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| 3151 | The article is devoted to the investigation of ways of representing in English one of the basic universal conceptual categories – the category of graduality. The main aim is to determine specific features of lexicographic description of lexical units that express graduality implicitly in English dictionaries. Modern paradigm of linguistic knowledge – cognitive linguistics – gave an opportunity to look at a number of problems from a new angle, in particular at the formation of the category of graduality and its linguistic representation. Within the framework of cognitive linguistics graduality is rightly viewed as a concept expressed in the language by a category of graduality that includes in the first place quality adjectives because only they can denote some feature that can manifest itself in a higher or lower degr ee and as a result have gradable meanings. The article gives a short survey of present-day opinions on lexical units that express features of objects and new ways of their structural presentation, in particular opinions of leading Russian and foreign linguists – E. S. Kubryakova, N. N. Boldyrev, E. G. Beliaevskaya, L. Talmy. The investigation was carried out on the material of 533 adjectives selected from several authoritative dictionaries of the English language. The author describes the procedure of the conceptual analysis of some frequently used English quality adjectives that have an indication of graduality in their meanings. In the course of the analysis the author makes some conclusions concerning the conceptual structure of English quality adjectives representing graduality implicitly, singles out concepts that serve as a basis for the semantics of the adjectives under analysis and dwells on the peculiarities of their lexicographic description and that of relative adjectives used in their quality meanings. The study shows that the conceptual structure underlying the semantics of English adjectives representing graduality implicitly includes two concepts – “feature” and “feature degree”. The first one has a different semantic representation depending on the meaning of the adjective while the other one expresses the same feature degree in all the meanings (very high, high, low). The research is interesting for further analysis as not only the issue of lexicographic presentation of graduality is of great interest today but also the issue of new approaches and methods of studying graduality, the status of units functioning as means of expressing graduality and some others. All these issues need further investigation on the material of different languages. Keywords: graduality, conceptual category, implicitness, conceptual analysis, quality adjectives, relative adjectives, means of representation, inference | 2007 | |||||
| 3152 | Chumakova L.P. .. Tomsk State Pedagogical University Bulletin. 1999. Issue 3 (12). P. 6-9 . | 2006 | |||||
| 3153 | This article represents by itself the historical survey of the Russian liberal phenomenon. The main author's thought is contained in that during all the times of the lib¬eral ideas existence in Russia, they penetrated in a kind of philosophic and religion discourse of intellectuals only. Thus the liberal traditions appeared in the narrow layer of Russian society. | 2006 | |||||
| 3154 | In the article education as a branch of national economy and its regional features are reviewed. This forms the basis for determining the specific character of the regional eco¬nomic interest in this sphere. | 2006 | |||||
| 3155 | The article considers the influence of physical load on magnetic activity among sportsmen and people with low physical activity. According to the sensitivity to magnetic field people could be divided into three groups: persons with high sensitivity, low sensitivity and persons with average sensitivity. | 2006 | |||||
| 3156 | The author suggests studying English in primary school with the use of the textbook «English Intensive Course For Children and Their Parents by A.A. Vostrikov. E.N. Dudina, and I.A. Itsenko. The main ideas of this technology are: - exposing of the didactic difficulties; - organization of training exercises for development of special abilities (such as communicative abilities, imagination, different types of memory, etc. ); - organization of transitional exercises from development of special abilities to realization of studying activity in intensive conditions; - using of training exercises during the whole course; - using productive methods of teaching. Some tables presenting students' results of the tests taken are included n the article. They illustrate the improvement of the students' results. This technology can be used in teaching German as well as other school subjects. | 2006 | |||||
| 3157 | The paper outlines the typological significance of syncretism, which reflects, in the synchronic plain, the on-going change in the inter-level relations in the system of German, and manifests the shift of the language type. | 2006 | |||||
| 3158 | The complex model of HKE for children in sanatorium classes of comprehensive school has got a specific difference from the previous models, because it satisfies the specific educational needs for children with weak health (bronchial asthma), health keeping and strengthening with high educational results such as training level, general and high-quality school results. Besides this model develops the culture of pupils to take care of their own health. The collaboration of teachers, psychologists, physicians and parents provides the effective health support for children in sanatorium classes of comprehensive schools. Keywords: health keeping education, sanatorium classes, health keeping area, area of personal development of pupils, the complex of diagnostical medical and sanitation measures | 2006 | |||||
| 3159 | This article observes the principles of the nomination of the Selkup posthumous lodgings: the cemetery, the grave and the coffin. Ethnolinguistic analysis reveals the particularities and cultural importance of the Selkup burial tradition. Keywords: ethnolinguistics, the Selkup language, the cemetery, the grave, the coffin | 2006 | |||||
| 3160 | The article regards economists’ professional linguistic competence development. Some pedagogical conditions of using adaptive model as a way to develop above mentioned competence are highlighted. Keywords: professional linguistic competence, adaptive model, competence-based approach, context-based approach, project study. | 2006 | |||||
| 3161 | The article is the result of the study of levying payments for negative impact on the air, water and land resources. It is proved to be more transparent with regard to the principle “equal pay for equal pollution” at the moment are the fees for air pollution, in comparison with fees for water and land resources. Keywords: natural resources, outgoings, management, optimization | 2006 | |||||
| 3162 | The paper deals with morphological means of expression of unreal modality in Nenets, their functional distribution in modern Nenets and their probable diachronic evolution. Keywords: Nenets, verb morphology, modality | 2006 | |||||
| 3163 | The role of folk ethnographic expedition in professional training of students of folk-choral specialization in higher schools of arts and culture is revealed in this article. Besides, in this article functions, forms and directions of folk ethnographic expeditions are revealed in detail. Keywords: folk ethnographic expedition, functions of folk ethnographic expedition, forms and directions of folk ethnographic expeditions | 2006 | |||||
| 3164 | The issues of competitiveness of the educational organization and the underlying factors and criteria influencing it are discussed. Highlights the main approaches in the evaluation of the competitiveness of the organization. Keywords: education, competitiveness of educational organization, evaluation of service quality | 2006 | |||||
| 3165 | Modern society is focused on improving the performance of both technical and humanitarian areas. Modern humanitarian technologies are used in the training, education, allowing you to optimize these processes. Research activities of the teacher is a necessary factor in his professional competence. This determines the need to improve this activity. The most successful methodological approach to solving this problem, the author believes praxiological, and one of the most important mechanisms visualization. These reserves were used by the author to develop and test educational course for master’s programs “Design and assessment of educational systems”. Visualization, a relatively new pedagogy methodology used in teaching undergraduates, allowed to achieve high performance training and trainees’ satisfaction. This methodological approach and visualization techniques can be used for other training courses. Keywords: research activities of the teacher, praxeological approach, visualization, educational program, result of research activity | 2006 | |||||
| 3166 | The purpose of the article is to identify the features of scientific linguistic habitus. The author proceeds from the interpretation of science as a form of social practice and understanding of its subjective basis as a set of dispositions (scientific habitus). The linguistic habitus of science is defined as one of the sets of dispositions of the subject of scientific practice, acquired in a particular socio-historical context by taking into account the peculiarities of its carrier, and reflected the linguistic identity of a scientist to a particular tradition (educational, disciplinal, national, cultural). Responding to the question of how linguistic habitus is associated with an actual scientific practice, what specific nature it has and what the mechanisms of formation are, – the author, firstly, asserts the existence of a gap between the linguistic habitus of science and scientific practice itself. Secondly, the analysis of works of local researchers allows to refer intertextuality, expressivity and dialogueness identifying to the features of scientific linguistic habitus. Thirdly, the dynamics mechanism of scientific linguistic habitus is described on the basis of theories of P. Bourdieu and W. Labov. Keywords: scientific practice, subject of scientific practice, linguistic habitus of science, intertextuality, expressivity, dialogueness | 2006 | |||||
| 3167 | The existing foreign recommendations and international principles of educational programs design and management do not have adaptations for Russia. As a result, there is a need to create uniform principles of educational programs and learning outcomes for the international cooperation, the roadmaps implementation of the leading universities and achievement indicators in the world rankings. In addition, the sphere of information technology is the most rapidly evolving and has a number of features that do not allow students to study all existing technologies, development environments, etc. In this connection, the author identified promising areas of education (such as the development of domestic hardware platforms and equipment; Information Security; the development of mobile applications; design, development, implementation and support of information systems; parallel and distributed computing; design, creation and implementation of converged systems; software engineering; the development of decision support and data management systems; the creation of artificial intelligence, intelligent systems) and their content; offered the principles of formation of actual educational programs (that includes consistency, continuity, flexibility, etc.); as well as formulated specifications and additional competences of IT-graduates, necessary for educational programs design. Integrated use of the proposed solutions allowed: to strengthen existing relations with foreign partners and to expand the scope of international cooperation in the implementation of joint educational programs, research projects and grants; to change the conditions of learning, making them more flexible and adaptable to the constant changes in the professional environment; to make cooperation with employers stronger. Keywords: information technology industry, competences, unified educational space | 2006 | |||||
| 3168 | Obukhova E.A. .. Tomsk State Pedagogical University Bulletin. 1999. Issue 3 (12). P. 40-41 . | 2005 | |||||
| 3169 | The author of this article explores the structure of the national economy from the systemic position. The national economy is introduced as a hierarchy of components: (person - the first elements of economy - firms and the state). The article contains a new view of the functions of the state, market, economic efficiency and optimum. The author be¬lieves that in social sciences it is necessary to return to nat¬ural science's definition of the economic order. | 2005 | |||||
| 3170 | The authors of the article, basing on the expe¬rience of Polish educators (basic professional schools, lyceums, post-lyceum education) suggest the concrete recommendations to the solution of the problem of employment taking into consideration the modern de-mographical and socio-cuitural situation. | 2005 | |||||
| 3171 | The issues of historical development of musical education in Tomsk since the midst to the end of the nineteenth century are disclosed in the article. The main focus is made on the analysis of their rote of clerical and secular educational institutions. Some of the data are published for the first time. On the basis of studying published and archive materials the conclusion is made on the significant input of Tomsk elementary and secondary educational establishments into developing musical culture in the city. | 2005 | |||||
| 3172 | Mikhaylova M.V. -. Tomsk State Pedagogical University Bulletin. 2007. Issue 8 (71). P. 155-156 - | 2005 | |||||
| 3173 | Innovational direction in teaching foreign communication supposes denying the reproductive stage in development of ability and priority of productive speech what demands from the students individual programs, independent communicative steps; all this results in original, creative, free speech connected with personally important information. Keywords: technologies of teaching foreign communication, the productive and original non-prepared speech | 2005 | |||||
| 3174 | The article considers the problems of the formation of future teachers’ professional competences in the process of foreign language teaching which are particularly actual at preset due to the introduction of new Federal State Educational Standards for Higher Professional Education. Interactive teaching, authentic materials and use of new information technologies give great possibilities for developing students’ abilities, skills and knowledge, which will grow into the required teachers’ professional competences. Keywords: formation, future teacher, professional competences, foreign language teaching | 2005 | |||||
| 3175 | The article considers the problem of displays of addictive behaviour in video game practice of a modern teenager. The author is oriented to a paradigm of existential pedagogy and focuses its attention on the unique ontologic status of subjectness category in the process of individual development, and also on possible supervenient experiences of subjectness deficiency by a person. Keywords: addictive behaviour, existential pedagogy, subjectness, teenager, video games | 2005 | |||||
| 3176 | The article contains a short survey of modern notions about semantic category of norm. In the article is motivated the idea of this category as studing in linguistic in the directions, that are in accordance with three main elements of norm estimation (the base, the subject and the object of estimation). Keywords: estimation, norm, semantic category | 2005 | |||||
| 3177 | The article deals with the use of proverbial and phraseological units. Although proverbs and phraseological units are lingual stereotypes originated in the course of long historical development, through their initial general semantics they can be easily adapted by means of transformations for designation of new objects and situations. Keywords: semantics, proverb, phraseological unit, stereotype, transformation, word-play | 2005 | |||||
| 3178 | The article is devoted to analysis of antiwar activity of British Independent Labour party in the period of AngloBoer War. It shows the evolution of party’s antiwar platform and deals with main IWP’s main political methods, such as resolutions, strikes, and actions of civil insubordination. Article also gives attention to common problems of antiwar movement in Great Britain, its specific features and social success. Keywords: Independent labour party, antiwar movement, The Boer war | 2005 | |||||
| 3179 | The structure of human activity in the logics of subject-object relations makes the unity of materially converting, spiritually cognitive, spiritually valuating, and communicative activities. The content and form of pedagogical process of art activity change owing to specific qualities: emotionality, figurativeness, subjectivity, infectiousness and dialogic character. The subject of pedagogical activity should possess a complex of art-pedagogical qualities inclusive of ability to organize and manage pedagogical process, expressed in making a creative plan of the lesson and in its artistic realization; in ability to improvise; in comprehending his or her own individuality, the subjective nature of creative activity; in dialogic forms of communication; in mastering the reflective mechanism. Keywords: human activity, individual’s socialization, universally creative process, interpenetration of art creativity into pedagogical activity. | 2005 | |||||
| 3180 | In this article the author analyzes the topical problem of language polycultural education of advertising specialists in the linguistic university. The author offers the technology of teaching a foreign language to students of the advertising faculty, thus proving that study of advertising cannot be separated from study of national-cultural specificity and linguistic realities. Keywords: language polycultural education, an individual’s cultural identity, national-cultural specificity, advertising communication, advertising localization | 2005 | |||||
| 3181 | The article analyses the experience of teaching workshops as a form of implementation of the master’s education program. Keywords: online community, graduate, teacher training workshops | 2005 | |||||
| 3182 | The statistic data of bankruptcies and the dynamics of gross national product are analyzed in the article, an attempt of revealing their interrelation is undertaken. The Russian bankruptcy system is impacted by institutional factors, not by macroeconomic ones. Keywords: bankruptcy institute, an economic crisis, dynamics of gross national product | 2005 | |||||
| 3183 | The article considers the phenomenon of coupling and is defined by its function as a link between the different types of extensions within a single text. On the example of the poem by M. I. Tsvetaeva there was revealed the possibility of dominance over other types of coupling extension, and also its regulatory capacity. Keywords: the type of extension, regulation of the text, regulatory function, coupling | 2005 | |||||
| 3184 | The QED ground state is studied for a four component Dirac fermion with the topological Chern-Simons term in 1+2 dimension. The Lagrangian for a massless Dirac fermion has the parity and the chiral symmetries. Spontaneous breaking of these symmetries can be found by evaluating the vacuum expectation values for fermion and anti-fermion pairs. We introduce approximate vertex functions and calculate the expectation values by solving the Schwinger-Dyson equation. We observe a smaller gauge dependence for the Ball-Chiu vertex function. Keywords: 1+2 dimensional QED, Schwinger-Dyson equation, Chern-Simons term | 2005 | |||||
| 3185 | The authors studied the species composition of the trees of the mixed birch and pine forests of Tomsk State Pedagogical University (TSPU) practice base in the village of Kireevsk Kozhevnikovsky district of Tomsk region. As of 2014 defined taxonomic and chorological composition of plants, installed the types of life forms of trees according to ecological and morphological classification and position and method of regeneration buds. In the study area, there are 22 species of trees belonging to 17 genera and 11 families. The department Gymnospermae is represented by 1 family, 4 genera and 4 species, department Angiospermae – 10 families, 14 genera and 18 species. According to the rhythm of the foliage development domination belongs to the deciduous trees form, fanerofity od Eurasian geographical group. Keywords: tree plants, species diversity, the type of life form, taxonomic composition, chorological analysis | 2005 | |||||
| 3186 | Inroduction. The Anthropology of Dostoevsky is a complex polyaspect subject, the study of which is possible with the use of cross-disciplinary approach of various branches of humanitarian knowledge: literary criticism, linguistics, philosophy, theology, psychology, psychoanalysis, anthropology. The aim of this work is to analyze the current trends of development of modern science about Dostoevsky and systematization of the international experience of studying of his creative anthropology. Material and methods. The research material is the speeches, theses and summaries of reports of participants of the international symposium “Anthropology of Dostoevsky. Man as a problem and a subject of reflection in Dostoevsky’s world”. The research methods are analytical and descriptive, expert estimation, expert analysis. Results and discussion. Expert opinions of scientists from 16 countries of the world who presented their reports at the international symposium, allowed to consider three leading problematic and thematic directions systemically: the anthropology of Dostoevsky in the light of philosophical anthropology and the European culture of the XX century; a problem of the person in the novel The Idiot. In connection with 150-year anniversary of the novel The Idiot the special attention was devoted to discussion of features of its screen version within a round table “The Idiot of Dostoevsky and The Idiot of A. Kurosawa”. Conclusion. The value of the reports presented within the problematic and thematic directions of a symposium consisted in the researchers’ ability to keep the unique spirit of creativity of Dostoyevsky, his deep understanding of the person presented in various forms of literary writing, philosophical ideas and truly psychological interpretations. Keywords: F. M. Dostoevsky, anthropology, man, personality, values, spirituality, freedom, eschatology, historiosophy, existential consciousness, religion, Orthodoxy, people, Bulgarian Dostoevsky society, A. Kurosawa | 2005 | |||||
| 3187 | Introduction. The article is devoted to the comparative analysis of Russian and Persian numerals in semanticstructural and functional terms. The purpose of the study is a comparative study of Russian and Persian numerals and the identification of their differences and similarities in order to improve the teaching of this part of speech to Persianspeaking students. Material and methods. The material of the study is the digits in the Russian and Persian languages, which are reflected in Russian and Persian manuals and books on the grammar of both languages. Results and discussion. The differences and similarities between the digits in the Russian and Persian languages are clarified. There are problems that Persian-speaking students encounter when using Russian numerals, especially when translating from Persian to Russian. Conclusion. The author comes to the conclusion that, firstly, in the Russian and Persian languages, numerals are divided into several groups, among which the quantitative, ordinal and fractional numerals are the same, secondly, there are no collective numerals in the Persian language, and thirdly, there are no distribution numerals in Russian, fourthly, the category of numerals in the Persian language is not inclined, and in Russian almost all digits of the numerals are declining, fifthly, the indomitability of Persian numerals and the inclination of this part of speech in Russian are the source of a number of difficulties for Persons speaking Russian and the problem is exacerbated when some numerals are inclined as nouns, and some as adjectives in plural, sixth, Russian indefinitely quantitative numerals in the Persian language are included in the category of quantitative dialects. Keywords: numeral, Russian, Persian, syntax | 2005 | |||||
| 3188 | Golubenko T.Y. .. Tomsk State Pedagogical University Bulletin. 1998. Issue 5 (8). P. 17-21 . | 2004 | |||||
| 3189 | Shustova E.N. .. Tomsk State Pedagogical University Bulletin. 2000. Issue 6 (22). P. 43-47 . | 2004 | |||||
| 3190 | The reviewer points out that the author of the work is cardinally revising the boundaries and the essense of the notion «epic dramas. She is giving the first systematic investigation within the framework of the Russian tradition to dramas thoroughly forgotten (by S. Tretjakov), quite new (by G Gorm, O. Brodsky, B, Aksjenov, V, Maksimov) and well known, which former interpretation cannot be accepted nowadays (by M. Gorky, К Trenev) | 2004 | |||||
| 3191 | This article is devoted to finding significant and insignifi¬cant dependences between intellectual personality and emo¬tional- volitional components of school maturity and successes of children in studying. On the base of data research the au¬thor suggests computer program of younger classes school-children's progress that can be used by the specialists of psychological-pedagogical profile in practical work. Keywords: - | 2004 | |||||
| 3192 | We review the recent attempts of unifying inflation with quintessence. It appears natural to join the two ends in the framework of brane world cosmology. The models of quintessential inflation belong to the class of non-oscillatory models for which the mechanism of conventional reheating does not work. Reheating through gravitational particle production is inefficient and leads to the excessive production of relic gravity waves which results in the violation of nucleosynthesis constraint. The mechanism of "Instant preheating" is quite efficient and is suitable for brane world quintessential inflation. The mode! is shown to be free from the problem of excessive production of gravity waves. The prospects of Gauss-Bonnet brane world inflation are also briefly indicated. | 2004 | |||||
| 3193 | This article contents the description of innovation aspect in Russian high education, the goals and ways of its realization. | 2004 | |||||
| 3194 | During research of complex multifactor processes in which the main target parameter is influenced with set of factors, the theory of planning of experiment is applied. Thus values of factors are fixed in both parties from nominal value with the certain interval of a variation. We offer algorithm and the program of processing of arrays of factors with any deviations from the nominal value, received during experiment. The original approaches developed earlier are put in a basis. The specified pro¬gram can be used while optimization of physical, techni¬cal, economic and social processes. | 2004 | |||||
| 3195 | The article runs the problem of management of educational innovation development in higher professional education (technical institution). The process of management of innovational activity in the course of students’ training is presented as complex with its steps and peculiarities. The author descries the model of management of innovational activity in the institution as well as innovational forms of educational activity including mechanisms of interaction with social clients and education franchising as an innovational form of promoting new educational service. Keywords: management of educational innovation development, social clients, education franchising, prolong professional claiming, innovations, innovation, innovational activity, virtualization | 2004 | |||||
| 3196 | Modernization of the education system is defined in the concept of long-term social and economic development of the necessary condition for the formation of the innovation economy. The programme strategic development objectives in Siberia are identified in science, education and culture, in which Tomsk State Pedagogical University actively participates. The main focus of the university is in improving the quality of human capital for the implementation of key economic and social spheres in Siberia due to the integration of institutions of primary, secondary, higher vocational education and professional development. Keywords: modernization of the education system, program of social and economic development of Siberia, the integration of educational institutions, the system of continuous teacher education | 2004 | |||||
| 3197 | Change of plants productivity of family Solanaceae in the conditions of protected cultivation under fluorescent polyethylene films was studied. A number of general laws of plants productivity change of different varieties of Lycopersincon ecsulentum, Capsicum annuum and Solanum melongena was revealed. It has been found experimentally that increase of their productivity under fluorescent films is connected with intensive reproductive organs development, accompanied by formation of better quality fruits, and increase of plants vegetation at the average by 14 days. Keywords: protected cultivation, fluorescent film, family Solanaceae, productivity | 2004 | |||||
| 3198 | Discusses the process of teaching computer science using interactive learning tools, defines the competences (information, communication, as a consequence of ICT – competence), which students acquire as a result. Analyzes the didactic potential of electronic educational resources, and the author summarizes that the interactive tools combine the properties and functions of several types of electronic educational resources that will contribute to the achievement of educational outcomes at a qualitatively new level. Summarizes the feasibility of using interactive learning tools in teaching computer science, contributing to the creation of the possibility of the presence in a “state of mind” at the lessons of Informatics. Keywords: teaching computer science, the culture of thinking, electronic educational resources, interactive learning tools, educational outcomes | 2004 | |||||
| 3199 | Introduction. Researching of different informational and media language personalities is of great interest in connection with intensive role of new information technologies and their influence on thinking, world picture and speech behavior of up-to-date person. The relevance of this study is connected with it. The research points to detection of different types of modern political essays writers. The aim of the article – determination of typical and individual peculiarities of up-to-date political essays writers as informational and media language personalities subject to different models of their speech behavior and reaction to topical informational reasons. Material and methods of research are based on discursive, semantic and stylistic, comparative analysis usage supported by regulative theory as one of communicative stylistic of text trend. Results and discussion. Peculiarities of modern political essays writers as a syncretic information and media language personality with critical thinking, a desire and the ability to prove and argue his opinion, polemic approach in understanding various informational issues relevant for society, strongly pronounced rhetorical competence, a lively media image and a special idiostyle, mainly oriented to nonconformism. The types of modern political essays writers on basis of their speech behavior and aims are revealed. They are the following: 1) hyperrealist (distinguishing capacity of this type is naturalism, factuality, demonstrativity); 2) political essays writer-enlightener (he can be an expert or moral authority, be engaged in educational or enlightening activity); 3) political essays writer-enlightenerromantic (passionate about his own picture of the world, his principles, harmonious, has his own rich experience, positive attitude); 4) political essays writer-enlightener-ideologist (a fanatic-propagandist, faithful to a definite ideology, which he passionately upholds and imposes, builds a dichotomy or antinomy, is paradoxical). Common and individual regulative means, structures and ways of regulativity, which are typical for media discourse of modern political essays writers and for individual discursive practices of media personalities are revealed. Individual peculiarities of political essays writers are the following: difference in intensions, scale of informational reasons for controversy; choice of means and ways of influence on mass audience, availability of author’s regulative means and structures, logical and/or rhetorical argumentation in media discourse. Conclusion. The proposed approach to studying a modern political essays writers’ media discourse from the point of view of typical and individual manifestations of these information and media language personalities revealed that detected types of language personalities which show themselves in speech behavior are different in their aim, means and effect of influence, which is due not only to objective factors, but individual copyright features of these individuals, but individual and author’s peculiarities of these personalities. These findings are of interest for media linguistics, linguistic personology, theory of speech influence, speech conflict study, communicative stylistics of text. Keywords: media discourse, informational and media language personality, types of informational and media language personalities of political essays writers, communicative stylistics of text, regulative theory | 2004 | |||||
| 3200 | The article describes the English advertising discourse for women, the texts of which were present in the 30-s and 40-s of the twentieth century. The purpose of the study is to analyze the arsenal of expressive linguistic means, both verbal and paralinguistic, to influence the female readership in order to enhance the pragmatic effect of the texts about the advertised product. The material of the study are texts of British and American magazines for women, presented on the websites of archival publications (vintageadbrowser.com, etc.), using the methods of linguistic description, classification, linguistic-stylistic and contextual analysis and translation. The analysis of expressive means in the English discourse of advertising texts for women made it possible to assume that advertising texts of this chronological period are polycode messages containing various means of verbal and non-verbal, paragraphemic expressions, such as various rhetorical devices (epithets, euphemisms, puns), visual images – drawings, photography, font variation, punctuation variation, implications, etc. Obviously, for the female readership, the greatest persuasiveness of the advertising text lies in the visual effect, therefore, visualization plays a central role in the set of expressive means of advertising discourse, i.e. drawings and photographs that, through a set of appropriate implications, cause a predictable psychological effect - the conviction of the need to purchase a product. The meaning of the actual verbal component of the text is not the leading one, since the gender characteristics of this readership are due to the motive – to imitate higher standards and more successful and beautiful people, whose images are present in advertising. The polycode nature of the advertising text is a necessary condition for achieving the pragmatic function of advertising aimed at persuading the target audience, and it consists in the mandatory combination of means of various language codes: verbal (graphemic proper) and paragraphemic (punctuation, graphics, drawings) means of discourse. Keywords: polycode, discourse, advertising, expressive means | 2004 | |||||