Stylistic Devices Research Articles

«…It was done by Soviet scientists»: Representations of scientific social practices in Soviet magazines for children (the 1980s)

The author explores the texts of Soviet periodicals for children and sets the task to reveal how science is represented in relation to state policy, as well as defining the semiotic resources that convey grown-ups’ social practices to children’s audience. Methodologically, the study builds on content analysis and discourse analysis of the publications drawn from the magazines “Pioneer” and “Kostyor”. It has been found that publications on science occupied an important place in the magazines, sections on science were regular, and most of them had exact and natural sciences as their subject. Specific features of representations have been discovered, including references to experts’ opinions, channeling of agonality, emotions and ideologies. The validity of scientific information provided was guaranteed by the expert status of the author or commentator: their professionalism and public recognition. The texts contained argumentation tactics that were typical of academic communication, and thus, grown-ups’ social practices were transferred to children’s magazines. The author claims that the rational sphere of science was discursively constructed as a source of emotional experience, specifically — the feeling of wonder. The factual component was complemented by the emotional modus and actualized through the lexical markers of wonder, evaluative elements and stylistic devices. The journals were used as an instrument of dialogue between the state and a younger generation, and the representations of scientific social practices contained markers of ideology. The author claims that convergence of scientific, media and political discourses is taking place in the process of representation of scientific practices. The resulting representations build axiological attitudes of a younger generation, maintain ideological guidelines, and determine a scientific and ideological worldview.

THE ROLE OF CRITICAL STYLISTICS IN LITERARY DISCOURSE WITH PARTICULAR REFERENCE TO SOLD BY PATRICIA MCCORMICK

Patricia McCormick's novel Sold sheds light on the global problem of human and sex trafficking of children. Human trafficking is a major problem that affects people all over the world. After being promised one thing and receiving another, women and children are forced into trafficking. In the world of human trafficking, women are especially vulnerable. Numerous diseases and threats exist. This study aims to use the linguistic critical stylistic analysis, the theme of sex–child trafficking by adopting Jefferies (2010) textual conceptual functions and other stylistic devices to help in analysing the extracts that are representing child sex trafficking. Critical stylistics refers to the stylistic activity of investigating the ways in which social meanings are demonstrated through language. The model elements adopted in this study are: representing actions, event states, negation and hypothesizing and metaphor and irony.

Reception of History in the Poem of D. Tumanny (N. N. Panov) The House in Sverdlovsk (1926)

This article examines the poem The House in Sverdlovsk (1926) by the futurist presentist and constructivist Dir Tumanny (pseudonym of Nikolai Nikolayevich Panov) as a fact of reception of the death of the Russian Emperor Nicholas Romanov and his family in the summer of 1918 in Ekaterinburg. Also, the author of the article considers the poem as a complex artistic statement reflecting and scaling the sense of history inherent both in the hero of the poem and the lyrical epic narrator and the author himself. In the space of the “Romanov text”, D. Tumanny’s poem is a unique precedent starting from the death of the tsar and his family but focusing not so much on it as a historical fact only but on the present modeled according to the Komfut ideals as a combination of the technocratic utopia of futurism and the social utopia of socialism and endowed with historical significance. However, the true content of The House in Sverdlovsk is the author’s dialogue with the powerful artistic tradition. Characteristic of the lyrical epic poem of Pushkin’s time and a completely outdated Byronic hero makes a pilgrimage to the Ipatiev House and is immediately replaced by pictures of Sverdlovsk being built (which becomes another hero of the poem). The features of a novella are combined with the optics of a travelogue essay, and Pushkin’s abundant intertext (the epigraph, allusions, and specific stylistic devices including the usage of the octave and referring to The House in Kolomna, Eugene Onegin, The Stone Guest, and The Fountain of Bakhchisarai) is only the upper layer of a deeper poetic adherence to Pushkin’s tradition. It is the playful focus of the author of the poem who presented the pilgrimage as an anecdote that reduces the reception of a historical event and in some way deprives it of historical status and even more so than the ideological guidelines of Soviet historiography which D. Tumanny undoubtedly adopted.

ЛІНГВОПРАГМАТИЧНІ ОСОБЛИВОСТІ ФУНКЦІОНУВАННЯ АФІКСАЛЬНИХ ДЕРИВАТІВ У СМИСЛОВОМУ ПОЛІ РОМАНУ Л. КАПУАНИ «МАРКІЗ РОККАВЕРДІНА»)

The article focuses on linguopragmatic potential of affixal derivatives in the semantic field of the novel “The Marquis of Roccaverdina” by L. Capuana, one of the most prominent representatives of Italian verism. The semantic field of the verism novel “The Marquis of Roccaverdina” is based on polarized reference groups (associated with positive and negative characters) that implement the opposition “feudal lords – poor population”. The reference group has a field structure and includes the subject (character) as a representative of a social stratum, his place of residence, surrounding objects, landscape. The nucleus of the reference group is a subject (character) belonging to a higher vs. lower social stratum, the pre-nuclear zone – the place of residence, surrounding objects, landscape, the near periphery – the characteristics of the place of residence, surrounding objects, landscape. The nucleus of the reference group determines the spreading of the semantic space in a certain direction depending on the evaluation of the character and sets the direction of the typification of the conditions of meaning creation. The field structure is based on the degree of determinism, which decreases in the direction from the nucleus to the periphery. When characterizing negative characters (belonging to the class of feudal lords), affixal derivatives with augmentative suffixes, pejorative suffixes, negative prefixes are used in the pre-nuclear zone, and on the near periphery – descriptors indicating the size of cultural artifacts and household items, which correlates with the greatness of the marquis and his family. Descriptors often function as epithets. To describe the landscape and natural phenomena surrounding negative characters, the author often uses the stylistic device of personification, and natural phenomena are correlated with their character traits and mental state. In the microcontext, lexical units of negative evaluation are used. In the speech of negative characters, deictics with the function of referent substitution are used, which reinforce the meaning of affixal derivatives with a negative prefix or pejorative suffixes. When characterizing positive characters (belonging to a lower class) affixal derivatives with diminutive suffixes are used in the pre-nuclear zone, descriptors indicating the small size of artifacts and household items are used in the near periphery; in themicro context, lexical units are used to denote impersonality. To describe the landscape and natural phenomena surrounding positive characters, the author often uses the stylistic device of personification, while natural phenomena are perceived as threatening and correlated with their state of depression and helplessness. The polarization of reference groups implementing the opposition "feudal lords – poor stratum of the population" is manifested in the semantic relation of contradiction, which include affixal derivatives and their descriptors. The semantic relations of contradiction are revealed in the stylistic device of antithesis used not only at the level of single phrase, but also at the transphrastic and textonomic level. The identification of the linguopragmatic potential of affixal derivatives is possible due to imposition of semantic connections in the semantic space of the novel. The author's choice of affixal derivatives is pragmatically conditioned.

Origins of a New Poesy in Late Medieval Europe: Proto-Renaissance Rhymes by Giacomo da Lentini and the Dolce Stil Nuovo

The article reviews the historical and literary background of a new poesy that appeared to be an outcome of the accumulation and release of the new poets’ creative energy in late medieval Europe. We primarily deal with the poesy of the Sicilian school and the Dolce Stil Nuovo (‘sweet new style’). The interest of literary criticism in the historical and cultural background of influential literary phenomena, which have not lost their relevance, is defined by the need for reinterpreting them in new paradigms. The methods of cultural, historical, biographical, hermeneutic, and comparative analyses as well as the method of generalisation have been exploited for this research. The European poetic tradition has passed a long way in searching for new forms and means of the artistic representation of reality. The emergence of the Sicilian School on the Apennine Peninsula in the 13th century became the initial stage of the literary and linguistic history of the Old World. It marked the beginning of Italian poesy the development of the Dolce Stil Nuovo and was largely the forerunner of Dante’s and Petrarch’s poems, laying the foundations of the philosophy of lyric poetry. The Sicilians gave a powerful impetus to the further development of poetic theory, images, and themes, which would be pivotal in stilnovismo, as well as to the assimilation of many authors of the Renaissance in Europe. The appeal to certain themes and motives as well as their transformation highlighted the idea of Sicilian authors about poetry as a specific kind of philosophy. We emphasise that the time of origination and a highly cultured environment have caused the refinement of art forms and stylistic devices for revealing the conceptual content of such verses. Giacomo da Lentini reconceptualised the approaches to rhyming and poetising, and most importantly — to the psychological perception of reality and understanding of love in the metaphysical dimension. The ideological and aesthetic unity of the poets of the Dolce Stil Nuovo, who developed the innovations of da Lentini, made it possible to relate them with the writers of the early Renaissance. The article also focuses on the specifics of literary activity during the expansion of new European poetry leading to the invention of a sonnet as the poetic form that follows a particular rhyming pattern.

Стилистика заголовков в рекламных текстах приёмных кампаний сквозь призму эмоционального интеллекта (аккаунты китайских университетов на медиаплатформе Weibo)

Stylistic features of headings in advertising texts posted in the official accounts of Chi-nese universities on the Weibo Internet platform are analyzed in the context of ideas about emo-tional intelligence. The main research method is a content analysis of cases collected from the ac-counts of the top ten Chinese universities, selected according to the results of the Weibo University Influence Ranking announced by “WeiboCampus” in February 2023, as a result of selecting advertising titles of admission texts for the keyword “Admission” from June 2022 to January 2023, and analysis of the linguistic stylistic means of these headings. Based on the generalization of the characteristics of style means used in the headlines of university advertising texts on new media platforms, their significance and effective potential in terms of the formation of emotional attractiveness in the network media space are revealed. The results show that network communication determines the significance of the emotional mode realized with the help of stylistic devices that are used in the headlines of university advertising texts. It is concluded that the colloquial manner, Internet slang, language play, components of non-verbal communication, as well as the use of certain syntactic structures make the style of headings casual and witty, and this, in turn, contributes to emotional rapprochement with the audience, improves the quality of communication and ultimately leads to to a better understanding of information.

THE MOTIVATION FUNCTIONS AND WORD-FORMATION MORPHONOLOGICAL SPECIFICITY OF THE NEW WORDS

The article elucidates the motivational functions and morphonological specificity of the innovations based on the material of the printed publications and Internet sources. It is noted that the derivational and stylistic devices characteristic of the Ukrainian language prevail in the media texts. The functioning and active use of the innovations in the media discourse is explained by taking into account the social needs in the nomination of the processes, objectified actions, phenomena with a pragmatic direction and their use in journalistic and artistic styles. The analysis of the derivational markers of the new words contributes to the description of the word-formation and morphonological facts of the new derivative creation with the help of the morphonological rules. The morphonological level of the derivative formal structure is active in the detection of the model of the language categorization innovations and processes. In the word-forming nest, the motivated functioning and systematic organization of the new derivatives are revealed, which can be explained by the mental ontology and cultural traditions, and these aspects help not assimilate with other languages and ensure the existence of the metalanguage analogs in the language structure, the definition of the word-forming types and models, and morphonological ones in the morphonologically marked derivatives. All the structural components of the new words correspond to the language and speech systematicity of the language sign and practice, the activity of the word-forming and morphological models, the derivational language resources and means. The word-forming morphonology testifies to the development of the motivational functions in the system hierarchy of the word-forming nest, the dynamics in the relation to the derivative structure. The exponent structure of the derivative which is clearly visible in the new words, taking into account the meaning of the creative word and derivational formants, expresses a motivational meaning. The new words in the media texts perform the nominative, word-forming, emotional-evaluative, compressive-informative, diagnostic, characterological, integrative, socialcommunicative and pragmatic functions.

LANGUAGE AND ARTISTIC ORGANIZATION OF RUBAI BY DMYTRO PAVLYCHKO: THE LINGUISTIC AND STYLISTIC DIMENSION

The paper deals with the analysis of stylestemes of various origin which are means of eliciting philosophical senses in rubai by Dmytro Pavlychko. The author concludes that figurative and expressive means of phonic (equiphony, metaphony) and lexical-grammatical nature (antithesis, gradation, parallelism, antanaklasis, doubling, anadiplosis, annomination, polyptoton, redif and chiasm) act as an organic component of the studied poetic texts. Antithesis and gradation dominate among the stylistic devices implemented in the linguistic and artistic space of Dmytro Pavlychko’s rubai. And it is through the juxtaposition of the meanings of lexical units and their accumulation that the poet reveals his vision of eternal philosophical questions: the essence of life, the relationship between life and death, the struggle between light and darkness, relationships with a lover and a friend, a clean environment and a soul untainted by sin. The rubai and gradation are functionally loaded in the composition, realizing the stylistic potential in various shades of the poetic miniature. Antithesis plays an important role in the compositional organization of the artist's work. Binary oppositions are represented in all structural components of a miniature verse work. Addition figures based on lexical-grammatical repetition are not distinguished by their activity in the artist’s cut. An integral compositional and semantic component of the context created in rubai is another figure of stylistic syntax – chiasm. To reproduce his philosophical reflections, D. Pavlychko also resorts to parallelism, with the help of which, through the comparison of the world of nature and social reality, he reveals the psycho-emotional state of the lyrical hero. These stylistic figures contribute to the most expressive structural-compositional and linguistic-artistic organization of the poetic vastness of the poet’s rubai.

Les jeux de mots homophoniques en tant qu’instrument du potentiel langagier: exemple des microtextes oulipiens

This article seeks to explore the role of homophonic puns in the works of the Oulipo group. The study is based on the example of a corpus drawn from the Oulipian microtexts collected in Anthologie de l’OuLiPo (2009) by M. Bénabou and P. Fournel. With reference to the classification of figures of words proposed by J.-J.Robrieux (2000) and the theory of word plays by P. Guiraud (1976), an analysis of specific realisations of Oulipian linguistic ‘constraints’ founded on the phenomenon of homophony was undertaken. The analysis explores the question of the double reading, synthetic and analytical, of Oulipian texts, and discusses the determination of factors that facilitate the interpretation of the puns proposed to the reader by the author (such as context, spelling, syllable distribution, typography). The study of the corpus aims to illustrate the function of homophone-based word plays and their application in the exploration of language’s potential. Homophonic wordplay is an effective stylistic device, but also an important premise for reflection on the linear nature of language, the conventionality of its components and the relations between them.

The Reminiscence of the Periphrasis “On the Banks of the Neva” in the Memoirs of Irina Odoevtseva

The article emphasizes the reminiscent nature of the nominative periphrasis “on the banks” (rus. – na beregah) and draws attention to the fact that the onomastic periphrasis that Russian poetess and prose writer Odoevtseva uses in the title, in the epigraph, in the preface as well as in the conclusion of her memoirs, is not used as in Ivanov’s version “on the shore” (rus. – na beregu) and not in the Pushkin’s bookish version “on the rivages” with the incomplete-vowel lexeme (rus. – na bregah), but in the full-vowel (rus. – na beregah). That makes it more secular and expands not only the urban place of the city described in the memoirs, but also the literary context. Thereby, the author of the memoirs refers to a great range of poetic works ofXIX and XX centuries (“Eugene Onegin”, “October 19” (“The forest drops its crimson dress ...”)by A. Pushkin, “January day. On the banks of the Neva ...”by G. Ivanov, “Cassandra” by O. Mandelstam, “Elegy” by A. Ladinsky, “December 14, 1918” by Z. Gippius, “To my homeland. Elegy” by P. Pletnev, etc.), which establish a special style characteristic of the literature of St. Petersburg. The periphrasis “on the banks of the Neva” becomes a functional stylistic device and a distinctive feature that gives additional allusions to Odoevtseva's memoirs, in which the post-revolutionary Petrograd (formerly name of St. Petersburg) is presented as the centre of Russian culture rather than a city of historical upheaval.

Говіркова фонетика збірки оповідань О. Лотоцької «Нині зозуля кувала»

Initially, the use of dialectisms in literary works was provoked by the writer's linguistic experience. In the XX – at the beginning of the XXI century spoken language acquires the status of a stylistic device in literary texts. One of such authors is Olena Lototska. Olena Lototska was born in the village of Krupove, Dubrovytsia district, Rivne region. This dialect belongs to the middle-polissian dialect of the northern dialect. The texts of the collection «Nyni zozulia kuvala» meticulously reproduces the peculiarities of vocalism and consonantism of speech, there are no inaccuracies and duplicities in the reproduction of dialectal phenomena. O. Lototska demonstrates the specifics of the reflection *о, *е, *ĕ, *ę, *и (і) and *ы in the modern Krupovets dialect. The peculiarities of the functioning of the system of consonantism are primarily related to the load of soft consonant variants.

Sentiment Analysis of the Image of the Franks (ifranj) in the Arabic Folk Epic Sīrat Ḏа̄t al-Himma

The method of sentiment analysis opens up great prospects for historical and anthropological research, primarily for studying the problems of the construct of the image of Other. To test this method on the material of the Arabic language, I chose the Arabic Folk Epics as they are a conflux of the cultural memory of Arab population of Levant and Egypt, insufficiently investigated from the point of view of historical anthropology. The narratives of the Arabic Folk Epics combine an ancient Arabian tribal folklore, as well as fabulous and legendary stories of ancient Semitic and Persian origin, in addition to the chronicles from different periods of the history of Islam. The Epic Sīrat Ḏа̄t al-Himma (The Life of Ḏа̄t al-Himma) was taken as an example to analyze the contexts about the Franks in this type of sources, and to conceptualize the patterns of creating the emotive image of the Frank-Crusader. The main patterns of creating the image of the Other in the Epic are the opposition of the followers of the true and heretical faiths, the attribution of deviant and bestial behavior to the Franks, and the depiction of them as carriers of demonic superpowers. The tropes and stylistic devices of metaphor, epithet and hyperbole, used in these cases, are joined to evoke laughter, fear and hatred of the Franks at the same time in the listener of the Folk Epics, making comic relief one of the most recurrently used techniques as it usually involves all abovementioned emotions.

ЛЕКСИКО-СЕМАНТИЧНІ ТА СТИЛІСТИЧНІ ОСОБЛИВОСТІ ВИСВІТЛЕННЯ КИТАЙСЬКО-ТАЙВАНСЬКИХ ВІДНОСИН В АМЕРИКАНСЬКІЙ ПУБЛІЦИСТИЦІ (З 2021 ПО 2023 Р.)

The scientific work aims to characterise the lexical-semantic and stylistic features of coverage of the current state of Sino-Taiwanese relations in the American press. The research material consists of articles taken from such newspapers as The New York Times, The Washington Post, USA Today, Newsweek magazine and publications of the CNN news agency. Methods of the research: contextual analysis (for the most objective characterization of linguistic features of publicistics in the United States); lexical-semantic analysis (an overview of the general position of the authors of newspaper articles regarding the “Taiwanese problem”, to identify and analyze comparisons and antitheses as common stylistic devices in the press); interpretive method (to form the authors’ assessment of the factors that determined the use of certain lexical constructions according to certain aspects of recent Sino-Taiwanese relations). Scientific novelty: for the first time, the authors have carried out a lexico-semantic analysis of Sino-Taiwanese relations based on English-language British and American publicistics regarding the current geopolitical challenges. Conclusions. Idioms in coverage of the “Taiwanese problem” are primarily used to indicate the role of the USA and China in East Asia, as well as to compare the situation around Taiwan with Russia’s attack on Ukraine. The basic idea is Washington’s consideration of the “Taiwanese problem” as a potential bridgehead for a possible confrontation between the two “superpowers”. As for stylistic features, the analysis enabled the researchers to separate numerous epithets, comparisons, antitheses, metaphors and establish their prevalence in the coverage of Sino-Taiwanese relations, as well as personifications, tautologies, and irony, used by the authors of publications less often.

Особенности использования тропов в карачаево-балкарских произведениях устного народ-ного творчества (на материале сказок о животных)

The special attention of scientists – writers, linguists, historians, ethnographers, folklorists, at all times was attracted by the study of folklore works, but so far there has not been a comprehensive study of the speech and genre originality of the Karachay-Balkarian folklore tale. Now there is a need to fill in the existing gaps in the assimilation of the issues of the linguistic embodiment of the studied genre. At the moment, the Karachay-Balkar fairy tales about animals are the most poorly studied, despite all the achievements of folklore researchers, many issues of studying artis-tic, visual, linguistic and stylistic features still remain unresolved. Based on scientific analysis in Karachay-Balkarian linguistics, using the experience of scientists-researchers of different nations in the study of modern linguistics and folklore, the article analyzes the indicated features of ani-malistic fairy tale texts of Karachays and Balkars. The paper considers such tropes as a stylistic device - personifications, lexical repetitions, gives a classification to epithets, and also focuses on previously unexplored, indefinite pronouns "bir" – "some" that abound in folklore works, acting as epithets. These artistic and expressive means are used to characterize the characters of the amazing world of animals and plants, to en-hance the expressiveness and emotionality of their language, which is the basis of the original cul-ture of the carrier people, which embodies the essential views and features of the national mentali-ty. It should be noted that for many centuries the language of fairy tales has been enriched with genre-forming and style-forming components, therefore, further multidimensional study of all is-sues related to these folklore works is necessary.

Analysis of Simile and Personification used by Imran Khan at 76th Session of UNGA as Rhetorical Stylistic Device in Speech

Rhetoric is primarily the art of persuasion through speech and the skillful application of vocabulary by individuals to influence the behavior or attitudes of others. A rhetorical analysis, on the other hand, necessitates the use of critical reading skills and aims to describe how the speaker delivers speeches rather than what he actually says. This study investigates Imran Khan's attempts to persuade the audience by employing figures of speech like simile and personification. His personification and simile were examined during analysis. It is asserted that figures of speech like simile and personification are used to mobilize the audience and persuade them to adopt particular ideas, in addition to being used as ornamentation to make speeches appealing to the audience. According to the study's findings, political speeches often employ rhetorical devices like personification and similes to persuade their audiences. To analyze the speech stylistically, the researcher chooses the Perrine Laurence theory of figurative language Through this theory, the study examines the use of stylistic devices to create a rhetorical impact in the speech. To determine whether the data could be trusted, triangulation was used.

Wordplay in Spanish advertising discourse

The article comprehensively studies such a stylistic device as wordplay in advertising discourse on the example of the Spanish language. The main purpose of the study was to study the wordplay techniques in the Internet advertising banners, which in recent years have gained most popularity among potential consumers compared with other types of advertising, as well as to identify those that are most frequently used. The objectives of the study were to find, systematize and classify examples of wordplay, determine the frequency of their use, as well as their compatibility and reinforcement potential in conjunction with visual means. To achieve the goals set, a significant layer of Spanish-language advertising on the Internet was analyzed from both Spanish and Latin American sites; the most striking and illustrative examples were selected and classified, and ranked according to the frequency of their use. In many advertising banners on the Internet was revealed a reference to the cultural and social realities of Spanish-speaking countries, their national color, features, which allows one not only to better understand the realities of Spanish-speaking countries, but also the value orientations of local goods and services consumers. On the basis of the conducted research, it was found that the most striking and most commonly used wordplay techniques are dilogy and pun, whereas paronomasia, diaphora and folding word are less common. Quite rare in advertising are antimetaboles and acrostics, as well as palindrome, which is explained by their least expressiveness and attractiveness to the consumer. The material has proved that wordplay in the language of advertising is one of the key aspects in creating advertising texts on the Internet, since, in combination with visual means, this technique creates a strong emotional impact, draws the consumer's attention to the advertised product and contributes to its better implementation, which is the advertisers’ goal.

Cultural and Linguistic Challenges of Poetry Translation. Analysis of the English Translations of „Dwoje Ludzieńków” by Bolesław Leśmian

The main aim of the present article is to demonstrate linguistic and cultural differences, based on a comparison of Bolesław Leśmian’s poem Dwoje ludzieńków, with its English translations by Sandra Celt and Marian Polak-Chlabicz. The choice of poems was dictated by several criteria i.a. whether a given text depicts image of God and presents Leśmian’s philosophy in the most visible way. In the theoretical part, James Holmes’ strategies of poetry translation (mimetic, analogical, organic, deviant/extraneous) are presented and serve as a foundation for the practical part. Furthermore, Leśmian’s literary style and the reception of his poetry in the context of translation may be found in the article. Translation analysis, which constitutes the practical part, encompasses several comparative surfaces, i.e. rhythm, stylistic devices, content, as well as selected cultural aspects. Moreover, the study demonstrates the linguistic difficulties which the translators had to face during the translation process. The translation strategies applied by Celt and Polak-Chlabicz present their influence on the final translation results as well as its reception in the target culture.

Onomatopoeic Words in Slovak: Everyday Use and Stylistic Function

Onomatopoeias — words that echo sounds from the extra-linguistic reality — are usually understood as units representing direct relationship between form and meaning. Lexical onomatopoeias are part of a language system and their meaning can be found in dictionaries. It is assumed that onomatopoeias are crucial in communication by and to infants and are also considered important stylistic devices in poetry. However, they seem to be only marginal in adults’ speech. This paper presents the results of an analysis of the understanding of Slovak onomatopoeias in everyday communication as well as of the stylistic dimension of these expressions in poetry. First, attention was paid to the comprehension of sound-imitating words in context by the sample of 30 native Slovak language speakers. Then, a sample of ten Slovak poems, well-known due to their usage of various sound-symbolic elements (onomatopoeias included) as stylistic devices, was examined to verify the supposed stylistic dimension of onomatopoeias in poetry. The results indicate that the understanding of the real meaning of lexical onomatopoeias depends on the specifics of the context and that onomatopoeias play a less important role in poetry than expected.

“ЭР ТӨШТҮК” ЭПОСУНДА КОЛДОНУЛГАН СТИЛДИК ЫКМАЛАР: ГИПЕРБОЛА, ЛИТОТА ЖАНА АЛАРДЫН КОЛДОНУЛУШ МАКСАТЫ

The article talked about the functions, features and semantics of hyperbole and litotes, stylistic devices that create exaggerated images in the epic "Er Toshtuk" in the version of S. Karalaev. To identify the nature and nature of these types of trails, specific facts and materials from the epic were taken and scientific research was carried out. Since ancient times, our ancestors were able to use the possibilities of tropes and make the game bright, accurate, artistically imaginative. Even today, these stylistic devices remain relevant and will continue to exist without losing their relevance. Unlike ordinary realistic works, the use of hyperbole and litotes is a natural phenomenon in epics with a separate artistic structure, a special law, interesting ways of development, magical and wonderful characters, including in the archaic-mythological epic "Er Toshtuk".

GENDER CHARACTERISTICS OF ADVERTISING IN TERMS OF TRANSLATION (BASED ON THE COMPARATIVE ANALYSIS OF WOMEN’S AND MEN’S COSMETICS COMMERCIALS)

The article examines gender stereotypes and communicative strategies in cosmetics advertising discourse in terms of commercials creation and translation. The work is relevant due to the lack of studies concerning the gender aspect of advertising in the translation process. By gender in this study we understand the factors that predetermine the social behaviour of women and men, 76 as well as their relationships with each other. Thus, gender stereotypes refer to the traditional beliefs about femininity and masculinity that exist in society. A commercial can be addressed to a definite audience either directly or indirectly, the recipient’s gender can be marked by the subject matter of the text itself, as well as by certain lexical, grammatical and stylistic means used to attract the recipient’s attention. In the present study we analysed 150 commercials addressed either to male or female audience or having no gender orientation. The goal of the study was to consider genderoriented and gender-neutral commercials in terms of their linguistic features and the problems of translation into Russian. The study of the obtained material with the help of functional-stylistic method allowed to single out a number of masculine and feminine images, which are common for cosmetics advertising. Gender-oriented texts widely employ various stylistic devices which bring additional expression to the description of an advertised product. Preservation of this expressiveness should be one of the main tasks of a translator. Besides purely linguistic difficulties, a translator meets the challenges connected with the communicative and sociolinguistic adaptation of the text, since the advertised product should always evoke positive emotions. Gender-neutral commercials are usually more informative and more reserved from the stylistic point of view which makes their translation easier.