Abstract: The subject of the study is the texts of copywriting, considered in the methodological aspect. The object of the research is to find the method of identifying manipulative techniques in copywriting texts and studying it in Russian and English classes in higher educational institutions. The authors consider in detail such aspects of the topic as the implicature of copywriting texts, hidden manipulative influences. Particular attention is paid to the need to study copywriting texts not only as potential creators of texts, but also as their consumers, which is necessary for representatives of any profession. Copywriting texts need to be studied not only in the aspect of production, but also in the aspect of perception. The main conclusions of the study are the need to integrate the analysis of copywriting texts into the course of Russian as a native language and English as a foreign language. A special contribution of the authors to the research of the topic is a comparative analysis of copywriting texts in Russian and English in a comparative aspect. The novelty of the research lies in the appeal to the materials of copywriting texts not in the aspect of their effective writing, but in the aspect of effective consumption. The analysis showed that even the texts posted on the websites of state institutions and state-funded programs are written in compliance with the laws of copywriting and with elements of manipulation of the reader, which must be learned to recognize.

Keywords: implicature, media, mass media, reading, English language, Russian language, manipulation, methodology, copywriting, perception

Abstract: The subject of the study is the natural images captured in the diaries of the classic Buryat literature of the twentieth century D. Ulzytuev. The object of the study is the work of D. Ulzytuev from the period of the 1950s-1970s. The author examines in detail the genre of the diary in the writer's work, revealing its features. The main attention is paid to the identification of natural images that occupy a significant place. In the diaries, numerous sketches about nature are included in the narrative of the daily course of life, which is presented as an objective environment, based on which reality and subjective nature, reflecting the inner world of the artist, are endowed with psychologism, that is, they perform various functions.   The diaries of D. Ulzytuev are two notebooks – the first one related to the period of the poet's studies in Moscow in 1957-1958, the second – 1969-1970. Descriptive, comparative and comparative methods are used in the work. The novelty of the work lies in the fact that D. Ulzytuev's diaries are a unique phenomenon in the poet's creative heritage, and they have not become the object of scientific research until now. Consequently, the disclosure of images of nature in the diary genre contributes to a deeper understanding of the creative individuality of the author.All this allows us to conclude that the natural images in D. Ulzytuev's diaries bear the stamp of individual perception, are a means of expressing his inner world.

Keywords: inner world, landscape, the image of nature, poetics, documentary and artistic genre, the genre of the diary, the writer's diary, psychologism, creative searches, creative individuality

Abstract: The study conducted a comparative linguistic analysis of the originals of Chinese fairy tales and their translations into Russian (a prerequisite was the presence of at least two interpretations of each fairy tale selected for analysis). The translations were compared not only with the original texts, but also with each other, in order to establish the strategies of translation activities and the methods of translation transformations used. The source base of the study was a collection of Chinese fairy tales by the famous Russian sinologist Boris Lvovich Riftin and a similar collection of fairy tales "Fairy Tales of the Middle Kingdom", translated and prepared for publication by the Seventh Book editorial office in 2012. Two strategies have been identified: forenization and domestication, as well as methods of generalization, addition, omission, transcription, compensation, and sentence division. It is established that in a number of cases translators changed or missed Chinese cultural symbols, a possible explanation for this phenomenon is proposed: poetization, modernization of meanings, emotionally expressive allocation of any significant element (emphase). In practice, it has been established how the era in which the translator lives and the culture leave an imprint on the translations of ancient foreign-language texts. The linguistic analysis of Chinese phraseological units found in fairy tales and their Russian-language analogues or semantic substitutions is carried out. It is analyzed how and why morally indifferent Chinese fairy tales were interpreted in the logic of the victory of good over evil. The results obtained can be used in the course of teaching the disciplines "Written translation (Chinese)", "Poetic translation of Chinese texts", as well as in research activities.

Keywords: types of translation transformations, forenization strategy, domestication strategy, linguistic analysis, translations of Chinese fairy tales, chinese fairy tales, generalization, transcription, poetization, modernization of meanings

Abstract: The subject of the research in the framework of the article is the study of the main derivational models of abbreviated terminological units of the pharmaceutical field in modern English. The object of the study was the English-language terms-abbreviations of the sphere under consideration, selected in an amount of more than 300 units. In the course of the work, the structural types of pharmaceutical terminological units that have undergone abbreviation are analyzed in detail, as well as the key structural and word-formation models according to which this process was carried out. The main frequency and occasional morphological, morphological-syntactic and syntactic models of terminoderivation are revealed. The research methodology is complex and includes the method of continuous sampling of abbreviated pharmaceutical terms, the method of component analysis, the method of definitional analysis, the method of reconstruction of structural and word-formation models (models of terminoderivation) in modern English, the method of etymological analysis, methods of quantitative analysis. The main conclusion of the study is that the pharmaceutical field in modern English is characterized by the presence of terms-abbreviations containing from one to seven components, while letter abbreviations containing two, three and four term elements prevail. In the course of the work, it was revealed that about 40% of pharmaceutical terminological names are accompanied by an abbreviation. The main type of pharmaceutical terms-abbreviations are letter abbreviations, a significant part of which are initial abbreviations. Among the most frequent models of terminoderivation in the pharmaceutical terminosystem, purely syntactic models were identified. Frequency syntactic models are represented by various combinations of nouns, including proper names, adjectives and nouns, as well as participles connected by prepositions and conjunctions, etc. A special contribution of the author to the research of the topic is the identification of specific models of terminoderivation when creating pharmaceutical abbreviations, as opposed to the formation of full-structured terms. The prospects of the research include the study of models of the formation of abbreviated terminological units of the pharmaceutical sphere in Russian, Spanish, French and German.

Keywords: word - formation model, abbreviation, derivation, model, reduction, pharmaceuticals, terminosystem, terminology, term, the derivational model

Abstract: The relevance of the work is determined by the insufficient development of the axiological interpretation of the Gemeinschaft concept in modern linguistics. Axiological interpretation allows you to focus on the deep semantic content of the text through the concepts of "value attitude", "value orientations", "ideals", and on the functional semantics of evaluation. The scientific novelty of the research lies in the previously not attempted attempt to reconstruct that part of the axiosphere of the German language picture of the world, which is actualized by the Gemeinschaft concept. Therefore, the subject of our research is the axiological interpretation of this concept. The purpose of this work is to determine the axiological status of the Gemeinschaft concept using the axiological interpretation procedure and, based on the results obtained, recreate part of the axiosphere of the German language community. To achieve the goal, it is necessary to perform the following tasks: 1) to define the axiological interpretation; 2) to describe the specifics of the structure of the Gemeinschaft concept in modern German; 3) to use conceptual analysis to explicate the evaluative and value meanings of Gemeinschaft; 4) to subject the results obtained to axiological interpretation of the Gemeinschaft concept. Through the axiological analysis of the encyclopedic, interpretative and phraseological fields of the Gemeinschaft (community) concept, the features of its value and evaluation component are investigated. When considering the specifics of the structural organization of the Gemeinschaft concept, the most interesting segment for axiological analysis is the "connection" segment, built on value and spiritual unification.

Keywords: phraseological field, axiosphere, interpretative field, encyclopedic field, axiological interpretation, axiological analysis, Gemeinschaft, concept, value, evaluation

Abstract: The subject of this study is the implementation of the principles of journalistic ethics in modern Spanish newspapers. The purpose of the study is to identify the level of compliance with journalistic ethics in the publications of the newspapers "ABC", "El Pais", "El Mundo", "La Vanguardia". The author notes that the greatest compliance with the principles of professional ethics is noted by readers of the newspaper "ABC". The research methodology is based on a systematic approach and includes the following methods: analysis of scientific literature on the research topic; content analysis of publications "ABC", "El Pais", "El Mundo", "La Vanguardia"; method of sociological questioning (mini-survey); method of statistical analysis; method of comparative analysis of the obtained results.   As a result of this study, we obtained the following results: the level of compliance with the principles of journalistic ethics of each newspaper was revealed based on the data obtained from a mini-survey among Spanish-speaking readers. The areas of application of the results can be such as "ethics of professional activity", "political journalism", "international journalism". The novelty of this study lies in the methodology proposed by the author for analyzing the level of compliance with the principles of journalistic ethics. The author of the article came to the following conclusions: modern Spanish newspapers are characterized by a high level of compliance with journalistic ethics, except for the newspaper "La Vanguardia" (average level according to readers).

Keywords: Spanish newspapers, political journalism, mini-survey, content analysis, target audience, Spain, spanish society, El Mundo newspaper, mass media, professional ethics

Abstract: The subject of the study are proverbs and sayings of the Kabardino-Circassian language with components of color designation. The paper reveals the specifics and patterns of the use of color words in the context of paremias, analyzes the structural-semantic, text-forming (phraseological) features of color nominations. The words naming the color make up a special lexico-semantic group. Their study is very important both theoretically and practically. Being a component of a stable phrase or a stable combination, they reflect the psychology and worldview of the people in a special way, it is a valuable source of information about the culture and mentality of the people. Being compressed in their form, proverbs and sayings represent not only a system of moral and ethical norms, but also contain the sum of knowledge about the external order of things and the inner world of a person. In the Adyghe paroemias, the circle of cultural concepts that can be considered nuclear for folk spiritual culture is revealed. And in this context, color designations can carry the burden of transmitting the normative and value orientations of an ethnic group, show the main stereotypes of human behavior.     The main conclusions of the conducted research are as follows: the color meanings of the Adyghe language, expressed mainly by adjectives, in this case Fiyce 'black' and huzh 'white', in paremiology can be considered a point of intersection of the interests of philology (linguistics, folklore studies, history of Adyghe literature), ethnopsychology, cultural studies, ethics, political science, philosophy. However, the color lexemes in proverbs and sayings, represented not only by adjectives, but also by nouns, verbs, adverbs, have not yet been the object of special study. The need for such a study is determined by the fact that color nominations in the figurative system of proverbs and sayings as special folklore microtexts occupy a very significant place, performing an important semantic and emotionally expressive load. In addition, native speakers of the modern Adyghe language often do not realize the original meaning of many paroemias.

Keywords: linguistic culture, color concepts, idiostyli, symbolism of color, verbalization of meanings, paremia, color designation, semantic structure, color semantics, stable expressions

Abstract: The subject of the study is the valence characteristic of a group of verbs in the Russian dialects of the Amur region, characterized by secondary formation and localization in the territory of late settlement. Russian Russian dialects The relevance and novelty of this work lies in the fact that the specificity of verbal valence in Russian dialects remains poorly understood; for the first time an attempt has been made to study the valence properties of one of the lexico-semantic groups of dialect verbs, which are recorded in the second edition of the "Dictionary of Russian Dialects of the Amur region". Using the methods of continuous sampling, descriptive-analytical and comparative analysis, the classification of the studied linguistic units was developed and the valence properties of emotive verbs were revealed.   In the course of the study, 62 verbs with the meaning of an emotional state were identified, of which 31 verbs are actually lexical dialectisms. The material allowed us to distribute the selected emotive verbs into 3 lexico-semantic groups: monovalent, divalent and trivalent. The observations have shown that the valence properties of a dialect verb are due to the component composition of its lexical meaning and may differ from their literary counterparts. Russian Russian dialects of the Amur region can contribute to the construction of a general characteristic of the valency properties of the morphological class of verbs, as well as to the identification of differences in the combinational possibilities of the verbs of the Russian language in the aspect of its regional existence.

Keywords: proper lexical dialectisms, Russian dialect vocabulary, comparative analysis, semantics, emotive verbs, lexico-semantic group, valence, dialects, Russian dialects of the Amur region, russian folk dialects