We show linguistic expertise of controversial advertising texts as current but not enough developed direction in the Russian linguistic expertology. Linguistic violations classification in the sphere of regional advertising practice, linguistic expertise modern methods and problem aspects of this activity are shown. The issue of making stylistic norms easier and its liberation in advertising communication, linguistic game as a source of provocative advertisement is in the centre of attention. According to the experience of regional practice of linguistic expertise of controversial advertising texts we find ways of indecent overtone formation. Moreover there are advertising messages basing on linguistic discrimination of users who do not use the product. It is also noticed that one of the modern channels broadcasting discredit information are social networks, which became promotion platform for unreliable information, that discredit business reputation of the company or its product; as an example we use “fake” advertising company of 2018 in social network Vkontakte. Materials for the research are mostly regional (Omsk) outdoor and Internet advertising projects (50 texts are analyzed). As basic we use analysis methods such as contextual, semantic, semantic and stylistic, communicative and pragmatic.

We reveal the specificity of the linguocultural aspect of language verbalization of the concept ‘HEART’ in the Kazakh language worldview on the example of M. Joldasbekov's publicistic and artistic works. The interest in these publications is quite high: they give an assessment of many events that humanity witnessed, and reading forces to take a fresh look at the events of those years. At the same time, taking into account the special, individual style of writing, it is impossible not to try to comprehend the imagery and aesthetic relations of the writer to the content of his own text, as well as to highlight comprehension of basic concepts of the Kazakh mentality, in particular the concept of ‘HEART’. The source of this research is the concept ‘HEART’ in the Kazakh language worldview. The research is determined by the necessity for linguistic and cognitive understanding of the content ‘HEART’, revealing the features of the concept functioning. Being the basic component of a personality in the minds of native speakers of the Kazakh language, the concept of the inner world is significant for the Kazakh-speaking society.

We consider objective and conceptual representation sides of linguistic worldview in the ethnolinguistic texts. Language as the main channel of information transmission, as an informative sign equivalent of being, is intended primarily to transfer the meanings of culture, to describe its space. Verbalization of the cultural phenomena essence is inseparable from attempts to build a linguistic worldview, which comes from the ontological, so called “general” worldview. Language worldview accumulates spiritual and material components of a culture and is most clearly manifested in ethnolinguistic texts, the so called “cultural texts” - about rites, ritual acts, rituals, calendar holidays, etc. Rite, ritual, calendar holiday is a kind of action, the embodiment of the spiritual basis of existence is a sacred action of men on earth to translate spiritual ideas. On the example of the prayer for rain recorded by us in the Tambov Region, we analyze the semantic and semiotic components of the ritual text, show the material and spiritual components of the transfer of the meanings of this phenomenon of culture. We describe the action side of the prayer for rain from the lexical and semantic constants of the objective side of the language worldview. The analysis of the spiritual part of this rite is from the conceptual side of the language worldview.

Based on the material of the poetic text of the poem by Wallace Stevens “Lunar Paraphrase” we establish that the periphrasis has a nominative character, has the replacing function, replacing the word “moon”, has metaphorical in relation to the replaced word, a descriptive and allegorical character, a unique individual author's metaphoricity. We prove that the peripheral education formation is provided by the cognitive abilities of a person, among which are such as the choice of the object of observation, sensory perception, attention, proper mental operations. There is a process of profiling, as a result of which focuses the attention of a person on a certain conceptual feature, highlighting a specific area and forming a paremic education. The appearance of periphrasis closely linked to a reflection on our perception of reality in language, which is governed by the cognitive and linguistic mechanisms. Periphrasis “mother of pity and pathos”, “mother of pathos and compassion”, “mother of sorrow and compassion”, “mother of pity and sadness” reflect the principle of variability in the interpretation of the MOON by different statements, which, of course, reflect the text subjective perception by the translator. The phenomenon of periphrasis in the Russian language determines the semantic and formal structure of the descriptive structure. It is assumed that we can talk about the coexistence of individual author’s peripherals.

We advise to use authentic materials in Russian language teaching as a foreign language. We focus on the textual approach. We give recommendations for methodical selection and literary and poetic text organization to form a foreign language communicative competence. We consider the specificity of communication in a foreign language teaching. The understanding and producing speech in a foreign language is also important. The teacher should have the means to analyze not only the authentic artistic/poetic texts he/she introduces into the teaching but also the texts produced by the students themselves in order to advise, support, assist and consult. The teacher’s aim is firstly to ensure that students are familiar with the maximum number of different texts samples in a foreign language, and then to help them to structure these data, to organize their presentation, and learn the data, to offer different activities using various linguistic and cognitive operations, finally to evaluate and to create conditions for self-assessment of their own communicative competence.

We consider an optional training course “Ecology of the Russian language”, which may have its place in the educational programme of students from 10-11 grade. The course “Ecology of the Russian language” contains not only information about the concept of “norm”, “normalization” of the language phenomena intended for preparation of students from of the 11th grade for final examination in the Russian language in the form of the Unified State Exam, but also serve for deepening of knowledge of pupils in the field of such scientific linguistic direction as linguoecology which is understood as ecology of language and language ecology. We prove that the training course “Ecology of the Russian language” introduce students to the research work, which allows them to acquire the necessary linguistic erudition and educational research skills in one of the most vulnerable areas of the language: internet communication, media, language design sites, communication in system games, etc. Project can be in two stages: collective research and individual. In the case of collective development of the theoretical and methodological basis of educational research the emphasis is on certain provisions that are interpreted by students during the course of classes.

The neologization with the popularity of the Internet occurs actively in the contemporary Russian language. Not only mass media but also common people, Internet users contribute significantly. New words from the media discourse get into word creating rates of Internet project “Word of the Year”. On the one hand, ranked lists are the indicators of social changes, on the other hand, they reflect linguocreative potential of people, who participate in lists formation. Creative speech activity relates to language game. One of the main rules of such a game is the understanding of conditions of a certain speech (game) code both by a creator of a word and by an interlocutor. Conducted analysis shows that authors mostly use the model of compressive word creation and it proves high creative potential, freedom of speech behavior and linguistic sense of native speakers, who strive to the self-expression with word creation. New formations created by methods of paronymic attraction and blend words save semantic links with original words. So they have semantic of motivating words in their meaning and have advantage over descriptive constructions. Thus, methods of word creation, which allow describing social and political events of a country or a personal life with a new bright word with evaluative element in it, are popular in the contemporary word creative activity.

We present the analysis the image of Jesus Christ in the early lyric poetry and the final chapters of the poem “The Twelve” by A. Blok from the point of view of Orthodox spiritual thought. The study allows us to conclude that the poet, despite the specific creative manner of symbolism, very accurately conveys in his early works not only the crisis perception of the world, typical of society at the turn of the 19th and 20th centuries, but also a deep personal insight into the essence of Orthodox faith. As a result of comparing the image of Christ in the analyzed lyric works with the final image in the poem “The Twelve”, which received many different interpretations in critical literary practice, as well as the writings of philosophers and theologians, we conclude that Alexander Blok with his fine poetic ear and spiritual vision, astonishing accuracy portrayed the moral emptiness of people who had created an idol for themselves from a false idea. The element of destruction, the whirlwind of snow, which gave rise to the “tender” image of the false Christ, in fact poses a mortal danger to the human soul.

The historical and political prototypes are the material for the creation of bright and memorable images in the novel by M.A. Bulgakov “Fatal eggs” are described: A.S. Rokk (chief commander of the Workers' And Peasants' Red Army S.S. Kamenev), Polaitis (Marshal M.N. Tukhachevsky), Shchukin (A.I. Egorov), “red-moustached driver” (a talented scientist-inventor, engineer of III rank P.K. Oshchepkov). We determine theatrical and genre sources that influenced the creation of images: mystery, farce, buffo, pantomime. The text satirical and grotesque nature the is investigated. In the framework of the farce and buffo the First Moscow process where the prototypes are is considered. The composition and genre issues are touched upon, the problem of attribution of the story is raised. To the source base of the work are added: occult novel by A. Crowley “Moonchild”, stories by A. Schnitzler “Rock”, U. Allen “Fatal Experience”, R. Market “Invention of Professor Carter”, R. Presber “Last Feast of the Last of Birkovich”, B. Lavrenev “The Child Gregory”. References to the iconic systems of the Egyptian “Book of the Dead” and the collection of Arab fairy tales “One Thousand and One Nights” are used.

The novelty and relevance of the research are as it contains a poetic analysis of the novel “Homecoming” of the modern German writer B. Schlink in the perspective of the issue of “inserted constructions” as a principle for organizing an artistic text in the contemporary novel. We form the current task of researching B. Schlink’s work in the light of the problems of non-classical artistry, and also with the need to identify the characteristics of understanding in the novel of the important social and political processes of the modern era. As a result of the analysis we show a new poetic significance of “inserted constructions”, they become an essential element of the textual organization of the novel “Homecoming”. On this basis we establish that narrative and “inserted constructions” not only overlap, but also interpenetrate and interact on each other in the text of the novel, so they generate new shades and new meaning combinations - this enables to artistically express the complexity and kaleidics of the modern world. This justifies the modern German novel inclusion in the general art process of adequate poetic tools development aimed at reflecting the changed ideas about the man and the world.

An analytical review of the scientific monograph devoted to the comprehension of profound changes in the fiction of the second half of the 20th century and the early 21st century is presented. The novelty, relevance and theoretical significance of the monograph, determined by the creation of a holistic typology of nonclassical artistry based on a multidisciplinary approach to the problem of its origin and functioning, as well as a specific combination of aesthetic and literary analysis of texts, which allowed typological generalizations, are substantiated. The significance and scientific prospects of the contribution of the monograph authors to the study of the problem of nonclassical artistry, to the formation of new ideas about modern theoretical poetics and related features of the literary analysis of contemporary art texts have been confirmed.

We analyze journalistic article “The Desire to be Russian” by Y.M. Polyakov. We notice that demand reconsideration on “Russian issue” on the state level. Non-priority and belittled position of Russians in Russia which existed for several centuries. In times of tsarist power and especially in the era of the USSR in the country there was no desire to deal with the “Russian” issue. It’s simply sought not to notice. Most of the peoples of Russia had the opportunity to open ethnic self-identification, but the Russian people do not have it in full now. It is stated that Y.M. Polyakov considers as “Russian caretaker” that “being Russian in our country publicly is somehow awkward”. The author is also concerned about national issues: why Russian experience some discomfort in Russia. So, the issue arises on such important discipline as ethnic ethics.