WORLD OF LINGUISTICS AND COMMUNICATION 2011, 3(24)

CONTENT

I. PUBLICATIONS

1. O.A. Ksenzenko
Moscow state University named after M.V. Lomonosov, Moscow

ADVERTISING COMMUNICATION IN POLYCULTURAL SOCIETY
ID number 0421100038\0018

Keywords: cognitive characteristics, functional characteristics of advertising discourse, the picture of the world, socioculturally marked units, target audience


The paper discusses the characteristics of linguistic units in advertising communication based on conditions of their functioning in particular communicative space. Sociocultural and national features which may influence the choice of communicative strategies as well as the process of decoding the message are in the focus of attention. The article also considers the principles and criteria of classification of the above mentioned factors.
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2. E.S. Sheremetyeva
Far Eastern Federal University, Vladivostok

LEXICOGRAPHIC DESCRIPTION OF PREPOSITIONAL INNOVATIONS
ID number 0421100038\0019

Keywords: derivational prepositions, denominative prepositions, structural words, syntax, lexicography

The article deals with lexicographic description of derived prepositions in the modern Russian language. The author proposes the scheme and the fragment of the lexicographic description for a certain denominative preposition.
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3. E.P. Ivanyan (Senichkina), S.I. Aitasova
Volga state social-humanitarian Academy, Samara

FEATURES OF FORMATION OF EUPHEMISM OF THE TOILET EUPHEMISMS
ID number 0421100038\0020

Keywords: euphemisms, toilet euphemisms, taboo, metaphor, metonymy, onomatopoeia

In the practice of human communication, in various human activities had formed the system of prohibition (taboo) for discussion of the different topics. Various topics have varying degrees of prohibition in modern civilized society. Denotations of the process of urination and defecation basically not verbalized in language. Means of formation of the toilet euphemisms is analyzed in this article. The analysis of these euphemisms shows that means of their formation are quite extensive and are similar in different languages (Russian, Polish and English).
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II. MATERIALS AND REPORTS

4. A.V. Berestyanoy
Tula state University, Tula

SPECIAL MODIFYING SENTENCE MEANING AND SEVERAL MEANS OF ITS SPECIFICATION
ID number 0421100038\0021

Keywords: sentence meaning, particles, quantifiers, emotionality, expressivity, personal judgment

The article deals with the use of particles and quantifiers as modifiers of certain types of sentence meaning in English and German. The author defines the role of the above mentioned lexical units in forming of the special modifying sentence meaning and specifies their incidence.
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5. A.V. Lomovaya
Minsk state linguistic University, Minsk (Belarus)

VALENCE AND SEMANTICS OF DENOMINAL VERBS, DERIVED BY CONVERSION
ID number 0421100038\0022

Keywords: conversion, denominal converted verbs, valence, three levels of valence, typical situation, valence modifications

The paper deals with the analysis of syntactic and semantic valence of English verbs, derived by conversion from nouns. The research shows that different types of valence modifications should be regarded as factors, responsible for maintaining or destroying of semantic connection with source noun.
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6. A.A. Shteba
Volgograd state social-pedagogical University, Volgograd

EMOTIVE FLUCTUATION OF A WORD
ID number 0421100038\0023

Keywords: seme, emoseme (obvious/hidden), levels of emosemes combination, emotive valence, emotive fluctuation.

The aim of this study is to show a polyvalence or emotive fluctuation of every word. Its due to a hidden level of emosemes that can be opposite to an obvious one. These hidden emosemes appearing in one or another context can either contradict or reinforce a stable emotiveness of a word.
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III. RESEARCH

7. T.I. Makarevich
Minsk state linguistic University, Minsk (Belarus)

THE OBSERVERS PERSPECTIVE IN INTERACTION OF THE PROGRESSIVE ASPECT AND STATE VERBS
(OF BEING AND POSSESSING)
ID number 0421100038\0024

Keywords:  observer, observers perspective, deviant utterances, state verbs, verbs of being and possessing, the progressive aspect, observers interest focus

The given paper is about interaction of verbs of being and possessing and those of cognition and perception with the Continuous aspect. The idea of the observer of the context is stressed as far as the activity of the observer is viewed as an active semantic process. Thus, it is for the observer to choose the tense form and means of expression of his thought: in this case, the combination of a cognitive verb or a verb of sense perception in the Continuous tense form.
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8. A.S. Pisarikhina
Moscow region state humanitarian Institute, Orekhovo-Zuyevo

CONCEPTS OF EQUIVALENCE, ADEQUACY AND COMPLETENESS IN TRANSLATING
ID number 0421100038\0025

Keywords: equivalence, equivalent, adequacy of translation, completeness of translation, the quality of translation

In the modern theory of translation there are different terms of the quality of translation. In this article we consider the definition of equivalence, the adequacy and completeness of the translation, as well as to determine what similarities and differences between these concepts.
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IV. SCIENTIFIC PUBLICATIONS

 In the current issue of the journal "World of linguistics and communication" with authors' permission, we continue publication of extracts from the book "Fundamentals of discourse. - Ulyanovsk: Ulyanovsk state University, 2009. - 290 p."

9. A.A. Romanov, N.A. Belous
Tver state agricultural Academy, Tver
Ulyanovsk state University, Ulyanovsk

MACROSTRUCTURE OF DISCOURSE. LINGUO-CULTURAL FEATURES OF COMMUNICATORS

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Recommended for publication

V.  IN MEMORY OF LINGUIST

In the editorial portfolio of the journal there are a lot of unpublished articles of doctor of Philology, Professor, leading researcher of the Institute of linguistics of the Russian Academy of Sciences Yury Sorokin. The editorial Board considers its duty to publish his scientific works.

10.  Yu.A. Sorokin
The Institute of linguistics of the Russian Academy of Sciences, Moscow

CULTURAL AND ETHNOLOGICAL NICHES: DEFINITIONS AND THEIR INTERPRETATION (linguo-ecological microetude)
ID number 0421100038\0026

Keywords:  cultural niche, ethnological niche, interpretation, sign

Attitude to cultural / ethnological niches due to the fact that meanings are formed in the process of properly structured and subject-object and subject-subject activities.
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IN MEMORY OF PROFESSOR KONSTANTIN FYODOROVICH SEDOV

Keywords: scientist, pedagogue, speaker

The article presents some information about a famous Russian scientist and pedagogue. He will remain in the memory of all his colleagues and those who happened to know him as an eminent scholar and a good and true man.

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VI. CHRONICLES

Representatives of the Tver linguistic school of the dynamic model of dialogue (scientific supervisor of the school is doctor of Philology, Professor, Honoured scientist of the Russian Federation A.A. Romanov) took part in the III International Crimean linguistic conference "Language and the world" (03-07 October 2011), which took place in Yalta with the support of the Ministry of education and science, youth and sports of Ukraine, Ministry of education and science, youth and sport of the Autonomous Republic of Crimea, Institute of linguistics, RAS, Institute of Russian language named after V.V. Vinogradov of Russian Academy of Sciences, the Crimean Republican Institute of postgraduate pedagogical education and the Association of teachers of Crimea.

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OUR AUTHORS

Aitasova Saniya Ibragimovna
Belous Natalia Anatolievna
Berestyanoy Alexey Vladimirovich
Ivanyan (Senichkina) Elena Pavlovna
Ksenzenko Oksana Oleksandrivna
Lomovaya Angelica Vitalievna
Makarevich Tatyana Ivanovna
Malysheva Ekaterina Valerievna
Pisarikhina Anna Sergeevna
Romanov Alexey Arkadyevich
Sorokin Yury Alexandrovich
Sheremetyeva Elena Sergeyevna
Shteba Alexey Andreevich

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