The article is devoted to the function of imperative constructions as the means of impact in Russian and English social advertisements. It also deals with comparative analysis of imperative in the Russian and English languages and their cultural differences.
The article contains the analysis of the works by J. Pustejovsky on the generative lexicon and Qualia structures. Special attention is paid to the functions of the Qualia structure roles, their possible combination with frames. Such a combination offers new prospects for linguistic research.
The article is devoted to the use of Passive Voice constructions in the modern advertising. The author analyses the use of various types of Passive and explores other forms of speech when it becomes possible to convey the Voice relations. The research has been conducted on the basis of the German advertising texts.
The article dwells on the particularities of the author’s speech activity in a fictional text as a part the narrative discourse, the interpretative category of author being discussed in the logics of synergetics. In this synergetic mode, the most characteristic manifestations of the actualization in the text structure of synergetic interaction between two anthropocentric functional-semantic narrative systems — the "primary" (author — reader — interpreter-critic) and the "secondary" (narrator — character) are described.
The article provides the analysis of the macroconcept structure of the "society of consumption" in the novel "99 Francs" by a contemporary French writer Frederic Beigbeder. The paper reveals the ideological role of advertising as a socio-cultural metaphor of the society in question, whose main characteristic features are anomie and callousness.
The article describes the results of the cognitive analysis of metaphoric nominations of man and woman in the substandard of English. The approach to the analysis of cognitive metaphors is based on G. Lakoff and M. Johnson’s works.
The article focuses upon cognitive basis and lexical manifestations of the axiological aspect of the spatial time metaphors in the English and Russian languages.
The article explores the intonation means of expressing the "given" and the "new" in English, Russian and Spanish. It represents the results of phonetic research proving the difference in the nucleus’s role when signaling the new information in three languages.
The article examines the most typical for Middle English metaphorical and metonymic shifts of meaning which represent figurative part of time concept. It is proved that the most frequent shifts are: time — event or state, time — traveler or moving object, space — time, time — master, time — system of measurement, time — grammatical category.
The present paper describes the influence of Scandinavian, Celtic and Classical mythological traditions on the characters of giants in English folk tale discourse. The elements of archaic beliefs are represented in the inner form of nominations and attributes of folk tale giants. Borrowed motifs are subjected to varying degrees of transformation in folk tale discourse and depend upon cultural and historical development of the English ethnos.
The article deals with the ideological foundations of English monolingualism in the U. S. A. The author analyses the arguments used by supporters and opponents of this ideology. The author also describes the history of monolingualism, as well as its function and sources.
Based on M. Voloshin’s poetic texts, the specificity of mineralogical colour-denotings functioning is considered as the means of the author’s perception;the semantic-aesthetic peculiarities of these lexemes realization are revealed;their role in the structuring of poetic images is determined.
The article deals with the usage and the meanings of the emphatic intonation scales of modern British English which are subdivided into two groups according to the object the speaker means to emphasize in his utterance. We also point out which of these scales may occur in the Russian language.
This article deals with various concepts of linguistic personality. The article also describes relevant parameters of political discourse. Linguistic personality of a politician considers as a dynamic syncretic phenomenon.