Abstract: The subject of the study is the texts of copywriting, considered in the methodological aspect. The object of the research is to find the method of identifying manipulative techniques in copywriting texts and studying it in Russian and English classes in higher educational institutions. The authors consider in detail such aspects of the topic as the implicature of copywriting texts, hidden manipulative influences. Particular attention is paid to the need to study copywriting texts not only as potential creators of texts, but also as their consumers, which is necessary for representatives of any profession. Copywriting texts need to be studied not only in the aspect of production, but also in the aspect of perception. The main conclusions of the study are the need to integrate the analysis of copywriting texts into the course of Russian as a native language and English as a foreign language. A special contribution of the authors to the research of the topic is a comparative analysis of copywriting texts in Russian and English in a comparative aspect. The novelty of the research lies in the appeal to the materials of copywriting texts not in the aspect of their effective writing, but in the aspect of effective consumption. The analysis showed that even the texts posted on the websites of state institutions and state-funded programs are written in compliance with the laws of copywriting and with elements of manipulation of the reader, which must be learned to recognize.

Keywords: implicature, media, mass media, reading, English language, Russian language, manipulation, methodology, copywriting, perception

Abstract: A significant place in heritage of the former Bashkir Sufi poet Muhammad-Ali Chuquri belongs to panegyric poems dedicated to the representatives of Muslim intellectual elite of the region – mufti, leaders of the mystical brotherhoods, mosque clerics, teachers in the religious educational establishments. These text are published only partially and assessed by literary scholars as not carrying any literary value, and thus not deserving special research. The author believes that the aforementioned writings represent a valuable source of authentic information about the Muslim religious figures of Bashkiria, as well as the records allowing to reconstruct the internal relationships and value orientations of Ulema. The texts of poetic panegyrics are viewed from the perspective of reflection of the socially and ethically approved qualities of educators (mudarrisat) of the Muslim educational establishments, literary and linguistic approaches of creation of their positive image. The article correlates the facts describec in the literary text with the archival data on the actual social situation of the prototypes of literary characters. The conclusion is made that along with the set by Islam character traits, high qualification in the taught sciences and engagement into the local religious tradition, one of the key qualities defining the positive assessment by contemporaries of the educators in Muslim educational establishments of Bashkiria was their noble origin, kinship with the representatives of military of religious elite, which may be associated with changes in the social structure of that took place in Bashkir society in the XIX century.

Keywords: positive character, literary character identification, literary text analysis, odic poetry, panegyric, Sufi literature, hagiography, Sufism, image design techniques, old Turkic language

Abstract: The subject of the present article is the toponymy of the Avar region in the Republic of Dagestan studied as the system of microtoponymic classes, each class comprising a microtoponym and its binary gender reference. The object of the research is the toponymic names that contain zoonyms viewed from the gender approach. To carry out an analysis, the author uses field research data she has been collecting for several years. For each unit, the author gives a detailed description of gender reference, feminine or masculine. The researcher focuses on zoonyms in different languages spoken in the territory of Dagestan.The research methods include theoretical analysis of gender research sources in linguistics or linguistic gender studies, systems analysis, comparative historical method and contextual analysis of terms. The main conclusions of the research are the following: description of factors essential for the development of the national cultural component of gender units, and toponym classes depending on human behavior; based on the example of gender differences in microtoponyms of different Dagestan regions, the author describes a peculiar picture of the world. The author's special contribution to the topic is that she introduces new linguistic materials that has never been mentioned in the academic literature before. For the first time in the academic literature the author studies gender aspects of Avar toponyms (or gender relations in microtoponomy) in comparison with the toponomy of other Dagestan regions.  

Keywords: feminine reference, masculine referenc, gender reference, gender, zoonim, a class of names of women, a class of names of men, toponym classes, microtoponymy, Avar toponym

Abstract: The subject of the research. The article is devoted to analyzing the language personality of a Russian-speaking Khanty writer Eremey Aipin from the point of view of regional and national components of the language personality structure. In her research Agakishieva analyzes various levels of the writer's language personality (verbal-semantic, linguocognitive, pragmatic motivation, connonative levels) and defines nationally and regionally marked language means at each level. This includes ethnographisms, exoticisms, author's use of capital letters, etc. (verbal-semantic level), particularities of such concepts as 'family', 'home', 'faith', 'culture', 'nature', etc. (linguocultural level), poeticization and aestheticization narration (pragmatic motivation level), combination of emotionally neutral and expressive elements (connotative level). The research methods and  methodology. The authors have used a combination of methods aimed at analysis of a literary novel: description, continuous sampling, observation, analysis and synthesis. The novelty of the research and conclusions. Eremey Aipin's novel intends to transmit the author's message and purpose, that are to preserve national identity of the Khanty, and give us an insight into their mentality, conceptosphere, attitude to life and world that are typical for the ethnic group. The writer describes the everyday life of the Khanty, imitates their slow pace of talking, and demonstrate their ability to experience deep emotions hidden by their behavior. 

Keywords: ethnographisms, conceptosphere, culture of the Khanty, poeticization, national characteristics, regional features, language personality, exoticisms, euphemisms, Eremey Aipin