Abstract: The subject of this research is the formation of skills of the architecture of speech that corresponds to the norms of the Russian literary language among students majoring nonlinguistic specialties. The object of this research is the process of teaching language subjects using the “crib notes” method. The goal consist in testing the effectiveness of such teaching method. Methodological substantiation of the methods of pedagogical research consists in the activity, personal and systemic approaches. Methods of pedagogical research contain empirical (study and generalization of pedagogical experience, analysis of students’ performance, observation, conversation), data processing methods (mathematical, statistical). A pedagogical experiment was conducted as method of studying the pedagogical process in the modified and accurately considered conditions. The described in the article “crib notes” method applicable to studying language disciplines not only structures the knowledge, but also helps the students to memorize easily reproduce the learnt material, develops creative abilities of future engineers, even in the area of cognition and development of literary and formalized speech architecting skills. The scientific novelty consists in combination of language material and the competences of future engineers to present information in the form of diagrams, tables, and systems. This allows employing this method in studying not only the selected language topics, but entire disciplines as well.

Abstract: This article is devoted to the vocabulary used by modern youth. The authors of the article analyze the conceptual and linguistic contents of slang and try to define what causes the young generation to use it by comparing the vocabulary of senior school students and first-year university students. The variety of the material collected during the research allows to define the reasons why young people prefer to use slang intead of literary language. One of the reasons usually discussed is the low level of speech culture. The research material has been collected through the survey and questionnaires. The conclusion is that slang is actually a bright expressive means that enable young people not only to express their thoughts but also share their emotions. Noteworthy that when young people were used to explain the meaning of slang words, they used synonyms and word combinations that can be defined as diverse and expressive variants of standard Russian. The language material presented in the article can ba used as examples to study the speech of modern young people in terms of the Russian language and speech culture as well as active vocabulary of modern Russian. 

Abstract: The subject of the research is the linguistic means that create verbal creativity in modern advertising. The object of the research is slogans and headers of advertising texts which are based on phonetic, syntactic, lexical and figurative means of the Russian language for attracting and retaining the attention of potential consumers. Advertising material collected from print and outdoor advertising of the city of Omsk clearly illustrates the possibilities of the Russian language in terms of creating art. Special attention is paid to the linguistic techniques that are aimed at achieving advertising goals. The main method used by the author was the collection of material and analysis of linguistic means of the Russian language. The theoretical basis is the work of renowned linguists (Rosenthal, Peshkovskoye, Valginae) and researchers in the field of advertising language (Bernadskiy, Blinkyou-Miller). The novelty of this study is caused by the fact that the author reviews advertising materials from the point of view of linguistic creativity. A variety of verbal expression techniques and strengthening of expressiveness typical for phonetic phenomena, trails, expressive syntax is shown in the selection of more capacious in the lexical, phonetic and syntactic relation to the words and phrases create vivid verbal images of advertising, the originality and memorability of slogans and headers of advertising texts. For the first time in the academic literature the Omsk advertising is used as the material for linguistic research.

Abstract: The article is devoted to the study of text ad from the point of view of morphology of the Russian language. The author addresses to this subject because it allows to consider an extensive language material, is interseting from the point of view of the Russian language and the lack of research in this area. This author of the article describes content words, peculiarities of their use and frequency of use in advertising slogans representing educational services. The object of the research is content words in advertising slogans representing the sphere of education. The purpose of the research is to describe peculiarities and to analyze how frequent content words are used in advertising slogans of education. The practical basis of the research involves advertising slogans in the sphere of education. To achieve the goals, the author has used data processing data including mathematical and statistical methods. During the analysis of advertising material of the education sector the author has revealed that such parts of speech as nouns, adjectives and verbs are more common than others. Nouns perform their basic function (naming) and come first. Verbs bring dynamics into an advertising slogan, attracts and holds attention of a consumer while adjectives decorate an advertising message or clarify a service. They are used mostly with the same frequency. Other parts of speech such as numerals, pronouns and adverbs, are met less frequently but perform very important functions, too, in particular, they make a reference to the item being advertised, clarify a service or present an advertising feature.