General questions of functioning of borrowed words in native speech are revealed. It is noticed that there is no language in the world that is completely free from influences of foreign words. The native speech of the person is sated with borrowings. The long political, economic, military, cultural relations between countries enrich the language with borrowings. The use of foreign words in speech has a certain stylistic role, most clearly manifested in various functional styles, for example, in the scientific style, in the journalistic style, in the official business style and the artistic style. Constant borrowing contributes to an increase in the share of foreign words and a decrease in the proportion of Russian words. Borrowing enriches the foreign part of the language; the original part of the language is remained untouched. The introduction of foreign language elements into the speech clogs the native language. The use of borrowed words without the semantics leads to speech inaccuracies. We emphasize that the idea of clearing the language of unnecessary borrowing becomes urgent, it becomes obvious the necessity of using foreign words in accordance with the meaning of such words. A conscious attitude to the use of foreign words will help to avoid speech errors and preserve the purity of speech. We focus on the ambiguous attitude of native speakers towards the use of borrowed words in the process of communication.

Nowadays there is a great interest to researches, which explore Russian national character. Russian people feel the need in national merits consolidation on the level of detailed analysis of national character (each nation is unique). The interest and desire to explain and comprehend peculiarities of Russian national character can be understood due to its extravagance and obscurity: kindness, great heartedness, merriment, reasonableness, and etc. These peculiarities are based on peculiar features of landscape and climate (plainness and northern location). The existence of an external threat and the need for rapid mobilization were the determining factor that had a significant impact on the political and social structure of the Russian lands. The implementation of the defensive tasks that Russian people carried out during the first stages of its history left its mark on Russian national character. After the invasions of the steppes, the Russian people were busy with the arrangement and restoration of the state. According to K.D. Ushinskiy the language unites people in one great historic entity: “It not only expresses the life of the people, but it is the life itself… The people can make a new homeland, but they can never make a language; if the language of the people is dead - the people are dead”.

Evaluation is considered as the ontological characteristics of a person. The relevance of research is due to the increased scientists’ interest in the study of the category of evaluation. Evaluation is one of the most important linguistic categories and is recognized as the main way to reflect the value system of a person in the language. Evaluation is considered as a universal category of a text. We analyze the types of the evaluation category: emotional, intellectual, emotional and intellectual. Evaluation is a specific systemic affective-cognitive, evaluative-self-evaluating mental category that performs an important function of human consciousness, regulating the behavior and activities of the individual. The main characteristics of human evaluating activity are considered by a complex research method. Prototypes of adaptive behavior of the individual are analyzed. The influence of adaptive stimuli on emotional and behavioral reactions based on the activity approach is substantiated. The functions of evaluative statements are presented. The identification of evaluative component in lexical units is carried out on the basis of “good” or “bad” semes, since the positive or negative meaning of these semes is beyond doubt. Evaluation can be expressed in denotative and connotative meanings; it also may appear occasionally, i. e. under the influence of context or background knowledge. Due to the context, lexical units that do not have any evaluative semantic features can become such words and change the sign to the opposite depending on the situation, and these judgments are always anthropocentric.

The metaphor role in the polycode advertising text representing a combination of verbal and visual codes is considered. Because the purpose of social advertising is change of behavioural models in society, a problem of use of various tools thanks to which the image is created, gains great value as in practice, and in the theory of social communications. The objective of this research designated identification of metaphorical models in a discourse of social advertising, consideration of specifics of functioning of anthropomorphic, zoomorphic and artifactual metaphors on concrete examples of advertising messages. Material for the analysis is 50 texts of the Russian and foreign social advertising. As a result of the conducted research it is established that metaphorical images have the high influencing potential and are capable to form beliefs of target audiences in the necessary direction. Visual mechanisms of metaphorization in advertising promote creation of an integral image in consciousness of the addressee and bigger efficiency of the advertising message. The author pays special attention to correlation of verbal and visual codes. The most often found models of polycode metaphorization in an advertising discourse, their specifics of the use and feature in the creolised text of social advertising are analysed.

We present an effort to study the linguistic consciousness issue which currently constitutes one of significant problems in psycholinguistics due to its direct relationship to the issue of ethnic mentality. We give considerations of main provisions concerning the language and consciousness interrelations and analysis of the consciousness structure and properties. Considered as a unitary whole the consciousness represents a complicated multilayer formation which includes ontological, reflexive, chronotopical, spiritual and value-based layers to reflect interaction between personal and impersonal factors. We propose to enter into the consciousness structure another layer, that is, ethnic one which forms perception of environment and the world-view conditioned by national peculiarity. When reflected in the ethnic layer, the objective world is transformed into subjective reality which takes on the “ethnic overtone” and leaves traces on other layers of consciousness. We pay special attention to various approaches to understanding of the linguistic consciousness, since the scientists define and interpret this concept in different ways. This study considers the linguistic consciousness in ethnic aspect and defines it as a part of national consciousness and the way of the world image’s verbal perception and reflection by applying psychical processes of the speech generation and perception, the form of the ethnos life activity intermediated by a language and mechanism of adaptation to the outside world.

The research, carried out in the aspect of discursive approach to literary text - E.I. Zamyatin’s “We” novel, is dedicated to ‘SCIENCE AND ART’ theme with a purpose to demonstrate into One State some interest in scientific attainments in the absence of interest in art, with its powerful creative energy. An idea of processual significance of ‘ART’ concept in its special form ‘SCIENCE AND ART’ is being evolved. E.I. Zamyatin’s novel is interpreted as unique artistic composition of the author himself and fictional co-author D-503. For the former “We” is a universe, for the latter “we” are numbers of One State. The novel has become a unique semiotic and symbolic structure, which consists of the union of the two creators: the real writer (E.I. Zamyatin) and the narrator D-503 created by him. Mental and communicative connection is constructed between the real and the fictional author throughout the novel. The problem of internal connection between the author and the narrator (D-503) correlates with the text modus according to famous Swiss philologist Ch. Bally. Zamyatin’s “We” marks specifically the integration of science and ‘ART’ due to ‘CREATIVE’ quality which is inherent by both of them as a persistent need of human’s gnoseological nature.

We discuss some features of learning to read in the Russian language for Chinese students. The problem of teaching reading to Chinese students studying Russian is one of the important and insufficiently developed problems of teaching Russian as a foreign language. In order to improve the efficiency of teaching reading, we propose the principles of selection of text material, pre-text and post-text tasks, which are aimed at the formation of skills to extract the necessary information from the printed text. The proposed methods of teaching can increase the level of motivation of reading in Russian in the Chinese audience. We present the data of the research, which was carried out within three years, according to the proposed principle of selection of material for reading. The data show that in a group where the principle of text selection for reading, a higher level of formation of reading, listening and speaking than in another group. The system of work with texts is consistently and specifically aimed at facilitating understanding of the content and develops the ability to operate with language material taking into account the specifics of the perception of the written text. The proposed method of learning to read allows to attract attention and raise the interest of students to the Russian language and forms the linguistic and cultural tolerance.

The novel “The Fatal Eggs” by M.A. Bulgakov is analyzed. Its satirical vector is secret literature fact about L.D. Trotskiy and his surroundings. The composition of farce and its borders of embeddedness in the text are defined. The connections with diablerie, mystery bouffe, political farce, which was done by Soviet propaganda in order to show “Moscow Trials” towards “Trotskyists”, are found. As references we use roman feuilleton “Moscow” by А. Bely and “Erendorf Island” by V.P. Kataev. The main place is given to playing peculiarities of the work, particularly, varieties of allusion - suggestive marking device. We present the hypothesis of attribution of the novel.

Gavrila Romanovich Derzhavin is an outstanding poet and statesman of the Enlightenment epoch; he contributed a lot to the development of culture and people’s education. We present the general analysis of the Russian theatrical art development in the second half of the 18th century during the reign of Catherine the Great. We consider the milestones of G.R. Derzhavin’s biography: childhood, military service, civil service during his tenure as counselor of the Governing Senate. With his poetic talent G.R. Derzhavin condemned corruption, peculation, flattery, servility of noblemen. We note his main personality traits: courage, honesty, fairness, his struggle for consolidation of statesmanship on the foundations of law. We reveal in details G.R. Derzhavin’s service as the governor of the Tambov Viceroyalty. We note not only his achievements in the organization of clerical duties and legitimacy, urban planning and town-building, provision of urban amenities, but his care of moral awareness and youth’s education, especially their aesthetic education. The impact of G.R. Derzhavin and his spouse on the development of the first theatre in Tambov and his radical struggle against law violations are highlighted, the significance of poet-citizen’s activities for the descendants is emphasized.

It is dedicated to honoring at the national framework symposium “Epoch and Personality” a Scholar with a capital “S”, Eleonora Dyusenovna Suleymenova, Vice President of International Association of Teachers of Russian Language and Literature, President of Kazakhstan Association of Teachers of Russian Language and Literature, famous specialist in the field of Linguistics, author of textbooks, teaching guides, programs of teaching the Russian and Kazakh Languages.