WORLD OF LINGUISTICS AND COMMUNICATION, 2007 ╣ 3 (8)

CONTENTS

I. RESEARCH

SOCIO-CULTURAL AND PSYCHOLOGICAL CHARACTERISTICS OF PROMOTIONAL DISCOURSE

1. A.A. Romanov
Tver state agricultural Academy, Tver

RULES AND THE POSSIBILITY OF ADVERTISING DISCOURSE
ID number 0420700038\0025

The article describes the rules and principles of effective advertising of different kinds: in the press, on radio, on television and on the material of domestic and foreign advertising impact made an assessment of the advantages and limitations of different types of advertising; outline ways of perspective development of promotional discourse; the methods of efficient generation of a corporate style, product advertising.
Keywords: advertising discourse, communication, efficiency, impact, information market, the psychology of perception.
Reviewed. Recommended for publication

2. E.R. Yasaveeva
Udmurt state University, Izhevsk

THE VARIABILITY OF THE NOUN IN THE ADVERTISING DISCOURSE
ID number 0420700038\0026

The author of the article considers proper name in the acts of the advertising discourse as nominative communicative meaningful unit of language, speech, serves for identification and naming of individual items of reality. Nouns in semiotic space advertising discourse described in three varieties.
Keywords: advertising discourse , first name, communicative act, communication, causator, addressee.
Reviewed. Recommended for publication

3. I.V. Mikhailova
Tomsk state Polytechnic University, Tomsk

SEX-ROLE VS GENDER CHARACTERISTICS OF THE LANGUAGE OF MEANS OF THE ADVERTISING DISCOURSE
ID number 0420700038\0027

Consider similarities and differences źgender / sex-role features of╗ linguistic means for participating in the formation of promotional discourse. Analysis of the language material held by the example of articles in Russian and English magazines for źfemale╗ audience.
Keywords: advertising discourse, gender characteristics, gender, language use.
Reviewed. Recommended for publication


II. MATERIALS AND REPORTS
PROBLEMS OF EDUCATION IN THE UNIVERSITY AND SCHOOL

4. N.A. Komina
Tver state University, Tver

METHOD OF THE USE OF ROLE-PLAY IN THE EDUCATIONAL PROCESS
ID number 0420700038\0028

The author proposes the results of the pilot test of the effectiveness of role-playing games as learning admission; describes the structural stages, methods of correction of errors during the role play, the role of the teacher in the assessment.
Keywords: role play, learning process, methods of teaching, teaching a foreign language.
Reviewed. Recommended for publication

5. T. A. Larionova, A.P. kostyaev
Moscow Education Academy of Natalia Nesterova, Moscow
Moscow state open University, Moscow

PECULIARITIES OF FUNCTIONING OF THE EDUCATIONAL INSTITUTION INNOVATIVE TYPE IN RUSSIA
ID number 0420700038\0029

According to the materials of the scientific-methodical literature in the article analyzes the problems of organization of activity of educational institutions of innovative type. The features of functioning and structure of vocational education are described  from synergetics' point of view.
Keywords: educational institution, innovative activity, state standard, methodology, synergetics.
Reviewed. Recommended for publication

6. O.P. Bogatyreva
Tver state University, Tver

FUNCTIONAL TYPOLOGY OF ACADEMIC LANGUAGE TEXT OBJECT IN THE STRUCTURE OF THE TEXT OF THE COMPLEX PRESENTATION
ID number 0420700038\0030

Based on the study of rhetorical organization many English and Russian manuals on English language the paper develops and proposes the original functional typology of reference of the text object in the composition of the generated in the lesson text of the complex presentation.
Keywords: lingua didactics, educational-language text, the rhetoric of educational texts, optimization and regulations of the school text making.
Reviewed. Recommended for publication


III. PUBLICATIONS

7. O.N. Morozova, S.E. Noskova
Tver state agricultural Academy, Tver

THINKING ABOUT A SPELLING REFORM IN GERMANY
ID number 0420700038\0031

The authors discuss a spelling reform in the German language, which in recent years remains in the center of attention of the public in all German-speaking countries.
Keywords: reform of language, German language, spelling conference dictionary form.
Reviewed. Recommended for publication

8. N.A. Belous
Ulyanovsk state University, Ulyanovsk

THE PHASE CHARACTERISTIC OF CONFLICT DISCOURSE
ID number 0420700038\0032

The article is devoted to peculiarities of phase conflict voice interaction communicants. It considers presupposition characteristics conflict discourse and describes the elements of its communicative space. The results of the research can improve reflective culture speaking personality and reduce the risk of conflict.
Keywords: conflict discourse, communicative act, pragmatic presupposition, illocutive type of interaction.
Reviewed. Recommended for publication

9. SV. Mkrtychyan
Military Academy of Air and space defense, Tver

SPEECH TACTICS OF FAILURE IN BUSINESS COMMUNICATION (╦╚═├┬╬─╚─└╩Ď╚Î┼Đ╩╚╔ ASPECT)
ID number 0420700038\0033

The article indicated lingua-didactic perspective of the learning process oral business communication for example, consideration of speech tactics of refusal; the communicative relevant parameters relevant for description of communicative situation of failure.
Keywords: lingua-didactic category, speech tactics, tactics, business discourse, communicative competence.
Reviewed. Recommended for publication

10. E.I. Gubenko
Tver state agricultural Academy, Tver

PREREQUISITES IMPLEMENTATION OF THE DISCOURSE OF JUDICIAL PROTECTION
ID number 0420700038\0034

On the material of the media discourse in the article analyzes the peculiarities of implicit information verbal communication in the professional sphere. Discourse of judicial protection is considered as a dynamic model of communication in the framework of the dynamic model of dialogue A.A. Romanov.
Keywords: legal discourse, communicative purpose, presupposition, implicitly, information, semantic structure of an utterance, dynamic model of communication.
Reviewed. Recommended for publication

11. K.P. Makaradze
Tver state agricultural Academy, Tver

STRATEGIC PRINCIPLE OF IMPLEMENTATION OF MEDICAL DISCOURSE
ID number 0420700038\0035

The article suggests the results of a study of the medical discourse on the material of dialogues medical admission. Great attention is paid to the analysis of the communication strategies used by physicians during psychotherapeutic communication with the patient.
Keywords: medical discourse, psychotherapeutic communication, communication strategies, verbal consolation, discursive practice.
Reviewed. Recommended for publication

12. Yu.Yu. Utkin
Tver state agricultural Academy, Tver

THE RECIPIENT OF LEGAL TEXT AS AN OBJECT OF SOCIAL AND SPEECH EFFECT (ON THE MATERIAL OF THE TVER MASS MEDIA)
ID number 0420700038\0036

The article is devoted to the impact of the legal text in the media on different social groups of population; It considers a factor of orientation in legal text; the typology readers of social and verbal communication in legal texts regional media.
Keywords: speech influence, the recipient of the impact, the legal text typology.
Reviewed. Recommended for publication

13. M.V. Skotnikov
Tver state agricultural Academy, Tver

TO THE QUESTION ABOUT THE INTRODUCTION OF PSYCHOLOGICAL TRAININGS IN THE TRAINING PROGRAMME OF DRIVERS
ID number 0420700038\0037

The article presents the results of the experiment on assessment and identification of dominant stimuli affecting the quality of driving driving schools graduates, expressed the idea about necessity of development of psychological training in the framework of the traditional training programs on training of drivers.
Keywords: psychological training, improving the effectiveness of training, self-regulation in a stressful situation, the level of attention.
Reviewed. Recommended for publication

14. S.A. Borovaya
Tver state agricultural Academy, Tver

THE EFFECTIVENESS OF PSYCHO-CORRECTIONAL INFLUENCE IN THE ZOO THERAPY HERE
ID number 0420700038\0038

The article describes the factors influencing the process, content and outcome of psycho-correctional influence in the animal  therapy here. Animal therapy is considered as a special medical-psychological complex components physiological and psychological impact.
Keywords: animal  therapy, psycho-correctional impact, psycho-correctional method, the intensity correction.
Reviewed. Recommended for publication


IV. OUR JUBILEES

IVAN PAVLOVICH SUSOV

The article presents the scientific biography of doctor of philological Sciences, Professor of the chair of General and classical linguistics, Tver state University, Honorary scientist of the Russian Federation Ivan Pavlovich Susov.
Keywords: anniversary, biography, scientific activity.


V. SCIENTIFIC PUBLICATIONS

The publishing house of the Tver state agricultural Academy źAgrosfera╗ published the book by employees of the Department of theory of language and intercultural communication źRomanov A.A. Morozova O.N., Noskova S.E. źQuo vadis, Deutsch?╗. A conversation with the students studying present-day German. Monograph. - Tver :źAgrosfera╗ publishing house, TSAA, 2007. - 222 pp.╗.


ANNOUNCEMENTS

The release of the fourth issue of the scientific electronic journal źWorld of linguistics and communication╗ will be in December 2007, the Scientific articles are accepted till December 20, 2007 The first section of the journal will focus on the theme źDiscourse in the political communication╗.


OUR AUTHORS

 Belous Nataljya Anatoljevna
Bogatyreva Olga Pavlovna
Borovaja Svetlana Aleksandrovna
Gubenko Evgenijj Ivanovich
Komina Natalija Anatoljevna
Kostyaev Aleksey Petrovich
Larionova Tatjyana Andreevna
Makaradze Ketevan Leonovna
Mikhaylova Irina Vladimirovna
Mkrtychyan Svetlana Viktorovna
Morozova Oksana Nikolaevna
Noskova Svetlana Ehduardovna
Romanov Alexey Arkadjevich
Skotnikov Mikhail Vladimirovich
Utkin Jury Yurjevich
Yasaveeva Elvira Ramilevna

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