Despite the vast literature on the categorical composition of cultural linguistics, a comparative analysis of the linguistic and speech realisation of the concept "patriotism" in non-related cultures has not received sufficient coverage. The article aims at a comprehensive study of integral and differential features of the given concept as a fragment of the linguistic world picture to get insights into the national mentality peculiarities of the American, Chinese and Russian native speakers. The research is based on the lexicographic interpretations of the word ‘patriotism’ presented in explanatory and encyclopedic dictionaries of the English, Chinese and Russian languages, which clarifies the modern semantic embodiment of the concept. The article also includes the analysis of the concept manifestation in the inaugural address of the Chinese, Russian and American political leaders. The study employed corpus analysis and descriptive-comparative methods. The analysis suggests that the concept in question is a well-thought-out mental unit represented in the linguistic consciousness by a wide variety of conceptual features common for the American, Chinese and Russian non-related cultures. However its interpretation in the Chinese and Russian inaugural discourse has more common ground, whereas its implementation in the American political discourse is more politicized and reflects the national mentality and value system. The analysis also reveals the expansion of the semantic embodiment of the concept in the modern Russian inaugural discourse.

Introduction. The relevance of studying the verbal component of travel media texts is due to the development of new forms of communication in the modern information society; the popularization of travel journalism; the dynamics of linguistic changes under the influence of digitalization and mediatization processes; the lack of knowledge of the linguistic means of organizing travel media at different levels. Aim. To describe the specifics of functioning of the impersonal sentences with modal modifiers in modern travel media texts. Sources, materials, and research methods. Research sources: 169 travel media texts implementing the communicative scenario “travel through the territory” and posted on the Internet portals “Voyage”, “Russian Traveler” and “Rest in Russia”. Research material: the author's file of examples, including 257 impersonal sentences with modal operators. Methods of collecting and researching linguistic material: continuous sampling, descriptive-analytical, functional-semantic, contextual and quantitative analyses. Results. It is established that impersonal sentences with modal modifiers are a prominent part of the syntactic “landscape” of media texts-“instructions” and “destination” media texts. They use a limited range of modal operators that implement in contexts different submoduses of common meanings of possibility/impossibility and necessity, as well as infinitives included in certain lexico-semantic subgroups of verbs – movement, food consumption, acquisition, etc. The activity of dissected structures with a postpositive position of the modal modifier is noted. Scientific novelty. The scientific novelty of the work is to identify the specifics of the functioning of the structures under consideration, due to the communicative scenario of travel media texts, their communicative tactics and attitudes. Practical significance. The obtained results can be used in the complex analysis of travel media texts in the framework of university courses “Media Linguistics”, “Theory of linguistic units and practice of speech”, “Communicative Linguistics”, etc.

Introduction. In the conditions of dynamic information space, strategic use of visual means, especially photographs, is of paramount importance for effective management of brand image. Photography, having a powerful potential, can both strengthen and undermine the reputation of the organization. Image is an integral element of brand communication with the target audience, so visual information plays a key role in this process, increasing the attractiveness and effectiveness of communication efforts. The purpose of the article: to analyze modern requirements for image photography and to outline its role in brand communication. Materials and methodology. The study is based on an analytical review of literary sources, including the works of domestic and foreign authors devoted to the influence of photography on communication. A comparative analysis of the requirements for modern photography and photos of past years, as well as an analysis of the use of photography in the communication strategy are applied. The empirical base included data from the Russian information and analytical portal e-Library, the international database Scopus and Web of Science (WoS), case studies of successful and unsuccessful brands, analysis of photographs in social networks and print media, as well as the author's personal experience. Results. Modern trends in photography were identified and analyzed, including the increasing role of naturalness, mobile photography, social networks and VR photography. A comparative analysis of the requirements for photographs used in brand communication in the modern digital environment and 20 years ago was conducted, demonstrating changes in technological aspects, distribution channels, consumer expectations and aesthetic preferences. Scientific novelty. The article systematizes modern requirements for image photography in the context of digital transformation, which allows for more effective use of visual tools for brand communication. Key factors determining the effectiveness of image photography in the context of active use of social networks and other online platforms were identified. Practical significance. The results of the study can be used by advertising and public relations specialists, image makers and marketers to develop effective strategies for visual brand communication. The article contains practical recommendations for the creation and use of image photographs that meet modern requirements and trends, which allows improving the perception of the brand by the target audience and increasing the effectiveness of communication campaigns.

The names of person by activity kind and correlative forms of feminine gender are considering. In word-formation as unit realm in their analogic-individual connections, individuality of words by these connections is slackening, and regular, standard facts at head role move out. The means of expressing the word-formative meaning is not only the affix, but its combination with a certain circle of underlying stems. Typical properties don’t exist out of semantic connection with the individual properties, and the individual don’t dissolve in the typical. In Russian word-formation there are the regular systematic occurrences, and irregular nonsystematic ones. Systemic phenomena in a functioning language are interrupted by asystemic ones. The products of word-building activity are generated by certain mechanisms.
 On the other hand, word-building products undergo structural processing and are accepted or not accepted by the language system and communicative practice. All basic models of name of person by activity kind and nomination of gender accordance in contemporary Russian language, their place in the system of language is revealing.

The success of intercultural communication depends largely on how accurately the communicative goal of the speaker is expressed. Means that contribute to the communicative goal are nationally specific, so they can vary significantly in the texts of intercultural communication. The object of scientific observation in this article is textual repetitions of different types and ways of their expression in the translation and the original text. 
 The aim of this study is to identify the communicative functions and the specificity of textual repetitions, used in the Chinese and Russian texts of the journalistic genre. 
 The material of this research was the report delivered by the Chinese Presi-dent Xi Jinping at the 20th National Congress of the Communist Party of China on October 16, 2022, and its Russian version. The article focuses on the intercultural features of the elements of cohesion in the texts of intercultural communication in Chinese and Russian. 
 The result of the study is to identify the types of communicative tactics in the transfer of comparable information in the texts in Chinese and Russian: correspondence, incomplete correspondence and inconsistency. It is demonstrated that in the translation of the repetitions the Russian-speaking text to a large extent corresponds to the original, preserves the text-forming connections created by these repetitions, but has national specificity in the stylistic processing of the original.

The subject of the research in this work was the commercial nomination of confectionery products, formed on the basis of a precedent text.
 The relevance of the study undertaken is due, on the one hand, to the in-creasing practice of using a precedent text in the name and, on the other hand, to the urgent need to optimise the process of commercial nomination. The paper is based on the hypothesis that the use of a precedent text in a commercial name increases the communicative effectiveness of the name among potential consumers. It is shown that the communicative effective-ness of a name is determined by the potential inherent in the word for its use as a commercial name, and its components are the associative corre-spondence of the word name, its informative value, motivation and phonetic attractiveness. At the same time, the named components are not equally important, the leading role in communicative efficiency is played by the so-called motivation of the name, understood as the degree of actualization by the word-name of a certain consumer motive.
 The author’s methodology for the study of the motivation of commercial names based on the precedent text is proposed. This methodology involves the calculation and further comparison of the preference index of names based on precedent and names containing no elements of precedence. The implementation of this technique confirms the hypothesis of a correlation between the use of a precedent text in a commercial name and the communicative effectiveness of this name.
 The conclusions obtained as a result of the study can be used in real prac-tice of creating effective commercial names of different types.

The article deals with issues related to modern communication studies. Particular attention is drawn to the factors that influence the creation of a particular image (in particular, the image of China) by means of language. Taking into account the influence of the media text on public opinion and the formation of a certain vision of the image of the country, both lexical, grammatical, and syntactic language possibilities are analyzed. Based on the understanding of today's features of communication associated with the expansion of the information field due to the widespread use of Internet technologies, social networks stand out as a tool for shaping public opinion and a "sounding" response to the most significant events not only on a national scale, but also on a global scale. The COVID-19 pandemic is becoming such an event that has affected all countries without exception. In the context of this problem, the authors propose to analyze a large amount of material collected in the Russian social network VKontakte (VK). The choice of VK is substantiated due to the great popularity among Chinese users, recognition, wide distribution as the only “recognizable” Russian social network. Describes the method of discourse analysis and the relevance of its application for this study. The paper presents an overview of the works of Russian and foreign scientists devoted to the study of discourse. Based on the regularities identified from the discourse analysis, a classification of "evaluative" means is proposed, based on semantic and word-formation approaches. The conclusion is made about the dynamics of the formation of a positive image of China in the social and communicative context of the Russian-speaking community.

The article considers the phenomenon of intertextuality as a textual category. The non-recognition of intertextuality can lead to communication failure in dialogic, when the recipient attempts to enter the communicative intention of the sender, as well as at the time of reading, when the recipient is decoding and analyzing the information received. The relevance of the research is determined by the importance of the more detailed study of such means of explication of intertextual connections as allusion and precedent phenomena within the modern German poetry Internet discourse.
 The aim of research is to identify the means of intertextuality actualization, that are the causes of communication failure in the interpretation of the modern German texts. 
 Methodology and research methods. The research work used methods of systematization and generalization of the scientific material, a descriptive-analytical method, the method of lingual-stylistic analysis of the text. 
 Results. The article focuses on the polyphony of the German poetry texts, that is expressed in the incorporation of literary and cultural-specific codes. Precedent phenomena and allusions are the sources of communication failures in German poetry discourse and they serve as preferential ways of building intertextual connections in German poems. The author recommends to increase the levels of linguistic and general cultural competence in order to minimize the communicative dissonance, that is a result of the non-recognition of intertextuality.
 Scientific novelty lies in the study of the specifics of communication failures on the example of modern German poetry discourse.
 The practical significance is determined by the possibility of using the obtained scientific results in special university basic courses on translation theory, cognitive linguistics, stylistics and culture of speech, linguo-stylistic interpretation of the text.