Abstract: The article is devoted to the changes that took place in the Buryat children's literature at the turn of the Soviet and post-Soviet eras in the context of sociocultural transformations caused by the collapse of the USSR and the formation of new identities in the post-Soviet space. The discourses of identity found in the children's literature of this period, their interaction and dynamics are investigated. The purpose of the study is to determine the specifics of the transformation of the identity of the Buryat children's literature in this transitional period. The material of the study is Buryat children's magazines and plays published in the period from 1985 to 1995. The study is based on a diachronic approach. The main research methods are cultural-historical and discourse analysis methods. As a result, it was established that as a result of the crisis of Soviet culture and the formation of the discourse of national revival in Buryat children's literature, there was a gradual replacement of Soviet identity with a new national identity. Prior to this transformation, Buryat children's literature was aimed at the formation of a Soviet identity associated with the communist ideology, the party and the pioneer movement, the idea of the unity of the Soviet nations, the events of the general Soviet history, such as the October Revolution and the Great Patriotic War. After the changes that took place, Buryat children's literature began to focus primarily on the formation of a national identity based on familiarization with the traditions of Buddhism, the culture of the Mongolian peoples, and the history of the Buryats, out of touch with the Soviet statehood.

Keywords: Russian children's magazines, Buryat children’s dramaturgy, ethnic children's literature, literature of the Mongolian peoples, Buddhist children's literature, literature of the peoples of Russia, modern children's literature, Soviet children's literature, Buryat national revival, Buryat children's magazines

Abstract: Non-commercial environmental advertisements is a topical social phenomenon in many countries around the world. Studying its multidimensional aspects is the subject of several disciplines in human sciences. The linguistic analysis of non-commercial advertisements is aimed primarily at studying the verbal component of a polycode (print advertising) or polymodal (video clips) text. The connection of verbal and nonverbal components (images of various types) and codes, such as color and kinesics, is subject to the intention of the creator of the advertisement. One of the approaches of researching these ads is the comparative analysis of the tools used in polycode texts in two or more languages. The purpose of our comparative analysis is the study of polycode text in printed environmental advertisements in Arabic and Kazakh. The hypothesis of the study suggests that there are two kinds of characteristics to this form of advertising: the universal characteristics resulting from the effect of globalization on covering the traditional subjects in environmental advertising, as well as the cultural characteristics of non-commercial advertisements in Arabic and Kazakh. The study showed that the advertising strategy is based on constantly raising the viewer’s awareness about the environmental issues and projects by including culturally specific elements (moral guidelines, ethnic symbols, precedents of national and civilizational levels, colloquial and topographic vocabulary). Universal elements of non-commercial environmental advertisements have become the use of colored fonts, imperatives, paragraph-based means, poster designs.

Keywords: cultural-specific features, precedent, non-verbal component, verbal component, ecology, Arabic, comparative analysis, Kazakh, non-commercial advertisements, polycode

Abstract: The purpose of this article is to identify the features and common features of the concept "ev (mesken) | house (housing)" as a single mental integrity of the picture of the world, to consider the representations of the analyzed concept in the structure of the Crimean Tatar and Russian languages. The scientific novelty of this work lies in the presentation of the comparative specifics of the characteristics of the concept "ev|hause " in the Crimean Tatar and Russian linguistic picture of the world, for the first time an attempt is made to compare the representations of "ev (mesken) | house (housing)" from a linguocultural point of view. The results obtained showed that the attempt to present the concept of "ev|hause" against the background of two national pictures of the world - the Crimean Tatar and Russian, reflects the most specific features of the national picture of the world in comparison. The analyzed material on the research topic may be of interest for further scientific research in the field of linguoculturology, ethnoculturology and intercultural communication.

Keywords: study, communication, ethnoculturology, concept, dialect, linguoculturology, Crimean Tatar language, Russian language, representation, multicultural

Abstract: The main content of this study is the analysis of stable expressions in Russian and English. The article reveals the content of the concept of "phraseology", it examines the classification of phraseological units in modern linguistics, describes the problems that can be encountered when translating phraseological units from one language to another. Special attention is paid to the difference of phraseological variants in the context of interlanguage study, as well as the relationship between language and culture, national understanding of mentality, the essence of language, the need for scientific study of the communicative function of society in cognitive and discursive aspects. The purpose of the study is to analyze phraseological phrases in Russian and English, to identify their stylistic and grammatical features. The structural and semantic characteristics of phraseological units of the Russian and English languages and the principles of their classification are considered. Special attention is paid to the regularities of the functioning of phraseological units in the system of modern linguistics. It is argued that the conclusions obtained as a result of this study are important for intercultural understanding and communication, as well as for effective learning of foreign languages. The author proves the urgent need to improve the stylistic literacy of teachers and students, translators, lexicographers, and also emphasizes the importance of phraseological research in the context of demonstrating the relationship between language and society.

Keywords: russian language, english language, concept, language model, intercultural communication, stylistic literacy, idioms, linguistics, language comparison, phraseology

Abstract: In the article, as part of the study of typological varieties of modern Mari philosophical lyrics, the image of the wind in the lyrics of the poet Albert Vasiliev is considered. The role of this natural image in the artistic and aesthetic representation of the author's socio-philosophical views and personality features of his lyrical hero is revealed based on the material of poetic works included in his collection «Osh lumyshto chever polan» («Red Viburnum on white Snow», 2017). In this aspect, the lyrics of A. Vasiliev are studied for the first time. The methodological basis of the research is the structural and semantic analysis of poetic texts, which allows to identify and describe the content-formal levels of natural images that reveal the author's concept of the world and man, as well as the characteristics of the character of the lyrical hero. The article proves that the wind occupies a special place in the lyrics of the Mari poet Albert Vasiliev. Firstly, it is extremely anthropomorphized, and secondly, it is almost always inserted into the context of the author's socio-philosophical reflections, the origins of which lie in modern society, in the system of social and individual-human relations of the modern world. The author's assessments and reflections on the current state of society (the standard of living of the people, the state of the rural world of Mari, ethics, etc.), expressed through the image of the wind, not only reveal the social aspects of human activity, but also form the axiological concept of Albert Vasiliev's lyrics.

Keywords: lyrical hero, poetics, author's axiology, socio-philosophical lyrics, Albert Vasiliev, the image of the wind, modern mari poetry, mari literature, natural images, image-symbol