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Vol. 20 (59), № 3. 2007
Philology. Social communications

Bogdanovich G.Yu.
The linguistic cultural component of arts education.
In the article consolidates the primary of a linguistic component of educational process in conditions of polylinguistic cultural situation of the Crimea that necessary for formation of the comprehensively advanced person.

Dzhindzholiya G.P.
About the correlation between language and culture: ideas and approaches.
The article reviews different approaches to the problem of the correlation between language and culture.

Borodina D.S.
Language situation in Denmark: the problems of language policy, and interference and code-switching.
Problems of language group identification and language situation in Denmark are discussed in the paper. Expanding influence of English on Danish causes varied attitudes in the community – from demands to protect the national language to total appreciation of English in all domains Specific ways of Danish-English code-switching and interference are argued to make a significant contribution to Danish vocabulary.

Divlishov A.V.
Ukrainians of Mordoviya economic adaptation pecnliarities as the result of interethnic communication(the 20th – the beginning of the 21st century).
In everyday life of Ukrainians, living in the close contact with other nationalities of Mordoviya – mainly with Russians  - varied processes of cultural interactions and interinfluences by means of acts of communication took place Household activity of Ukrainians, migrated to Mordoviya during the 20th –the beginning of 21st century is considered in this article.

Komar L.V.
French borrowings in American pronouncing norm.
The peculiarities of phonetic structure of late French borrowings in American pronouncing norm are described in comparison with British pronounciation. The free phonemic and accentual variation, availability of foreign phonemes, phonotactic specifications determine peculiarities of phonetic structure of French words.

Kosmeda T.A.
Diary of T. Shevchenko – reflector of his Russian consciousness.
The “Magazine” of T. Shevchenko is considered in article through a prism of his Russian origin. The speech goes about the reasons, that motivate the fact of a spelling of a diary to the unnational writer by Russian.

Kuvshinova N.M.
The German borrowings in the Russian language of the beginning of the XVIII the century as the reflection of the historical epoch.
The article is devoted to the determination of the German borrowings, quantity and quality, which expand the register of the administrative terms in the Russian language of the Great Peter’s Epoch. The reforms of the administrative system resulted in the correspondence of the Russian one to the European one: Senate, Senode, Cabinet and collegiums in the centre, governors, provincial administrative units, commanders and others at the places. The researchment is based on the scientific works in the field of the historical lexicology, considering the fundamental works and publications of the last years.

Lavrinenko S.T.
Dinamics and strategy of the interlanguage contacts in the multicultural lower Danube region.
The article deals with the socio-linguistic research of the local people’s language biographies, which reveals their communicative preferences and allows us to draw the conclusion that in the region under investigation there developed a competitive-cooperative type of polite communication.

Nagornaya S.Yu.
Unification and/or originality in the period of language clobalization.
In the article the possible ways of language development in the period of globalization are examined. In this period it is expected to save the dominant cultural-ethnic concepts with real discourse as an example, that is staroobryadchestvo (Old Belief), which helps to restore the total language system in its historical continuity, the mechanisms of succession in the conditions of deliberate isolationism through strongly distinctive type of antiassimilative cultural behavior.

Nikonova L.I., Melnik A.F., Garmaeva T.V.
Interculture communication of migrants of the republic of Mordovian.
In article the attempt to define sources of the international relations which have been usual in republic Mordoviya is undertaken.

Soroka T.V.
The field model of concept “Maison” is presented in the article.
The sense constituents of the model are interpreted with support on the artistically-conceptual space given in G. Flaubert’s linguistic embodiment.

Sukhenko I.
The phenomenon of lingua-cultural realias: some new words of the recent years.
New words as lingua-cultural realias of Anglophone media texts of the XXI-st century are under study. The ways of using these new words while teaching academic courses “Anglophone Press Language”, “Anglophone Media Language Studies” and practical English course are given.

Cheremskaya O.S., Maslo O.V.
Title as a manifestor of ethnopsychological content of the tale (on the base of Ukrainian and Russian folk tales).
The article deals with context-ethnographic issues of Ukrainian and Russian folk tales. The national cultural originality is investigated.

Askerova I.A.
Polish names for frustration experiences motivated by the semantics of unpleasant taste perceptions.
The article is dedicated to semantic, historical and etymological analysts of some Polish words belonging to the microfield of “FRUSTRATION EXPERIENCES”. The author analyzer its semantic and word formative development, its derivational potential and models of motivation.

Barannik L.F.
To the problem of lexical borrowings in Russian island dialects of Odessa region.
Lexical borrowings in Russian migrant dialects of Odessa region are investigated in the article. The causes of the borrowing of foreign words, the peculiarities of their functioning in Russian island dialects are formulated.

Bashkatova O.O.
The manifestation of prefixal convergence in view of synonymous rows’ forming.
The article examines the convergence, that appears as a result of the same prefix’s addition to a different first stems. The attention pays to synonymous rows’ forming of derived stems, in case the first stems are not synonyms.

Buts N.V.
Phraseology of products of M.M.Kotsyubinsky for children in lingvoculturological aspect.
In clause the lexicological and phraseological characteristic of synonyms in M.Kotsyubinsky’s children literature is offered.

Bychkova T.A.
Reflecting of lingua-cultural concepts in individual style of the writer (on the basis of books by Petrushevskaya L.S.).
The research is devoted to the problem of Beauty concept representation in Russian linguistic picture of the world as well as in Lyudmila Petrushevskaya’s writings.

Varfolomeeva O.V.
Hermeneutics as a science of explaining the hidden sense: psychological context.
Hermeneutics is a science that appeared from the interpretation of sacral texts. Its sphere is a language. The subject of the modern hermeneutics is the understanding of spiritual and practical situations of a human being. If studies: in what way the interpretator perceives the text (the actual sense of the text); how his image combines with the reality (historical sense of the text). Hermeneutics can he assimilated into psychotherapy: a client – psychotherapeutic discourse – psychotheraupist (professional interpretator).

Vaseyiko Yu.S., Masitskaya T.E.
The srecific of function of individual authors linguistic picture of world in historical words of art (on the material of H.Senkevych’s “By fire and sword”).
The specific of function of individual authors linguistic picture of world in historical words of art is investigated in the article, the main semantic centres are determined, their structure is analyzed.

Vovk N.M.
Matrix by O.Sokolov as a method of systematization of language units of different levels (from material of russian and Ukrainian)
There are some types of semantic differences of Russian and Ukrainian idiomatical phrases in this article. They have the same forms. Sokolov’s matrix is used for systematization of the idiomatical phrases.

Gazheva I.D.
Language anomalies in the A. Belyj’s prose.
Language anomalies are considered in the article as intrinsic traits of A.Belyj’s individual style; a possibility of discovering of their types from the position of speech generation is outlined ; their functional loading in a projection to specificity of writer’s outlook is revealed.

Geyna O.V.
The discemny determinants in the structure of simple sentence in modern Russian and Ukrainian languages.
The article is dedicated to the functional semantic analyze of discemny determinants with subjective adjunctive meaning on the base of Russian and Ukrainian languages. The article comprises the classification of this discemny determinants subgroup, describes models of the prepositional and case determinant constructions, their lexical and grammatical meanings and their promotional devises.

Gorban G.M.
Functional-stylistic role of phraseological units in public relations.
The specific of function of phraseological in the text public relations. Phraseological units or idioms represent colourful expressive part of the languages vocabulary.

Grebinnik L.V.
Updatings of German loans semantic structure during their development in Russian.
In article changes in semantic structure of German loans as one of semantic development of speaking another language lexicon directions are characterized. On concrete examples the most typical cases of semantic updatings are shown.

Gritsenko I.P.
English paraemia units and national picture of the world.
The way national culture is reflected in the language of its representatives characterized by specific national mentality and identity is dealt with in this article. Proverbs and sayings revealing American culture peculiarities are regarded as research material.

Grozan N.F.
Phraseological microsystem “Behaviour of a person” of the language picture of the language of the world: ideographical aspects.
The phraseological microsystem “Behaviour of a person” is analysed in the article as a fragment of the language picture of the world. The structure of the ideographic group of phraseological units “Behaviour of a htrson” is given here. The conclusions are based on the achievements of phraseological psychological sciences.

Gundarenko O.V.
The means of expressing emotionally-expressive nomination in the texts of American ceremonial speech.
This paper views the means of expressing emotionally-expressive nomination in the texts of American ceremonial speech. The analysis has been made by way of systematizing language and rhetoric means of emotionally-expressive nomination typical of American ceremonial speeches.

Doroshina L.F.
Linguistic image of father in cinema novels by O.Dovzhenko.
The article enlightens the questions of the place of an archetypical image of father and means of its word embodiment in cinema novels by O.Dovzhenko. It is rests on the analysis of the language of cinema novels “Earth”, “The Charmed Desna”, “The novel of fiery years”.

Zabelo I.V.
Peculiarities of the computer jargon as a specific subsystem of the Russian language.
The article deals with several peculiarities of the computer jargon.

Ivanova N.G., Kirichenko L.G.
Hyro-hyreronymic relations of the preponents terms: structure, functions, semantic, cognitive.
The article deals with the analyses of the semantic and cognitive relations implemented in more than 200 two-preponent terms (with “oним”. In all these terms the first and the second preponent are in hypo-hyperonymic relations. The author investigates the differential specifications occurring due to various term’s definitions.

Karas M.A.
Difficulties in transferring Chinese, Japanese and Korean proper names in Ukrainian media.
The article describes difficult examples of transferring proper names from Far Eastern languages into Ukrainian as they appear in mass media language.

Karpenko U.A.
The usage of concepts and key names of culture in the Italian language teaching.
The usage of concepts and key names of culture in the Italian language teaching is proposed in the article. The methodology of the textbook of the new generation is based on activation of the concepts, language and culture information.

Kilina L.F.
Concept ‘beauty’ in language picture of world medieval Russian (on material “Tales of temporary years”).
On material “Tales of temporary years” is considered, as at a rate of language units is realized the concept ‘beauty’ is analyses the contents of givenned concept in old Russian language.

Kokareva L.V.
The linguistic picture of the world of the northen-russian peasant and its reflection in the derivative dialect word (on the material of names of not adult essences in modern vologda’s dialects).
In the article the making nouns with the value of not adult essences are reflected. On this material the peculiarities of the linguistic world picture of the northen-russian peasants are researching.

Komleva N.V.
The fate of the Slavonic Composite in the Russian name-catalog.
In this article the semantic analysis of the stems of the Old Russian Composites in comparison with the stems of the Old German Composites is presented. It was done for the purposes of showing up the moral preferences of the two mentioned nations.

Kochubey V.Yu.
Communicative relevance of foreign accent.
The article deals with the communicative characteristics of foreign accent, namely its correlation with foreign speech intelligibility and distinctness of pronunciation.

Krylova A.V.
The collective nouns of Vologda dialects as the explication the linguistic picture of the world of north Russian peasant.
The author investigates word-formative semantic of collective nouns as the meaning of explication the linguistic picture of the world.

Kudenko E.V.
Word-formative potential of the borrowings from Turkish languages.
Word-formative families of Russian words of Turkish origin on material of the thematic group of names of food and drink are described, combinative possibilities of different word-formative formants are characterized.

Kudryavtseva N.G.
The formation of generally accepted concepts and the language teaching text (the cultural concept ‘Capital’ as example.
The article is devoted to the development of a methodically useful system of language teaching texts. This system is founded on a model of the cultural concept ‘Capital’.

Lanina A.N.
Contrastive examination of the phraseological (on the base of Russian and Germany languages).
The article covers contrastive examination of the phraseological units on the grounds degree structural-semantic, stylistic and figurative convergence within limits of the same zooimage (on the base of Russian and Germany languages). Phraseological units of high, middle, minimal and null degree of adjacency are accentuated. The author: retraces common and specific traits in the nation-phraseology.

Matyukhina M.O.
Stylistic peculiarities of polyprefixed verbs.
The article is devoted analysis of polyprefixed verbs as far as stylistic marking.

Merechina S.I.
Symvolical interpretation of temporal verbal forms in the church texts.
In the article the problem of the meaning’s grammatical temporal forms reconsideration is put in connection with their inclusion in the medieval Christian symbol system. The influence of the confessional factor on the process of symbolization verbal temporal forms is considered by the sample of Maxim’s The Greek translational activity and on the material of original old Russian works of Cyril Turovsky.

Mitrofanova O.I.
Metaphor as a component of art concept: the concept “Love” in P.A.Vyazemsky’s dialect.
This article continues researches aimed at discovery of men’s and ways of representation of conceptual categories of concepts. The problem is solved from the point of cognitive linguistics.

Mitrokhina L.M., Miroshnik T.M.
The peculiarities of the functioning of compound adjectives neologisms – in Pavlo Zagrebelny, works.
The article observes the peculiarities of the functioning of compound adjectives neologisms – in Pavlo Zagrebelny, works.

Morya-Mitsyk L.A.
Lexical group “Functional spase” on the level of typical speech.
The article presents the results of functional-semantic description of lexical group “functional spase”. The author investigates componential synthesis of lexical group and works out its semantic structure.

Naberezhneva T.E.
Stages of secondary phraseologization and reflection of this process in modern mass media (based on proverbs).
The article deals with the main stages of forming new proverbial units on the basis of traditional proverbs, as well as the reflection of this process in mass media.

Naumenko L.P.
Business discourse in the English world image.
The paper is devoted to finding out of the peace of business discourse in the English world image as well as establishing the basis for differentiation of the national language world images of Great Britain and the USA.

Novikova M.A.
The paper deals with “patriotism” as a verbalized concept, in its religious-philosophy and cross-cultural aspects.
The author experiments with “introcultural translation” of Eliot’s verse into three different ethic “languages”: those of paganism. Christianity, undermodern technicism. The paper is supplied with a workshop scenario on the subject.

Okaz L.S.
Features of coordinating word-combinations (on a material of Crimean tatar language).
In article characteristic attributes of coordinating word-combinations are described, their semantico-syntactical features, sign functions and some grammatic opportunities are considered.

Ostapenko T.A.
The indivisible sentences as representant of the linguistic picture of the world.
The present article deals with the problem of the indivisible sentences as the resource for representation of the linguistic world picture. The main principle is anthropocentrical principle of the indivisible clauses investigation. The author reveals functional, intentional, discourses, communicative and pragmatic aspects of the undivided clauses functioning, defines their main categorical characteristics. The author defines that the indivisible sentence is the productive resource for representation of the speaker’s linguistic world picture.

Ponomarenko I.N.
Linguistic aspects of the universal symmetry principle.
Symmetry principle in linguistics can be studied on a number of levels – lexical (symmetry and asymmetry of the structure of sign and meaning), syntactic (figures of speech) and textual.

Popova T.N.
Active derivation processes in Russian dialects in functional-communicative aspect.
This article is devoted to the survey of the principal processes of the nominative word-building in the communicative aspect. There was made an attempt of functional-stylistic analysis of suffixal and confixal models in the result of influence of proper linguistic and extra-linguistic factors. The question of Church Slavonic influence on the dialectal word-building processes is also under examination.

Rudenko O.E.
Synonymy of generally-secretory pronouns and problem of competitive ability of pronominalized onomasiologycal units.
Semasiologycal and onomasiologycal features of generally-secretory pronouns - any; everyone – all; other – another; differently – in a any(everyone) way – in every possible way and also synonymic relations between the given words are analyzed.

Selivanova E.A.
The psychology-linguistic and cognitive basis of generation’s model of nominative units.
The article focuses on the new model of generation of nominative units, being based on theories of Moscow psychological school, and modern cognitive semantics. A Potebnya’s conception of thought and word relation, psychological theories of memory organization and conscious and unconscious co-operation in speech activity.

Semikolenova E.I.
Process and result as components of meaning in phase aspect correlations of Russian verb.
The article discusses the meaning of process and result from two prospectives. On one hand, this meaning is a part of semantics of a verb that is defined by the nature of the verb’s action. On the other hand, this meaning is a feature of aspect correlations that are expressed through the inter-relationships between the verb opposite in their aspects.

Snizhko A.N.
The srtructure of the concept success in Ukrainian and English.
The article presents the contrastive analysis of the structure of the concept “success” in the Ukrainian and English languages. We discuss the peculiarities of the phraseological units and conceptual metaphors that constitute the concept success in the languages under investigation.

Stepanova L.M.
The world as a game (to the problem of transformational processes in the Russian concept sphere).
The article touches upon the problem of lexical capacity extension of linguistic units and their coming out to new semantic levels in the conditions of existence in the language. There is being determined the nature of interaction of the ‘game’ lexeme codified meanings with the mental formation of the world order in cases when their verbal realizations coincide.

Subbotina O.A.
Semantic peculiarities and derivation typology of adjectives with suffixes –obat-/-ebat-1 and –obat-/-ebat-2.
Structural and semantic bonds of derived word and derivative have been studied in the paper. Principals of basis and formative centered approaches stipulated distinguishing the types of derivatives have been analyzed: modification for adjectives with suffix –obat-1/-ebat-1 derived from adjectives and mutation for adjectives with suffix –obat-/-ebat-2 derived from nouns. It has been determined the basic role of derivative suffix –obat-2/-ebat-2 in forming intermediate types of derivatives.

Tilik O.F.
Nouns with the meaning of similarity.
The lingual nature of nouns with the meaning of similarity has been made clear; the word-building noun groups with the meaning of similarity according to their functions the way, of existence, getting on and using have been investigated and exposed.

Tyapkina N.I.
Lexico-semantic character and functional features of nominations of home demons in Ukrainian linguistic space.
In the article “Lexico-semantic character and functional features of nominations of home demons in Ukrainian linguistic space” the frame of the names of demons which are localized in the human dwelling is outlined. In the work the features of functioning of nominations of home demons are determined in the context of the modern language discourse.

Chetyreshnikova L.V.
The concept freedom in the novel “Under the net” by I.Murdoch.
In the given article the concept freedom is researched in the novel “Under the net” by I.Murdoch. This concept is realized in the image of the protagonist, Jake Donaghue, through the direct and reverse actualization. This led to the creation of the conceptual model in the form of two poles – freedom and non-freedom. The analysis of the lexical means of verbalization permitted to define categories that represented the concept freedom.

Shabrova E.N.
The process of morphemic change in modern Russian dialects.
The article deals with the process of dynamic change in the morphemic structure of words in modern Russian dialects, dialectal verbs in Vologda region are analyzed in particular. The paper shows linguistic preconditions when new morphemes take shape. The cases of morphemic assimilation of borrowings are also under consideration.

Shcherbachuk L.F.
Elements of historical grammar when studying phraseology.
In the article historical interchange of vowels and consonants of the Ukrainian language are explained on the model of phraseological unit’s components.

Yugay E.F.
The present article is devoted to the description of the adjective while in the funeral lamentation of the Vologda region.
The article is devoted to consideration of semantics of an adjective ‘white’ in the texts funeral lamentations of the Vologda area.

Yashchenko T.A.
The realization of the conceptual approach for studying of ‘cause’ and ‘purpose’.
The article deals with the evidence of advisability of consideration ‘Cause’ and ‘Purpose’ as the cultural concepts, and also the main principles of their studying are expounded.

Arkhipenko L.M.
Linguistic characteristics of the computer discourse.
In the article common and linguistic characteristics of a modern Ukrainian computer discourse are considered.

Astafurova T.N., Olyanich A.V.
Lingua-semiotic parameters of Anglo-saxon governing power discourse.
The article highlights problems dealing with lingua-semiotics of institutional Anglo-saxon governing-power discourse in diachronic aspect. The XV-XVI-th century British Monarchy artifacts, symbols and signs involved into royal communication are being described and analyzed semantically on semiotic, lexical, and discursive (textual) levels. Major parameters are observed through the logical dynamic triad “sign – word – text”. Anglo-saxon governing power discourse is considered as a conglomerate genre that obtains features of institutional, rhetorical and ritual communication with specific composite structure.

Barbara N.V.
Metaphorizing of the concept Ukraine in the modern Russian publicist discourse.
The article is devoted to the analysis of the metaphorical modeling of the concept of Ukraine. Verbalizing of the concept in the language of the modern Russian mass media is done using different metaphorical patterns: the term of relationship – hierarchy relations; analogies with war and struggle, with sport, organism, colour. A separate group of metaphors-idioms that represent all the parts of the concert has been marked out.

Bugay L.S.
Linguistic game as principle of organization of the modern journalistic text.
The article deals with the place and role of the playing principle in organization of the modern journalistic text. The peculiarities of the game as the method of organization of reality in the post-modernism world-outlook are discovered in the article.

Gabibulina A.R.
Categories of educational discourse (for the problem of classification).
Textual, communicative, functional-semantic, textual-discoursive categories are studied in the article. The classification of categories of educational discourse is included.

Grigorash A.M.
Precedent texts as a necessary component of national specific study of languages (aased on song-texts from the Russian press in Ukrainian).
The investigation deals with the precedent texts as a necessary component of the political discourse with have a certain pragmatic orientation. The analysis of the Ukrainian precedent song-texts includes the decision the problem of the translation / untranslation of the Russian Press of Ukraine. In article have been considered the Ukrainian precedent song-texts as a important national element of study of languages.

Danydenko Yu.E., Onishchenko M.Yu.
Teaching second foreign languages: macrolinguistic approach in translation.
The article deals with translation activities studies. As conclusion, you must develop creative activities for studying phraseologism’s translation using the principles of comparison and cultural studies of second foreign language.

Egorova L.G., Malyarchuk U.O.
“Male” and “Female” pr-texts.
The article deals with the peculiarities of the realization of communicative intentions, in particular language means selection, depending upon, who is the author of RP-report – man or woman.

Karpenko A.V.
Symbolic component and means of artistic expression of the text.
In the given article the author makes an attempt to reveal the properties of symbol and symbolic forms and tries to show that symbol cannot be reduced to other symbolic forms. The author gives as well special attention to myth as one of the most important symbolic forms.

Kondratenko N.V.
To the problem of determination a fundamental unit a text.
Article is dedicated to the problem of determination a fundamental unit a text with provision for system-structured organization of language system. In accordance with formally-grammatical, structured-semantic and communication aspects of study language unit are analysed the polypredicative complex, overphrase unity and micro text as fundamental units a text. Considereded paragraph as structured and period as stylistic units a text.

Kuznetsova T.V.
Sociocultural principles of research of journalistic text.
The article is devoted to the problem of necessity of account of sociocultural factors (in particular sociocultural situation, certain descriptions of reading audience cooperation of author and reader) at research of journalistic text.

Kutuza N.V.
Hypnotik techniques in advertisement discourse.
The article is devoted to analyzing hypnotic techniques found in advertisement text. Ericson’s hypnosis aimed at suggestion are picked out in TV and printed ads.

Moskvin V.P.
About types and forms of the argument to authority.
The properties and spheres of action of one of the most active receptions of the argument – reason to authority are analyzed. The basic versions of the given reason and psychological dodges which connected with its using are considered and systematized.

Pavlenko V.V.
The problem of foreignizing and domesticating in the translasion of artistic texts.
The article deals with the problem of foreignizing and domesticating in the translation of artistic texts as the basis to understanding the connection of text and context in translation. The author analyses the modern tendencies of translation contrasting the terms “word-for-word” and “free” translation.

Plekhanova T.M.
The peculiarities of phraseological units functioning.
The peculiarities of phraseological units functioning have been analized in the newspaper’s materials. It has been investigated the linguistic analize of the Ukrainian – language Zaporizhya’s newspapers and it had been signed the main principles of stylistic expressioning of the idioms in journalistic texts.

Porodko-Lyakh O.V.
The text’s movement in modern mediadiscourse (on the exemple of the concept power).
In this article is dedicated to the analysis of the concept power as a meaning centre of the text. The analysis is made on the materials of social-political periodicals. We clarified the peculiarities of the text’s existing as a dynamic phenomenon in modern mediadiscourse.

Sinelnikova L.N.
The lingvopolitical science: coordinates of the interdisciplinary.
The pragmatist of the political discourse accents in this article, its dependence from the factor of addresser and addressee. A number of attributes of the political communications that correlating with semantics of language units is named and is interpreted.

Smotrova T.N.
Peculiarities of English translation of Ukrainian adjectives denoting reaction to the a typical.
The article deals with semantic peculiarities of Ukrainian adjectives denoting reaction to the atypical translation into English focusing on “dyvniy” synonyms. The character of the explicit and implicit semes, contained in the synonym’s language meanings, actualization as well as the role of their English equivalents in this process have been defined. The synonymic set with the dominant “dyvniy” semantic structure namely, its fifth level, has been completed. The group’s relationships with the corresponding English synonymic sets have been identified. The latter provides insights into semantic peculiarities of English and Ukrainian evaluatives denoting reaction to the atypical.

Shepel A.D.
The role of metaphor in emotional loading formation in media text (examples from the articles of local paper “Zaporizka Pravda”).
The article focuses on the theoretical and practical study of the role of metaphor as lexical means of creating emotional loading in mass media. The material of the research serves to show the mechanism of forming emotional shades of meaning or tone in media text by means of metaphorical reproduction of reality.

Shmyga Yu.I.
The role and functions of the communicator in advert discourse.
The article examines some parameters of the communicator as the main component of the advert communication which can provide the productive influence of the advert text on a recipient.