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| 3351 | 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 | 1938 | |||||
| 3352 | The notion of in-equivalent vocabulary stands for culture-specific lexicon units in a source text considered impossible to render into target language without more or less significant losses. Although, there exist a number of translation techniques aimed to facilitate understanding of such words for foreign readers. Each of such techniques can be correlated to two opposite strategies of domestication and foreignization, thus enabling to measure the degree to which translators managed to recreate culture-specific component in translated text. The purpose of the research is to analyze the specific features of in-equivalent lexicon units translation in four English versions of “The Golden Calf” novel by I. Ilf and E. Petrov. The research is based on 320 in-equivalent lexicon units in five text sources: 1) И. Ильф, Е. Петров. «Золотой телёнок» (1931), 2) The Little Golden Calf (transl. Ch. Malamut, 1932), 3) The Complete Adventures of Ostap Bender (transl. J.H.C. Richardson, 1961), 4) The Little Golden Calf (transl. A. Fisher, 2009), 5) The Golden Calf (transl. K. Gurevich, H. Anderson, 2009). The methods applied are general scientific (observation and description) and linguistic (text analysis, comparative analysis). In-equivalent lexicon units in “The Golden Calf” novel, set against the background of intensive formation of new Soviet lexicon, includes several classes such as sovietizms (32% of all in-equivalent units), objects and phenomena of everyday life (18%), words of foreign origin (14%), historical words (12%), phraseological units (10%), jargon and dialect words (10%), folklore words (3%), and nonce-words (1%). The comparative study of translation of the given classes of in-equivalent vocabulary in analysed English versions of “The Golden Calf” reveals the methods preferred by each interpreter. More often the authors used the techniques of description and approximate translation; less popular were the methods of hyponymic translation and calque, with the restribution of meaning as the least favorable method. Matching the techniques of in-equivalent lexical units translation to foreignization and domestication strategies makes it possible to declare that the most foreignized is Ann Fisher’s version while the most domesticated one – the translation by K. Gurevich and H. Anderson. Keywords: in-equivalent lexicon units, “The Golden Calf”, translation techniques, domestication, foreignisation | 1938 | |||||
| 3353 | . | 1937 | |||||
| 3354 | Kozlov Y.A. .. Tomsk State Pedagogical University Bulletin. 1999. Issue 1 (10). P. 43-46 . | 1937 | |||||
| 3355 | The problem of quality is a central one in the education at its different levels. The activity of monitoring centres concerning the quality of education shows that the adequate and continuous diagnostics of a training process becomes more and more meaningful stimulus for the personal, intellectual, professional and creative development of schoolchildren and students in secondary and higher educational institutions. The majority of systems for the knowledge quality control is focused only to the estimation of final results of training. Here we offer a technique, which allows to control the process of mastering the basic parameters of knowledge among the students' on the course of general physics. | 1937 | |||||
| 3356 | In the work we present the model of reflection holo¬graphic grating formation in photopolymers at two wave mixing and small contrast, optional non linearity of pho-topolymerization and optional ratio of polymerization and diffusion mechanisms of record. It have been shown essential space-time transformation of amplitude -phase profile of first harmonic and diffraction properties of reflection holographic grating. | 1937 | |||||
| 3357 | The article presents for the fist time non-traditional approach to the state of inability to understand the meaning of one’s own activities because of psychiatric disorder. The authors consider this state as a particular legal aspect of mentally sick people. This aspect has certain criteria: medical, psychological and legal. The authors attribute to this state not only disability stated by civil Law, but also limited ability and a-ability. | 1937 | |||||
| 3358 | We study a generic chiral-antichiral superfiled model on N=1/2 deformed superspace. The model is formulated in terms of arbitrary Kahler potential and arbitrary chiral and antichiral superpotentials. A component structure of the model is found. One-loop effective action in low-energy approximation is considered at constant background fields. The divergent and finite contributions to effective action are calculated | 1937 | |||||
| 3359 | The article gives the experiment results of the usage of methodical approaches directed to equalize the motor skewness of legs with the purpose to improve the teaching quality of hurdling techniques among students of the sport faculty | 1937 | |||||
| 3360 | Revelation of results of children educational activity, learning at institutions of additional education, remains one of the most defined in connection with absence of united educational standard in this sphere. This variant of diagnostics is one of the possible approach to the decision of the problem of educational result estimation. Keywords: additional education, children, diagnostics, testing | 1937 | |||||
| 3361 | This article deals with the features of bilingualism and bilingual education at advanced learning foreign language schools. The importance of the native tongue in learning a foreign language is underlined. Keywords: bilingual learning, native tongue, foreign language, interpretation, education | 1937 | |||||
| 3362 | Prokopinskaya N.I. .. Tomsk State Pedagogical University Bulletin. 1998. Issue 4 (7). P. 32-37 . | 1936 | |||||
| 3363 | 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. | 1936 | |||||
| 3364 | The model of formation of student’s educational activity motivation is described at methodological, psychologicaldidactic and methodical levels of generality. The connection of educational motives with current and academic progress of students of the first year is investigated. The basic stages of verification of model during didactic experiment are described. The levels and criteria of completeness of educational motivation are defined. Keywords: model, motivation of educational activity, levels and criteria of completeness of educational motivation, current and academic progress | 1936 | |||||
| 3365 | The article is devoted to the problem of formation of scientific and methodological competencies in students of pedagogical universities when studying natural sciences. The article defines the essence of the concepts of «competence» and «competence», reviewed the structure of the teacher competence model, stages of formation of scientific and methodological competencies of future teachers, as well as the analysis of self-formation of scientific and methodological skills in students of pedagogical universities. Keywords: scientific and methodical, research, competence, competence, students of pedagogical universities. | 1936 | |||||
| 3366 | The paragenetic structure of landscapes within physical-geographical (natural region) provinces of the plain part of Altay territory is described. The results of study of landscapes complexes view that it is characterized by paragenetic links between structures elements of landscapes causing by contrast of environments. Keywords: the principle of contrast, the type of terrain, paragenetic landscape | 1936 | |||||
| 3367 | The article is devoted to the characteristics of the initial stage in the history of formation and development of a professional training system in the field of social work in the USA. The author allocated stages of development of this system during the period from the end of the 19th century till 1930s. The basic attention is paid to the first of the allocated stages – to the stage of before-professional formations in the sphere of social work in the USA. The analysis of conceptual sights, characteristic for the American charitable movements in which bowels bases of the future system of vocational training of social workers in the USA, represents the particular interest. Keywords: social work, apprenticeship, professional training, formation and development of a professional training system, vocational training, movement “Settlement”, movement of “Societies of the organised charity», social education. | 1936 | |||||
| 3368 | We study composite M-brane solutions in 11-dimensional supergravity. The supersymmetric solutions describing orthogonally intersecting M-branes are de ned on the product of Ricci- at manifoldsMi. The amount of preserved supersymmetries depends upon certain numbers of (chiral) parallel spinors on factor spaces Mi and brane sign factors. Three examples of triple M-brane con urations are considered and the numbers of unbroken SUSY are obtained. Keywords: M-branes, parallel spinors, supergravity, supersymmetry | 1936 | |||||
| 3369 | We consider our world as a brane embedded in the 5D space-time which is a solution of the 5D Einstein equations with Л-term. We do not solve the modi ed Einstein equations on the brane, instead of this we use exact solution of 5D Einstein equations. The energy-momentum tensor appears as the Israel jump condition on the brane. This tensor at the in nity gives positive tension in one side of the wormhole and negative tension in the second part of the wormhole space-time. In the case of the AdS5 model without Randall-Sundrum asymptotic we found the wormhole metric which satis es the energy conditions. Keywords: wormhole, Randall-Sundrum model, multidimensional theory, energy conditions | 1936 | |||||
| 3370 | The article is devoted to the personality concept, which was developed in the personalistic discourse Christian culture, as a basis for the analysis of the moral aspect of modern bioethics. The initial background and categorical foundation of the personality concept is considered in the article. The ontological difference between the concepts “personality” and “person” in their anthropological representation is analysed. There were presented preconditions for the holistic person model formation, which defines the moral status of the person when doing ethical analysis of biotechnologies. Keywords: bioethics, person, individuality, essence, personalism, anthropology, christian culture, the existence of man | 1936 | |||||
| 3371 | The article discusses how to prepare students of the 9th grade for the State final examination in physics in the environment of additional education at the university. In particular training course describes the GIA (labs) on the basis of the Center for Complementary Physics and Mathematics and Science Study, Tomsk State Pedagogical University. In particular there is a description of the training course for the State final examination (laboratory work) at the Centre for additional physics and mathematics and science education at Tomsk State Pedagogical University. Keywords: state final examination, to prepare students for State final examination in physics, physical experiment, laboratory work | 1936 | |||||
| 3372 | We propose a method for integrating the right-invariant geodesic flows on Lie groups based on the use of a special canonical transformation in the cotangent bundle of group. We also describe an original method of constructing exact solutions for the Klein-Gordon equation on unimodular Lie groups. Finally, we formulate a theorem which establishes a connection between the special canonical transformation and irreducible representations of Lie group. This connection allows us to consider the proposed methods of integrating for classical and quantum equations in the framework of a unified approach. Keywords: geodesic flow, the Klein-Gordon equation, canonical transformation, irreducible representation, integrability | 1936 | |||||
| 3373 | 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 | 1936 | |||||
| 3374 | . | 1935 | |||||
| 3375 | The electrochemical properties of sulfur and sulfide mercury en aqueous solvents have been investigated by using voltammetry on mercufy-fiim electrode. The peak of reduction of sulfide mercury in 1 M NaOH and 1 M Na2SO4 is observed at -0.82 ± 0.03 V and 0.80 ± to the reduction of ± 0.01V, the second peak polysulfide ions | 1935 | |||||
| 3376 | Grigoray I.V. . Tomsk State Pedagogical University Bulletin. 2007. Issue 8 (71). P. 151-152 | 1935 | |||||
| 3377 | In this article is offered the technique of development mathematical competences of student for technical specialties in the time of solution applied tasks. Particularly geometrical tasks are stressed contributing to development of habits of construction and design. Keywords: engineer's education, mathematical competences,pedagogical conditions | 1935 | |||||
| 3378 | The article analyses five historical stages of modern rural few complement schools formation in Russia, their specificity and leading models of that kind of rural schools Keywords: historical stages of ruralfew complement schools formation in Russia, different-age school models | 1935 | |||||
| 3379 | The article reveals the mechanism of action of an extract of Siberian fir in nurture of quails. The authors show that the use of extract of Siberian fir (CSE) stimulates the adrenal cortex, the selectionof thyroid hormones in the blood . This helps to increase resistance of birds, to raise their productivity traits (egg-laying qualities, reproduction). Keywords: coefficient of resistance, the quail, vegetable extracts, hormonal system, bloodformation, productivity | 1935 | |||||
| 3380 | This article reveals the structure and content of mathematical talent and describes pedagogical conditions of its effective progress among school students, based on specially created developmental educational surrounding. Keywords: mathematical talent, students, developmental educational surrounding | 1935 | |||||
| 3381 | The article points to a notion of “intellectual substyle” of language personality on the basis of linguistic approach with the use of different types of dictionaries which fix the image of this phenomena on the basis of usage and collective language consciousness information. Its peculiarities with a glance to psychologists’ opinion and works of specialists in linguopersonology are defined in the article. Intellectual substyle is examined in trend of communicative stylistics of text as a component of cognitive style of language personality along with mental-psychological substyle which includes sphere of its emotional and intellectual motivation and psychological peculiarities; it also goes along with thesaurus substyle which reflects specificity of informational thesaurus of personality, its simplicity/complexity, measure, intensity, width, variety and originality of associations; at last it goes along with epistemic substyle which reflects support of object and practical experience either theory and logic, or figurative sense of reality in cognitive activity of language personality. From the view point of linguistics and with support of dictionaries intellectual substyle is defined by the author as typical for language personality intellectual peculiarities which are reflected into discursive practices and are estimated in positive or negative way in society, and are presented as distinctive features from the birth or in the process of education. These intellectual peculiarities include possibility of effective intellectual and creative activity which are expressed into remake of different information (complicated, abstract and daily), its analysis, comparison, synthesis, generalization, getting new information, possibility of providence, availability of knowledge, intellectual interest and achievements in intellectual sphere, quickness at situations comprehension and reactions on it, importance and measure of thoughts, subtext and mood feeling skill, possibility of its usage for certain aims. Keywords: idiostyle, communicative stylistics, intellectual substyle, cognitive style, language personality, lexicographic sources | 1935 | |||||
| 3382 | The article considers a mature student as the object of supplementary education at different establishments which offer language training. Based on Psychology and Linguodidactics researches, it analyses the characteristics of adult that are significant when studying a foreign language during a short-term study course. In order to acquire the knowledge of a foreign language one’s skills have to be trained and practiced regularly. Therefore, the article reminds the general principles of requiring a foreign language. Knowing the revealed peculiarities lets us form a clear understanding of who a mature student is, considering her both as a subject of study process in a whole and a subject of a foreign language learner in particular. Keywords: mature student, intensive learning, short-term course, supplementary education of adults, further self-development | 1935 | |||||
| 3383 | The article considers manipulation of mass audience with the help of discredit speech strategy, which is being used in headlines of British printed mass media by adversarial parties during the EU Referendum campaign. It gives a brief outline of the British mass media and their views on the forthcoming referendum. The article claims, that discredit strategy is implemented in the following speech tactics: accusation, offence, intimidation and derision. It also analyses communicative devices and linguistic means which are used in headlines by each of the adversarial parties in order to put into effect the mentioned above tactics and, as a result, to implement discredit speech strategy in the most effective way. Keywords: speech strategy, speech tactic, communicative device, discredit strategy, mass media, newspaper headline, Brexit | 1935 | |||||
| 3384 | The article discusses the establishment of students’ graduation projects based on real industry tasks in the Far Eastern State Transport University (former Khabarovsk State Railway University) as a progressive form of students’ scientific research at the end of the 50–80-ies of XX century. At first real-life graduation projects were introduced into educational process at the chair of “Railway operation” in 1958. The article presents a list of important students graduation projects of 1958–1960 completed for the Far Eastern Railway and the city of Khabarovsk. In addition, the stages of students’ the thesis design are analyzed, starting from information gathering to the presentation of projects to the examination committee. Also, the characteristics of real-life graduation projects are discussed such as the passthrough design (real and meaningful tasks of the industry were selected in the third year of the study, allowing students to do research in the format of coursework), group projects (the projects that require complex calculations were entrusted to a group of students), the use of computers for accurate design calculations. The author proves that students’ real-life projects were the most time-consuming form of research work as they were executed on the basis of real data; they were relevant, responsive and reliable and solved the tasks of the Far Eastern Railway and industries; they allowed students to be actively involved in the projects of industries, to adapt faster at the future workplace and have better career prospects. Keywords: students’ scientific research, real-life graduation projects, Far Eastern State Transport University | 1935 | |||||
| 3385 | Today television is the main mass media. It can show a huge audience not only current events, but also recreate the past. Therefore, today television is actively used to create television programs that broadcast historical knowledge. The author of this article examines one of the most conceptual aspect of historical popularization on TV – the conception of fact as a semantic category. The analysis bases on several examples o f television program “Nefact” (“Not a fact”), broadcasted on the Russian television channel “Zvezda”. It is a modern television product, which explores different events and phenomena in the point of view of the concept of fact and factual. In the focus of the article is lexical units “fact” and “not fact”, its semantic and functional meanings, and different ways of using in text structure of the TV-program. At the end of the article the author concludes that this lexical units can denote a reliable piece of information; 2) serve as a marker of doubt; 3) give a starting point to journalistic investigation and determine its structure; 4) serve as confirmation or refutation of information, being used at the conclusion of the investigation; 5) perform a nominative function, defining a specific style of presentation of the material. The author examines communicative potential of the test unit in journalistic materials and its importance in the promotion of knowledge. Keywords: fact, factual, lexical meaning, connotation | 1935 | |||||
| 3386 | Introduction. The study of precedential phenomena is extremely important for modern linguistics. They can be explored in different spheres and aspects, which depends on the aims of research. This article deals with precedential phenomena in political discourse. Aim and objectives. The aim is a comparative research of national precedential phenomena which function in Russian political discourse and of their translation into the English language. The objectives of this paper are to define methodology of the research, to select the necessary language material and to find the ways of translation of precedential phenomena taken from Russian culture into English. Material and methods. The methodology of the research is based on the cognitive linguistics theory. The methods are cognitive modelling, discourse analysis, comparative analysis. The selection of the material was carried out with the solid sampling method. To analyze and systematize the material a method of description was used. The material for the study were sampled out from the official website of the Russian president Vladimir Putin. Results and discussion. The results of the research showed that political discourse is a very productive sphere for the creation of national precedential phenomena. As a rule, precedential phenomena in political discourse are very specific. Their source can be found either in the sphere of politics or historic events of the nation. Precedential phenomena in political discourse usually have a short life span. There types are precedential texts, names and expressions. While translating national precedential phenomena, interpreters prefer to use concrete definition, equivalents or analogues of phraseological units. Sometimes precedential phenomena are lost in translation. Conclusion. So national precedential phenomena represent an important characteristic of political discourse. They serve as a link between the author and the recipient, make the speech more vivid and emotional and influence the audience in a specific way. But their national peculiarities often impede the translation process. Anyway some knowledge of cultural sources is necessary for correct interpretation and understanding of precedential phenomena. Keywords: precedent, precedential phenomenon, precedential text, discourse, political discourse, translation of precedential phenomena | 1935 | |||||
| 3387 | Doubt is often cast nowadays on the previously stable triad of the truth, good and beauty, which is destroyed in one way or another. Proceeding from the principles of positivism the Russian scholar-humanitarian D.N. Ovsya¬niko-Kulikovsky (1853-1920) declared beauty a fiction. In the article it is shown that the scholar's stand as «the de¬stroyer of aesthetics» is determined by his general cultur-ological concept. The recognition of polarity in culture (normal/abnormal, pathological; health/illness) was an¬other characteristic feature of this concept. The author of this article believes that it was an outstanding and bold attempt to introduce fundamental opposition of cul¬ture/counterculture into the Russian science of culture. It is also pointed out that in making specific studies the scholar was inconsequent with the methodologically fruitful idea advanced by him. | 1934 | |||||
| 3388 | The article gives the basic ideas about the changes in a competitive world in connection with the spread of Information Technologies. | 1934 | |||||
| 3389 | The author of this article discusses possibility of understanding the essence of pedagogical partnership in real educational practice as practice of predetermined functional inequality. The article considers practical steps from the idea of pedagogical partnership as desirable educational value to pedagogical partnership as educational reality. Thus, an attempt is made .0 substantiate the necessary conditions for development and establishment of pedagogical partnership in educational practice: identification of professional value» of a teacher and high level of his/her speech skills of self-expression and personal feedoack. | 1934 | |||||
| 3390 | It is considered in the psychological anthropology that a person passes consecutively through a number of degrees of the development of the subjectivity, each of them expresses the corresponding mode of the subjective reality: the individual, the subject, the personality, the universum. The analysis of the inner structure and the contextual side of the games, consecutively changing each other during the period of preschool age – elementary producing, mode-roling, plot-roling, a game with rules and producing game in details – allows to suppose that every kind of game, being the leading at the definite stage of the age development, initially supposes the satiation of the leading form of existing of a child. The other forms of existing are not leveled, but harmonically co-exist with the generalized modus, and they are in a special subordinational relations, fulfilling the accompanying function. | 1934 | |||||
| 3391 | The logic system of simulation modeling for synthesis and research of computing medium with reconfigurable structure is considered in the article. The main properties of the closed system of automatic control, which is developed on the basis of the one of such medium, are resulted | 1934 | |||||
| 3392 | The paper defends the thesis that modernization of teaching of philosophy foundations is one of priority branches of development of Russian education in the context of Bologna process. The course of philosophy could help to unite specialized secondary school and institution of higher education without any consequences for quality of education. Keywords: professional education, Bologna process, philosophy, modernization | 1934 | |||||
| 3393 | The article treats the role of componential analysis in solving lexical, lexical and grammatical, and stylistic challenges of translation. The paper maintains that componential analysis enables the translator to understand what causes translation challenges, to suggest effective and efficient strategies of overcoming the challenges, to select adequate translation equivalents and to proofread the translation. Keywords: componential analysis, pre-translation analysis, translation challenge, adequacy of translation | 1934 | |||||
| 3394 | The article is devoted to identify consistency among components of children’s psychological school readiness and development of junior schoolchildren’s learning position. The author analyzes varied approaches to the problem of school readiness, reveals correlations between children’s attitude to instructional situation, development of memory, logical thinking, self-discipline and the level of schoolchildren’s learning position. Keywords: psychological readiness of children to schooling, active learning position of schoolchild, attitude to instructional situation, memory, logical thinking, self-discipline | 1934 | |||||
| 3395 | In the article presents one of the ways of problem solving of junior schoolchildren’s personality development in terms of the new educational standard on the base of author’s conceptions and teaching aids. Keywords: personality development, formation of personality qualities, forming education, psychological training, lessons of self-perfection | 1934 | |||||
| 3396 | 1934 | ||||||
| 3397 | The article provides an analysis of doctrines of Catharian and Waldensian heretical movements, wide-spread in France and Germany in XII – beginning of XIV cc., in order to show how it reflected special features of burgher mentality, which were formed in conditions of urban life and caused burgher disapproval of the Catholic Church and their involvement into heretical movements. Involvement into heretical movements gave burghers possibility to provide a religious basis for their transformed way of life. The list of historical sources includes works of catholic priesthood (theologians and inquisitors) of Italy, France and Germany which were written in XII – beginning of XIV cc. Keywords: heresy, Cathares, Waldenses, burghers, mentality | 1934 | |||||
| 3398 | 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 | 1934 | |||||
| 3399 | The article considers the problems of formation of scientific-innovation sphere, trie peculiarity of economic interests of its subject and also the problems of mecha¬nism formation of interrelation of interests of scienti¬fic-innovation sphere subjects. | 1933 | |||||
| 3400 | The article is devoted to the problems of state sup¬port to small business under the modern conditions of its activation and the acceptance of a series of laws that activate the regulation of small business. | 1933 | |||||