Abstract: The subject of the study is the university press of US universities that are part of the so-called "Ivy League" - an informal association of the oldest higher education institutions in the country. The object of the research is the media management of corporate media of universities as a tool of public relations among students, graduates and potential applicants. The authors consider in detail such aspects of the topic as ways of forming an individual profile of a particular media outlet, as well as its contribution to the image of a particular university. Particular attention is paid to the formation of the content of university media and their interaction with the traditional media system, as well as options for their development in a broader media profile.   The main conclusions of the study are the data obtained during the comparison of Ivy League university press samples on the patterns of formation of the image of a typical student and a graduate of a university. A special contribution of the authors to the research of the topic is the development of specific recommendations on the media management of corporate publications on the example of the university press, which can be applied in domestic practice. The novelty of the research lies in the generalization of the media practices of the university press of the USA and the formulation of recommendations for creating the image of a student, graduate and teacher on the pages of the university press. Also of particular interest is the practice of creating a modern convergent media based on the traditional format of the press that has existed since the XIX century.

Abstract: The subject of the study is the onomastic code as a tool for playing with the reader based on the corpus of works by the modern Russian writer B. Akunin and his "author's masks" (Anatoly Brusnikin and Anna Borisova). The object of the research is the use of distortion and change of proper names as a principle of the organization of cycles and supercycles, as well as the vector of the formation of the literary reputation of the author. The authors consider in detail such aspects of the topic as deformation and voluntary change of name / surname, characteristic of the central and secondary characters of the studied corpus of texts. Special attention is paid to the motive of playing with the reader using onomastics as a tool for creating the literary reputation of the author.   The main conclusions of the study are: highlighting the principle of onomastic play as end-to-end for the entire work of the modern writer B. Akunin, as well as substantiating the implicit meanings of using this principle in the framework text of works. A special contribution of the authors to the study of the topic is the formulation of the directions of diversification of the motif of the onomastic game and the description of the "opening of the text" and reaching another level of the game with the reader. The novelty of the research lies in the comparison through the prism of cyclical bonds of several literary universes of the same author, which were previously considered as independent projects and were not considered in a single coordinate system.

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.

Abstract: The subject of the study is the linguistic resources of introducing a new object into the information (mass media) field. The object of the research is the process of interaction of the (mass media) author and the reader of the text and the linguistic specifics of this process. The author consider in detail such aspects of the topic as the interaction of the implicature and presuppositive information of the text with the political and historical situation. The research material was the discourse of military mass media, especially the use by these mass media of special linguistic means when introducing unprecedented phenomena and newly appeared objects. The main conclusions of the study are the formulation of ways and forms of introducing the new objects through the well-known in the discourse of military journalism. A special contribution of the authors to the study of the topic is the consideration of an object into the information field on the example of two diverse objects, the semiotization of which in both cases involves an appeal to a common apperceptive base, but using different vectors. The novelty of the research lies in the linguistic analysis of the means used in military mass media, the target audience of which are, first of all, military personnel, which affects the compositional and argumentative structure of the text covering a fundamentally new object or phenomenon.