INTRODUCTION . The euphemism “medved” (bear) was widely used as a proper noun, ultimately forming a complex and multi-layered system. The aim of the study is to identify the levels and stages of transonymization of the proper nouns associated with the specified lexeme. MATERIALS AND METHODS . The material for the study consisted of names recorded in 16th-century documents, onomastic lists and dictionaries, and topographic maps. Sampling methods, structuralsemantic, etymological, and word-formation methods were applied. RESULTS AND DISCUSSION . The first level of the onym system associated with the nomen “medved” (bear) includes Old Russian personal names and nicknames such as “Medved”, while the second level includes various folk forms derived from these names (“Mashutka”, “Medvedok”). At the third level, these names and forms transition into surnames (“Medvedev”, “Medvedkov”). Surnames, in turn, form the basis for the formation of toponyms (“Medvedevo”, “Medvedkovo”). They should be distinguished from geographical names that reflect a connection with bears: directly (the presence of the animal in the area) or indirectly (indicating the remoteness or taboo nature of the place: “Medvezhy Klyuch”, “Medvezhy Yar”). There are also names associated with geographical metaphors, reflecting the resemblance of mountains, slopes, and cliffs to this animal. From such toponyms, names of other types were formed (the elevation “Medvezhya Gora” – the city “Medvezhyegorsk”). CONCLUSION . Establishing all stages of transonymization allows us to correctly etymologize proper names, revealing both direct and indirect connections with the lexeme lexeme “medved” (bear). Further research may involve theoretical understanding of the relationship between calendar and traditional Russian names, local geographical terminology, transonymization.

INTRODUCTION . This study is devoted to a comprehensive analysis of transformed paremiological units (paremias-transformers) as a dynamic component of contemporary Russian speech. The aim of the research is a comprehensive analysis of transformed paremiological units as a dynamic component of modern Russian speech, identifying the system of linguistic and extralinguistic factors of their genesis and their multidimensional pragmatic potential. The study focuses on the mechanisms of semantic-structural modification of conventional paremiological units and their communicative effectiveness in contemporary media, professional, and internet discourse. MATERIALS AND METHODS . The research material consists of 162 examples of transformed paremiological units extracted by continuous sampling from media texts, internet discourse, and oral speech. The study employed contextual analysis, discourse analysis, linguocultural analysis, comparative method, and statistical processing. RESULTS AND DISCUSSION . The research revealed a system of linguistic determinants of the genesis of transformed paremiological units, the actualization of implicit meanings, and the presence of structural-grammatical models. Extralinguistic factors and the pragmatic potential of transformed paremiological units were established, with distribution across discourse types and examples of their speech realization. CONCLUSION . The study highlights the importance of examining transformed paremiological units in various types of discourse, as they represent a natural product of the evolution of linguistic consciousness, determined by the systemic interaction of linguistic and extralinguistic factors.

INTRODUCTION . The “musicality” of a number of images of romantic narrative in the works of Alexander Grin is considered and the result of using the technique of analyzing the “relationship” of the represented images of music with speech means of fictionalizing romantic circumstances, states and other characteristics of artistic worlds in the works of the writer is presented. The aim is to comprehend musical imagery in the context of A. Grin’s fairy tale “Scarlet Sails” and to identify the features of the individual author’s coloring of the verbal fabric of the “unmusicalized” fragments of the text. MATERIALS AND METHODS . The research material was the novel “Scarlet Sails” by Alexander Grin (Alexander Grinevsky), published in 1923, and it was included in all the collected works of the writer. In this interdisciplinary study, a descriptive method was used, which includes literary and musical comparison, analysis of artistic details, as well as lexico-semantic analysis of keywords and their symbols from the perspective of a linguopoetic approach. RESULTS AND DISCUSSION . The analysis revealed that for an objective interpretation of the poetics and stylistics of an artistic work as a whole, it is important to take into account the means by which the aura of musical reflection and perception of the reality imagined by the artist is introduced into the artistic text. It is established that the musical and linguopoetic analysis of a literary text makes it possible to comprehend the author’s ideological and artistic intent and the synthesis of the content of literary and musical images that reveal the meaning of an artistic work. CONCLUSION . “Musicality” as a means of perceiving the surrounding reality, as a way of holistic attitude to the spiritual and material, is reflected in the unique personality of Alexander Grin and serves as a marker with which the artistic consciousness of one of the romantics and philosophers in Russian literature is revealed.

INTRODUCTION . Intervisuality as a strategy for creating and transmitting meanings in modern advertising discourse has been investigated. The genesis of the concept, which emerged as a development of intertextuality theory in the context of the “visual turn”, is considered. Intervisuality is defined as a strategic creative technique based on the inclusion of recognizable visual elements in advertising that refer to art precedents. The aim of the study is a comprehensive analysis of intervisuality as a strategy for constructing meanings and emotional connections with the audience in the context of an oversaturated visual media space. MATERIALS AND METHODS . The research material consisted of a corpus of 105 visual texts from modern advertising, selected based on the presence of intervisual references. The methodological basis includes semiotic, intertextual, discourse analysis, comparative, and cultural-historical methods, which ensured a comprehensive study of the strategy based on intervisuality. RESULTS AND DISCUSSION . The main types of visual precedent phenomena used in advertising have been identified and systematized: precedent names, texts, situations, and artistic techniques (surrealism, pop art, cubism, etc.). The functions of intervisuality are demonstrated: attracting attention, meaning-making, forming brand identity, and targeted impact on the audience. Particular attention is paid to the risks associated with ethical violations, the desecration of cultural heritage, and the possibility of misinterpretation. Examples of advertising campaigns demonstrate both successful and controversial applications of intervisuality. CONCLUSIONS . Intervisuality has been found to be an effective tool for creating multidimensional messages, but its success depends on the appropriateness of choosing a visual pretext and the literacy of its integration into an advertising message.

INTRODUCTION. The aim of the work is to study the functional aspect of regional oikonymy (names of settlements) in the works of writers of the Volgograd region.MATERIALS AND METHODS. The main research methods are descriptive and analytical, represented by a combination of the following techniques: observation, comparison, generalization, commenting and interpretation of empirical material, and aspectual, represented by functional and contextual analyses. The research material was the author’s file of regional oikonyms (a total of 120), extracted from specific texts by B.P. Ekimov, S.N. Sinyakin, A.I. Egin and some other authors.RESULTS AND DISCUSSION. The concept of the oikonymic dominant of a literary text is proposed, and the conditions that influence the acquisition of dominant status by an oikonymic unit are described. This concept appears to have a conceptual value in the study of a local text (in our case, the triad “Tsaritsyn – Stalingrad – Volgograd”) and in the functional analysis of proper names. It is established that many oikonyms of the Stalingrad text perform localizing and identifying functions, some – plot-forming and semantic. Special attention is givento the analysis of oikonymy in the works of B.P. Ekimov, showcasing the toponymic diversity and nominative variability of geographical names. A characteristic feature of many of his works is the paragraph-long accumulation of oikonyms associated with the realization of motives of loneliness, memory, desolation or disappearance. Oikonyms in his prose are capable of fulfilling mnemonic, emotional-evaluative and didactic functions.CONCLUSION. Works by regional authors, who focus on the onomasticon of their homeland when creating the space of the artistic world, sometimes preserve vanished (having undergone any territorial and administrative changes) toponyms, variants of names (official/ unofficial) of the settlement and its inhabitants, not recorded by specialized dictionaries, include versions of the origin of the name, often folk etymological. For toponymic lexicography, such texts are traditionally of interest. For literary toponymics, the study of the poetics of regional oikonyms against the background of the poetics of non-regional ones is an important task in understanding the writer’s onomastic laboratory. The prospects of the study are related to the further refinement of the concept of “oikonymic dominant”, which is potentially capable of replenishing the terminological system of literary onomastics.

INTRODUCTION. The aim of the study is to reconstruct a section of the color concept sphere in the floral domain of the Russian language, based on the analysis of color descriptions of wheat used in texts from various discourse genres.MATERIALS AND METHODS. The material of the polydiscursive research was: lexicographic sources (explanatory dictionaries, associative dictionaries, dictionaries of color meanings); the results of a directed associative experiment (332 respondents); the “Collected Works” of K.G. Paustovsky; data from the National Corpus of the Russian language; advertising texts (“Avito”). Research methods: continuous sampling method, descriptive- analytical, contextual, method of directed associative experiment, quantitative data processing.RESULTS AND DISCUSSION. The composition of significant color meanings in the color perception and representation of wheat has been revealed (24). The dominant colors are set. Unique color descriptions reflecting an individual color picture of the world have been revealed. The methods of clarifying the color representation of a plant (shade palette, color compatibility) are described. Methods of expanding the spectrum with metal tokens, tokens with the value of color intensity, with implicit color, up to tokens with the value of „light‟ have been established. The compatibility of color meanings with phytonymic vocabulary, with other natural vocabulary, and with spatial vocabulary is described. The functional potential of descriptions is revealed, realized in the ontological, specific, pictorial and expressive function, prototypical, in the function of creating a color chronotope. The degree of realization of the prototypical function of descriptions is characterized (the spectrum of color meanings created on their basis is revealed, 15 of which were not previously reflected in dictionaries of color meanings); the specifics of their functioning in advertising discourse are described.CONCLUSION. The conclusion is made about the potential of coloristic descriptions of wheat, about the significance of the results obtained for creating a comprehensive description of the color conceptosphere of the Russian language.

INTRODUCTION. For the needs of higher education, it is necessary to have a description of all the rhetorical genres in demand in the relevant professional communication, as a specialist's communicative competence directly depends on their ability to use stereotypes of institutional communication in their speech. Therefore, the aim of the study is to develop principles for selecting genre forms to create particular rhetoric necessary for forming the communicative competence of relevant specialists.MATERIALS AND METHODS. The study used diagnostic and causal analyses, which were accompanied by the use of abstraction and modeling methods. The material for analysis consisted, on the one hand, of modern scientific research in the field of linguistic genre theory, and on the other hand, of extensive empirical material collected by the author in the process of writing textbooks on rhetoric.RESULTS AND DISCUSSION. The research resulted in the formulation of a rhetorical approach to the construction of a genre system of particular rhetoric, which requires that first, the speech events characteristic of the work of the corresponding specialist be selected; then the obligatory (mandatory for this particular rhetoric) genres are identified. Next, poly-discursive genres (characteristic of several particular rhetorics, but having significant specific features in each rhetoric) and free genres (not tied to a particular discourse) are distinguished. Finally, peripheral genres (not mandatory for use, not tied to certain professionally significant situations) are considered last.CONCLUSION. The author concludes that in order to create genre classifications, it is necessary to use rhetorical criteria for their selection, reflecting the purpose of this discipline.

INTRODUCTION. In the context of a decreased audience attention to advertising caused by the increasing volume of information, advertising strategies aimed at increasing consumer interest in the advertising product are being formed and developed. Involving celebrities in advertising campaigns is an up – to-date technology that ensures consumers focus on advertising information and their loyalty to the brand. The company’s long-term advertising collaboration with a well-known (media) personality, the “star”, allows for the creation of advertising in the format of an advertising series. The aim of the study is to identify the advantages of advertising in the format of a celebrity- featuring advertising series using the example of MTS advertising series with consideration of the role and functions of celebrities, narrative aspects of the advertising story, and the risks of attracting celebrities to the brand’s advertising strategies.MATERIALS AND METHODS. Research material – MTS advertising (print, outdoor, video commercials) from 1993 to 2013, promotional videos for 2023–2025 in the format of an advertising series with the participation of actor Dmitry Nagiyev, media publications dedicated to MTS advertising activities and its ambassadors. The methods used were: historical, philological, discourse analysis, narrative analysis.RESULTS AND DISCUSSION. The format of an advertising series allows for the creation of complex narratives, the development the of a celebrity image and the strengthening of an emotional connection with the audience. The main factors for the success of an advertising story are: the authenticity of the celebrity image, alignment with the target audience’s values, and the quality of integration into the branded narrative. The choice of celebrities for an advertising campaign is determined by their image, audience recognition, while the transformation of the image of the invited “star” image may lead to a change in public attitude towards the company’s brand, which shapes the development of collaboration strategies between organizations and famous personalities.CONCLUSION. An analysis of MTS’ advertising activities has shown that the company has tested various types of advertising, but the practice of long-term use of the advertising series format allows us to conclude that it is effective in advertising a product, building brand awareness, and creating audience loyalty. The key aspects of the development of the MTS advertising series are: positioning of new products and services integrated into the story, which develops through the creation of new storylines united by the main character (the role of Dmitry Nagiyev), the introduction of new characters (played by celebrities), highlighting current societal trends, focusing on human values, and reflecting the interests of various audience groups. MTS’ practice of interacting with celebrities shows that this cooperation is fraught with risks, which can be minimized by monitoring the celebrity’s activities, image, and reputation, and defining and consolidating the terms of cooperation at the legal level. Thus, the findings can be used to improve the quality and effectiveness of advertising communication.

INTRODUCTION. The research is devoted to the study of the eschatological plot in the works of I. Masodov. The goal of the study is to determine the specifics of eschatological imagery and those mechanisms that contribute to the transformation of familiar plots within the framework of the analyzed works.MATERIALS AND METHODS. The material of the study is I. Masodov’s trilogy “The Darkness of Your Eyes” (2001), which includes the novels “The Darkness of Your Eyes”, “The Warmth of Your Hands”, “The Sweetness of Your Tender Lips”. The study is based on historical-cultural, mythopoetic, structural, motive methods of analysis.RESULTS AND DISCUSSION. It is established that I. Masodov constructs a story that, using “Soviet” plots and images, shows the situation of apocalypse, “barren land” or the movement towards this situation. The protagonist in each of the novels is a girl who, while actualising the genre aspect of the work, simultaneously actualises the images of an innocent victim, an exterminating angel and, in the case of “The Darkness of Your Eyes”, a knight in search of the Holy Grail. . The world here exists according to the laws of violence, actualizes the motifs of death, all key images here are inverted, transgressed, spaces appear as necro-spaces. Therefore, all the actions of the heroine avenging the viciousness of the world are connected with the motives of death and destruction.CONCLUSION. I. Masodov’s technique of inverting the familiar image helps him to construct plots that focus on the process of disintegration, destruction, and extinction. The eschatological plot in the writer's trilogy finds an emphatically genre embodiment and at the same time focuses attention on the concept of sin and retribution.

INTRODUCTION. Taking into account the positive dynamics in the annual measurement of the number of Internet users and the number of social media subscribers, the study aims to identify the features and most effective approaches to promoting media content on the official web platforms of the oldest Belarusian children’s newspaper “Zorka”.MATERIALS AND METHODS. The research material are publications of the children’s newspaper “Zorka” on the website, in social networks and in the Telegram account of the publication in the period from January 8 to February 4, 2025. The work uses methods of theoretical and empirical research, specific scientific and general scientific methods. The key methodological tool in studying the content of publications of web platforms is content analysis.RESULTS AND DISCUSSION. The study reflects the results of a comparative analysis of the editorial practices of interaction between children’s media and social networks. The quantitative and qualitative comparison is carried out according to several criteria: the nature of the information presented and audience engagement indicators. The criteria for differentiation are the target features of the publication, post formats, the presence of a direct link to the main media platform and hashtags. The specifics of media content distribution on digital web platforms are revealed, and the data on the analysis of the target media audience engagement are presented. Based on the results of the content analysis of the children’s publication’s Telegram channel, the visual and content features of the publications are determined.CONCLUSION. It has been established that a number of Zorka newspaper accounts are looking for an optimal strategy for creating content that will hold the attention of the media audience. In the Zorka Telegram account, the information content strategy is used, which is characterized by the prevalence of natural themes, a neutral tonality of publications and a minimum number of engaging posts.