Journal articles on the topic 'LINGUO-PRAGMATICS'

The article studies linguo-stylistic peculiarities of English advertising texts in the field of mechanical engineering. Advertising text is one of the relevant topics for linguistic research, as advertising is a dynamic phenomenon. Its development predetermines the systematization of linguo-stylistic peculiarities within English advertising texts. The aim of the article is to analyse the use of expressive linguo-stylistic devices in English-language advertising texts in the field of mechanical engineering considering their structural composition. The subject of research is English-language advertising texts in the field of mechanical engineering. The article theoretically substantiates the terminological apparatus of the research: different approaches of scientists to the interpretation of the concepts "advertising", "advertising text" and "advertising discourse" were considered. The structural features of the advertising text and their functions are also analysed. The article provides several classifications of leading scholars, on the basis of which further analysis was conducted. The study was based on the official English-language sites of such leading companies in the industry as BMW, Jaguar, Toyota, Honda, Mazda, Mercedes-Benz, Ford, Lexus, Saturn, Audi, Subaru, Suzuki, Hyundai and others. The article focuses on the examples of expressive linguo-stylistic devices in each of the structural elements of the English advertising text in the field of mechanical engineering, taking into account the frequency of their use. The peculiarities of their functioning in media texts were also analyzed, considering pragmatics and communication strategies aimed at the recipient of the advertising message. In the course of the analysis, manipulative features of linguo-stylistic devices were indicated and outlined with the help of relevant examples. Keywords: advertising; advertising text; advertising discourse; field of mechanical engineering; linguo-stylistic peculiarities; manipulative features.

The article touches upon the analysis of the pragmаtic and semantic aspect that is entwined into the phenomenon of branding. The phenomenon of branding reflects a significant cultural layer of the modern consumer society. The essence of the brand is central to understanding the concept of the brand itself. It is a representation of semantic and pragmatic characteristics that merge into a single pragmatic-semantic unit. To reveal the presuppositions inherent in the essence of the brand, it is necessary to be able to “understand” the target audience and recognize an individual as a representative of this target audience with their interests and needs. Understanding the essence of the brand and decoding the presuppositions embedded in it is impossible without correct perception of the pragmatic-semantic aspects of the entire semiotic situation, within which the brand functions as a linguocultural phenomenon. That means that the concept of a brand in the article is considered not only as a marketing concept when promoting commercial products, but is understood more broadly as a linguocultural phenomenon, whose pragmatics is formed by merging key semantic layers – syntactics, semantics, semiotics – into it in the context of the modern linguocultural situation. The semantics of the brand and its decoding through the disclosure of the linguo-semiotic aspects integrated into the brand name during its formation largely depend on the pragmatic potential, which sends the participants of the communication directly to the context of speech use. Thus, we can say that the formation of the brand’s message is based on two aspects engaged in forming the semantic load - linguistic and paralinguistic, implemented through the pragmatics of the brand, whose formation, in turn, takes place at the above mentioned three semantic levels.

Задачей данной статьи является рассмотрение лингвопрагматических особенностей комментариев пользователей социальной сети «Твиттер» на выход Великобритании из ЕС. Анализ данных комментариев с лингвопрагматической точки зрения представляет интерес, так как показывает наиболее актуальную картину отношения пользователей социальных сетей к произошедшему событию. Приоритетными методами анализа лингвопрагматического потенциала Интернет-комментариев для нас являются: описательный метод, метод прагматического анализа, т.е. рассмотрение языкового материала в его непосредственном контексте в функциональном аспекте, метод частичной выборки, метод контекстологического описания. Контекстуальный метод был использован с целью установления особенностей комментариев в среде социальной сети «Твиттер»; описательный метод - для выявления непосредственного отношения пользователей социальных сетей к выходу Великобритании из ЕС; частичной выборки - для отбора наиболее эффективных и целостных комментариев с позиции прагматики и их реализации в данном контексте. Проведённое исследование позволило установить, что большинство людей удовлетворено результатами выхода Великобритании из ЕС и положительно отзывается об этом событии. Об этом свидетельствует как большое количество экспрессивов, использованных в интернет-комментариях в отношении данного события, так и активное употребление в них оценочной лексики. Результаты проведённого исследования могут быть применены в теоретических работах по описанию характеристик речевых актов, в курсе теоретической грамматики, стилистики, прагмалингвистики. The purpose of this article is to review the linguo-pragmatic features of Brexit represented in the comments in Twitter. Their analysis from a linguistic-pragmatic point of view may be of interest, since it shows the most relevant picture of the relationship of social network users for the event. The priority methods for analyzing the linguo-pragmatic potential of Internet comments for us are: a descriptive method, a pragmatic analysis method, i.e. consideration of linguistic material in its immediate context in the functional aspect, partial sampling method, contextual description method. The contextual method was used to establish the characteristics of comments on the Twitter social network; descriptive method was used to identify the direct relationship of social network users to the UK exit from the EU; partial sampling was used to select the most effective and holistic comments from the position of pragmatics and their implementation in this context. The study found that most people are satisfied with the results of the UK exit from the EU and respond positively to this event. The results of the study can be applied in theoretical works on the description of the characteristics of speech acts, in the course of theoretical grammar, stylistics, pragmalinguistics.

This scientific article presents an integrated approach to the study of some ontological aspects of modern humanitary communication. Each phenomenon in science life has fundamental basis and modern humanitary communication is not an exception, because it has own invariable ontological basis of origin, existence and development. Professional communication in the humanities is based on immanent constituents that bear multifaceted ontological reflection to be investigated with a view to objectivise truth. Modern professional communication in the Humanities has a number of immanent constituents among which the leading place is taken by the linguistic process of philosophy of history and pragmatics as some of the sources the development of science. Modern humanitary communication is based on ontological peculiarities, regularities of its origin, existence and development. If one does not pay enough attention to the ontological aspects in research of the communicative process together with the anthropocentrism and humanism, it results in the one-sided enlightenment of relevant problems, connected with the humanitarian communication of the present time. The philosophical and linguo-psychological lexical units perform in German texts and discourses sometimes an expressive function and various connotations. They serve as vehicle of expressing pragmatic traits of corresponding notions owing to their being euphonious and exotic in our modern life. Particular attention is paid to the way of the linguistic, pragmatic and philosophical mental intelligence strategies that characterise the speaker/writer as an authoritative linguistic personality. Emphasized here are discursive and interpretive strategies tactics used to construct a cooperative scholarly communication, which sometimes depend on epochal intelligence, political, cultural, immanent philosophical peculiarities and development of present nation and civilization.

At the end of the ХХ and the beginning of the ХХІ century an intensive development of theo-linguistics can be traced as a direction of linguistics, which aims at the investigation of the relation between language and religion. A theonym is considered to be the main unit of theolinguistics, and bibleism is considered to be its variety. Phraseologism – the main form of the structural expres-sion of bibleisms – is considered to from the point of its wide linguistic understanding. Nowadays the formation of an international bibleisms-phraseologisms can be traced and have a specific ex-pression in Ukrainian and Polish linguo-cultures. The above mentioned phenomenon has got its reflection in the Concise Ukrainian-Polish Dictionary ofSetExpressions: Equivalent Words, Phraseologisms, Proverbs and Sayings (compilors: T. Kosmeda, O. Gomenyuk, T. Osipova, 2017), and was the first one in the history of Ukrainian-Polish Phraseology. The character, the types and the degree of equivalence of the fragment of Ukrainian-Polish phraseological units have been analyzed. The degree of equivalence includes the bibleisms, which are fixated in the above mentioned dictio-nary (75 units). It has been revealed that the Ukrainians and Polish expressions are the product of two related Slavic languages that have got many things in common in the system of the bibleisms-phrase-ologisms. Under conditions of similar semantics we may trace some formal differences caused by variation and optional components of the structure of phraseologisms and a non-correspondence of their grammatical forms and syntactic structures in general, etc. Not full equivalents can be traced as well, and were caused by semantics non-correspondence (it can be wider or narrower and rarely absolutely non-equivalent or homonymic) and pragmatics (the presence of polar axiology, unequal stylistic parameterization).

The article discusses the various possibilities of using ICTs in teaching Russian as a foreign language at the University of Pisa and the methods of working with a modern virtual educational environment. A brief description of the modern educational environment (and, more broadly, ecosystem) that has developed under the influence of informatization, computerization and digitalization of society in the late XX — early XXI centuries is proposed. The paper also focuses on the ways in which the Blended learning approach as an integration of classroom and online learning is put in practice by using the E-learning system and Moodle tools. Particular attention is paid to the methodology of working with the multimedia corpus of the Russian language MURCO in teaching grammar. In particular, it is demonstrated that the use of the corpus allows developing pragmatic language competence and mastering adaptation mechanisms for the adequate implementation of communicative intentions within any social scenario. In language teaching, the recognition of the need to study pragmatics using corpus data is due to the fact that the design of the verbal-semantic and linguo-cognitive levels of the secondary language personality is not enough to form a stable communicative skill. Reaching the third and the highest, i.e. pragmatic level of functioning of the secondary language personality, which allows to realize communicative-activity needs, is impossible without immersion in the environment (which can be artificially recreated) of the language being studied. In particular, it will be demonstrated how the analysis of micro-dialogs from the MURCO corpus, illustrating imperative speech acts, allows not only to describe the elements of the “expanded” semantics of the imperative mood in the Russian language, but also to reveal the socio-pragmatic factors of its use.

Nowadays the ways to influence an audience by the rhetoric of public speeches are widely studied. The analysis of speech influence in institutional status-orientated discourse is a promising and actively developing area in modern Linguistics. The institutional discourse of the Spanish monarchy plays an important role in social relations in modern Spain. However, its features still have not been described in detail in Roman studies, especially in the linguopragmatic perspective. Moreover, due to the current socio-economic and political context it is extremely important to analyze what linguistic instruments Felipe VI uses to save the image of the Spanish Crown. The present paper deals with the public speeches of the Spanish King issued from 2014 to 2020 and focuses on the “external” addressee. Felipe VI’s messages represent a fundamental resource to create a favorable image of Spain in the international arena and to convince the world community of the necessity for peaceful coexistence and international cooperation. The speeches, which are ideologically driven and politically motivated, are analyzed in the context of linguo-pragmatics. The theoretical value of this paper is in providing an exhaustive analysis of speech strategies and tactics used in the King’s messages delivered abroad. Firstly, the country’s presentation strategy allows the monarch to emphasize that Spain belongs to the European Union and plays a crucial role in the international arena while making decisions and fighting challenges. Secondly, the emotional strategy is used to create a trustworthy atmosphere (mainly by appealing to the sense of pride) and to give moral support to Europeans and other nations. Thirdly, the interpretation strategy may be considered a conventional resource used to strengthen the institution of the monarchy in the eyes of the international community. Finally, agitation and argumentative strategies are employed to convince the addressee of the necessity to strengthen international cooperation.

The paper deals with a broad variety of names featured in the three-volume Lamentations of the Northern Land published by Elpidifor Barsov in 1872–1885. The toponymy of lamentations has been repeatedly addressed by researchers as the most prevalent and diverse class of proper names due to its symbolic weight and a pronounced local colour. This study aims to bridge the gaps in the systemic description of other categories of names presented in this collection (ethnonyms, chrononyms, theonyms and hagionyms, anthroponyms, and onomastic derivatives). These may lack the diversity of toponyms but are intrinsically related to the genre of lamentation in terms of their composition and usage. Therefore, a comprehensive description of these classes is required, primarily from the standpoint of linguistic pragmatics. Christian onyms (theonyms, hagionyms, chrononyms, ecclesionyms, names of icons (iconyms)) are most frequent in lamentations, which reflects the later influence of Orthodox worldview on this archaic genre and the proliferation of Christian naming patterns. Alternatively, the same could be explained by intergeneric influence, meaning that Orthodox vocabulary and semantic oppositions in lamentations could be assimilated from spiritual verses. The fact that lamentations were only performed by women also speaks on favour of the genre-driven nature of their onymic composition, abound in proper names reflecting the “female” perspective. These include regional toponyms forming a local image of space, mentions of “female” calendar holidays, religious names reflecting a special role of the Mother of God cult. The onomasticon of lamentations is also an important linguo-geographic source. For example, the predominance of Olonets toponymy in Lamentations and its hydrocentricity (a large share of names of water bodies and settlements located near large lakes and rivers) attests to the North Russian origin of this genre. Frequent mentions of the names of monasteries and the near-by holy sources, facts of ecclesiastical naming of cemeteries, and other local features also highlight the regional specificity of this collection.

The article investigates the linguo-pragmatic conditions of the speech genre of apology in modern German. The purpose of the research is a comprehensive analysis of the examined speech genre. The main task is to identify and describe the conditions for the success of apology in German linguistic culture. To achieve a certain goal and solve the tasks, a number of methods have been applied: logical-semantic – to identify formal, semantic and functional parameters of apology; descriptive method – to characterize the typical linguistic means of apology; comparative analysis – to compare apologies with related speech acts; pragma-semantic method – to identify communicative strategies and tactics of apology; transactional method – for the analysis of verbal and nonverbal behavior of participants of communication; intent-analysis – to identify an indirect apology; method of quantitative calculations – for the implementation of quantitative characteristics of the use of apologies in German; questionnaire method – to confirm ethno-specific signs of forgiveness in German linguistic culture. Since in the proposed study the speech genre (hereinafter SG) is considered a set of SA with a common illocutionary goal to apologize to the interlocutor for the negative act committed by the speaker, the basis for success of the SG of apology constitutes the parameters of successful implementation of SA of apology. However, we consider it expedient to pay additional attention to external factors of SG realization, semantics and syntax of linguistic means of expression of the studied SG, as well as the pragmatics of creation and perception of SG by communicators. In view of apology in terms of its success, we believe that the most important thing for its implementation is the condition of sincerity, which is directly related to such components as malefactive action, guilt, pity (repentance), request, positive reaction of the addressee. Having committed a malefactive action, the speaker realizes his guilt, feels sorry for what he did, and asks the interlocutor for apology. A positive reaction of the addressee is also a necessary condition for the success of apology, i.e. the addressee must accept the speaker’s apology, otherwise the SG will fail and the communicative goal (restoration of harmony in the relationship) will not be achieved. The condition of sincerity of the SG of apology may include the following components: 1) the speaker actually believes that he has committed or intends to commit a malefactive action in relation to his interlocutor; 2) the addressee actually admits his guilt; 3) the speaker feels psychological discomfort and sincerely regrets the damage caused; 4) the addressee apologizes to the listener for his misconduct; 5) the addressee accepts the apology of the speaker and forgives his guilt. Based on the results of the analysis, the following conditions for the success of the speech genre of apology are formulated: 1) fulfillment of the condition of sincerity; 2) knowledge of the rules of polite behavior in the relevant cultural environment; 3) the presence of general knowledge about the situation; 4) compliance with the principles of speech cooperation; 5) analysis and planning of one’s behavior and the behavior of the interlocutor. It was found that the success or failure of apology can be assessed by analyzing the perlocutionary effect, and violation of the conditions of success can lead to communicative failure, which manifests itself in a negative reaction of the addressee and hinders cooperative interpersonal communication.

The article considers the features of the phenomenon of praise as a subject of research in various disciplines; the connection of praise with philosophy, psychology, sociology and linguistics is analyzed; such sections of psychology as pedagogical, social and management psychology and the influence of praise on them are considered in detail; the linguistic character of praise in German and Ukrainian is determined; the conclusion on the complex analysis of the phenomenon of praise in the field of linguistics, genealogy and linguistics of the text is made. At the current stage, language development and change are often the subject of interdisciplinary research. This also applies to praise. It was seen as a phenomenon of philosophy that regarded it as a direct projection of good and defined it as a natural ability to characterize the object of interest. Praise as a psychological phenomenon is defined in the form of information about the opportuneness of the act and positive assessment. Praise embodies an important element of psychology – motivation, which appears as an incentive element to action. We consider praise from a linguistic point of view in the form of sincere approval, expression of positive attitude to the addressee, his actions, deeds, personal characteristics (thoughts, qualities), objects and things belonging to the interests or activities of the addressee so as to psychologically and emotionally affect the addressee and its stimulation to further activity in this direction. The study of a complex and multifaceted phenomenon of praise requires taking into consideration different approaches to its comprehension. Features of the cognitive processes of human consciousness have become the subject of study of humanities, including philosophy, psychology and sociology. Philosophy appears here with a combination of questions about good and evil, the relationship between man and the world, which have served as topics for discussion since ancient times. Psychology considers the features and patterns of human behavior, thinking, states and qualities of man. The proposed research considers praise as primarily a linguistic concept in the framework of pragmalinguistics and text linguistics. Each of these disciplines expands and enriches research and in general represents a single set of sciences. For this reason, the need for a brief analysis of the problem of praise in terms of liberal sciences has arisen. The connection between philosophy and the concept of praise is easy to trace. The implementation of praise requires, first of all, an object that should be characterized in accordance with the general evaluative ethical categories of “good” and “evil”. Things, concepts, actions, which are classified as “good”, deserve praise. What belongs to the category of “good” and what to “evil”, the definition of these concepts, their characteristics – is one of the issues of philosophy, which has caused debate since ancient times. To bring about praise as a speech action, certain mental processes of a person, which help them to know and characterize the object of attention, are important. These include: feelings, perception, thinking, imagination, and so on. The formation of praise is based on significant psycho-emotional principles inherent in man. An important element of praise is the stimulus. Motivation in praise is one of the incentive tools of psychology. The way of implementation of praise depends on a person’s psychological features. It helps in the field of education and upbringing, forms interpersonal relationships and helps to improve the results of work in public life. Alongside with research in the fields of philosophy and psychology, praise is also studied by linguistics. The linguistic nature of praise forms the basis of the proposed research, because the object of study is embodied primarily through specific language tools. Linguistic explorations of praise can be traced within studies of many native and foreign linguists, who have examined it in various aspects and areas of implementation. The purpose of the proposed article is a multifaceted approach and analysis of praise, in order to determine the research paradigm. Accordingly, the objectives of the article were as follows: to consider praise as a subject of various disciplines; analyze the relationship of praise with philosophy, psychology, sociology and pragmatics; determine the significance of the theory of speech acts, speech genres and text linguistics for the studied phenomenon. The following methods were used in the study: “analysis through synthesis” method, which contributed to the knowledge and awareness of the phenomenon of praise, the variety of its manifestations in different sciences; descriptive analysis made it possible to describe praise in each of the considered disciplines. As a result of the analysis, the following conclusions can be drawn: for the proposed research, it is interesting to study the praise in terms of linguistics and pragmatics. An analysis of previous studies of this phenomenon in other languages has led to the conclusion that praise can be expressed by a speech act, or a speech genre, or even be represented by a type of text. Consequently, such versatility of praise determines its complex, multifaceted analysis using two approaches – linguo-pragmatic and rhetorical-stylistic.

In modern society, linguistic sciences pay close attention to political discourse, since there exists a strong relationship between language and politics, which makes their separate existence impossible. That is why professional teams of philologists, imagemakers and PR specialists work on politicians’ speeches. The relevance of the study is explained by the fact that a multifaceted analysis of politicians’ verbal behavior, communicative strategies, tactics and techniques they use to implement intentions in public affairs contributes to a clearer understanding of political discourse and efficiency determination in the impact of politicians’ speeches on the mass addressee. The article deals with the consideration of political discourse and politicians’ verbal behavior peculiarities (based on a case study of British Prime Minister Boris Johnson’s speeches). The authors give a brief overview of Russian and foreign scientists’ works on communicative strategies and tactics. Most of the focus is on the ways to persuade the audience. The persuasion strategy is viewed as a macro strategy implemented with the help of an argumentation sub-strategy. The paper provides a classification of tactics that explicate an argumentation strategy, as well as the pragmalinguistic means used by politicians to manipulate public opinion and audience behavior are examined. The purpose of the study is to describe the macro strategy of persuasion in British political discourse, as well as the tactics for its implementation. The results obtained can be used for lectures on the theory of linguistic manipulation, semantics and pragmatics of conversation, imageology.

Since the process of recalling combines comprehension and speech production, it is viewed as an extremely complex though understudied linguo-cognitive phenomenon. Recalls as secondary texts or text derivatives are also considered to be a good material to explore cognitive aspects of secondary texts production, information conversion procedures and types of transformations of primary texts. The notion of secondary texts also implies multiplicity, as an original text may be retranslated into numerous secondary texts different in quality and degree of completeness. The purpose of the study is to model the propositional secondary retold texts and to identify the specifics of the recipients interpretation of the main event in the text. It is aimed at discriminating the differences between the primary expository text and its 134 immediate recalls produced by 15-year old native Russian speakers. In order to reveal the specifics of the propositional content of a primary expository text and its recalls, their recipients used the following methodological operations: the description and interpretation of the semantic roles of the first and second arguments aligned to predicates on the basis of the verbs semantic properties; the employment of the psycholinguistic model of the utterances generation; the characteristic of memory as a complex of cognitive and mnemic processes; the definition of cognitive-semantic discourse structures; and the understanding of a proposition as a stable component of an utterance independent of the surface grammar. The comparison of the original text and its recalls with the use of innovative denotative maps enabled us to define successful and unsuccessful expression of propositional structures and the main idea of the original text. The classification of texts includes four groups based on the number of the reproduced propositions and types (weak or successful) of the reflection of the primary text denotative card. The authors designed and successfully implemented an innovative 11 stage-algorithm of revealing patterns of a printed text comprehension and its immediate recalls including the primary visual perception of the text, its primary interpretation, reading, encoding, reflection, preparation for an oral presentation, desobjectivation (distribution of semantic roles), interpretation, reflection, oral implementation and text. The work fills in certain gaps in the research, such as the specifics of immediate recalls production, identification of changes in propositional structures of immediate recalls, and expanding the corpus of semantic roles similar to Frame Net. The findings can be successfully applied in natural language processing and linguistic didactics.

Введение. Рассмотрены семантико-когнитивные и функционально-прагматические особенности соматизмов в текстах русских фольклорных лирических песен. Объект научного описания ‒ семантика соматизмов как маркеров национальной идентичности, получающая концептуальное осмысление в связи с ее исследованием в аспекте жанрово-дискурсивного своеобразия лирических песен. Цель ‒ изучить соматический код, эксплицированный лексемой-соматизмом голова, в фольклорном фрагменте русской картины мира с учетом жанрово-дискурсивной обусловленности функционирования этой лексемы. Материал и методы. Материалом исследования выступили 127 текстов русских фольклорных лирических песен, содержащих лексему-соматизм голова, отобранных путем сплошной выборки из сборника лирических песен. Использованы методы наблюдения, количественный и лексико-семантический анализ, а также элементы дискурсивного и концептуального анализа. Результаты и обсуждение. Отправной точкой исследования стал тезис о наличии у соматизмов не только языкового, речевого, но и лингвокультурологического и лингвокогнитивного статуса. Соматизмы определяются в качестве лингвистических маркеров культурного кода русской идентичности и фрагмента национальной картины мира. В значении большинства русских соматизмов присутствует ярко выраженный национально-культурный компонент смысла. Лексема-соматизм голова принадлежит к контенту особо значимых соматизмов, поскольку в языковой картине мира реализует важные для понимания ментальности русского народа концептуальные представления: «хозяин семьи» (во главе семьи), «главное лицо в доме» (во главе стола), «черта национального характера» (буйна головушка) и пр. Данные толкования имеют специфику реализации в лирических песнях разной жанрово-дискурсивной природы. Последний параметр определяется в качестве экстралингвистического, связанного непосредственно с тематическим содержанием каждого конкретного текста. В числе жанровых разновидностей лирических песен анализируются любовные, семейные, военные, рабочие, антиклерикальные, ямщицкие, бурлацкие лирические песни, песни о деревенских праздниках, о житейской доле. Обнаружены также общие черты, отражающие функционирование соматизма голова в текстах лирических песен в целом, которые обусловлены лиризмом особого рода: проникновенностью, рефлексивностью, обостренностью чувствований автора, предельным субъективизмом повествования. Заключение. Изучение соматизмов в аспекте культурологической маркированности позволяет обозначить специфику их семантики, прагматики и функционирования в текстах разной жанрово-дискурсивной направленности. Интерпретация соматического кода русской культуры посредством обращения к анализу соматизмов углубляется и объективируется в контексте жанрово-дискурсивного подхода. Introduction. The article is devoted to the consideration of the semantic-cognitive and functional-pragmatic features of somatisms in the texts of Russian folklore lyric songs. The object of scientific description is the semantics of somatisms as markers of national identity, which receives conceptual comprehension in connection with its study in the aspect of genre-discursive originality of lyric songs. Aim and objectives. The aim of the research is to study the somatic code, explicated by the lexeme-somatism head in the folklore fragment of the Russian picture of the world, taking into account the genre-discursive conditionality of the functioning of this lexeme. Material and methods. 127 texts of Russian folklore lyric songs containing the lexeme-somatism head, selected by continuous sampling from a collection of lyric songs were used as the research material. The main research methods are observation methods, quantitative analysis, lexical-semantic analysis, elements of discourse and conceptual analysis are used. Results and discussion. The starting point of the study was the thesis that somatisms have not only linguistic, speech, but also linguoculturological and linguo-cognitive status. Somatisms are rightfully defined as linguistic markers of the cultural code of Russian identity and a fragment of the national picture of the world. In the meaning of most Russian somatisms, there is a pronounced national-cultural component of meaning. The lexeme-somatism head belongs to the content of especially significant somatisms, since in the linguistic picture of the world it implements conceptual concepts that are important for understanding the mentality of the Russian people: «the owner of the family» (at the head of the family), «the main person in the house» (at the head of the table), «trait of a national character” (rave head), etc. These interpretations have the specificity of implementation in lyric songs of different genre and discursive nature. The last parameter is defined as extralinguistic, related directly to the thematic content of each specific text. The last parameter is defined as extralinguistic, related directly to the thematic content of each specific text. Among the genre varieties of lyric songs are analyzed love, family, military, workers, anticlerical, coachman, burlak lyric songs, songs about village holidays, about everyday life. The study also revealed common features that reflect the functioning of the head somatism in the lyric songs in general. These features are due to a special kind of lyricism: penetration, reflexivity, heightened feelings of the author, the ultimate subjectivism of the narrative. Conclusion. The study of somatisms in the aspect of their culturological marking makes it possible to identify the specifics of their semantics, pragmatics and functioning in texts of different genre and discursive orientation. The interpretation of the somatic code of Russian culture by means of an analysis of somatisms is deepened and objectified in the context of the genre-discursive approach.

This article provides a study of the definition and classification of the speech act of proposal in the Russian language. Speech acts, understood as the minimum unit of speech activity, is an elementary link of communication and the most important part of linguistic pragmatics. Scholars have already studied many different speech acts, such as speech act (SA) requests, complaints, and refusals. However, little attention is paid to the study of the Russian speech act of proposal. This belongs to the directive speech acts in relation to their realization, the cultural background against which they are realized and their perception, for example, by Chinese speakers. The results of the paper suggest that proposals in Russian have to be studied in their cultural environment as a way to improve the teaching and learning and translation studies of this language in China and avoid misunderstandings in the ongoing relations between the two countries, thus leading to help to achieve the goals of successful communicative contacts. Keywords: speech act, proposal, linguo-pragmatics, intercultural communication, language teaching, language translation and interpretation

This article examines the peculiarities of the public advertising discourse of five cultures (Russia, the USA, the UK, France, and Australia) based on advertising campaigns concerning the COVID‑19 pandemic. The main object of the research is poly-code structures that contain the interaction of multilevel and multidimensional components that appeared as a result of an interaction of elements belonging to different semiotic systems, both verbal and visual. The authors carry out complex multilevel discourse analysis, paying close attention to structural, semantic, communicative, and pragmatic features, including conceptual space. The article explores factors that ensure the efficiency of such influence on the mass addressee due to existing social procurement, taking a closer look at the pragmatics of lexical and grammatical means in the chosen interaction strategy of verbal and visual components in Russian and non-Russian social advertising texts. The author also studies the mechanisms of influence in various cognitive processes that are part of information perception and processing and analyses linguo-creative parameters of such texts, such as pragmatic aspects of the use of wordplay and its influence on the semantic structure of an advertising text. The research makes it possible to detect the semantic mechanisms of the increasing communicative effectiveness of public advertising. The structural and semantic compression that plays an important role in it is possible thanks to the use of nonverbal expressive means: print text features (size, colour, and other features of the font, kerning, and typography), expressive images, and their interaction with the printed text. The functioning of advertising texts is connected with a whole series of basic concepts that appear in advertising space, get into the public and personal mentality, and modify it. On the other hand, to increase their impact, advertisements use a range of pervasive stereotypes that can be observed in the way brands react to social changes in their logos and slogans.

Referential units are speech elements that represent not only the function of addressing, encouraging, calling, but also the subjective attitude of the speaker towards the recipient. Not only connotative referential units indicate the addressee of the speech, but also characterize, evaluate it, and provide speech impression and influence through the connotative expression. There are a variety of ways in which speech is used to describe the subjective attitude of the speaker to the listener, such as being kind, expressing enjoyment, respect, satisfaction, anger, hatred, and discrimination. The expression of the connotation through the referential units in the communication is directly related to the national customs, traditions, spirituality, worldview and social environment of the Uzbek nation, its geographical location, climatic features, and interpersonal relations among people, natural conditions, religious views and beliefs. Connotative referential units are found on the basis of presuppositions such as important social characteristics of the listener, i.e. their age, sex, role in society, work position, being familiar or not, age variations, the social status of the listener – high, low or equal, the formal or informal status of the conversation. KEYWORDS: Uzbek language, referential units, connotation, presuppositions, pragmatics, linguocultural, stylistic devices