The article is dedicated to an actual problem of script change, what about has been actively spoken for the last quarter of century in some parts of Russian Federation and Turkic near abroad countries. Script changing system as a scientific problem tends to be difficult complex of questions, which demands comprehensive discussion and interdisciplinary approach. The authors emphasize an importance of seeking the answer to the problem that has been initiation by some of the researchers of script changing system in Kazakh language from Cyrillic to Latin, which may lead to ruinous circumstances for the fortunes of society, intergenerational links, nonstop development and succession of cultural inheritance, knowledge. The main attention is being paid to the research and appreciation of monographic research of the famous linguist Mahanbet Dzhusupov “Kazakh script: yesterday, today, tomorrow (Cyril or Latin)” (2013), with the position of which authors are totally share. The research of monograph work by M. Dzhusupov’s who is not the proponent of the transition to system from Cyril to Latin and moreover who is anticipated with the necessary excursus to the question history and assessment of the problem development state. Further it is given the critical evaluation of separate chapters of the book, also listed the facts to the benefit of Kazakh language compliance to Cyril customs that admit some particular changes taking into consideration the specificity of this language. Sequentially it is stated the position of the expert in Kazakh language script matters, that is based on the analysis of similarities and differences in conception of alphabet formation in order writing type changes in Kazakhstan as well as in substantiation of inexpediency of in script type changing in highly educated country that has centuries-old traditions. Moreover this article emphasizes deep recognition by M. Dzhusupov of writing importance as the main condition in business proceeding maintenance of national and government unity.

The article deals with the problem of functionality of new words and their ability to fill the language gap and meet functional needs. The study examines the revitalization process of lexical and phraseological units (mostly borrowed) under the influence of new media. It was revealed that new words are used to indicate important aspects of modern life, among which a special place is occupied by an interest in the future, the need for long-term planning, the need for understanding the concept of success / failure, and others. The analysis enables the authors to make observations about the nature of an unstable relationship between the cognitive and the evaluative compounds of the meanings of the selected terms. The methodology of our study is based on onomasiological approach to language learning by relying on the definitional analysis, component analysis and modeling method. The material was taken from the language of mass media, dictionaries of the Russian language and Internet sources. This study is promising, because it gives an opportunity to reveal the cognitive mechanisms of forming new meanings demanded by society and getting accepted as new lexical and phraseological units

This article analyzes the methods of word formation in slangs used by the American youth. The relevance of the study is justified by a large interest to examine the ways of word formation in non-standard vocabulary and the sociolinguistic factors influencing this process. The aim of the study is to determine the most common methods of word formation among the American youth in their use of slang, i.e. to identify the sources of slangisms, characterize and support them by proper examples, analyze them and generate an appropriate classification. The slang expressions are taken from movie scripts of modern American cinema for the young. A sample of about 1000 units served as data for this study. The authors use standard methods of data collection, observation of the subjects - native speakers of American English-, data classification and comparative analysis of the collected material. This article would be useful for researchers working in the field of colloquial vocabulary and social dialects, word-formation processes in language, for socio-linguists and teachers of English. The result of this research has been fruitful: based on slangisms collected from the scripts of modern American movies, the authors were able to classify methods of formation of American youth slang, describe them on the basis of empirical data and provide relevant examples.

This paper uses the theory of speech acts and the underlying concept of pragmalinguistics to determine the types of speech acts and their classification in the German advertising printed texts. We ascertain that the advertising of cars and accessories, household appliances and computer equipment, watches, fancy goods, food, pharmaceuticals, and financial, insurance, legal services and also airline advertising is dominated by a pragmatic principle, which is based on demonstrating information about the benefits of a product / service. This influences the frequent usage of certain speech acts. The dominant form of exposure is to inform the recipient-user about the characteristics of the advertised product. This information is fore-grounded by means of stylistic and syntactic constructions specific to the advertisement (participial constructions, appositional constructions) which contribute to emphasize certain notional components within the framework of the advertising text. Stylistic and syntactic devices of reduction (parceling constructions) convey the author's idea. Other means like repetitions, enumerations etc are used by the advertiser to strengthen his selling power. The advertiser focuses the attention of the consumer on the characteristics of the product seeking to convince him of the utility of the product and to influence his/ her buying behavior.

This paper examines the features of discourse Americans and Russians employ when declining an invitation. It contains the results of an empirical comparative study conducted among 126 American and 120 Russian respondents. Based on the Politeness Theory by P. Brown and S. Levinson, as well as the Principle of Politeness by G. Leech, it shows that in both communicative cultures the speech act of declining an invitation is regarded as an act that can threaten the addressee’s positive face, which is why it is carried out with the use of positive politeness strategies serving to mitigate a possible face threat. It also reveals a number of differences in the use of the above mentioned strategies by Americans and Russians. Knowing these features can be effective to improve proficiency in discourse and, thus, develop cross-cultural communicative competence. The main research methods used are contextual analysis, discourse analysis, experimental method, comparative and statistical analysis, a survey research, semantic, quantitative and qualitative analysis.

Due to its communicative specifics studying of modern printed discourse of advertising basing on the theory of emotivity is of special interest to the scientists. The manifestation and expression of emotions in the context of advertising communication is an intention of the author of the advertisement message to cause a specific emotional reaction from the recipient (target audience), to influence her/him in a sought way. The aim of this article is to elicit forms of verbal explications of emotional dominants, actualized in modern french advertising discourse and to determine their roles in the realization of its pragmatic orientation. Basing on methodology of linguistics of emotion, linguoecology, communicative linguistics and methods of pragmatic, discursive, comparative, cross-cultural analysis we have allocated emotional/ emotive representations pragmatic orientation of which correlates with the extent of emotional openness or restraint of the participants of the discourse of advertising, touches upon the field of social norms of emotional behavior and is determined by national cultural specifics. Particular attention is given to appellative models/strategies, relevant to this specific type of discourse. The peculiarities of emotional argumentation are analyzed in comparison with rational ones on the basis of modern printed advertising texts.

The article is devoted to the peculiarities of the application of plural nouns in Pashto. It enumerates the means of conveying the plural of nouns and identifies the main patterns of their use. Sentences used as examples contain nouns, which show capability of word change and word formation. Particular attention is paid to the indirect use of the plural to change the meaning of the word. This phenomenon affects both the vocabulary borrowed from other languages and words of native Afghan origin. Apart from that there are examples of reduplication and distributive meaning of some nouns. The author offers a detailed picture of ties and subordination between parts of sentence taking into consideration the factors of ergativity and substantivization in creation of new forms as well as meanings for the number of parts of speech. The article includes several conclusions. The first one states that the Pashto language is rich in word-formation with respect to all the parts of a sentence. There is a conception that all the suffixes of plural form of the Pashto noun in their direct function express the meaning of plurality of countable objects. There are only solitary cases of their use with abstract nouns. Analysis of sentences is based on data from the contemporary Afghan media and the sample size exceeds over one hundred newspapers and science-based magazines.

The present article analyses English and Russian lexemes denoting core legal professions and positions and emphasizes the problem of their translation equivalency. The aim of the paper is to demonstrate that although legal terms are characterized by a single meaning and are context-independent, they can also be polysemantic and even enantiosemic, i.e. containing opposite meanings within a single word form. This fact poses a serious problem in translation. The article compares the semantic dimensions of the terms, analyses their distinctive features, and marks their stylistic and functional differences. The authors limit their research to the lexemes of the semantic groups of defence and prosecution . The data is taken from dictionaries, legal texts, media and BNC. The study implements definitive, distributive, contextual, and contrastive analyses. The above approach enabled the authors to specify the semantics of the English terms, their functional and cultural features and suggest some practical recommendations for their translation. The results of the study can be applied in the theory and practice of translation and in teaching Professional English to Law students.