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The research is devoted to the study of the functioning of paremias in the discourse of modern French social advertising. The relevance of the problem under consideration lies in the insufficient knowledge of the representation features of the French language paroemiological fund in modern public Internet advertising published in France. The utmost aim of the paper is to describe the main constitutive and linguistic features of modern French public Internet advertising and the specifics of the realisation of language paremiological units in it. The research material includes 312 objects of French public advertising distributed on the Internet in the period from 2016 to 2022. The study used methods of comparative, lexicographic and statistical analysis, as well as the method of semantic analysis of linguistic units. The results revealed that the use of paroemias as figure of speech in modern French public advertising is insignificant, due to the fact that the semantically complex message of the original proverbs and sayings can significantly narrow the target audience of public advertising. The use of paroemias as an element of public advertising (In its original, partially or completely modified form) makes it more intellectual and attractive directly to native French speakers.

The work is devoted to the origins and peculiarities of zodiac signs in the ancient Chinese tradition. The study is carried out within the frames of linguocultural approach towards interpreting animalistic metaphors, namely, the zoonyms of the twelve zodiac signs which in China, are used to characterize people concerning their date of birth and are passed on from generation to generation. Chinese zodiacs are based on the astronomic theory of constellations and human worship (idolatry) of totems. It focuses on the comparison of zoonym metaphors reflected as Chinese zodiac signs both in the Chinese and Russian languages proceeding from the theory of metaphor in modern cognitive aspect to detect similarities and differences, and as well, the study of cultural roots of zoonym metaphors revealed in the Chinese zodiac signs. The object of the study concerns zoonyms of zodiac signs possessing the relevant meaning in the Chinese zoological lexis. The work elaborates the definition of the notion zodiac, describes the processes of the genesis, formation and development of the Zodiac culture and its specific cultural relevance; according to the analysis undertaken, the means to differentiate twelve animals of the Chinese Zodiac, and those of Chinese fairy tales, on the one hand, and, on the other hand, in Russian - animals were discussed and verified as to I.A. Krylovs fables. The conclusion states that metaphors are determined by the language itself, and linguocultures of various nations are reflected in specific metaphors and other peculiarities.

The article describes disputes about current issues of the modern scientific paradigm from the standpoint of systemic linguistics, whose powerful explanatory potential remains beyond the scope of the mass trends of linguistic science, and the formulation of new scientific issues as a result of a fruitful extrapolation of the systemic approach to the fields of philology that are not considered by the founders of systemic linguistics. In the first part of the article we considered differences in understanding the object, subject and method in Russian and foreign cognitive linguistics, leading to the loss of the international nature of linguistics, discussion of extremely painful issues for the Russian cognitive science about the cognitive futility of the term concept and the application of the cognitive approach in the study of discourse and text, violation of the continuity between the highest achievements of Russian and foreign scientific thought and the popular modern areas of linguistic research. Further in the article, the standpoint of a systemic typology is applied to the active processes of modern Russian speech. In the light of the approach taken, the facts that seem disparate from the standpoint of the culture of speech, from the standpoint of the systemic typology of languages, appear interconnected and determined by a general tendency - the deformation of the morphological type of the Russian language in the direction of the destruction of inflectivity. The result of the observed typological changes is the reduction in the possibility transfer highly intellectual meanings. An explanation of the principles of the organization of poetic speech in relation to the systemic typology of languages is an example how successfully S.Yu. Preobrazhensky applied the theory of the founder of modern systemic linguistics in the field which is far from interests of G.P. Melnikov. If the coincidence of the boundaries of the verse with the boundaries of the phrase within the sentence means the prevalence of the natural, that is, characteristic of the type of natural language in which the poem is written, principle of division, then the mismatch of boundaries speaks of a poetic technique that seeks to emphasize that the poetic statement is called upon to perform special communicative tasks leading to reconfiguring poetic syntax to other types of languages. The prospects of updating the systemic approach in modern semantic studies of grammar and vocabulary are discussed in the fourth and final part. The obtained results, which are set out in the article become the evidence base of the high potential for using the achievements of systemic linguistics in modern research practices.

The article is dedicated to the 85 anniversary of Yuri Nikolaevich Karaulov (1935-2016), a well-known Soviet and Russian linguist, Doctor of Philology, Corresponding member of the Russian Academy of Sciences and winner of the USSR State prize (1991). The contribution of Yu.N. Karaulov to the development of philological education and modern linguistics is represented by the main directions of his multi-faceted research activities. Special attention is paid to the fundamental works of the scientist in the field of General and Russian linguistics, lexicology and lexicography, and applied linguistics. The article covers the results of applied research of Professor Yu.N. Karaulov, related to the main directions of its research activities: the theory of linguistic personality, cognitive linguistics and theory and practice of lexicography. Yu.N. Karaulov was the founder and head of the scientific school Russian language personality, the program of which United many research areas actively developed in modern linguistics.

The article studies the peculiarities of verbalizing the category of ambiguity on the material of English literary texts translated into Arabic. Seven texts of writers-postmodernist - J. Barnes, 1. McCarthy, I. McEwan, D. Lodge, D. Mitchell, were chosen to be analyzed. The subject of the category of ambiguity research is both logic and philosophical, and linguistic. Lexemes denoting ambiguity are described in terms of their belonging to semantic (thematic) fields, including their contrastive and stylistic properties. There are involved proper lexical units denoting ambiguity, and contextual, occasional means, while their dictionary definitions do not reveal the semes of ambiguity. The study deals with the role and functions of nominative units reflecting ambiguity and uncertainty of the world contemporary literary discourse through translation into Arabic. The methodology is based on the functional interaction of lexis and grammar as one of the systemic linguistics principles. The study conclusions proceed from the provision on the Arabic language to demonstrate the system of various lexical means to express the ambiguity category, and their determinant to be implied in paradigmatic relations of language system, and syntagmatic relations between textual semantic units which both explain grammar structure of language and the nature of semantic correlations in its lexical subsystem. The authors draw a conclusion that both English and Arabic languages possess universal extralinguistic meaning of nominative ambiguity, while the semantic field nucleus fulfils the crucial function to select and assort proper means and units to realize the ambiguity category in texts. Differentiation of ambiguity nominations according to their application is not homogeneous due to lexical nominations making up the main means to realize ambiguity principle as both semantic and grammatical category. In course of studying the topic issue it seems adequate to study the topic of ambiguity conceptualization in languages of different structure and arrange the means to verbalize the ambiguity concept using the method of systemic comparison.

The article discusses the ways of borrowing foreign words in modern Russian and Chinese language, and the processes of their adoption in written speech of participants of Internet forums. This important linguistic problem was endowed with particular relevance in the conditions of the internetization of society, since it is on the Internet that new forms of mass communication arise and develop, communicate numerous social and age groups. The study identifies and compares differences in the ways of borrowing of foreign language vocabulary in Russian and Chinese. A comparative analysis of the studied lexical units showed that, in both Russian and Chinese modern speech, loanwords can develop new semantics by meaning extension, metaphorizing and metonimizing. It is noted that the formation of new meanings in the semantic structure of loanwords can be influenced by the contexts in which they are used.

This article is devoted to the study of Japanese loanwords in Chinese and their classification. Particular attention is paid to the lexical units in writing in Chinese characters, coming from the Japanese language as graphic loanwords in modern Chinese and Japanese, popular on the Chinese-language Internet. The material of the study is loanwords of Japanese origin, selected from dictionaries and scientific works on this topic, as well as word usage in messages on Russian and Chinese Internet forums. We distinguish between two types of Japanese loanwords in Chinese according to how they are borrowed: phonetic and graphic borrowed words. Graphic borrowed from the Japanese language, including the actual Japanese words spelled in Chinese characters, and words created by the Japanese using Chinese characters to convey tokens of other languages, as well as the words of the ancient Chinese language, rethought by the Japanese to create terms, then returned back to modern Chinese language, constitute a characteristic group of graphic loanwords in Chinese.

The article discusses the structure of lexical-semantic field “interpersonal relations” based on the novel “The Idiot”, by F. Dostoevsky. In the article we describe the set of lexical item representing the field, as well as the place of units of the field in the author's style. The subject of the research was chosen by the relevance of studying vocabulary as a layer of a literary language that discloses information about the material and spiritual culture of society. The relevance of this work can also be considered from the point of view of the need for the development of a comprehensive methodology for the linguistic analysis of semantic relations within the lexical-semantic field “interpersonal relations”. Our goal is to highlight all the variety of units of lexical-semantic field “interpersonal relations” used in F.M. Dostoevsky’s novel. Also we want to reveal the uniqueness of their contextual use, as well as to trace the dynamics of relations and at the same time the change in the lexical content as for relation descriptions between characters. We have developed criteria for selecting lexical markers. We used continuous sampling method, analysis of vocabulary definitions and componential analysis during the preparation of the article. It is established that the lexical-semantic field “interpersonal relations” is a clearly structured system, a well- structured system, which units are united by common semantic features. The pre-nuclear zone is made up of units united by the name of field “relation”, but with a small number of differential signs. In the field we are considering, these are 'negative attitude', 'positive attitude', 'intense', 'non-intensive', 'benevolence', 'hostility', 'sympathy', 'pity', 'indifference'. These features determine the structure and place of the field we are considering in the lexical-semantic system of the Russian language, helping to native speakers’ mind to expand the idea of the content and structure of the lexical-semantic field “interpersonal relations”. Most of the vocabulary of lexical-semantic field “interpersonal relations” are words with a high emotional code that characterizes the author’s style. The linguistic personality of Dostoevsky can be called an individually and creatively verbalized world view through the prism of the writer's consciousness.