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The paper focuses on translating specialised marketing texts of software vendors and draws upon lexical units thereof and translation tactics employed in the process. The research material is English marketing texts of SAP and their German and Russian translations. Our hypothesis is that the choice of translation tactics may be conditioned by intertwined linguistic and pragmatic factors. To achieve the goal – to identify factors influencing the translator's tactic choice of rendering English lexical units of marketing texts into German and Russian – the following methods have been utilized: the continuous sampling, comparative, descriptive ones, and the lexico-semantic analysis. The findings demonstrate that the choice of translation tactics in this respect can be conditioned by the following linguistic and pragmatic factors: 1) translatological information types, with all the four types being present in the material of study (cognitive, operative, emotive, and aesthetic); 2) target languages and cultures (German or Russian); 3) the lexico-semantic structure of the lexical units under study. With regard to cognitive information, the use of the precise information transfer tactic is relevant while correct information presentation can be avoided as some terms and abbreviations are left untranslated, with the latter tactic being prevailing in the German texts. As for emotive, aesthetic, and operative information, stylistic adaptation can be evident in the Russian target texts as opposed to the German ones.

The purpose of this article is to determine the number and content of thematic news in the Ukrainian television space on the example of weekly issues of programs «TSN.Tizhden» and «Podrobnosti nedeli». It was found that the plot content of the programs can be classified as thematic and episodic news. Highlights the fact that in news reporting are especially important topical news, through which every problem in the viewers blame the government or society. But, looking at the occasional news, the guilty in the issue recognized some individuals. The relevance lies in the expediency of the study of thematic news, because they are the main in the formation of public opinion on important issues. In Ukraine, the study of thematic and episodic news is not common and is at the initial level. The novelty of the problem is based on the allocation of thematic news and the study of their impact on our society. Analyzing the programs during February 2014, we came to certain conclusions. First, thematic news is presented on Ukrainian television. Basically, they relate to «loud» or resonant topics. This was the topic of mass protests in Ukraine. The analysis showed that the number and quality of subjects on this subject in the program «TSN.Tizhden» affects the audience in such a way that it is set to blame the authorities, namely the state. Such a volume and subjects can contribute to even greater protests and rallies. The situation with the program «Podrobnosti nedeli» is different. According to the number of subjects from the studied topic, we can conclude that the audience can also be set against the government, but the content of these subjects is more blamed on the events of society. In any case, we cannot blame a particular individual, because the topic is revealed gradually, provides new data, comments, details. So, depending on whether a particular piece of news is presented as episodic or as thematic, the media can control the audience's perception of the news.Key words: Television news, the final news program, topical news, occasional news, a television program, impact on the audience. ; У статті досліджено випуски тижневих підсумкових новин «ТСН.Тиждень» та «Подробности недели». З'ясовано, що сюжетне наповнення програм можна класифікувати як тематичні та епізодичні новини. Окремо здійснено аналіз тематичних новин. Зроблено акцент на впливі епізодичних та тематичних новин на аудиторію. Підкреслено той факт, що у новинній журналістиці особливу роль відіграють тематичні новини, завдяки яким у будь-якій проблемі глядачі звинувачують владу або суспільство. Натомість, переглядаючи епізодичні новини, винними у проблемі визнаються певні індивіди.Ключові слова: телевізійні новини, підсумкова інформаційна програма, тематичні новини, епізодичні новини, телевізійний сюжет, вплив на аудиторію.

Copeter is one of the few Tempus/Tacis projects about consortium building: bringing libraries together in a consortium in order to achieve common goals. This article will attempt to answer three main questions: 1. What factors create good library co-operation? 2. What are the conditions for success? 3. Is the Copeter consortium fulfilling these requirements?

The article focuses on investigating the specifics of the Artificial Intelligence (AI) ideologeme in the website discourse of software vendors. The material of the study is the website discourse of Microsoft. The linguo-conceptual and discursive analyses have resulted in identifying the most frequent lexemes in dictionary entries and constructing the nominative field of the AI concept. We have carried out a corpus-assisted study of the linguistic representation of the AI ideologeme in the Microsoft discourse using AntConc and extracted keywords and collocations, including metaphorical ones, which make the ideologeme explicit through keywords such as responsible, businesses, change, etc., collocations: AI-ready culture, AI-human partnership, etc., metaphors based on the actions of living beings such as drive, dive, etc. The keywords and collocations create the intention-driven positive ideologeme of AI as a phenomenon regulated by competent bodies and empowering businesses to drive the positive change, along with amplifying the capabilities of human beings. The nonverbal means of the AI ideologeme have been described within the representative and interactive dimensions such as pictures of living beings, colors of nature such as green and blue, and metaphorical perspectives contributing to the discursive affinity of AI and nature. The corpus-assisted study has resulted in identifying the discursive representation of the AI ideologeme which is different from that of the dictionary entries describing AI as a machine capability to copy the human behavior.

The paper focuses on English-to-Russian translations of patent applications on the website of the World Intellectual Property Organization (WIPO). A comparative analysis of patent applications is performed by using translations made with the help of the WIPO Translate tool and human translators within the framework of the synergetic translation space concept encompassing the domains of the author's intensions, text content and composition, energy, translator, recipient, and the translation acceptability notion. The translation erratology aspects were considered from the point of view of the semantic, referential, and syntactic ambiguity within the domains of content-composition and energy space. In the domain of the author, the intention to convey some technical information is revealed, while its rendering in the content-composition and energy domains depends on whether the translation is made by a person or a machine. Genre- and composition-related specifics have been rendered in both cases while machine translation errors have been proven to result from the semantic, referential, or syntactic ambiguity, and this is when the translated output is generally considered unacceptable by the recipient. The results obtained can be used for editing machine translations of patent documentation, assessing the quality of technical documentation translation that is referred to other specific genre conventions.

Despite a significant role of a society's economic culture and a worker's personality in the life of the society, an enterprise or another person, the problem of forming economic culture is underdeveloped in pedagogic and economic literature. It is still not clear how the processes of forming an individual's basic economic culture and a specialist's professional education in the conditions of continuous economic education are interconnected. Low effectiveness of a person who is not economically educated is underestimated. The process of a person's economic culture growth causes significant problems as it appears to be a complex integrated phenomenon characterizing the manufacturing and entrepreneurial activities (the most important values accepted by the society members; dominating ethical standards of economic activity; the code of behavior; the system of formal and informal norms of economic activity; rituals, customs and traditions, individual and community interests; the level of the company consciousness and management, the manager's organizing and administrative activity; availability and high quality of company's basic and business documents; state-of-the-art office equipment, etc.). The economic component is a part of each block of requirements to the specialist and as a consequence is not an independent direction. However, its formation cannot be reached by a single learning discipline or a course of disciplines, but requires a system approach. The move to the market economy, the integration into the international educational space, the processes of democratization and humanization of the society life have required the Russian system of education to respond to a whole range of demands: to make the process of the specialist's preparation for life and the specialist him/herself more flexible, able to respond to the changes in social processes; to adapt the graduates to the market relationships, which depend on the occupation level and the level of proposition in a work sphere; to ensure the flexibility of education which will facilitate a more comprehensive realization of a person's creative potential.

The 'route from the Varangians to the Greeks' is widely known and often mentioned in research, popular science and educational literature. Much less often is it mentioned that the existence of the trade route is seriously doubted and needs additional evidence. The discussion about the actuality of a 'route from the Varangians to the Greeks' has intensified in the recent decade; it mostly involves historians who draw on chronicles, archive materials and literary sources. Although relevant geographical studies focus on small territories and have a limited scope, only they can give a definitive answer to the question of whether it was possible to sail the rivers of the East European Plain between the Baltic and Black Seas in the 8th-11th centuries AD. Of particular importance are studies on the watersheds marking the principal legs of the route. If the watersheds were traversable, the 'route from the Varangians to the Greeks' was navigable, and the impassability of watersheds would preclude navigation along the route. Methodologically, the study employs methods and approaches used in physiographical field studies, which have not been applied earlier to the watershed sections of the 'route from the Varangians to the Greeks'. The central result of the research is the reconstruction of the hydrological features and hydrographic situation of the watershed between the basins of the Neva (River Lovat) and the Western Dvina (River Usvyacha) during the existence of the 'route from the Varangians to the Greeks'. This reconstruction and the study of the watershed territories, the system of land communication routes and toponymic features of this territory conclusively demonstrate that the 'way from the Varangians to the Greeks', or the Baltic-Black Sea waterway, could actually exist.