The part of speech system and speech culture of Russian language speaker is considered. Basing on the example of the “article” «ааа…» which is widely used both at the beginning of utterance and in its parts and parasitic speech content hidden swearing: « блин » « ё-моё », « ё-келе-мене » (like geez and etc.) the ncessity of speech culture is proved - radical changes of the system itself. The direction of modern language situation, which is desplaced from tradtional-neutral and bookish to cluttering up Russian speech. It is established, that the complicated modern language situation is formed under the influence of many factors. Among them are such as part of speech theory. Parts of speech in fact control all language system, which is harmonic and consistent. They are a measure of order in every part of language including discource culture. In this generalization not just the rule that a noun has the notion of thingness, but the system thoughts and notions about part of speech oppositions and main parts of speech revealing in part of speech “magnets” which dominate and subject all the main, non-standart and valuable in informational plan in this system.

The cognitive mechanisms of conceptualization and lexical categorization of frame “family relationship” basing on the material of Fastnachtspiel by G. Sachs “Das Speckseitenholen im Deutschen Hof” are studied. On the basis of cognitive-discursive analysis of the text relevant types of metaphorical models involved in the verbalization of stereotypes and perceptions about the relationships in marriage in the ordinary consciousness of ethnic group in the XVI century is shown, the role of irony and the grotesque in the evaluative conceptualization of various aspects of interaction of subjects in family relations is marked. The results of the interpretation of the semantics of language units which are characteristic of the personality, the behavior of actors within the carnival games are presented.

Lexical item SOUL in Russian language dictionaries as basic component of Russian national mentality is considered; revealing peculiarities of the lexical meaning notion in dictionaries let widen culturological and lingual knowledge and make conclusion about specifics of author’s lexical and graphic notion of word meaning of SOUL. Considering the dictionary entry structure, traditional and individual-authorial nature of lingual material presentation, saving and reflecting mental Russian peoples’ image for many centuries. Existence of special lexical worldview and the connected phenomenon of “mentality” is maintained. It is a way of behaviour, thinking, world perception, factor of concrete epoch reality building, i. e. worldview. During reviewing lexical unit SOUL in “Explanatory Dictionary of the Living Great Russian Language” by V.I. Dal and “Russian Mentality Dictionary” edited by V.V. Kolesov different aspect are compared: word explanation, its idiomology, illustrative materials. It is proved, that being dominant in national behaviour, the content of word SOUL is widened; the lexical unit SOUL reflects certain features of Russian person’s character, their ideas and feelings. Active use and multi-variant interpretations of lexical unit SOUL let it have ethnic market.

Cognitive linguistics in relation to the study of advertising communication aspects allows us to analyze the role of language and thought patterns in achievement of pragmatic impact of messages and building a model of advertising messages interpretation process. The role of inferential processes in the structure of advertising texts understanding is considered. The pragmatic effect of advertising messages depends on whether they will be perceived and interpreted by the target audience. A significant part of meanings in advertisements are not expressed in signs - it is implied by an author, it needs its inference by the audience. Different approaches to understanding of knowledge inference are analyzed, the interpretation of the term inference is presented. The definition and typology of implicit information markers - implicatums are presented. As a cognitive structure, which lies in the basis of advertising texts interpretation, the frame OBJECT ADVERTISING is examined. The achieved results can be applied in practice of copywriters in creating marketing messages.

The verbal content in the structure of advertising text, influencing psychologically on mass and individual consciousness of consumers with the aim to induce them to special actions that the advertiser needs are considered. While considering different types of communication depending on the amount of its participants, it is established that according to this criteria advertising can be associated with mass communication, because it is aimed at big groups of people consuming goods and services, using for that mass media. In the process of advertising communication, not depending on the channel of its spreading, some kind of message is transmitted, i. e. advertising text is created as a finished speech work, the basic means of which are self-descriptiveness, integrity, connectedness, literal perfection, fixedness at some kind of media. Advertising texts are single-aimed and non-personal nature, paid by advertiser and addressed to groups of people to induce them to action, which is necessary for advertiser. It is proved, that verbal contents in the structure of advertising text take great place in the system of functional-stylistic formations, which are from mass media and are united by mass communication.

The material considering the first publication of E. Poe’s translations in the European and Latin American literature is presented. The cultural and historical conditions and individual authors’ features of E. Poe creativity reception in Russia, Britain, France, Germany, Norway, Scandinavia, Spain, Romania, Colombia, Chile, Argentina, Ecuador, Mexico, Costa Rica and Uruguay are characterized. The relevance is due to the reference to the problem of inter-ethnic dialogue literature, identifying the specifics of the ethno-cultural and individual psychological factors of its implementation. Based on the analysis in the diachronic history successful reception of creativity E. Poe was conditioned as to the different nationality motivated determined proximity of the phases of historical development, which are experiencing “transmitting” and “receiving” literature. Certain (though not necessarily decisive) role in this process plays culture intermediary through which the foreign recipient begins acquaintance with the works of E. Poe. However, the mere fact that such love does not always become the basis for a literary influence. An important role plays proximity reception in the process of plays of author’s individuals.

The characteristics of A.S. Suvorin editor of “Novoe Vremya” newspaper and work in “Malenkie pisma” in the last period (1904-1908), the history of their development and a place in the creative biography are discussed. A thoughtful, objective reading of “Malenkie Pisma” allows to specify author’s civil position in explaining government policies and to overcome the prevailing stereotypes. It becomes clear that the “Malenkie Pisma” focuses not so much on a class or socio-political issues, but on all-Russian and even universal ones. From this point of view, A.S. Suvorin’s judgments, for example, about the inadmissibility of contempt for the opponent or “paradoxes” of mass consciousness in wartime, are remarkable. Special attention is paid to ethical issues in the revolutionary period. Multidimensional, complex look on tomorrow events and sensitivity to changes distinguish A.S. Suvorin’s journalism. This has made possible the dialogue with major politicians and ordinary readers, attention to the high politics and the knowledge of the real world. In addition, a keen interest in every day. “Malenkie Pisma” transmits the author’s experience, his desire to tell and to support interest in the events, to destroy the fear imposed by the West. They conveyed a desire to get to the truth, in the publication of verified facts, talking about the actions that take place actually. We feel that he conducts a dialogue with each person. In addition to the artistic value “Malenkie Pisma” are interesting as a historical source about the difficult time for Russia, the cultural and social life.

Literary work of famous Chinese revolutionary and poet, the author of Chinese text of “The Internationale” Xiao San is considered. The main theme of his creative work was revolutionary and national liberation struggle of Chinese people. Basing on archive materials which were not published yet, analysis of his creative work and memoires of contemporaries, the personal way of becoming of Xiao San as a revolutionary poet and writer, the growth of his self-cognition under the influence of Soviet proletarian literature and active work in cultural life of the Soviet Union in 20-30-s of XX century are viewed. It is proved that new literature is considered as a part of revolutionary deed, being effective mean of propaganda both in the USSR and in China; the translation, literal and enlightener activity of Xiao San and the influence made on the arise in China of new revolutionary literature, mainly translating the Soviet authors, firstly of all, V.V. Mayakovsky. The research is interesting from point of view of literature development of this period and from the position of Soviet-Chinese relations thinking both in the context of socialistic revolutionary movement and interaction of two communist parties and the history public diplomacy and cultural contacts.

The humanitarian discourse of historical works of Kazakh writer Abish Kekilbayevich Kekilbayev is considered. The range of social and moral issues, resolved by the writer at philosophical and aesthetic level is illustrated in detail. Through the moral lessons of the past comes comprehension of the present. Playing the distant past, the ancient history of their ancestors, touching the moral problems with a deep sense of universal writer resonates with modernity. Lyrical-epic legends, folk tales, fairy-tale motifs are woven into the story of “Steppe Ballads” and “End of the legend” with repetitions, inversions, creating romantic mood. With the help of lyrical image means the writer seeks to understand what is the meaning of life, what is the place and role of man on earth. The search for new forms and means of expression contributes to the formation of copyright discourse on spirituality of the human being. A.K. Kekilbayev’s works vary blurring of genre boundaries, overcoming the previous aesthetic and ideological stereotypes, appeal to neomifological thinking, built on the modernized myths universalization, relying on the eternal and unchangeable. In the novel “End of Legend” dominate fiction, fantasy, philosophical reflection on categories such as good and evil, love and power, truth and lie. Monologic character of the narrative, focusing on the moral aspect of the relationship of heroes, philosophical understanding of the events, the psychological analysis of the inner life of the characters shows mythopoetic nature of the work. Permanent symbol of the novel is the minaret. Minaret - the main symbol of the novel that carries the basic idea of the work: power, fame, love, art, the mystery of the world and the human soul. In the minds of Turkish, minaret is associated with symbolic and architectural unity of mediation, opening the poetics of a multi-valued image. The minaret in novel is also the main composite basis - all events in one way or another connected with him and come near him. Through the image of the minaret there is the opposition of two worlds - the upper and lower. Upper - bound to the image of the sky, of beauty, with the world dreams of heroes, the bottom - with the image of the city, with the “anthill”, with the world of everyday bustle. Symbolic red apple with worm-hole shows the illusory nature of power.

The necessity to find the way of maximally effective use of individual cognitive resources of personality is founded. Cognitive style of concrete personality is considered as total individual-special ways of reality studying as procedural characteristics of intellectual activity. Cognitive style may be concretized in styles of information coding, in styles of information processing, styles of problem statement. Cognitive style is defined as collective term for relatively stable ways of cognitive activity, cognitive strategies, consisting in special means of information gaining and information processing and also the ways of its reproduction and means of control. The essence of cognitive styles is analyzed, the analysis of their connection with other psychological processes and phenomena is carried out. It is founded that thinking is a private manifestation of his cognitive style, as cognitive style is a subsystem of individual style of activity, reflecting its gnostic components -the ways of gaining information and information processing which are manifested in individual specifics of cognitive processes organization. The comparison of cognitive styles influence on the process of professionally oriented critical thinking of humanitarian specialties students is made. The hierarchy of characteristics of cognitive styles connection and critical thinking of humanitarian specialties students is made.

The problem of national languages specifics is becoming more and more actual in modern intercultural environment. The process of forming linguistic and cultural competence of foreign students in pre-university education is studied. A pattern of teaching foreign students linguistic and cultural units considering national and cultural specifics of the Russian language and culture is presented in the manual Cultural Linguistics written by the teachers of Russian as a Foreign Language Department of Tambov State University named after G.R. Derzhavin. It is aimed at presenting the pattern of teaching foreign students linguistic and cultural components, characterizing the organization of educational materials and content of teaching cultural aspect. The pattern of teaching cultural linguistics to pre-university foreign students is analyzed, the content, structure and methods of teaching are described. Two modules are chosen as examples - Culture of Communicative Behaviour aimed at preparing foreign students for intercultural dialogue and Russian cuisine showing methodical approaches to teaching language and speech units connected with the topic of Russian national cuisine. The analysis of methodical bases of linguistic and cultural competence of foreign students shows the necessity to integrate methods of teaching foreign languages based on didactic and methodical educational principles and considering integrated teaching of all types of speech activity: listening, reading, writing, speaking, learning phonetic, lexical and grammar aspects of the Russian language and content component including the units of Russian cultural heritage.