The article analyzes the greetings as one of the genres of political ritual discourse. Different types of greetings are selected. Their structural and content components are characterized. The subject under study involves the use of a descriptive method and the adoption of distributive analysis. ; У статті проаналізовано привітання як один із жанрів політичного ритуального дискурсу. Виділено різні типи привітань. Схарактеризовано їхні структурно-змістові компоненти. Досліджувана тема передбачає застосування описового методу та прийому дистрибутивного аналізу.
The author raises the problem of the diversity of approaches to the identification and study of political discourse focuses on the many aspects of this concept. The author reveals the basic properties and names of representatives of the various approaches that have developed in the framework of political linguistics for the study of political discourse. Keywords: political discourse, discourse analysis, political linguistic, critical discourse analysis, descriptive discourse analysis. ; Розглянуто проблему різноманітних підходів до визначення та вивчення політичного дискурсу, багатоаспектність цього поняття. Розкрито основні властивості різних підходів, які розвинулися в межах політичної лінгвістики для вивчення політичного дискурсу. Ключові слова: політичний дискурс, дискурс-аналіз, політична лінгвістика, критичний дискурс-аналіз, дескриптивний дискурс-аналіз.
Abstract. Introduction. The article describes the main ways of transmitting German-language non-equivalent vocabulary in Ukrainian. Purpose. To determine the main ways of translating German-language non-equivalent vocabulary and the particularities of their use.Results. The main features of non-equivalent vocabulary are defined, definition of the concept of «non-equivalent vocabulary» is given. It has been established that non-equivalent vocabulary is defined as words whose meaning cannot be compared with any foreign-language lexical concepts, reflecting, first and foremost, realities of national character, as well as the grammatical features of each language. However, in the process of translating a text, the successful translation of non-equivalent vocabulary (as well as the solution of any other translation task) is not the main goal, but only a step towards achieving translation adequacy.The study describes the main types of non-equivalent vocabulary, such as word-realities, temporarily inequivalent terms, random inequivalent terms, and structural exotisms. According to scientists, the word-realities are also divided into geographical, ethnographic and socio-political, Soviet, historical and situational. The list of ways of translation of non-equivalent vocabulary include: transliteration, calculations, approximate translation, descriptive translation, elimination of national-cultural specificity, redistribution of the lexical unit. It is established that descriptive translation is most often encountered when translating German-language non-equivalent vocabulary, namely when translating realities, accidental non-equivalents, structural exotisms. It has been noted that some scholars consider omission as a method of translation when translating equivalently vocabulary; Thanks to the research, it is determined that descriptive translation of non-equivalent vocabulary fully reveals the essence of the phenomenon, conveys the national originality of foreign lexical units, which is due to its popularity among translators. The article substantiates the use of transliteration in the translation of German-language non-equivalent vocabulary, since transliteration as a method of translation allows to convey the semantic content of the non-equivalent unit as briefly and accurately as possible, but the subject or phenomenon may remain unintelligible to the reader, so it becomes unnecessary for the reader to interpret.The use of transliteration translators is explained by the importance of transmitting national color. In many examples, transliteration reproduces national dishes, military realities and other specific phenomena specific only to the German language, most of which are well known. It is established that the approximate translation is used mainly for the translation of realities. An advantage of an approximate translation is its readability for the reader when a familiar concept is offered as a translation equivalent. In addition, the study managed to establish that for some non-equivalent units several methods of translation can be used, ie combined (complex) methods of translation. The content of an equivalent unit can always be transmitted by a variety of means, even if there is no equivalent in the language system.Originality. Feature of non-equivalent vocabulary is that it is directly related to the objects and phenomena of material and spiritualculture of the people, with the history of society and is a kind of consolidationand transfer of social and cognitive experience. Therefore, her research is relevant now.Conclusion. We can conclude that the translation methods of German-language non-equivalent vocabulary into Ukrainian include transliteration, calculations, approximate translation, descriptive translation and complex translation methods. The most common ways of transmitting non-equivalent lexical units are descriptive and approximate translations. The use of descriptive translation is explained by the performance of the informative function of the text of the translation, at the same time, the advantage of approximate translation is the compactness and accessibility for the reader.As a result of the study, the main ways of translating German-language non-equivalent vocabulary into Ukrainian were outlined, and descriptive translation was found to be the most popular method of translating non-equivalent vocabulary among scholars and translators. ; Анотація. У статті наведено основні способи передачі німецькомовної безеквівалентної лексики українською мовою. Визначено головні особливості безеквівалентної лексики, наведено визначення поняття «безеквівалентна лексика». Описано основні види безеквівалентної лексики, такі як слова-реалії, тимчасово безеквівалентні терміни, випадкові безеквівалентні терміни, та структурні екзотизми. Вказано, що слова-реалії, поділяються на географічні, етнографічні та суспільно-політичні, радянські, історичні та ситуативні. Наведено перелік способів перекладу безеквівалентної лексики, до яких належать: транслітерація, калькування, наближений переклад, описовий переклад, елімінація національно-культурної специфіки, перерозподіл значення лексичної одиниці. Встановлено, що під час перекладу німецькомовної безеквівалентної лексики найчастіше зустрічається описовий переклад, а саме під час перекладу реалій, випадкових безеквівалентів, структурних екзотизмів. Також визначено, що описовий переклад безеквівалентної лексики повністю розкриває суть явища, передає національну своєрідність іншомовних лексичних одиниць, чим і зумовлена його популярність серед перекладачів. У статті обґрунтовано використання транслітерації під час перекладу німецькомовної безеквівалентної лексики: вона якнайкраще зберігає національний колорит тексту мови оригіналу. Встановлено, що наближений переклад застосовується переважно при перекладі реалій.
The stud considered linguistic features of the programs of Presidential candidate Y. A. Boyko. The communicative roles of the policy are traced and characterized. Changes in the structure of the pre-election texts of 2014 and 2019 are analyzed. The specificity of the topic under study involves the use of a descriptive method, distributive and comparative analysis in order to establish similarities / differences between programs in 2014 and 2019. ; У дослідженні розглянуто мовні особливості програм кандидата у Президенти України Ю. А. Бойка. Простежено та схарактеризовано комунікативні ролі політика. Проаналізовано зміни в будові передвиборчих текстів 2014 і 2019 років. Специфіка досліджуваної теми передбачає застосування описового методу, дистрибутивного та порівняльного аналізу з метою виявлення подібностей / відмінностей програм за 2014 і 2019 роки.
The article is devoted to the language features of the programs of the presidential candidate O. V. Lyashka. The communicative roles of the policy are revealed and described. Changes in the structure of pre-election texts in 2014 and 2019 are traced. The specificity of the topic under study involves the use of a descriptive method, distributive and comparative analysis in order to establish similarities / differences between programs in 2014 and 2019. ; Стаття присвячена мовним особливостям програм кандидата у Президенти України О. В. Ляшка. Виявлено та схарактеризовано комунікативні ролі політика. Простежено зміни в будові передвиборчих текстів 2014 і 2019 років. Специфіка досліджуваної теми передбачає застосування описового методу, дистрибутивного та порівняльного аналізу з метою встановлення подібностей / відмінностей програм за 2014 і 2019 роки.
У статті йдеться про здобутки сучасної психології загалом та політичної психології зокрема щодо розроблення проблеми політичного мислення. Розглядаючи історію вивчення політичного мислення, виокремлено підходи, які мають різне дисциплінарне походження, будучи запозиченими із філософії, політичної науки, соціології та ін. Йдеться про описовий, соціально-психологічний та логіко-процесуальний підходи.Ключові слова: політичне мисленняВ статье рассматриваются достиженмя современной пихологии вообще и политической психологи в частности относительно разработки проблемы политического мышления. Рассматривая историю изучения политического мышления, выделено подходы, которые имеют разное дисциплинарное происхождение, будучи екстраполированными из философии, политической науки, социологии и др. Речь идёт об описательном, социально-психологическом и логико-процессуальном подходах. Ключевые слова: политическое мышлениеIn the article presented modern psychology in general and political psychologists in particular in relation to development of problem of the political thinking. Examining history of study of the political thinking, approaches that have a different disciplinary origin are distinguished from philosophy, political science, sociology etc. Examined of about descriptive, socially-psychological and logic-processsing approaches. Keywords: political thinking
This article represents an attempt to define the level of political correctness of the British press. Presently, in conditions of globalization, multiculturalism, and other international and national social processes the main forms of the world communication undergo substantial changes. Mass media play a key role in popularization of tolerance among the multi-layered society for the sake of its peaceful coexistence. Therefore, the investigation of the language ethics of the printed press as one of the political correctness aspects is a highly topical issue. More than 20 politically correct and non-correct lexical units obtained by continuous sampling from articles of the British press such as The Daily Telegraph and Daily Express for the period of 2017–2019 were analyzed in course of this study. By applying the descriptive and comparative methods the specific aspect of using lexemes in texts, extent and character of their emotional coloring both in quality and popular printed press were considered. Within the analyzed sample, the quality press was found to be tolerant approximately by 58 %, and the popular one – by 60 %. So, it may be supposed that the British press adheres to the political correctness principle on average by 59 %. The novelty of the study lies in the analysis of the present-day types and forms of the politically correct and non-correct lexis used in the press. Practical significance of this study implies a possibility of using its findings for further media research and analysis both theoretical and practical.
The study deals with the idea of linking journalism to urbanism within the practice of cultural content production and seeing how this can work in shaping urban space. The place of regional media in the communication system (vertical and horizontal) between different groups of citizens is analyzed at the present stage. In the study a descriptive method was used, as well as traditional general scientific methods of analysis and synthesis, when considering specific aspects of the functioning of journalism within an urbanized environment and analyzing specific materials on cultural topics. A content analysis method was used to validate the sample, which was able to track the array of materials on the Book Space theme in Dnipro. The study showed that national and local media produce cultural content in different forms and genres and are generally interested in events that contribute to the positive development of urban space, especially when considering urbanism not only as a method of territorial organization but also as an element of working with people. Publications on cultural events, such as Book Space, add to the formation of the inner and outer image of the city, help to shape the cultural self-identification of the townspeople. It was also found out that local media content is more informative than the one from the national media, and publications on the information web-sites can often be characterized by poor quality of content, which in the long run may impede the harmonious development of the urban environment. The novelty of the article can be explained by the fact that the study of urban science through the lens of journalism is represented very little, which is of scientific interest to this topic. The results of the study can be used while taking into consideration the image formation of the city and brand strategy building as well as shaping successful urban space and its cultural area.
Background. In recent years, there has been an increasing number of scholar papers on the various aspects of public speaking from the perspective of pragmatics, psycholinguistics, sociolinguistics, and critical analysis of discourse. Numerous studies have been published on distinguishing characteristics of political discourse. The lecture as a specific genre of public speaking is also in the focus of linguistic study in diachronic and synchronic aspects. However, several attempts have been made to explore such a kind of lecture as the Nobel lecture, and they presuppose an in-depth study of its lexical-grammatical, linguistic, and compositional features. It is important to analyze the potential of these lectures to influence public opinion, to persuade and encourage the audience to rethink their values and beliefs. In addition to a detailed analysis of linguistic means and compositional features of Nobel lectures, their content components should be thoroughly examined. Purpose. The aim of our article is to investigate how the Nobel lecture reveals the personality of the laureate and to establish whether the official justification of the award determines the topic of the lecture.Methods. A method of linguistic description and observation, a descriptive method, and a contextual-interpretation method are used in the research.Results. The outcomes of our study indicate that there is a close relationship between the content constutuent of the Nobel lecture and the outlook of the laureate, and the lecture itself can be regarded as a brief but extremely powerful expression of his/her human and professional qualities. The analyzed texts indicate that the choice of the topic for the lecture is significantly influenced by the official justification of the award. The Nobel lecture gives an opportunity not only to perceive the literary style of the author but also to better understand his/her social, moral, political, religious, and aesthetic values.Discussion. Further research can be focused on the comparison of the academic lecture and the Nobel lecture in terms of the compositional structure and employed linguistic means.Background. In recent years, there has been an increasing number of scholar papers on the various aspects of public speaking from the perspective of pragmatics, psycholinguistics, sociolinguistics, and critical analysis of discourse. Numerous studies have been published on distinguishing characteristics of political discourse. The lecture as a specific genre of public speaking is also in the focus of linguistic study in diachronic and synchronic aspects. However, several attempts have been made to explore such a kind of lecture as the Nobel lecture, and they presuppose an in-depth study of its lexical-grammatical, linguistic, and compositional features. It is important to analyze the potential of these lectures to influence public opinion, to persuade and encourage the audience to rethink their values and beliefs. In addition to a detailed analysis of linguistic means and compositional features of Nobel lectures, their content components should be thoroughly examined. Purpose. The aim of our article is to investigate how the Nobel lecture reveals the personality of the laureate and to establish whether the official justification of the award determines the topic of the lecture.Methods. A method of linguistic description and observation, a descriptive method, and a contextual-interpretation method are used in the research.Results. The outcomes of our study indicate that there is a close relationship between the content constutuent of the Nobel lecture and the outlook of the laureate, and the lecture itself can be regarded as a brief but extremely powerful expression of his/her human and professional qualities. The analyzed texts indicate that the choice of the topic for the lecture is significantly influenced by the official justification of the award. The Nobel lecture gives an opportunity not only to perceive the literary style of the author but also to better understand his/her social, moral, political, religious, and aesthetic values.Discussion. Further research can be focused on the comparison of the academic lecture and the Nobel lecture in terms of the compositional structure and employed linguistic means. ; Статтю присвячено дослідженню змістової складової такого специфічного мовленнєвого жанру як Нобелівська лекція. Увагу зосереджено на проблемно-тематичних характеристиках англомовних лекцій, які були прочитані лауреатами в галузі літератури. Проаналізовано чинники, що впливають на зміст лекції. Встановлено взаємозв'язок між темою доповіді та офіційним обґрунтуванням нагороди членами Шведської академії.
Background. In recent years, there has been an increasing number of scholar papers on the various aspects of public speaking from the perspective of pragmatics, psycholinguistics, sociolinguistics, and critical analysis of discourse. Numerous studies have been published on distinguishing characteristics of political discourse. The lecture as a specific genre of public speaking is also in the focus of linguistic study in diachronic and synchronic aspects. However, several attempts have been made to explore such a kind of lecture as the Nobel lecture, and they presuppose an in-depth study of its lexical-grammatical, linguistic, and compositional features. It is important to analyze the potential of these lectures to influence public opinion, to persuade and encourage the audience to rethink their values and beliefs. In addition to a detailed analysis of linguistic means and compositional features of Nobel lectures, their content components should be thoroughly examined. Purpose. The aim of our article is to investigate how the Nobel lecture reveals the personality of the laureate and to establish whether the official justification of the award determines the topic of the lecture.Methods. A method of linguistic description and observation, a descriptive method, and a contextual-interpretation method are used in the research.Results. The outcomes of our study indicate that there is a close relationship between the content constutuent of the Nobel lecture and the outlook of the laureate, and the lecture itself can be regarded as a brief but extremely powerful expression of his/her human and professional qualities. The analyzed texts indicate that the choice of the topic for the lecture is significantly influenced by the official justification of the award. The Nobel lecture gives an opportunity not only to perceive the literary style of the author but also to better understand his/her social, moral, political, religious, and aesthetic values.Discussion. Further research can be focused on the comparison of the academic lecture and the Nobel lecture in terms of the compositional structure and employed linguistic means.Background. In recent years, there has been an increasing number of scholar papers on the various aspects of public speaking from the perspective of pragmatics, psycholinguistics, sociolinguistics, and critical analysis of discourse. Numerous studies have been published on distinguishing characteristics of political discourse. The lecture as a specific genre of public speaking is also in the focus of linguistic study in diachronic and synchronic aspects. However, several attempts have been made to explore such a kind of lecture as the Nobel lecture, and they presuppose an in-depth study of its lexical-grammatical, linguistic, and compositional features. It is important to analyze the potential of these lectures to influence public opinion, to persuade and encourage the audience to rethink their values and beliefs. In addition to a detailed analysis of linguistic means and compositional features of Nobel lectures, their content components should be thoroughly examined. Purpose. The aim of our article is to investigate how the Nobel lecture reveals the personality of the laureate and to establish whether the official justification of the award determines the topic of the lecture.Methods. A method of linguistic description and observation, a descriptive method, and a contextual-interpretation method are used in the research.Results. The outcomes of our study indicate that there is a close relationship between the content constutuent of the Nobel lecture and the outlook of the laureate, and the lecture itself can be regarded as a brief but extremely powerful expression of his/her human and professional qualities. The analyzed texts indicate that the choice of the topic for the lecture is significantly influenced by the official justification of the award. The Nobel lecture gives an opportunity not only to perceive the literary style of the author but also to better understand his/her social, moral, political, religious, and aesthetic values.Discussion. Further research can be focused on the comparison of the academic lecture and the Nobel lecture in terms of the compositional structure and employed linguistic means. ; Статтю присвячено дослідженню змістової складової такого специфічного мовленнєвого жанру як Нобелівська лекція. Увагу зосереджено на проблемно-тематичних характеристиках англомовних лекцій, які були прочитані лауреатами в галузі літератури. Проаналізовано чинники, що впливають на зміст лекції. Встановлено взаємозв'язок між темою доповіді та офіційним обґрунтуванням нагороди членами Шведської академії.
The subject of the study is the book market of Ukraine as a complex and multiaspect system, which is part of the book business in general. The aim of the study is to analyze the measures of state policy, in particular the Law of Ukraine «On Amendments to Certain Laws of Ukraine in Relation to Restricting Access of Foreign Printed Materials with Anti-Ukrainian Content to the Ukrainian Market» aimed at stabilizing the national book market. Methods of research: generalization, comparison, analysis and synthesis, descriptive, statistical. The sphere of applying of results: publishing and booksellers sector; public organizations; interested in optimization of processes of publishing and bookselling; government officials. Results and conclusions of the study. The paper deals with such indicators of the book market as the publication of books and the volume of their sales, the emphasis is placed on the prevalence of Russian books in the book market of Ukraine. It was established that during the past few years the volume of official import of books and brochures from the Russian Federation began to decrease, however, in the experts' opinion, the volume of smuggling as well as the printing of Russian authors' books in a counterfeit way on the territory of Ukraine have increased significantly. The volume of smuggling is three times more than the volume of legal import of books from Russia. The paper concentrates on the Law of Ukraine «On Amendments to Certain Laws of Ukraine in Relation to Restricting Access of Foreign Printed Materials with Anti-Ukrainian Content to the Ukrainian Market», dated 1 January 2017, which had to stabilize the national book market. The positions of supporters and opponents of the introduction of this law are analyzed. At protecting Russian books in Ukraine were made by O. Afonin, I. Stepurin, Yu. Volodarsky who are sure that the state measures led to the «washing out» of Russian book production in general, regardless of its nature. The law was supported by the brothers Kapranovs, B. Budny, A. ...
Background. Study of the semantic and functional peculiarities of metaphor in the texts of social and political communication, which feature is that they contain an effective meaning, capable of generating and consolidating the stereotypes of mass consciousness, instilling precise assessments and instructions to the addressees, forming the corresponding type of social behavior, is still relevant in the linguistic science. This paper provides the study of the semantics and functions of metaphorical compounds in the political discourse of the Soviet era, the main feature of which is their standardization and strict regulation of language means. Therefore, it is important to study the peculiarities of metaphorical semantics in terms of ritual-symbolic communication. The texts of party documents of the 1970s of the 20th century and texts of leading articles of the newspaper "Radyanska Ukrayina" (Soviet Ukraine), the main press organ of the Communist Party of Soviet Ukraine, are the source of the analysis.Purpose. The purpose of the paper is to generalize metaphorical meanings and to determine their functions in the Ukrainian Soviet discourse of the 70th of 20 century.Methods. Research methods are descriptive, conceptual, structural-semantic analysis, partly component analysis, and discourse analysis. The cognitive theory of a metaphor of J. Lacoff and M. Johnson, supplemented by the semantic-cognitive theory of a conceptual metaphor of O. M. Baranov and Yu. M. Karaulov, is the theoretical basis of our study.Results. According to our material, the reference zone for the formation of metaphorical meanings is narrowed down in the semantics of the Ukrainian Soviet discourse and is represented by the concepts common to human consciousness. The main metaphorical meanings are personalization, family, collectivity, struggle, strength, nature, movement, construction, sports. All of them are frequency sensitive and are diffuse in nature. The sameness of semantics and the use of metaphorical models transform them into the sign-ritual constructions, reflecting the basic myths of Soviet discourse.Discussion. In the long run, comprehensive study of a conceptual metaphor, dynamics of its use in Soviet discourse will be effective and important. It will favor a more complete and coherent interpretation of cognitive and semantic features of Soviet discourse.Article received 22.01.2018 ; Статтю присвячено особливостям метафоричних значень та їх функціонуванню в українському радянському дискурсі 70-х років ХХ століття. Методом метафоричного моделювання визначено основні типи метафор зазначеного періоду, розглянуто їхній суміжний та узгоджувальний характер. Стверджується думка про єдиний метафоричний простір радянського дискурсу, що закріплював спосіб пізнання та осмислення дійсності в межах зазначених метафоричних моделей.Матеріал надійшов 22.01.2018
Background. Study of the semantic and functional peculiarities of metaphor in the texts of social and political communication, which feature is that they contain an effective meaning, capable of generating and consolidating the stereotypes of mass consciousness, instilling precise assessments and instructions to the addressees, forming the corresponding type of social behavior, is still relevant in the linguistic science. This paper provides the study of the semantics and functions of metaphorical compounds in the political discourse of the Soviet era, the main feature of which is their standardization and strict regulation of language means. Therefore, it is important to study the peculiarities of metaphorical semantics in terms of ritual-symbolic communication. The texts of party documents of the 1970s of the 20th century and texts of leading articles of the newspaper "Radyanska Ukrayina" (Soviet Ukraine), the main press organ of the Communist Party of Soviet Ukraine, are the source of the analysis.Purpose. The purpose of the paper is to generalize metaphorical meanings and to determine their functions in the Ukrainian Soviet discourse of the 70th of 20 century.Methods. Research methods are descriptive, conceptual, structural-semantic analysis, partly component analysis, and discourse analysis. The cognitive theory of a metaphor of J. Lacoff and M. Johnson, supplemented by the semantic-cognitive theory of a conceptual metaphor of O. M. Baranov and Yu. M. Karaulov, is the theoretical basis of our study.Results. According to our material, the reference zone for the formation of metaphorical meanings is narrowed down in the semantics of the Ukrainian Soviet discourse and is represented by the concepts common to human consciousness. The main metaphorical meanings are personalization, family, collectivity, struggle, strength, nature, movement, construction, sports. All of them are frequency sensitive and are diffuse in nature. The sameness of semantics and the use of metaphorical models transform them into the sign-ritual constructions, reflecting the basic myths of Soviet discourse.Discussion. In the long run, comprehensive study of a conceptual metaphor, dynamics of its use in Soviet discourse will be effective and important. It will favor a more complete and coherent interpretation of cognitive and semantic features of Soviet discourse.Article received 22.01.2018 ; Статтю присвячено особливостям метафоричних значень та їх функціонуванню в українському радянському дискурсі 70-х років ХХ століття. Методом метафоричного моделювання визначено основні типи метафор зазначеного періоду, розглянуто їхній суміжний та узгоджувальний характер. Стверджується думка про єдиний метафоричний простір радянського дискурсу, що закріплював спосіб пізнання та осмислення дійсності в межах зазначених метафоричних моделей.Матеріал надійшов 22.01.2018
Background. Study of the semantic and functional peculiarities of metaphor in the texts of social and political communication, which feature is that they contain an effective meaning, capable of generating and consolidating the stereotypes of mass consciousness, instilling precise assessments and instructions to the addressees, forming the corresponding type of social behavior, is still relevant in the linguistic science. This paper provides the study of the semantics and functions of metaphorical compounds in the political discourse of the Soviet era, the main feature of which is their standardization and strict regulation of language means. Therefore, it is important to study the peculiarities of metaphorical semantics in terms of ritual-symbolic communication. The texts of party documents of the 1970s of the 20th century and texts of leading articles of the newspaper "Radyanska Ukrayina" (Soviet Ukraine), the main press organ of the Communist Party of Soviet Ukraine, are the source of the analysis.Purpose. The purpose of the paper is to generalize metaphorical meanings and to determine their functions in the Ukrainian Soviet discourse of the 70th of 20 century.Methods. Research methods are descriptive, conceptual, structural-semantic analysis, partly component analysis, and discourse analysis. The cognitive theory of a metaphor of J. Lacoff and M. Johnson, supplemented by the semantic-cognitive theory of a conceptual metaphor of O. M. Baranov and Yu. M. Karaulov, is the theoretical basis of our study.Results. According to our material, the reference zone for the formation of metaphorical meanings is narrowed down in the semantics of the Ukrainian Soviet discourse and is represented by the concepts common to human consciousness. The main metaphorical meanings are personalization, family, collectivity, struggle, strength, nature, movement, construction, sports. All of them are frequency sensitive and are diffuse in nature. The sameness of semantics and the use of metaphorical models transform them into the sign-ritual constructions, reflecting the basic myths of Soviet discourse.Discussion. In the long run, comprehensive study of a conceptual metaphor, dynamics of its use in Soviet discourse will be effective and important. It will favor a more complete and coherent interpretation of cognitive and semantic features of Soviet discourse.Article received 22.01.2018 ; Статтю присвячено особливостям метафоричних значень та їх функціонуванню в українському радянському дискурсі 70-х років ХХ століття. Методом метафоричного моделювання визначено основні типи метафор зазначеного періоду, розглянуто їхній суміжний та узгоджувальний характер. Стверджується думка про єдиний метафоричний простір радянського дискурсу, що закріплював спосіб пізнання та осмислення дійсності в межах зазначених метафоричних моделей.Матеріал надійшов 22.01.2018
The article deals with analyzing the indicative scientific works dedicated to social advertisement. The author defines the issues not having been tackled yet, while emphasizing the necessity of studying the social advertisement phenomenon in Ukrainian Linguistics, and detailing the essential aspects of the perspective researches within this sphere. It is very important to study linguistic analyses of social advertisement and to outline the perspective directions of further research because social advertisement is new phenomenon in social and cultural life of mankind. The object of the article is social advertisement. The subject is the linguistic aspects of its elaboration. We used such methods of research: descriptive method - to find out the features of the genre of social advertisement, inductive generalization - for the systematization of the data obtained, modeling method - to outline the actual directions of further linguistic reconstruction of social advertisement. The subject of social advertising is diverse and constantly updated, as there are new problems that need to be addressed and public attention, the various informative upbringing of public values does not lose importance. Social advertising is a multifaceted phenomenon that attracts the attention of sociologists, semiotics, cultural scientists, psychologists, political scientists, linguists, thus defining a multitude of approaches to its study. We have noted that the domestic science of this type of advertisement is much less investigated than foreign. There are only isolated researches, which discusses the definition of social advertising, its purpose, function, model of construction, scientists emphasize its influence. It should be noted that due attention has not been paid to identifying and studying the lexical-semantic peculiarities of social advertising, which would allow for the modeling of effective advertising texts, since the semantics of the key words mainly attracts the attention of the recipient of the advertising text. The study of lexical-semantic features determines the successful functioning and effectiveness of advertising appeals, and is therefore extremely relevant. ; Статья посвящена анализу показательных научных разработок, посвященных социальной рекламе, определен круг неразработанной проблематики, акцентировано на необходимости углубленного изучения феномена социальной рекламы в украинской лингвистике, детализированы актуальные аспекты перспективных изысканий в этой области. ; Статтю присвячено аналізу найпоказовіших наукових розробок науковців, присвячених соціальній рекламі, визначено коло неопрацьованої проблематики, акцентовано на необхідності поглибленого вивчення феномену соціальної реклами у вітчизняній лінгвістиці, виокремлено актуальні аспекти перспективних пошуків у зазначеній царині.
