The article is devoted to the analysis of the thematic structure of the advertising text in the aspect of translation. The development of international relations actively promotes the entry of companies into foreign markets. In this regard, there is a need to spread information about goods and services to stimulate consumer demand among audiences who do not speak a foreign language. For this reason, there is a need for translation of various advertising texts.
The purpose of the research is to study the peculiarities of translation of advertising texts taking into account the preservation of the semantic center of the original unit. The subject of the study is the thematic structure of the advertising text in English and Chinese and its correct interpretation when translating into Russian.
Methods. The method of theoretical analysis of scientific literature on the problem under study, the descriptive method, and the method of continuous sampling were used in the work on the article. The advertising text in English and Chinese and its translation into Russian were subjected to the analysis.
As a result of the study, the main ways of conveying the rhema in English, Chinese and Russian were identified; the authors proposed their own variants of translation taking into account the thematic structure of the original statement and determined the most popular ways of highlighting its semantic center.
Conclusion. The relevance of the research is explained by the increased interest in advertising discourse in linguistics, as well as the little studied translations of Chinese advertising texts into Russian observing its correct thematic structure.

Research objective. The article examines the markers of African American English (AAE) in David Foster Wallace's novel Infinite Jest, focusing on their use in literature and their role in shaping the cultural and social identity of African American characters. The main issue is how a non-African American author reproduces the speech of African American characters and what implications this has for the perception of AAE. The goal of the study is to determine how authentically and grammatically correct the markers of AAE are represented in the novel and to assess their impact on the perception of the characters.
Methods. The research employs a lexical and grammatical analysis of the text, identifying and classifying AAE markers such as the absence of the third person singular -s, zero copula, habitual be, double negative, and others. The data for the study is comprised of the sixth chapter of the novel Infinite Jest that is narrated by an AAE speaker named Clenette.
Results. It is revealed that the novel contains both authentic AAE markers – the most frequent being the absence of the third person singular -s – and “inauthentic” forms, which may create an impression of a character’s illiteracy.
Conclusion. This is a novel study since what is analyzed is AAE usage in works of fiction, particularly in the context of works by non-African American authors. The authors conclude that the use of AAE is important for creating the image of characters, but the presence of “inauthentic” forms may cause ambiguous reactions from readers, which highlights the need for a more careful approach to the use of language varieties and dialects in literature.

Purpose of research. One of the symbols of the Carlist movement in Spain was the red beret, which turned into a vestimentary sign indicating the ideology of its owner. It is analyzed the metonymic use of the eimonim “red beret” in the Carlist political discourse in relation to the participants of the movement.
Methods. Texts in Spanish, French, and Russian, authored by participants of the Carlist movement, were used as the material for the research. The methods of discursive and contextual content-semantic analysis as well as the method of cultural and historical interpretation of language material were used.
Results. The analyzed materials allow us to conclude that already in the late 1830s, at the early stage of the development of the movement, the red beret began to turn into a vestimentary sign identified with Carlism. The metonymic name “red berets”, used in relation to Carlists, became widespread in the Spanish language only at the beginning of the 20th century, after the publication of R.M. del Valle-Inclán's novel “El resplandor de la hoguera”, in which this metonymy is registered eight times. In the 1930s, this lexical unit is recorded in the language of the White Russian emigres in Spain.
Conclusion. The research is the first attempt in Russian and foreign linguistics to analyze the use of the metonym "red berets" in the political discourse of Spanish Carlism.

Purpose of research. The purpose of this study is to analyze the existing typologies of communication strategies and tactics used in tourism discourse, as well as to identify problems related to the lack of a unified approach to categorization of strategies. The work is aimed at systematizing various research models and identifying prospects for developing a more holistic typology of speech influence strategies in tourism communication.
Methods. The study uses a review of scientific papers by Russian and foreign authors devoted to communication strategies and tactics in tourism discourse. Special attention is paid to the approaches of researchers such as Natal'ya A. Tyuleneva, Svetlana S. Primak and Larisa YU. Shchipitsina, as well as foreign scientists such as Hanita Hassan, Alireza Jalilifar and Aissa Berber.
Results. The results of the study demonstrate a significant variety of approaches to categorization communicative strategies and tactics in tourism discourse, which makes it difficult to create a unified typology. It is revealed that the categorization of strategies in various studies is carried out according to different criterias, based on semantic, pragmatic, syntactic and other aspects. It is noted that most of the research focuses on advertising texts of tourism discourse, while the genres of PR-communications remain less studied.
Conclusion. The analysis highlights the need to develop a universal approach to categorization communicative strategies and tactics in tourism discourse, which would take into account the intentional nature of speech influence. Further research should also be aimed at expanding the genre coverage and including new media formats (for example, travel blogs). This will create a more complete and practice-oriented typology that can potentially be extended to other types of discourse.

The purpose of this work is to analyze the features of the use of periphrastic names of various countries in modern media texts, identify the names that are relevant to native speakers and are becoming obsolete, determine the specifics of figurative names for individual countries, and describe the linguistic phenomena involved.
Methods. The study uses continuous sampling, language observation, contextual analysis, lexical-semantic analysis, data systematization, and generalization.
The results of the study show that periphrastic nominations of countries are used in modern media discourse as a means of secondary nomination of objects, which allows the reader to influence their perception through evaluation. Periphrastic nominations of countries indicate their geographical features, geopolitical status, distinctive characteristics of their inhabitants, and the values they promote.
Conclusion. Modern media texts allow us to identify current figurative designations of countries that are frequently used, as well as outdated units. There are phenomena of poly-nominative periphrases (in relation to the most significant countries in the context of the media agenda) and their polysemy. The use of toponymic periphrases for Russia and the USSR reflects the process of rethinking the legacy of the Soviet era; figurative designations from the Soviet period are becoming obsolete, and there is a lack of current designations for the country. A characteristic feature of the periphratic naming of China and Japan is the use of self-designations. The transformation of generallanguage periphrases in the process of constructing an utterance allows for the revitalization of their imagery and the introduction of new semantic shades, which is achieved through the expansion of the components, the contamination of combinations, the construction of a new periphratic turn based on an existing model, the development of metaphors, and the creation of linguistic play.

The purpose of research is to study the phenomenon of categorization, which is viewed as a mechanism for classifying a cognizable object into a certain class, including not only the names of material objects, but also sensory and perceptual patterns, social stereotypes, standards of behavior, generalizations that carry the combined social and individual experience.
Methods. A two-stage experimental study was conducted, including: analysis of 52 counter texts aimed to reconstruct the meta-linguistic activity of the subjects and detect traces of categorization processes; analysis of the composition of categories "restored" in the form of reactions to stimulus words (furniture, chair, to twist, shame) during a directed associative experiment.
The results of the experiment indicate that the categories of stimulus words are formed in different ways. Nouns that have a substantive relationship form categories composed primarily of nouns. The sign of processuality expressed by the verb is objectified by creating a special kind of representation in the brain – a scheme, a trajectory of movement or a program of action, which is then translated back into the verbal form when creating a category. Words implying abstract concepts and phenomena are objectified using a reference situation related to the phenomenon being described.
Conclusion. Categorization depends on cognitive mechanisms and social factors. An important role is played by the initial level of cognitive and linguistic development and the factors of assimilation of experience – the degree of involvement and interest, as well as the accompanying emotional background of the situation. The basic, "lower" level of cognition presupposes limited categorization possibilities in the implementation of mental and speech operations. In the process of mastering the language system, this limitation is leveled, while progress is ensured not by restructuring existing lower systems, but by the emergence of a new cognitive level with a new "operating system" that is constantly updated in real time. Language participates in this process, on the one hand, as one of the categories that represents a set of knowledge about language (metalanguage), on the other hand, as a tool for schematizing external experience and translating it into an internal plan.

The modern language of bloggers is updated as a unique phenomenon formed under the influence of digital communication. The features of the language of bloggers, its main functions, as well as the impact on language culture and communication in society are analyzed.
The research material is the original Russian-language content of blogs posted on the platforms VKontakte, Yandex Zen, Pikabu, selected using the continuous sampling method.
The aim of the study is to understand the dynamics of blogger language in the context of digital communication, which allows recording new ways of expression and interaction.
Achieving the set goal is possible with a consistent solution to the following tasks: consideration of the key concepts of “multi-layered language”, “polylogos”; comparative characteristics of several popular platforms in Russia where blog communication is carried out; identifying the specifics of digital messages; analysis of the multi-layered language of bloggers and establishment of the linguistic function of polycode units in the process of forming a new language of digital communication.
Research methods: comparative-contrastive, communicative-pragmatic analysis with elements of sociolinguistic analysis.
A dual structure of the bloggers' language has been identified, consisting of vertical and horizontal components, the combination of which enhances the impact on the audience.
Conclusions are made that the multi-layered language in the blogosphere is permanently updated, generating not only new hybrid forms of language, but also shifting its norms.
An analysis of the multi-layered nature of their linguistic means of expression will allow us to better understand the transformation of communication norms in the digital environment and identify trends in the change of modern language from the point of view of linguistic, cultural and technological development. It is important to continue research in this area in order to better understand the role of bloggers in shaping the linguistic picture of modernity and to comprehend the real and potential consequences of socio-cultural transformations.

This study investigates the issue of students' retained knowledge within the context of innovations in accreditation procedures, establishing its relevance.
The research aimed to identify theoretical prerequisites and develop practical recommendations for refining pedagogical techniques, forms, and means of instruction to preserve and enhance students' retained knowledge.
The study employed a set of research methods: analysis of regulatory documents and scientific publications, the pedagogical experiment method, empirical data collection methods (pedagogical testing, participant observation, analysis of learning activity products), as well as statistical data processing methods, specifically, quantitative analysis. The study proved that the specific properties of retained knowledge and its growing importance for higher education institutions necessitate adjustments in designing new disciplines to account for associative links with knowledge from previous courses. Two key initiatives were reasoned and experimentally validated: the revival of structural-logical frameworks – both for the entire curriculum (to interlink disciplines) and for individual subjects (to connect topics) – and modification of the constituents and substance of learners' self-study activities, supplemented with tasks to reactivate prior knowledge essential for new topics.
The experiment justified the feasibility of formalizing, through institutional regulations, the number and frequency of extracurricular assessment procedures for a comprehensive evaluation of retained knowledge across multiple disciplines. It also confirmed the need for implementing additional student incentives to enhance their motivation and performance on these diagnostic assessments, thereby providing a holistic approach to addressing the problem.

The article examines the integration of artificial intelligence into the modern linguistic education process at the Pre-University Stage.
The relevance of this study lies in the fact that the current stage of development of linguodidactics is characterized by an active search for and implementation of innovative methods based on digital technologies. Multi-level artificial intelligence technologies, based on algorithms and driven by data, are becoming an extremely valuable tool for achieving educational goals, including language learning.
The purpose of this article is to identify the specific features of integrating artificial intelligence technologies into teaching Russian as a foreign language at the pre-university level and to explore foreign language learners' perceptions of the didactic potential of modern artificial intelligence in foreign language learning. The research's scientific novelty lies in its focus not only on the objective didactic application of artificial intelligence in teaching Russian as a foreign language, but also on the subjective perception of its potential by key participants in the educational process –foreign language learners at the pre-university level.
The study utilized general scientific research methods (analysis, generalization), survey methods, and statistical methods. The empirical basis of the study consisted of responses from international students in the preparatory faculty, as part of a survey designed to assess students' attitudes toward artificial intelligence, their perception of the usefulness of technologies for developing language and speech skills, and identify potential barriers to their use.
The study's results demonstrate a relatively high level of interest among foreign language learners in using AI assistants to personalize learning and develop speaking skills, but also highlight a lack of systematic pedagogical guidance for this process. The study concludes that it is necessary to develop an integrated methodological model that combines the advantages of artificial intelligence with traditional pedagogical approaches.

The purpose of our work is to study the relationship between value orientations and the choice of strategy of behavior in a conflict among students. The object of the study is the value orientations of students. The subject of the study is the relationship between the value orientations of students and strategies of behavior in a conflict.
Methods. We used the following diagnostic techniques: «Value Orientations» by M. Rokich, «Diagnostics of the Dominant Strategy of Psychological Defense in Communication» by V. Boyko; the Spearman rank correlation coefficient.
Results. When analyzing terminal values, it is noteworthy that students prefer specific values over abstract values. The prevalence of personal life values over professional self-realization values is clearly evident. Among the conflict resolution strategies, students tend to prioritize the «peacefulness» strategy, which may indicate their desire to maintain harmonious relationships. A correlation analysis of the relationships between terminal values and communication strategies revealed a significant positive correlation between the value of «freedom» and the «peacefulness» strategy. The correlation analysis of the relationships between instrumental values and communication strategies revealed the highest level of significance between the value of «sensitivity» and the strategy of «aggression».
Conclusion. Thus, we have discovered and proven the relationship between value orientations and conflict behavior strategies among students. Among the conflict behavior strategies, students are dominated by peacefulness. This means that students value harmony in relationships more than their personal interests. This value orientation has a strong negative association with the value of freedom. The study found that most students value conformity and communication.
The study revealed that students rarely use the aggression strategy. People who value a productive, active life filled with interesting activities do not tend to avoid conflicts, but rather use them to improve and develop their relationships. This supports the idea that conflict is a sign and necessary companion of development. However, values such as «development», «productive life», «active life», and «knowledge» were indifferent to most students.

Active social and technological transformations in modern society necessitate enhancing the communicative competence of specialists. Any professional activity requires communication skills, which are an integral part of professional competencies.
Effective interaction with others is achieved through the development of active listening skills, the ability to negotiate, work in a team, and argue one's position. Developing specialists' communication skills is a key factor in improving the quality of educational processes. Current trends and challenges affecting the development of communication competencies are driven by rapid social, technological, and educational changes. Understanding and taking them into account allows us to create more effective strategies for developing communication skills in professionals and students.
The purpose of this study is to identify key conditions that facilitate the development of a high level of communicative competence among specialists in the context of educational organizations in the modern professional environment.
Relevance. The modern labor market is characterized by constant dynamic transformation, with increasingly relevant and specific demands placed on qualified specialists. Technological advances are driving a growing demand for the acquisition of new knowledge and the development of competencies, simultaneously challenging the education system to continuously improve.
The education system must be highly adaptable and flexible to effectively meet the demands of the modern labor market and the state's strategic needs for training highly qualified specialists, which is a critical aspect of ensuring the country's economic independence. Within the modern scientific paradigm, graduates of higher professional education must possess a set of qualities that reflect the concept of professional competence. One of the fundamental and key competencies that a graduate of any level and profile of professional education must possess is communicative competence.

The problem of school maladjustment is a classic issue in educational psychology, as it can lead to poor academic performance, frequent conflicts, and a deterioration in the student's psychological well-being.
Due to rapid social change, information overload, rising divorce rates, and the fast pace of life for both parents and adolescents, cases of adolescent maladjustment in schools have become more frequent. However, given the importance of adolescence, a period during which personality and the foundations of social behavior are formed, it is imperative to promptly identify and address this problem.
School maladjustment is a "systemic development that influences a child's development at the cognitive, regulatory, and communicative levels." Successful school adaptation has a significant impact on the emotional and overall psychological well-being of children.
Maladjustment is largely interdisciplinary in nature – it is studied in pedagogy, personality psychology, social and educational psychology, and psychophysiology. Its prevention facilitates the identification and resolution of problems, which contributes to a favorable educational environment, improved academic performance, and the harmonious development of adolescents.
Many schools focus exclusively on students' academic performance, neglecting other aspects of their personal development, including adaptation to school.
The purpose of this article is to examine the problem of adolescent maladjustment in a comprehensive school. The following methods were used in the study: M. Gavlinova's method for assessing social adaptation and autonomic lability, R.V. Ovcharova's test for determining self-esteem in adolescents, and statistical data processing methods.