Short characteristics of personality and activity of Doctor of Philology, Professor of Tambov State University named after G.R. Derzhavin L.V. Polyakova is given. Her basic scientific achievements are stated, the role of scientist in organization of educational-methodical, scientific-research and educational work, in preparations of skilled workers in philology and specialists in Russian philology for schools and higher educational institutions of Russia are analyzed. The comprehensive activity of the researcher as of one of leading E.I. Zamyatin’s works studies of Russia and creative collective of International Centre for Zamyatin’s Creative Heritage Studies headed by L.V. Polyakova are considered. The stages of becoming and development of literary studies school “Study of Russian Literature in National and Cultural Context”, uniting the scientists from Tambov, Moscow, Yelets, Borisoglebsk, Michurinsk and other cities are described. Different verctors of research activity of schools (G.R. Derzhavin, N.M. Karamzin, M.Yu. Lermontov, V.G. Belinsky, A.I. Herzen, A.P. Chekhov, S.N. Sergeyev-Tsensky, M. Gorky, A.P. Platonov, M.S. Sholokhov, A.I. Solzhenitsyn and many others), her scientific connection and contacts, the forms of transmission of modern literary studies in educational process, improvement of educational programs on master course, doctoral degree. The role of L.V. Polyakova in becoming of new scientific direction “philological regional studies” is shown.

It is devoted to the memory of outstanding scientist-philologist Maya Mikhailovna Bagizbaeva. The material about the great scientific input to study of folklore is presented. The unique archive materials about the folklore of Semirechye, Eastern Kazakhstan etc. are collected due to her assiduous work. The room of folklore was inaugurated and then folklore laboratory, the annual folklore practice was organized, the folklore ensemble “Druzhenka” was created. It is known not only in Kazakhstan but also beyond the boundaries. The basic scientific achievements of professor M.M. Bagizbaeva such as “Russian Folklore of eastern Kazakhstan”, “Folklore of Semirechye Cossacks” are still of great scientific interest and very demanded. It is marked that all the activities of the scientist were aimed at study of relevant problems of Russian folklore in Kazakhstan and promoted the consolidation of common understanding and respect of peoples in poly language space of Kazakhstan. In 2017 Maya Mikhailovna celebrates the 85th anniversary; the staff of the university and her native department will celebrate this jubilee at the International Scientific-Practical Conference “Bagizbaeva’s Readings” (April, 2017).

Theatrical and genre origins of M.A. Bulgakov’s novel “The White Guard” are analysed. They are mystery, diablerie, singspiel, operetta, buffo. The musical score of the text is studied. The stylistic methods of language corruption are described. They are onomatopoeia, cacophony, anagram, paronomasia, syncope, apocope. The frames of cultural klinamens are defined as initiation in death and revival. Religious-spiritual influence of the work on the reader is defined as psychotherapeutic recovery. The symbolic “world outlook” is considered. The references to Tarot sign system are made and to the texts of F. Rabelais and Russian futurists V.V. Mayakovsky, V.V. Khlebnikov, A.E. Kruchenykh). The game abilities of modernist prose are revealed.

Identity features of Olzhas Suleymenov’s poetry are revealed. Their content comes to actualization of inner form of the word in poetic text. The previously known works of the author which have significant meaning for the specifics’ study of formation and realization of creative conception of Olzhas Suleymenov are introduced in scientific sphere. The phenomenon of Russian language poet is considered from the point of view of conceptual worldview, formed within the framework of Russia, world and national cultures. Poetry of O. Suleymenov is very original, the almost imperceptible overtones of Eastland can be found in his poetic Russian speech. The poet is connected with traditions of oral Kazakh poetry, the roots of which reach the year dot. The great influence on О. Suleymenov made the acquaintance with creative heritage of the great poets of the Eastland Omar Khayyám, Saadi, Hafiz and etc. Metric repertory, rhythmic structure and rhythm in poetry of О. Suleymenov lead to the conclusion: using the traditional-folk forms of Kazakh verse, the poet arrange them to Russian system of versification. The attempt to reveal the peculiarities of poetic language of О. Suleymenov is made. It is not only in variety of exoticism, but unusual image-associative notions, coming from deep worldview, national-Kazakh worldview. Poetic language of О. Suleymenov reflects the general regularities of modern poetry. These are the so called cosmism of thinking, the high interest in the problems of time, its structure and essence, the change of notions about the place of a person in the world, the perception of mankind as of a part of nature, and the world in union with all the space and time, the intention to consider the history of mankind as a whole, contradicting, but complementary phenomenon.

The way of author’s consciousness manifestation in contemporary drama is studied. The material is the play “Masquerade Masquerade” by M. Ugarov as a fact of modern literary process. The relevance of the work is about not only low investigation of this literary text, but also about description of the genre remake. The play is considered in the context of changing in the communicative relationship author-text-reader in the structure of a literary text. Based on the analysis of metatextual parts of the play (presents at different text levels: contexture, intertextuality communication, subjective outline), “zero-position” device as sort of deconstruction is described. This device fixing to change the way the author’s presence in the text which is typical for remake genre. Special focus is made on analysis of the structure “the text in the text” which is built on the “heraldic” principle and fixation the M. Ugarov’s personal ethical and aesthetic views. The upshot is that, “zero-position” device defines the poetics of the play and enables to describe the author’s policy of updating the pretext as identification. And a dupliсate as architectonic principle (in the text’s title) summarizes the author’s intentional setting to the game.

The analysis of formation process of civil activity’s strategies of upper-form students as task-oriented process of educational and extra-curricular forms of life activity of students, aimed at becoming and development among teenagers of integral and acknowledged notion about the essence of civic consciousness, positive motivation and valuable orientations on the development of active civic position is carried out. The structure of civil activity model of pupils-teenagers is described. It marks the components: motivational, cognitive and procedural. Motivational component is defined by the conditions of teenagers’ personality formation which reflects the satisfactions of wants in self-expression and self-realization. Cognitive component defines the content of process of civil activity of pupils-teenagers as this process as other activity is possible basing on concrete composite of essence knowledge and content of civic position as integral quality of personality. Procedural component as actuator component is one of the most significant because we can see through it the degree of expression of personality’s features at this age stage. It is established that civic activity is realized with the help of some functions: informative-oriented, mobilization, integration-stimulating, regulative-estimating which are complex expression of personality’s ability to define the correspondence to the interest of the country.

Cognitive mechanism of analogy on the basis of metaphorical zoological terms of the Kazakh and Russian languages is considered, for it has not been researched in this aspect before. The relevance of the issue is determined by the necessity of revealing of cognitive base of scientific terminology formation in different languages. Methodology of the research is centered on the theory of conceptual metaphor; analysis of zoological metaphorical terms is based on such notions as “metaphorical model” and “metaphorical submodel”. Metaphors the source of formation of which is fauna are investigated, id est the zoomorphic metaphorical model is analyzed. During the detailed analysis metaphorical submodels that are included into zoomorphic metaphorical model are revealed. The source of zoological metaphorical terms includes such groups as “mammals”, “birds” and “mythical creatures”. Zoomorphic metaphorical model refers to archetypical universals of scientific discourse due to its popularity, mythology. Archetypical character of the model evidences the fact that many zoological terms, functioning in Russian and Kazakh scientific discourse and loaned from Latin and Greek, are formed according to the zoomorphic model. It is also noted that a number of Kazakh terms are formed with the help of loan translation of Russian terms.

The postulates of the poetonym’s meaning specifics, which fix principal difference in onym semantics of fiction work from proper name in language semantics are considered. The correlation of poetonyms with virtual, verbal (about material) referents is considered. It is founded that in “semantic triangular” of poetonym instead of referent (denotation) in general sense there is a virtual referent (denotation). Besides, this virtual denotation is applied not to the class of objects but to one object, marked as unique feature from some kind of class and that is why it is right to name it a referent. The entirety of poetonymosphere is proved defining the most important features of each separate poetonym. It is filled by force lines of poetonymosphere, it is under influence and influences the features of total poetonyms. The notion “Name’s Philology” is proved. The attention is paid to the use of notion “Name’s Philology” which was built in the XX century as a symbiosis of onomastics and semiotics in the creative work of some groups of scientists in significant and humanitarian centers, the main of which was Tatru-Moscow Semiotic School in the USSR. The special direction of lexicography - poetonymography forming theory and improving practice of dictionaries creation of proper names of fiction works is improved.

The proper names of the ancient Turkic anthroponymic system, which includes cultural information, reflecting the ethnic and aesthetic ideals of society, are studied. The object of the analysis is associated with various periods of social and cultural life characterized by stereotypes about the function of name in society, which represents the events of a political or spiritual life of the country. The subject of research is the analysis of anthroponymic systems of three large Turkic groups in the pre-Islamic and Islamic periods. The results of the work demonstrate the ability of the ancient Turkic anthroponymic system to self-preservation of the semantic structure and to a list of units. The study of proper names in synchronic and diachronic aspects allows to move from the description of particular laws to integrated research of anthroponymic problems in linguistics, psychology and sociology. The practical relevance of the research is associated with undying interest of people to the names, of knowing their values and influence on the destiny of a person, his behavior in society. One reason for the “longevity” of the Turkic anthroponymic system is its close connection with the stable ancient ethnic traditions, which are manifested in respect for ancestors and their names. Anthroponymy gives plentiful and unique material for the studying of relic word-formation models and ethnic history. In the Turkic linguistic world-image the principle of anthropocentrism is retained even when the price of human life is leveled, and the society elects other value systems.

The specific features of the concept success in PR texts of the fashion industry and fashion business are considered. It is noted that beautiful girls on the cover do not play such an important role as successfully and harmoniously developed personalities in today’s fashion space. In this regard, models’ schools training programmes include not only fashion shows and work on-camera, but also public speech, etiquette, in other words, “selling” success and personal growth. The results of the study confirmed a hypothesis about the increasing role of the concept success in advertising and PR communication accompanying the modeling business’ development. Different semantic models for the traditional concept of success and the concept formed in PR activities based on the results of definitional, etymological and paremiological analysis of the concept success , association experiment and text content analysis accompanying advertising and PR activities of T. Zarubina Omsk Studio School are presented. There are components that are important to the discourse of beauty contests, like patriotism, health, and beauty modeled by advertising and PR texts of the concept success. In both cases associative fields of the concept success cross with associative fields of many other concepts: fortune, happiness, fame, work, money, family, society, life and others.