, 2011 3 (24)

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ADVERTISING COMMUNICATION IN POLYCULTURAL SOCIETY
0421100038\0018

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

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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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LEXICOGRAPHIC DESCRIPTION OF PREPOSITIONAL INNOVATIONS
0421100038\0019

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

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

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

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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.

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

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

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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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VALENCY AND SEMANTICS OF DENOMINAL VERBS, DERIVED BY CONVERSION
0421100038\0022

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

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The paper deals with the analysis of syntactic and semantic valency of English verbs, derived by conversion from nouns. The research shows that different types of valency modifications should be regarded as factors, responsible for maintaining or destroying of semantic connection with source noun.


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EMOTIVE FLUCTUATION OF A WORD
0421100038\0023

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

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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.

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

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

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

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

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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.

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MACROSTRUCTURE OF DISCOURSE. LINGUO-CULTURAL FEATURES OF COMMUNICATORS

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

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Keywords:  cultural niche, ethnological niche, interpretation, sign

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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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Keywords: scientist, pedagogue, speaker

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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.

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