The main ways of influencing the addressee in social advertising are considered in the article; Some of them are considered common with means of commercial advertising, others - specific.
In the article on the material of the colloquial version of the language of football, two features of the German mentality are investigated - the prevalence of negative appraisal and the audibility of the perception of intense action.
The article discusses some problems of variantology on the material of Newfoundland English (Canada): factors of enclave dialect formation, criteria of dialect community insularity, correlation of enclave dialects’ characteristic features of conservatism and dialect congruity.
The article deals with the universal category of telicity/atelicity of verbal activity and with the classification of the French verbs of movement. The category of direction and the concept of perspective are the main semantic features indicating telicity/atelicity of a verb of movement.
The article studies associative reactions of hyperonymic type that name animals. Dependence of frequency of this type of reactions on perceiving animals as «ours/theirs» and «wild/domestic» is determined.
The article considers the issues related to the text of the Bible as a precedent phenomenon in the Russian and European literature on the example of the Book of Jonah and its key concepts.
Different approaches to distinguishing advertisement genres are presented in the article; advertisement genres used in social advertising are analyzed; genres characteristic for social advertising are singled out; specific features of using genre forms in social advertising are revealed.
The article offers philological and religious as well as aesthic analyses of literary works; they enable the reconstruction of the dominant categories of poets’ perseption of the world; on their basis the embodiment and metamorphoses of the Cristian code in the poetic text can be elicted.
