of signs and skillfully use it for a successful and plausible creation of the character. To master the sign system of the character, an actor should use the text of the play (especially metatext). This text helps the actor get acquainted with the character traits, culture, level of education and behavioral characteristics of the role. Metatext acts as a hint of the author, contributing to the directing and stage design, a hint aimed at the non-verbal side of actors’ actions. This paper describes some non-verbal components that play an important role in the preparation of a play performance on stage. A systematic approach to the non-verbal components studying in theater sphere will allow to present the characters more accurately and thus to have a new vision of a story.

The article is dedicated to the subject of study of integrative linguistics, including its formulas that reflect the boundary between nominative and communicative acts as two forms of speech activity (SA). A differential approach to SA is offered which adds psycholinguistic analysis to the linguistic one. Functional differentiation between nominative activity and communicative activity is based on the presence of internal (mental) and external (linguistic) dimensions. Two functional correlations are discovered within nominations and communication: informative and communicative, discovering and nominative. Functional differences of the two SA forms are complemented by the dissimilarity of their products. Nominative units are different from communicative units in their composition, linguistic means used to form them, and construction models, the contents of the originating mental processes. The examination of nominative and communicative acts provides support for developing two formulas of the integrative linguistics subject: 1) “language system + communicative activity”; 2) “language system + nominative activity + nominative units”.

The article presents the results of empirical studies of the implementation of Part 2 task of the Unified state exam. Through a detailed analysis of the text of the task in the Russian language exam and comparison of the task text with the text of the assessment criteria, flaws were identified both in the wording of the task and in the correlation between the task and the criteria for its assessment. On the basis of the analysis of graduates’ essays, we propose and comment on the sequence of tasks aimed at optimization of exam preparation, allowing one to write one’s answer in exact accordance with the task: to identify the topic of the text, to define the problem, to comment on the problem with references to the original text, to justify one’s acceptance of the author's thought. All concepts are illustrated with examples from school essays, based on the same original text. In the article the attention is paid to ensuring the coherence of the text maintained by controlling the ratio of the major substantive elements of the essay. The results of the study can be applied when organizing test exams.

The article describes the results of the study of motivational signs forAbakan’s clothing store names. The aim of the study is to analyze the determinant and dominant motivational signs of emporonyms. The author used a complex procedure: associative experiment, surveys, interviewing, semantic-motivational description of lexical units, analysis of lexical definitions, analysis of written sources, component analysis. The association experiment showed reactions to the word-stimulus «clothing store», which can be divided into groups «clothes», «money», «purchasing process», «store», «fashion»; these groups are the determinant motivational signs, they can become the basis for clothing store names. E.g., the determinat sign «clothes / wear» is implemented in the clothing store names as the marker of category («Women’s Clothes / Ladies’ Wear»), identification of the type of clothes in the emporonym («Headwear / Hatter’s»), can be transferred to the signboard of the brand of clothing manufacturer or provisioner («Adidas»). We also discovered the dominant motivational signs of clothing stores names, not caused by the determinant sings, such as: «lokum» («Ankara»), personifying motivational sign («Tamara»), the archetype «Beautiful lady» («Lady»), the expected positive outcome («Elegant»).

This article describes the category of involvement from the perspective of rhetorical criticism as a version of critical discourse analysis. Considering the importance of involving discoursive, cognitive and social phenomenon, the authors draw attention to such an interaction in which one of the sides realizes its power, and the other is forced to subordinate. A demonstrative example of involvement with originally intended unequal sides is represented by the discourse of a terrorist organization. The development of the involvement frame model peculiar to this organization helped to organize the description of the phenomenon on the levels (slots) of social and cultural context, realization of involvement phases, and the discourse structure. In its turn, specification of the discourse structure parameters has allowed to establish the set of slots, with which the laws of descoursive realization of power can be described. The article focuses on such discourse parameters as «Vocabulary» and «Local values». In particular, the usage of Arabism «ziyarat», which is subjected to the semantic transposition when it enters the speech of an illegal community, serves as an example that helps to establish and interpret the marks of interpersonal asymmetry of involving discourse. These marks are: the usage of Arabism as a slang expression (argotism), its semantic result, usage of argotisms in phrases and sentences, as well as its appearance in the prescribing and explanatory passages.

The article deals with the phenomenon of personality incarnation in everyday life and on theater stage. We aim to describe some perspectives and methodological approaches to the linguistic analysis of the above-mentioned phenomenon. We focus on the three aspects of personality incarnation witch seem to be accessible for linguistic exploring: linguo-personal approach with the notion of incarnated language personality as its key-concept; speech oriented approach focusing on language means and ways of exploiting speech mask strategy; communicative aspect concentrated on such communication device as “communicative mummery”. Applying the method of comparative analysis to examine the mentioned phenomena allowed us to elaborate the parameters of comparison and to find out specific features of each of the phenomena:1) the depth of “I” transformation parameter; 2) the duration of the incarnation and its regimentation parameter 3) the incarnation transparency for communicative partner parameter; 4) the language markers of incarnation parameter. Thus, we conclude that the incarnation manifestations on language, speech and communicative levels of personality have some specificity witch deserves a further complex linguistic analysis.

The article deals with the problem of linguistic-cultural scripts study in wedding folk rites. The prime semantic components representing a cluster of verbal and non-verbal codes which are involved into the rite activity and enclose the semantics of the rituals comprising it were defined through modeling of cultural script. Also key semantic groups of codes, conceptualizing the Transbaikalian Cossacks rite of courtship, were found out. The theoretical significance of the article consists in both working out and clarifying methods of folk rite studying. The results of the paper can be used in preparing lectures and seminars in linguistic cultural studies, cross-cultural communication, history of culture.

It is impossible to speak about a national and cultural originality without taking into consideration the features of interpersonal communication of the representatives of a separate ethnic community. Communicative interaction is provided by both the verbal and nonverbal etiquette formulas corresponding to the situation of communication, existing in the system of cultural values of the people. Not only the language formulas of speech etiquette, but also the extralinguistic components of communication (gestures, a mimicry, poses, etc.) are nationally specific. In modern polycultural space, the question of preservation of sociocultural identity of small peoples, and in particular – the Teleuts, is brought up. The culture of nonverbal behavior of the Teleut ethnos representatives has been studied very little. The object of the research in this article is the verbal and sign components used in the etiquette speech genres of the Teleut people. The information has been compiled during the expeditions in thevillageofBekovowhere the Teleuts live densely. The research aims at solving the problems of studying and preserving the Teleuts’ verbal and nonverbal language code

The article is devoted to the problem of the presence / absence of stress in Chinese. After a brief review of the types of stress, we give phoneticians’ different positions on the problems of the functions the stress (as a suprasegmental unit). It should be noted that the functional of this suprasegmental unit is determined by the structure of the language. In addition to reviewing the currently existing positions of the linguistic science on the phenomenon of stress in general, we give the specialists’ position on the issue of determining the existence and functions of stress in Chinese in particular. After that we describe an experiment aimed at determining the stressed syllables in not monosyllables Chinese words. The experiment was performed using the computer program Waveserfer, designed for processing of audio material, measure various parameters sounding speech. A voiced text was used as the experimental material. The text was produced by a professional native speaker. According to the results of this experiment, it can be concluded that stress as an independent suprasegmental unit that has definite functions (the distinction of meanings, the combining sounds in a word and so on) in the Chinese language cannot be defined.

The subject of the research: variability of semantics of the word determined by a linguopersonological factor. The hypothesis: interpretation of the original content of a lexical unit has different manifestations in the aspect of linguopersonological variability. The results were verified by a linguistic experiment. The variability of interpretations of words, according to our concept, is determined, on the one hand, by variability as a universal property of language on all levels of its existence and in all spheres of its functioning, and, on the other hand, by the qualitative variety of speech and language skills of a linguistic identity, as well as by the qualitative variety of interpretation strategies applied by the linguistic identity in question. Thus, we believe that the commentary on the word in the form of its interpretation indicates two trends (personalization and depersonalization). In accordance with this, the selection of the types of linguistic identity is determined by the diversity of the implementation of language abilities of the individual.

This article analyzes the socio-political views of the specific naive author (a woman of 75 years, secondary education, working profession), which are presented in a hand-written format. The certain basic attitudes, which are characteristic for everyday consciousness of this kind of author, are also revealed. They are: People and power ("Tsar is good and boyars are bad"); Russia is in trouble (it is realized in topics: collapse of the USSR, glorious past is forgotten, enemies are around, dominance of emigrants, deplorable condition of village, ex-scientists and militaries became downand-outs); Pride in the country and belief in its rescue. The basic attitudes, which are allocated in the article, reflect a certain layer of the national socio-political everyday consciousness, which is especially fully embodied in the older generation, which was formed in the Soviet period. Such basic attitudes take their beginning from far away. They got in the deep layers of consciousness or maybe sub-consciousness. They have features of archetypes, do not disappear completely and are reflected in different behavioral forms, including the written-speech activities. The presented material can be interesting not only to philologists, but also to related scientific subjects such as sociologists, historians, philosophers and psychologists.

This article is aimed at receiving new knowledge in the field of ethnolinguistics and reveals the regional-cultural ties of language and society. The timeliness of the article is connected with the search of such sources of ethnolinguistic information which would demonstrate the specificity of cultural meanings reflected in the signs of verbal language on the specific factual material of different epochs. Regional linguistic source of the research is «А Dictionary of Russian Dialects of Transbaikalia» by L. E. Eliasov. The object of the article is to describe the dialect terminography ofEastern Transbaikaliafrom the perspectives of the ideographic approach. The article uses the method of complex ethnolinguistic analysis, which includes etymological, semiotic, historical, cultural, and language data. Dialect vocabulary of placer terminology ofEastern Transbaikalia, according to the materials from lexicographical sources, is a detailed reflection of various aspects of the regional linguistic culture, including professional language of mining.

The article discusses the propositional and frame organization of derivational type «Noun with dialectal formantух/а/» (N+ух/а/). Derivatives of this type are represented within the same propositional structure, expressed in the language by the word meaning «person by the typical subject». The core of the dialect word-forming type «N+ух/а» is the frame «person by family connections», which intersects with all other propositionally organized thematic groups, which make up semantic nodes and are included in the frames (as well as the nuclear frame), propositional frame boundaries of other types. The main feature of the analyzed type is its motivating units that allow one to see the guidelines, which are prototypical and peripheral to the language consciousness of a Russian person4 these guidelines produce derivatives with a specific formant and implement different derivational significant meanings in the semantics of derivatives, causing formation of polysemy.

The article studies discursive space of fantasy genre on the basis of such feature as intertextuality. The basic approaches to the intertextuality classification are given as well as the genre peculiarities of fantasy works and specific features of their intertextual relations. The paper concludes that intertextuality is the basic category of fantasy discursive space formation. The main means of realization of intertextual relations is mythological and sociocultural implicit allusion. Works by A. Norton served as material for the research.

This article is devoted to studying of correlation of degrees of emergence of metalinguistic consciousness and the trends of personalization and depersonalization as a result of textual activity of an unprofessional linguistic personality. The material for the study is based on secondary texts on the artwork created by students in the course of the linguistic experiment. We define the degree of manifestation of ordinary metalinguistic consciousness and correlate them to the trends. We rely on the developed classifications of levels of metalanguage consciousness (the nonequivalence level, which illustrates a zero degree of emergence of metalinguistic consciousness; the evaluative, or empiric, which can be defined in the course of communication with the personality being defined; the evaluative level, which provides criticism of the text; the logical level based on logical formulae and conclusions; and the supreme level, namely, literary linguistic one with elements of the logical and evaluative levels, or complex level, which is in itself the synthesis of the latter levels), metaindicators and system of factors of text creating. The practical significance of this study lies in the fact that the results obtained in the study contribute to linguistic personology of the text, ordinary metalinguistics and secondary text theory.

The article is devoted to the analysis of the functioning of the “bear” lexeme in modern mass media. In the modern Russian society the mass media discourse is closely interwoven with that of politics. Therefore, the study on the usage of the word “a bear” in modern mass media will allow to delineate the semiotic space of this sign in new social conditions. The aim of our study is to analyze the metaphorical semantic of the lexeme “a bear” in the political discourse and to identify its semiotic meanings. Methods of contextual analysis and modeling are used in the work, as well as the method of culturological interpretation of metaphors. The characteristics are based on the study of texts from mass media and Internet resources. The author proceeds from the well-known theoretical positions that traditional Russian zoomorphic metaphors are actively used in political discourse. And the metaphors of all frames of the cognitive model «the politics is a world of animals» have a mostly negative connotation and aggressive pragmatic potential. As a result of the analysis of semantic and pragmatic aspects of the “bear” lexeme, it was possible to establish that this lexeme is multifunctional in political discourse. It is a symbolic signal which is associated with the image ofRussia, combines the meanings of two homonyms, meanwhile nominating political party "United Russia" and its members, but also including the connotations of primary importance.

Nowadays slogans, both as a genre of journalistic discourse and as a means of mass propaganda, have been brought back to life. Slogans that represent some particular corps stand out among contemporary official social movements. The content of the slogans of the “Union of paratroopers ofRussia” particularly arouse the interest of a linguist. The authors carry out a comparative analysis of these slogans and Soviet war time slogans, which allows one to set out some peculiarities of political propaganda texts of the Soviet past and today. The slogans found in the text of the social movement make up a source to form a journalistic store and attributes of social movements inRussiaat the end of the 20th – the beginning of the 21st centuries. In the long term the authors are planning to compile a special dictionary. In general, all lexical units can be divided into several subject groups: slogans that reflect alertness of a paratrooper and slogans that represent certain principles of behavior in peaceful life. Propaganda texts let us distinguish the main characteristics of a paratrooper: exceptionality, patriotism, the highest level of alertness, swiftness of reaction in extreme situations, moral power, focus on success and victory. In peaceful life paratroopers are characterized by resolution, lack of doubt, power decisions, desire to be liked by women. Many Russian military commanders appreciated figurative expressions which still exist in the language and are included in the treasure trove of aphoristics. The legendary commander of airborne troops V. F. Margelov also contributed to these lexical units. A part of modern slogans of airborne troops are utterances that belong to this commander. The number of army slogans is increasing. Along with lexical units that appeared in war time, there still appear new propaganda texts that can briefly express the main idea, for example, Nobody but us! Courage, honour, valour!

The article describes one of the factors influencing the interpretation of events in the media. The process of verbalization creates a cognitive model of the event, which is projected in a variety of media texts on the lexical and grammatical level. Locative-temporal characteristics represent one of the aspects by which the potential variability of interpretations of a reality fragment manifests itself.

"Identification linguistics", originating from the universal phenomenon of identification, is implemented in linguopersonology and linguocriminalistics in the identification of linguistic identity and the establishment of the identity of texts. The purpose of this article is to present the development of methods for the identification of texts and linguistic identity in the direction from the intuitive way of describing the identification of objects to a more formalized one, developed in connection with the objectivity requirement for the identification conclusion. The analysis of existing methods for the identification of texts and ways of describing linguistic identity allowed us to identify and describe the opposition of specially-oriented ("sketchy") and universal (formal-quantitative) methods for the identification of texts and linguistic identity. This opposition is based on the parameters used for identification analysis, examples of which are given in this article. This work also presents a method of identifying texts of the generic type, which is implemented by applying a quantitative analysis of a word rank in different texts. Thus, the present article, firstly, gives an overview of existing methods for the identification of the texts in opposition, and, secondly, presents a method of text identification, based on the analysis of the index number (rank) of one and the same word in different texts.

Soviet slogans act in different ways in social and political essays of different social movements of contemporaryRussiaand in works of one of the most prominent prose-writers of the 20th – the beginning of the 21st centuries, V.P Astafiev. Having revealed the peculiarities of propaganda political texts use, the authors carry out a comparative analysis which allows one to draw a conclusion about the role of language as the main tool of ideology. The slogans found in different media help to form journalistic store and attributes of social movements inRussiaat the end of the 20th – the beginning of the 21st centuries. In the long term, the authors are planning to compile a special dictionary. Particular attention is paid to the writer’s attitude to the political guidelines of the Communist Party of theUSSR. The role of Russian writers in anti-Soviet propaganda is analyzed, in particular, V. P. Astafiev’s contribution, who wanted to overthrow false ideas about the Great Patriotic war, imposed by the Soviet ideology. The authors of the article came to the conclusion that active introduction of an anti-Soviet and anti-Communist – which in fact is anti-Russian – stereotype into consciousness of Russians is dangerous as it leads to the destruction of the historical memory, causes chaos in the system of measuring and evaluation and prevents from the appropriate analysis of the past and from learning its lessons. The contemporary use of slogans connected with the Great Patriotic war allows us to realise that nowadays society is trying to revive lost ideals, to cultivate patriotism and civism.

Предлагаемая статья посвящена теоретическому осмыслению такого понятия, как монодрама. Ведущее внимание уделяется прояснению особенностей развития действия в монодраме, а также специфических особенностей её сюжета и хронотопа. На основе этого решается вопрос относительно органичности присутствия монодрамы внутри драмы как рода литературы. В статье мы приходим к выводу о том, что по отношению к монодраме понятие катастрофы как важнейшего структурного элемента драматического действия также применимо. Однако происходит эта катастрофа не во внешнем мире, а внутри сознания центрального персонажа, причём становится не объектом соучастного наблюдения (с позиции «свидетеля и судии») из зрительного зала (как в немонодраматической пьесе). Она непосредственно конструируется «здесь и сейчас» (в «настоящем сопереживания») и в сознании самого реципиента, неизбежно приводя к провокативному, одновременному с героем, «переформатированию» его системы жизненных ценностей.

Corporate culture is a condition of corporate discourse’s and subject’s formation. Corporate value’s translator is a complex of statements collected in a corporate code. Its important components are the mission of the institution, its regulations and its motto. The paper draws a parallel between corporate culture and spiritual exercises of the antiquity and reveals the mechanisms of creation of the corporate code as an impelling statement. The purpose of such statements is the formation of the employee’s personality, his / her attitude to the organization and him/herself in it. They regulate a person’s behavior in the everyday life and critical situations. They are situationally caused and dialogical. The style of corporate utterances should be clear and expressive. The paper analyzes the way these qualities are realized in the missions of companies specializing in constructions and finish materials. Although they share a common sphere of activity and aim, such companies build different systems of values and use different stylistic strategies when formulating their mission.

This article is devoted to the study of cognitive strategies used by native Russian-speakers in the recognition of Korean phraseological units containing a somatic component. The experimental material is represented by Korean idioms literally translated into Russian. The use of this technique is based on the notion that the phraseologization of similar phenomena in different languages can be materialized by one scenario, which, in turn, is caused due to cross-language interlingual imagery, emerging in the conceptual area of multilingual natives. It was revealed that when trying to determine the value of the proposed expressions, informants lean on their own cultural identity: gestures, Russian stable expression of superstition, behavioral norms. The analysis of experimental data makes it possible to find similarities and differences not only in the language but also in the cultures of the two nations and their system of values.

In this article the dialogicity of literary meaning is examined. The author of the article reveals and describes two “dimensions” of literary meaning. The first dimension of meaning is formed by vital activity of characters. This is the inner dimension of artistic meaning in the literary work. The second dimension of meaning is formed by esthetic activity of the author and readers. It can be defined as the outer dimension of literary meaning. The forming of the esthetic sphere of meaning is the incarnation of it. Outsideness of the author (M. Bakhtin) is necessary for the incarnation of literary meaning. Characters correlate each detail with the situation context. The author and the reader correlate every image to sense of the whole. The short story “Kamarg” by Ivan Bunin is examined to demonstrate the semantic twodimensionality of any literary work. The positions of the main character, the other characters and the narrator are described especially in detail. In the conclusion of this article the list of semantic oppositions from Bunin’s story is presented.

Slogans, widely used by some modern social movements inRussia, have different suggestive effect on people. The extent of their ideological impact on participants of political or social opposition depends not only on the semantics of the language units, entering in publicistic arsenal, but also on their lexical and syntactic arrangement. In this article, the authors study the role of language as the main instrument of ideology. They analyze some slogans of modern social movements and come to the conclusion that the most indicative are models with an adverb together, although phrases with imperative verbal forms and nominal sentences have more suggestive power. The detailed analysis shows that slogans of far-right social movements have the greatest manipulative effect.

The research is performed within the frame of cognitive linguistics. This article is directed at the somatic lexis of the English language in order to get some information of how native speakers perceive themselves in the world around. The paper researches lexico-derivational nest with the «foot» apex. In our opinion, this nest represents some kind of a concept or, to be more precise, a part of a concept from the position of derivatology. An attempt to make the frame model of this nest is made. Within the frames of this nest different levels of abstraction are distinguished: deep level (the level of slots, propositional schemes and propositions) and superficial level (the level of lexico-derivational meanings of the derivates). The frame model of the nest is formed by the subframes in which lexico-semantical variants of the word ‘foot’ are situated. The article demonstrates the main characteristics of the subframes and the connection between the derivatives of the lexico-derivational nest with the «foot» apex both at the deep and superficial levels.

The article presents a fragment of the research devoted to the study of the peculiarities of usual word stress in Birobidzhan. The work aims to identify the main trends in the evolution of usual orthoepic standards in the region by experimental methods. The article describes the results of using two experimental methods: surveys, and generating experiment. The survey was attended by 200 Russian speakers – residents of Birobidzhan town. Experimental list included 200 noun and verbal tokens with accent variability. The experiment allowed us to describe the areas of high (26 %), moderate (53 %) and low variability (21 %). For the generating experiment texts were composed, and they included the 15 most variable tokens according to the survey. The experiment involved 100 informants. The results of the first and the second experiments were compared in order to identify the degree of stability of accent reactions. It has been established that low frequency tokens and units of complex structure display the greatest instability.

This work was written with its topical genre tendency due to anthropocentricity of modern linguistic science. The genre of supplication, claimed as the object of the study, is presented as a special model of verbal expression, a certain complex of structured genre characteristics. One of these is the linguistic embodiment of the genre, whose uniqueness is defined by its specific character as a performative utterance and by the situation in which the genre form is implemented. The study was performed on the material of the artistic discourse, since supplication is one of the brightest plot-structuring elements allowing literary artists to observe the behavior of their characters in emotionally stressful situations. This work summarizes the data of previously conducted researches and somewhat expands existing ideas about the specifics of the language (lexical, grammatical) means which represents the designated genre that, by combining, are used to achieve the perlocutionary effect. This work also examines nonverbal (gestural, mimic) means of supplication. The fundamental conclusion of the work is the statement that the supplication genre is a certain scenario with a standard set of linguistic resources.

The article approaches the works of the famous American author Stephen King as a complex author’s universe, organized by the author’s philosophy, worldview, concepts and other features typical of this particular writer. One of the specific traits of S. King’s prose is the abundance of proper names, especially the so-called «advertising names» which serve to create a credible fiction reality as a background for a «fantastical assumption». The analysis of «Just after Sunset» (2008) reveals that the most diverse group of advertising names features car brands, which corresponds with the significant role that cars play in American linguaculture in general and in S. King’s oeuvre in particular.

This article analyzes the news announcement, where the compression is formed by the use of certain linguistic resources, among which precedent phenomena play a significant role. One of the most important issues in the organization of media text is its scope, which is, on the one hand, is due to the rapid-growing volume of information flows, and, on the other, to the effort-saving tendency of the common language. Society demands a high text quality from the modern media. Any journalistic material is created in order to achieve particular results. To achieve the set goal, a journalist has to use particular means. The effectiveness of a media text, its language credibility and psychological suitability are essential parts of this technology, which is based on communication and mechanisms of influence on the recipient. The role of media in society is changing, informational and design technology develop, professional requirements to the authors of media texts are getting more complicated. All these tendencies demonstrate the need for special creative and applied approaches in both the creation of the text media and in its perception and processing. Precedent phenomena, included in the structure of the media text, serve this purpose.

The paper describes the process of decoding the categorical meaning of English tense forms characterized by a complicated temporal semantics as a result of cognitive shift, due to which the form presents itself as a sign of tense metaphor. The aim of the article is to offer a mechanism of metaphorical usage interpretation of grammatical forms (or tense metaphor). This mechanism is based on the principle of mental integration or cognitive blending that enables to interpret the categorical meaning of a tense form as a blend of dual references: deictic (iconic or indexical verbal signs) and denotative (symbolic verbal signs). The analysis of temporality encoded in tense forms of a given discourse reveals the semantics of temporal signification as a result of metaphorical extension within a hyper structure of a literary text. The mechanism of deictic temporal reference operates through tense forms. The mechanism of denotative reference operates through taxis constructions creating perspectives of anteriority – posteriority type, producing temporal illusions without any connections to the real time of the world. Thus, a temporal metaphor produces an illusion of total isolation of the fictitious textual world allowing the reader to perceive the imaginary world as reality.

The paper gives a review of manipulation phenomenon and defines it from the scientific point of view. The existing approaches to manipulation research can be found in different types of discourse: political, media communication, advertising. The author attempts to study the manipulative capability of online comments, exploiting the contemporary scientific findings in this field: manipulation types, its strategies, tactics and language means that are commonly used by participants of everyday talk on politics. The space of discourse, regarded as the space for public opinions manifestation, is, at present, the least investigated discourse segments in which the linguistic capacity of a human is revealed and represented. However, due to the research outcome, the author concludes that immediate online comments possess increasing research potential as for manipulative capability study of written online discourse.

The subject of the research is the peculiarities of actualization of meanings of bionyms in everyday consciousness of Russians and Serbs. The objective was to identify universal and national-specific reactions to bionyms (calf, rose, apple) from native speakers of Russian and Serbian linguistic cultures. In the course of our work on “The Multilingual Dictionary of Everyday Semantics of Bionyms”, we came to the following observations: bionyms, presented in bilingual dictionaries as equivalent lexemes, upon closer inspection reveal special national-specific features, due to the traditional culture of the Russian and Serbian peoples; national specificity of a linguistic sign is manifested in the totality of special knowledge, evaluations and associations known to the representatives of a certain culture; it is the reference to the native speakers of the language that allows one to study the complex of relevant, typical and sustainable body of knowledge associated with this or that bionym in a certain historical period; the study of national specificity of the linguistic sign, on the one hand, prevents problems in intercultural communication; on the other hand, it allows one to trace the change in perception stereotypes in a diachronic perspective; аn integrated approach in a comparative aspect helps to systematically describe the semantic, formal and psycholinguistic characteristics of bionyms and to reach a new level of representation of national picture of the world from the point of view of presence of the universal and the national-specific; reference to the study of fragments of national picture of the world, represented by means of bionym interpretations, permits to demonstrate peculiarities of reality conceptualization in different cultural-linguistic communities.

Modern linguistic situation in the post-Soviet states is characterized by the processes when, on the one hand, the role of the national language as the state language is strengthened due to the political will, and, on the other hand, there exists an objective necessity and vital importance of the Russian language knowledge. These two trends create certain conflicts in the relationship between the languages, which affect the language situation in society, but also reflect on the linguistic consciousness of individuals. In this regard, on the material of the language situation inKyrgyzstan, the article discusses the phenomenon of bilingual language consciousness, analyzes its different types, describes the mechanism of code-switching, which becomes one of the most common forms of communication and linguistic existence of the individual. Language and cultural processes, which are actively happening inKyrgyzstandue to the influence of new social and economic relations, lead to formation of various linguo-cultural types – groups of language personalities, and this situation leads to society’s layering.

This article presents some results of experimental researches that are devoted to the issue of emotiveness and also to the relations between the first and the secondary nominations in lexemes. The data were obtained according to the series of psycholinguistic experiments, where Russian and Chinese speakers participated. As for the types of the psycholinguistic experiment in question, the article represents the results of a directed psycholinguistic experiment with the aim to establish the character of semantic relations (hyponymic, hyperonymic, antonymic, phraseological, etc.) between the stimulus and the response; to define semantic volume of the word and also to detect differences of nouns according to their modal category. In this case twenty five zoonimic lexemes served as research material. At the same time, our objective is a more detailed consideration of syntagmatic and paradigmatic types of connection between the stimulus word and the response word, and also the study of the formation of the secondary nomination (metaphor, metonymy, synecdoche, etc).

The article contains the results of experimental studies of everyday language consciousness of Russian and Mongolian native speakers. Words denoting animals are used as language material. The definition of everyday linguistic consciousness is based on the concept of “psychologically real meaning of the word”, which is identified by comparing the subjective everyday definitions obtained as a result of the linguistic experiment with native speakers of the two languages (100 people in every group). The purpose of the research is to identify similarities and differences in the interpretation of the words-stimulus meanings which are related to the peculiarities of the two national linguistic worldviews. Semantic analysis was carried out by sema interpretations of the subjective explanations of the meaning of the words. The study identifies the similarities and differences in the Mongolian and Russian linguistic worldviews on the basis of words that denote pets.

The article is devoted to the history of the study of derivative nouns with the formant -н/я/. The aim of the study is to determine the degree of knowledge of world-forming types with formant -н/я/ in Russian linguistics. The article presents an overview of works by Russian linguists, starting with the research performed by V. V. Vinogradov in the middle of XX century and ending with the research performed by the representatives ofKemerovoderivative school in the late XX – early XXI centuries. Various aspects of the analysis of substantives with formant -н/я/ in the literature, in particular, raises the question of efficiency of world-forming types with formant -н/я/. The conclusion was made that the derivatives were studied usually fragmentarily (on the level of one word analysis) or analyzed in a row of other types of derivatives in the description of the word formation system of the Russian language. The information presented in this article may be of interest to linguists who study the problem of efficiency of world-forming types and the semantics of nouns with formant -н/я/.

The article analyzes thematic area of youth discourse in printed edition. Modern "outbreak" of interest in a native speaker determines the relevance of the type of collective linguistic identity study (socio-cultural group) being the basic category for the nature of discourse. In discourse analyzing the set of texts produced by a linguistic identity is supposed to be the demonstration form of this identity considering their social, psychological and cultural factors. On the basis of the thesis that communicative situations focus on topics that are important for an individual or a social group, texts of youth discourse are considered to be explicated value priorities of youth discourse participants, i.e. collective linguistic identity. The subject of youth discourse is a person in their puberty with their complex of natural feelings and thoughts, paradoxical ideas about the world model, who reveals a penchant for mysteries in comprehension of the essence of being and tends to verbal rites and complex semiotics in speech activity. Classified features of the discursive portrait of a collective linguistic identity are age and socio-cultural features of participants of communication; the purpose and methods of communication; functions of communication; basic values which are identified in topical texts and basic ideas; selected language means which are determined by the speaker’s outlook.

The subject of study in this paper is a conceptual analysis of lexical units in language and communicative-pragmatic aspects. The purpose of the study is to give a theoretical justification and to show the possibilities and achievements of integrative research in the context of modern cognitive direction. Integrative approach to the semantics of linguistic units stems from a tendency to generalize, both in theory and in practical analysis, which is largely due to the inclusion in the modern anthropocentric paradigm of research in the cognitive and functional-communicative orientation. The article examines the conceptual line of research of ontological and epistemological orientation, which allows one to represent the formation of integrative semantics of lexical units. In the process of identifying ontological semantics, the author discusses the formation of the concept at the stage of concrete-sensory perception, comprehension and verbalization in the process rehabilitating of human activity. The second line is based on the variety of conceptual semantics and accordingly various sources of its identification: lexicographic, associative, and textual ones. Such an integrated multidimensional analysis is performed on the examples of emotional vocabulary, initially rooted in antiquity and containing a religious component to the semantics, subsequently mostly lost due to the disappearance of religion, which leads to the desacralization of the semantics of the vocabulary in question. Recent researches turn to the development of cognitive modeling, thus aiming the field of conceptual analysis at the creation of cognitive maps of lexemes.

The aim of the study is to identify the relationship between notions of derivational deductibility and lexical usage of derived words in the linguistic consciousness and their actual functioning in speech. Suffixed nouns with the meaning “person” formed by productive word-formation models of quality adjectives served as language material. The study was performed on the basis of the derivatives obtained by the linguistic experiment with Russian native speakers. We also controlled the frequency of use of these words in the speech, which was obtained with the help of Google search engine. As a result of the research we have identified several patterns. Firstly, the data about the functioning of such words obtained in different experimental conditions correlated. Secondly, the nouns with the meaning of “person” significantly exceed the lexical norm for the diversity of their use in speech (in quantitative and qualitative indicators), which was reflected in codified dictionaries.

Civil war inUkrainecalled forth the appearance of new means in the repertoire of publicistic means in Russian mass media. These means present new realia brought about by the “orange revolution” in the country that used to be friendly towardsRussiaonce. These means maintain ethical, social and civic propositions of conflicting social movements. They characterize new positioning of forces on the world arena. The object of the research is to analyze speech strategies and tactics used by the leaders of mass social movements and instigators of information war in conditions of turning political opposition into the outbreak of hostility. The paper evaluates the role of the mass media technology in stirring an international conflict to action; it determines main replenishment sources which “verbalize” discussion devoted toUkrainein publicistic repertoire of Russian mass media. The authors focus on the fact that Russian journalists in their sketches, editorials and reports use a lot of linguistic elements borrowed from the Russian-speaking community inUkraine. While creating new words and word combinations employing well-known foreign and native lexical units, journalists actively use words from the Ukrainian language. New meanings are usually formed through metaphor and metonymy. Derogatory names appear for realia on both sides of the armed conflict: e.g., names and nicknames of armed conflict participants: military leaders, political figures; military units, operations, weapons. The authors draw attention to the suggestive force of specific publicistic means: slogans, rallying cries and symbolic representations of conflicting groups. The research resulted in identification of specific usage of linguistic units that lead to escalation of the social and political conflict, and description of the linguistic means contributing to the peaceful resolution of the conflict.

The paper discusses the experiment aimed at revealing the influence of the verbal context and the translator’s worldview (interior context) on the translation tactics from English into Russian. The methodology of the experiment was that three groups had to translate five sentences: the first group of testees translated separate sentences, the second one translated the same sentences with some indication of the style and the topic of text that the sentence was taken from, and the third group translated passages which included the sentences. Therefore, the translation was based on different kinds of context: on the inner context only, on the exterior non-verbal context, and on the verbal context. The confirmed experiment hypothesis was that different types on context play different roles in the whole system of translation and the integrative role belongs to the translator’s worldview (interior context).