The article analyses the significance of the emotional component in persuasive public speech and the linguistic means forming and regulating its emotional expressiveness.

We think that parceled constructions are a part of a general system of linguistic mechanisms which fulfill advertiser's stylistic strategy and the whole of which gives an opportunity to send the message of an advertising text to a consumer effectively and expressively, to impact by way of large-scale sale of goods/ services. This polyfunctional construction of expressive actualizing syntax intensifies the process of positioning of an advertised item, due to which its idea must remain in minds of potential customers. Hereafter, remembering about the image of a favourite item, they would like to check the correspondence of linguistic code to a real advertising item.

The presented article is devoted to the consideration of such linguistic category as the political correctness which was widely adopted in the English-speaking countries and made considerable impact on modern English language. Linguistic political correctness is the most curious language theme to ignore which, means to miss the major aspect of modern English language.

The article is devoted to some issues of interaction and mutual influence of linguistics and journalism.

The article examines differences in socio-cultural relationships in Russian and Swedish communicative behaviour. The author identifies the main national and cultural values in these cultures.

The article is devoted to the neologisms, which are used in advertising texts, as well as their focus on different target audience of Russian and French linguistic community.

Article is devoted to the variation in the ways and means of formation of some lexical items, especially the Russian adjectives which are used for man's mental features designation.

The article is dedicated to the investigation of the influence of the language units pragmatic potential on the process of taking translation decisions. The most part of attention is focused on the notion of the pragmatic equivalence, on the translation difficulties of the lingual pragmatic categories components, as well as on the specifics of the pragmatic relations in the process of bilingual communication.

The article is devoted to the study of the national-cultural potential of the literary text's storyline on the material of the literature of the Andean countries' historical and cultural zones. The basic extralinguistic factors that determine the theme and the storyline of the region's literary works are examined.