The article presents an analysis of the use of nouns, pronouns and verbs in a practical discourse. The analysis includes dozens of examples of utilitarian text on signs, pointers, plates. Attention is drawn mainly to those examples, which show the original morphological features of the utilitarian discourse. The findings indicate that the words in the utilitarian discourse interact with the objective environment by laws of grammar. The article includes mainly the examples of the Russian language, but comparisons are made with some foreign language examples.

The words разве что (razve chto) and разве только (razve tolko) are able to act as conjunctions and particles. Conjunctions разве что (razve chto) and разве только (razve tolko) interlink sentences in a text, predicative units in a complex sentence and homogeneous predicates, parts of the sentence, a part of the sentence and a predicative unit. In these cases it is possible to identify groups of limited components: 1) limitation of usual patterns; 2) unchanged situation; 3) negated actions; 4) partial approval of negated actions; 5) the limitation of possibility / impossibility of something; 5) quality; 6) assessment; 7) the similarities / differences of objects. Particles разве что (razve chto) and разве только (razve tolko) express additional notional connotations of parts of the sentence and predicative units.

The issues presented in this article refer to both the active processes of occasional word formation common to the modern Russian language in general, and the challenges that a copyrighter faces, when aiming to create effective advertising copies. Word-formative occasionalisms are analyzed as related to the basic methods of Russian word formation in terms of reasonability of their use within advertising message and naming. Thus, during the analysis the author comments on each of the given cases of occasional word-formation and notes the degree of its effective use in the given print advertising. In the article conclusions it is noted that not all attempts to seem original in advertising by such a verbal tool as occasional word formation can be successful, but only in those cases when it contributes to the memorability of the brand, product category and uniqueness of the selling proposition.

The article describes the case of taste complex epithets of the Russian literary language. The author analyses the existing language nomination methods of taste sensations with help of composite units. Basing on the material of the dictionaries and the literary language, the author comes to conclusion that there are two versions taste nomination. Structural and semantic analysis allows to identify the main ways to create the studied composite units, and study of the specifics of functioning of the composite units in fiction allows to determine mechanisms of secondary nomination.

This article is devoted to the research of epidigmatics, paradigmatics and the functioning of lexical unit иной in the business language of the 17th century. The author described the functional possibilities of the different lexical and semantic variants of the token, the characteristics of its forms, phonetic, orthographic variants in comparison with existing ones in the modern Russian language. We analize the semantic field of lexical unit иной in G. Kotoshikhin's book «On Russia during the reign of Aleksey Mikhailovich».

The article is dedicated to the biophono-sphere, a fragment of a sound picture of the world as a part of dialectal linguistic picture of the world. Onomatopoeic vocabulary of Perm dialects is analyzed. The vocabulary reflects the peculiarities of perception by native speakers of dialect speech of sounds of flora and of sounds produced by nature and meteorological phenomena. Despite the peripheral position in the sound picture of the world, these areas of sounds play an important role in the sound picture of the world of traditional culture.

The article deals with the foreign vocabulary in "African Diary” written by poet and traveler N. Gumilev in 1913, in particular: the foreign names (Balcha, Haroun Al Rashid), toponyms (Abyssinia, Djibouti, Harare, Danakil desert, Havas, etc.), exoticism (Gallasy). The study of the composition of concepts and vocabulary of N. Gumilev presents the work as anthropocentric one. Learning the language personality traits and revealing the peculiarities of the linguistic world picture of the poet by the text of the diary is the objective and the relevance of this article.

The use of predicative in the Esenin's lyric poetry is a productive means of the creation of artistic image. Personal and impersonal predicative constructions and predicative in comparative degrees allow poet most fully and clearly express both positive and negative states of mind. Positive state is generally expressed by the poet with personal constructions, and negative - by impersonal. Predicative combined with intensifiers can be expressive, thereby enhancing a particular state of mind.

In the article on the material of S. Dovlatov's artistic, journalistic and epistolary texts the author explores the means of the representation of the concept «Happiness». The contexts are analyzed that contain the name of the concept and the cognate units, as well as tokens bliss, to enjoy, because the writer was thinking about happiness in love and marriage, in the professional sphere, «the Soviet happiness» and the happiness of emigrants. Dovlatov's negative assessment of «bourgeois happiness» indicates that the writer was truly Russian language personality.

The article presents Jack London's view on the poetics of story genre. Attention is paid to determining the place of the story in the literary process of the early 20th century, the relationship between the concepts «form» and «style», fact and fiction. The author also dwells on the important in London's understanding question about the features of the composite structure, expressing the author's position, perspective, creating an atmosphere of action in the story, and the importance of the formation of the author's style.

The article elaborates on specific features of A. Kuprin's artistic vision on the basis of his miniature stories of émigré period. The article highlights the focus on implementation of the single author's concept in all short stories of the cycle, that determines the system of images, storyline and composition structure, internal logic of narration. In conclusion, the author of the article acknowledges the magnitude of writer's ideas along with external simplicity of narration; and the depth of thought within brief exposition.

2012 is the year of the 200th anniversary of the outstanding Russian academic and lexicographer Yakov Grot. In the history of literary science he is known as the author of fundamental study of M. Lomonosov, G. Derzhavin, V. Zhukovsky, I. Krylov. The teaching activity was associated from 1841 to 1852 with the University of Helsinki, where he was a professor of Russian literature, history and statistics. The second half of his life was dedicated to «Pushkin's» lyceum. Y Grot, one of the first authoritative writers on the history of the Lyceum and its graduates, began to publish documents and manuscripts related to Pushkin's time. Grot published some interesting materials about A. Pushkin, A. Delvig, M. Korf, F. Matyushkin, A. Illichevskiy, I. Malinovsky, V. Volhovsky and others. His solemn speeches during the students' graduation reflects the history of the Lyceum, his value in culture and Russian enlightenment are full of memories of Pushkin's time and spirit of love to the native land and civil liability.

The article deals with the possibility of classification analysis of the character in an industrial novel. Among the leading factors influencing the evolution of the character's image are the soviet literary criticism, social essay and political environment. The evolution of the character has been analysed in correlation of the character's image to the history of country's economy, from industrialization of the first five-year plans and prestige image of the metallurgic professions, to differentiation of the labour professions in "thaw” period and prestige of the science-driven technologies.

The article considers the problem of perception of the Russian classical literature writer and emigrant of the «first wave». In particular, it analyses art relationships between stories «The son» and «The Elagin affair» by Bunin and the tradition of the novel «Crime and punishment» by Dostoevsky. The author shows the transformation of the plot of the novel in the works about love-catastrophe. Despite the lack of direct reference, in Bunin's reflection of Dostoevsky, his orientation on the classical author, Dostoevsky's characters and debate with them raise no doubts.

The article deals with the early critical reviews of the F. Bulgarin's novel «Dimitry the Impostor». The reasons for literary critics prejudice against Bulgarin's novel are revealed. We reached the conclusion that hostile reception of the novel «Dimitry the Impostor» was caused by several reasons. Firstly, the novel was inconsistent with what was expected of the Russian historical novel. Secondly, Bulgarin's novel was met with a frosty reception because of his literary reputation and his Polish origin. Our research doesn't support the opponents' accusations of Bulgarin's racial prejudice.