The history of the Armenian people, which has long suffered claims to its territories from the neighboring states, is an endless chain of tragic events and dramatic situations. Under the blows of the nomadic barbarian hordes in Armenia, cities and villages were destroyed, the original inhabitants were destroyed, and the lands became the property of the invaders. The Armenians who saved their lives left their homeland in large and small groups and settled in other countries, in particular in the South of Russia (the Don and the North Caucasus). A significant part of Armenians who found themselves outside their homeland – in the Diaspora, lost their ethnicity because of assimilation. Many are now in danger of losing their national identity. The most important factor affecting the preservation of national identity in the diaspora is the historical memory of the abandoned Homeland. In turn, the preservation of historical memory is influenced by national toponyms, in particular oikonyms – the names of settlements. The article presents the author’s classification of Armenian toponyms (oikonyms). The third group of oikonyms, the most numerous, consists of settlements named after famous figures of Armenian origin, as well as the founders of settlements. These toponyms have become the object of consideration of this article. In the Soviet period, especially in the pre-war decades, the advantage was given only to revolutionary or Soviet toponyms in terms of content. Most of them are dedicated to Armenians-Soviet public and political figures. Many Armenian settlements either ceased to exist or were renamed for various reasons. The author expresses confidence that at the present stage, the provisions of the Constitution of the Russian Federation create a favorable basis for the restoration of lost national toponyms.

The article studies Soviet and Turkish approaches to Armenia and its territorial problems after Sovietization of the republic. Traditionally Russia and Turkey were adversaries and the Caucasus was the main area of their active rivalry. The research shows that Moscow Treaty on Friendship and Brotherhood signed in 1921 was as not the final point of geopolitical contest. It proceeded after the treaty but was not as apparent as in the past. The unsolved Armenian issue became one of the obstacles to the full inclusion of the Transcaucasia into the Bolsheviks sphere of power. The Kemal and Bolshevik governments weren’t able to begin state building without getting over conflicts in the national peripheries. In the Armenian question, Soviet Russia turned out to be more compliant than in other Caucasian contradictions. It was important to maintain influence in Soviet Azerbaijan, to gain a foothold in Georgia and not to cede Batum to Turkey. On the other hand, Turkey refused to implement the Treaty of Alexandropol, as it needed Russian assistance in the struggle for independence.
The novelty of the research lies in the study of Armenian issue as a part of Soviet and Turkey within international and regional framework of both governments policy. The author introduced into scientific use the archival documents of the Foreign Policy Archive of the Russian Federation and the Russian Archive of Social and Political History. The unpublished material shows the diplomatic backstage that accompanied the seemingly peaceful interaction between Turkey and Soviet Russia. First, the order of events in 1921 was studied consistently, which became a turning point in the solution of the Armenian question. Armenia, having found itself an object of rivalry between two quite young states with an unstable position, lost a number of territories and the chances for restoration within the boundaries defined by the Treaty of Sevres. The denouement was also possible in connection with the position of the leading world powers, which actually left the Caucasus as a sphere of influence and were keen on resolving other problems of the post-war world

By the middle of the XIX century the potential of semiautonomous self-government system of Nakhichevanon-Don with villages, based on the letter of Catherine II, granted in 1779 during the resettlement of Armenians from the Crimea to the Lower Don, was practically exhausted. The magistrate, the mayor and other bodies of public selfgovernment were elected for three years in full accordance with Russian legislation. A consistent attack on the rights and privileges of the Armenian city government, as well as the preparation and implementation of a number of bourgeois-democratic reforms on a national scale, were superimposed on the internal crisis of the Nakhichevan self-government system. By the middle of the XIX century, the service in elective positions in Nakhichevan-on-Don (as in other Russian cities) was perceived not as an honorable duty, but as an onerous duty, which they tried to avoid by all legal means. In this regard, the composition of the magistrate and other self-government bodies constantly needed renewal and replenishment through new elections and the replacement of posts by candidates. The last magistrate of Nakhichevan-on-Don, elected in 1865 (for a three-year period from 1866 to 1868), in connection with the all-Russian reforms, lost police, judicial and other functions. Elections to the new magistrate for the next three years, starting in 1869, in connection with the general decision to abolish magistrates in Russia, were not held. A small part of the powers of the Nakhichevan magistrate was retained by its economic part. In such a truncated form, the last magistrate existed longer than the statutory period. In November 1870, the economic part of the magistrate was subordinated to the mayor with four assistants attached to him. The president of the magistrate and his assessors tried to fulfill their functions further. The Nakhichevan magistrate was finally abolished on July 1, 1871. Thus, Nakhichevanon-Don, having lost the status of a colony with the granted autonomy, turned into an ordinary Russian city. 

The article reveals the attitude of the leader of the party of constitutional democrats P.N. Milyukov to one of the most relevant at the beginning of the XX century for Russia, foreign policy problems, namely an Armenian question. Since representatives of the Cadet Party were deputies of the State Duma of four convocations, and its representatives, above all Milyukov, who took over as Minister of Foreign Affairs of the Provisional Government in 1917, influenced the actions of the government and the emperor, an account of his views is key in understanding Russia’s foreign policy in the first third of XX century. The problem of the straits, which was on the foreign policy agenda since the emergence of the «Eastern Question», the manifestation of the internal political crisis in the Ottoman Empire, which entailed a discussion of its territorial integrity, became the context for the «Armenian question», which was also considered by Milyukov inseparably with domestic politics and the problem of national structure of the Russian state. The research is based on various types of historical sources: official statements, decrees and resolutions of state governing bodies; journalistic sources, data from periodicals and the memoirs of P.N. Milyukov. Their analysis allows us to see the idea of the cadets that foreign policy is the continuation of the internal one, which was expressed in the formation of the idea of a national structure of the state on the principles of national and cultural autonomy, and determined the cadets’ understanding of the place and role of Russia in the geopolitical space. The author made an attempt to show how the program requirements of the Cadet party, passing through a tough internal party discussion, were embodied in real political events thanks to the efforts of its leader, P.N. Milyukov. His position was controversial, which was expressed in determining the post-war status of Poland, Finland, as well as understanding the fate of Western Armenia. However, his public activities influenced the public perception of the problem and the adoption of foreign policy decisions.

The article examines the process of gradual deterioration of the food situation in the city of Nakhichevan-on-Don during the First World War, and then the revolution and the civil war. Until now, the period of independent existence of Nakhichevan-on-Don has not become the subject of special research, despite the fact that the materials at our disposal allow us to do this. In this article, the author for the first time changes the economic situation of the city from a prosperous to a critical one. The deterioration of the situation closely depended on the situation in the country’s economy as a whole. The city, which had never experienced a shortage of any product, gradually began to feel a shortage of bread, sunflower oil, sugar, and then meat and vegetables. The food crisis that gripped the city during the First World War and the Revolution was complemented by a fuel crisis, which manifested itself in chronic shortages of coal, oil and kerosene. In these difficult conditions, the city administration of Nakhichevan-on-Don used not only its old trade relations with individual regions and settlements of the country, but showed truly miracles of resourcefulness in search of agricultural products vital for the city. Nakhichevan merchants, who represented the majority of the city authorities, intensified all their old trade ties, which facilitated the supply of necessary food products to the city. At the same time, the city authorities tried to put things in order in the markets, fighting speculators and second-hand dealers. But even these measures did not always give a positive result.

D.V. Putyata is known in Russia as a major orientalist, diplomat, traveler and military officer, his studies of China became famous in our country and abroad at the beginning of the XXth century. However, D.V. Putyata left interesting notes about his stay in Western Armenia in the summer of 1895. Unfortunately, that work of the author is practically unknown in modern historiography, which explains the relevance of this article. D.V. Putyata, as one of the problems that had a significant impact on the position of the Armenian population in Western Armenia, as well as the Ottoman Empire, in general, highlights the active intervention of Great Britain in solution of the Armenian question. This problem caused active discussions among representatives of the ruling elite of Russia at the turn of the XIXth and XXth centuries, in Soviet and modern historiography. Therefore, paying attention to the work of D.V. Putyata, on the one hand, will make it possible to analyze one of the channels of information flow in St. Petersburg about the situation in Western Armenia, on the basis of which Russian establishment formed the country policy on the Armenian issue, and, on the other hand, get an appealing factual material. It should be noted that D.V. Putyata’s views on the position of affairs in Western Armenia are not indisputable and they are not always coincident with the positions of modern studies. But, it does not implore the value of this work for orientalists. In the conclusion of the article, it is emphasized that D.V. Putyata, while recognizing the objective reasons for the uprising of the Armenian population in 1894-1896, at the same time the article focuses on the activities of British diplomats, the press and politicians oriented to developing the national identity of Armenians and their national liberation movement in Western Armenia. D.V. Putyata did not approve such actions of Great Britain, believing that it seeks to strengthen its own positions in the Middle East by hiding behind concern for the oppressed Christian people by hiding behind concern for the oppressed Christian people. The author has a fellow feeling for supporters of moderate reforms based on a compromise with the Porte, they were constantly discredited by British newspapers and diplomats.

The relocation of Armenians by Shah Abbas I in 1604 formed a large Christian group in Iran. During XVII – XXI centuries the Armenian diaspora of Iran was influenced by the political course of the central government of Iran. Over the entire period of life in Iran, the Armenian community had a need to preserve its national identity. The victory of the Islamic Revolution of 1978-1979 forced the representatives of the Armenian Diaspora and the Islamic government to search for compromises. In consequence, the community retained its autonomy. The Armenian population of Iran has a high degree of internal organization and interaction with the historical Homeland, which contributes to ChristianMuslim cooperation in culture and economy. This study examines the social, cultural and political activities of the Armenian Diaspora in Iran, using the community’s web resources as a means of studying, this form of work was not chosen by chance. The Internet currently provides access to a wide database of information that contributes to increasing research potential. In connection with this factor, an important task is to develop the most effective methods and forms of using web technologies.
Based on this, the author of the article first focused on the analysis of the advantages and disadvantages of Internet resources in general. Then, the work was carried out to identify the policy of the Iranian government regarding the Internet. The solution of these tasks made it possible to study web pages containing information directly related to the Armenian Diaspora of Iran. Thus, deductively it was possible to create a holistic picture of the development of the Armenian community of Iran, to identify relevant data on the forms of activity and tasks of the Diaspora, to assess the role of media technologies in the implementation of community communication.

The paper deals with the early history of American humanitarian organizations, which represents an understudied research area in Russian historiography. The paper features the activities of American humanitarian organizations in response to the Armenian crisis in the Ottoman Empire. The Armenian massacres, which started in 1894, aroused a mass humanitarian movement. Due to the broad use of mass media the movement became nationwide in its scope and achieved astounding financial success in terms of fundraising. Each outbreak of Armenian crisis (in 1909, 1912 and 1915) aroused mass public response in the USA. Three organizations were involved in relief work: the American Red Cross, the Near East Relief, and American Relief Administration. They were closely connected with the White House and the federal government. This was a characteristic of American humanitarianism. The most fruitful period of their activities was between 1915 and 1930, during which Americans successfully implemented short-term programs of humanitarian emergency, although medium-term programs of rehabilitation achieved small results due to financial obstacles. The conclusion is made that the Armenian campaign was a watershed in the history of American humanitarianism. Started as a small-scale relief operation, it turned into the first broad national appeal of its kind. It was unprecedented in its use of the media and support from celebrity spokespeople as well as volume of donations from American public, political and business elite. The negative aspect of the campaign was paternalistic attitudes. The confidence in their civilizing mission permeated humanitarian organizations’ work with Armenians. Program to modernize the Armenians was essentially a project to „americanize‟ them.

The name of Grigory Chalkhushyan, a well-known lawyer, publicist, historian, speaker of the City Duma of Nakhichevanon-Don, originally from Armenian Crimean immigrants, is associated not only with lawmaking and success in his professional field, but also with the field of education and training of the younger generation. After graduating from the Lazarev Institute, he entered and graduated from the Law Faculty of Moscow University. Here, at the Faculty of Law, famous during this period for its liberal traditions, he met many progressive figures of that time and absorbed many of their ideas for the rest of his life. Returning to his native Nakhichevan, he is actively involved in socio-political activities. A number of files dedicated to G.H. Chalkhushyan’s pedagogical activity and pedagogical ideas have been preserved in the National Archive of Armenia. Unfortunately, there is not a single work in Russian and foreign historiography that fully analyzes the active socio-political and journalistic activities of the outstanding personality of Nakhichevanon-Don Grigory Khristoforovich Chalkhushyan. Having received a fairly conservative Armenian family upbringing, he defended traditional family values from the very beginning of his active social activity. Being a member of the Nakhichevanon-Don City Duma, he repeatedly made various proposals related to the establishment of educational affairs in the city. His pedagogical ideas were not reflected in the studies of historians and local historians. It was he who became the chairman of the association of Parent Committees of educational institutions of Nakhichevan-on-Don. The Parent Committee headed by the chairman – G.H.Chalkhushyan attached serious importance to the health and success of the students. He also called for paying attention to the problems of extracurricular supervision in order to organize places for children and youth to relax. Attention was paid to both nutrition and children’s health. The issues of moral education of children have been repeatedly noted in the reports of G. H. Chalkhushyan. One of the most important aspects of the upbringing of the younger generation, he considered the need to protect children from the harmful influence of the street. Holding the position of a public speaker of the City Duma and having excellent knowledge of the situation in Nakhichevan-on-Don in the field of education, he could not help but see how the lack of a gymnasium negatively affects the education process of Nakhichevan youth. Occupying this semi-official public position – chairman of Parents’ Committees, Grigory Khristoforovich Chalkhushyan touched upon very important issues concerning not only teachers and students, but also parents and in general everything that can affect the spiritual and physical development of children and more than once received the most sincere words of gratitude from the local Armenian society. Thanks to the research of the activities and works of this undeservedly forgotten personality, previously unexplored historical sources in both Russian and Armenian are introduced into scientific circulation.

This article is devoted to the Nakhichevan Theological Seminary and its role in the upbringing of Armenian youth in Nakhichevan-on-Don. The history of the Nakhichevan Theological Seminary, numbering about forty years of its existence, has not become the subject of special research. The article is based on materials from the State Archives of the Rostov Region, many of which are being introduced into scientific circulation for the first time. The work examines both the main stages of the formation of the theological seminary itself, and the problems of selecting its teaching staff. Particular attention in the article is paid to the problems that the leadership of the theological seminary had to face, as well as to the solution of the difficulties that the government of the Russian Empire posed. The article provides facts that testify to the assistance that was provided to this educational institution by both the city government and ordinary citizens. The Nakhichevan Theological Seminary was founded in 1881, after the Armenian Khalibov School in Feodosia was closed. It is noteworthy that most of the subjects in the theological seminary were studied in Armenian, and only a few of them in Russian. The graduates of the seminary faced a choice: either to build their spiritual education in Echmiadzin, or to receive a secular education in the future. It was at the expense of the graduates of the seminary that the entire staff of priests in the city of Nakhichevan-on-Don and surrounding Armenian villages was recruited. In addition, the article focuses on those difficulties and vicissitudes of life that, to one degree or another, prevent the graduates of the theological seminary from improving their lives and getting a decent higher education after the 1917 revolution. The closure of the theological seminary after the establishment of Soviet power took place in line with the policy pursued by the Bolsheviks in relation to religion and the church. The contribution of the seminary in the formation of the intellectual elite and teaching staff, to the preparation of which this educational institution was directly related, is noted. 

The article deals with the issues of introduction of the Armenian trade capital into the Russian economy in the end of the 17th century. Since the reign of Alexei Mikhailovich, Armenian merchants from the so-called «Shah region» were active in the Russian state, introducing certain elements of capitalism and contributing to the implementation of the Eastern and Western vectors of Russia’s foreign trade.
Thanks to their activities, Armenian merchants contributed not only to the development of foreign trade relations of the Russian state, but also to the development of the Russian economy and strengthening the positions of Armenian traders and entrepreneurs.
Russian-Armenian relations have a rich history. Today they continue to develop actively including the sphere of trade and the economy. There are approximately 2 million Armenians living in Russia. The beginning of Armenian settlements on the territory of the Russian Empire was laid several centuries ago and is also associated with the active establishment of trade ties and an increase of the percentage of Armenian capital in the Russian economy.
In this regard, it seems relevant to trace the origins and dynamics of these relations, demonstrating deep roots and successful experience of trade and financial interactions between the parties, and to identify the role of Armenian trade capital in the development both of the domestic market and the foreign trade strategy of the Russian state.
In addition, the significance and novelty of this research are emphasized by an insufficient level of analyses of this topic in modern Armenia and an intention to raise the awareness of the Armenian and Russian scientific communities about the role of Armenian merchants and their interactions with Russia since the 17th-18th centuries. From this point of view, special attention should be paid to the fact that it was the Armenian merchants who stood at the origins of the formation and establishment of the credit system of the Russian Empire. Their activities resulted in the introduction of the bill system, for the first time in Russia.
In the article, we have made an attempt to show that due to their rich experience the Armenian merchant houses and individual traders harmoniously fit into the main foreign trade vectors designated by Alexei Mikhailovich: Western and Eastern, having played an active role in their implementation.

The purpose of the work is to formulate a difference
in the legal consequences of termination of proceedings
in the case of an administrative offense on the grounds
of «absence of an event of an offense» and «absence of
an offense». The objectives of the study are to analyze the similarities and differences of these definitions on the example of responsibility for violations of the legislation on the contract system when choosing a procurement method and to justify the importance of their correct application in the administrative process. The paper applies general scientific methods of research comparison and analysis and the method of expert assessments. The author uses examples of administrative and judicial practice to consider law enforcement practice for assessingthe presence or absence of an event and composition of an administrative offense in specific cases. For the first time in the conditions of adoption of the optimization package of changes to the contract system in the field of procurement, the issue of liability for violations when choosing a method for determining the supplier (executor, contractor) is considered. The relevance of the work lies in the fact that the procurement legislation regularly changes, mainly in the direction of liberalization, and the norms of the Code of Administrative Offenses with «tough» sanctions are stable, in connection with which there is a need to analyze practice and develop recommendations to prevent possible errors. At the same time, it is necessary to take into account the inconsistency of law enforcement practice on this topic. The work can be useful to officials of state and municipal customers, an employee of control bodies, students of law schools, as well as anyone interested in the administrative process.
Digitalization of procurement poses new requirements for determining the areas of responsibility of officials for various procurement procedures within the contract system. Recommendations are given on the prevention of violations for which administrative responsibility can be applied, including through the development of local legal acts, as well as officials brought to administrative responsibility for violations when choosing a method of procurement of goods, works, services for state and municipal needs on ways and methods of legal protection. The Reference Legal System ConsultantPlus is used in the work

The article is devoted to the analysis of waste legislation and the elimination of accumulated damage, as well as the practice of applying such legislation in the countries of the Eurasian Economic Union. The article considers the Basel Convention on the Control of Transboundary Movements of Hazardous Wastes and their Disposal of 1989, to which all the Eurasian Economic Union member states are currently parties. The question of the impact of the Basel Convention on their national legislation has been raised. The legislative gaps and shortcomings of the statutory regulation of waste management, as well as the elimination of accumulated damage in each of the Eurasian Economic Union countries, have been identified. The most successful legal novelties in this area of relations have been identified. Recommendations on their borrowing by other Eurasian Economic Union countries have been formulated. In particular, the norms of the new Environmental Code of the Republic of Kazakhstan (entered into force on July 1, 2021) have been analyzed, which are recognized as the most progressive both in terms of detail and thoroughness of study, and in terms of their environmental orientation.
The article states that several Eurasian Economic Union countries have outlined common approaches to regulating the management of hazardous waste. Based on this, it has been proposed to strengthen the role of supranational regulation of these relations within the Eurasian Economic Union by developing a system of international legal acts and harmonizing the national legislative systems of the member states of the Union on this issue. Special emphasis has been placed on the powers of the authorities in the field of liquidation of accumulated damage. Significant problems have been identified in the relevant Russian legislation, as well as in the practice of its application. Proposals for their elimination have been formulated.

The article discusses problems of determining the place of state programs in the system of state planning documents, a scientific study of the main characteristics of strategic and current planning and their comparison with the main elements of state programs is carried out, a comparative analysis of the most common tools of state planning and programming performs. Conclusions and proposals for improving the efficiency of state programming as a tool of public administration are presented. Specific examples of contradictions in the legislation on state programming, the lack of interconnection of benchmarks of goal-setting documents and state programs are considered. It is concluded that the main reason for the low efficiency of state programming is the absence of the main goal-setting document – the Strategy of socio-economic development of the Russian Federation. Proposals are made on the need to adjust the law on strategic planning, eliminate contradictions and gaps in the legislation on state planning and programming, link benchmarks in goal-setting documents and strategies at the level of the macroregion and regions. These conclusions mean a special scientific relevance of the article and can be used by representatives of authorized bodies to solve problems of the effectiveness of state planning.

The article considers the main problems of the efficiency of the system of the preparation of scientific and scientific-teaching staff in contemporary conditions of the reformation of system of higher and postgraduate education in the Russian Federation. The integration into the Bologna process has the number of advantages, but became the reason of the series of objective difficulties, unavoidable under the conditions of the projecting of the European approach to higher education system on the existing post-soviet system. One of a such of difficulties is the reconsideration of the approach to the levels of higher and post-graduate education, which has significantly and disputable influenced to the efficiency of the current system of preparation of high-qualified staff. The establishment of the postgraduate school as another stage of higher education and the definition of the getting of a diploma of “researchist. teacher-researchist” as the main purpose of educational process instead the previous main purpose of the preparation and defense of a candidate’s dissertation means the significant change of postgraduate school’s priorities. It seems, that the educational component of this system has the secondary character, by primarily promoting the establishment of a postgraduate student in the role of a researchist, also including the preparation to the teaching process in a university. With that, the preparation of researchist as the high-qualified staff is highly demand not also within the framework of scientific and teaching community, but also in the system of the governing of the field of science and higher education, expert, legislative and other types of activity. And the most markable feature in the labor market is the presence of scientific degree in the relevant field of knowledge, but not the post-graduate school diploma, if the defense did not become the logical finish of study. The indicated problem requires the gradual, multi-stage reformation of the current legislation, which has to be focused to the correct prioritizing in the existing system of preparation of high-qualified staff, their careful selection and further stimulating.

The relevance of the article is due to the lack of scientific research devoted to the investigation of private law aspects of anti-terrorist protection of objects. Traditionally considered within the framework of public law legal sciences, the activity on countering terrorism has not had time to find its reflection in the works of domestic civil scientists.
The author of this publication takes a new attitude to the question of what – public or private – legal-means provide this protection at various stages of social development. The author’s idea is aimed at finding and identifying the period of formation of legal regulation of relations of anti-terrorist protection of objects, highlighting its private legal aspects, considering its dynamics in different historical periods of the state’s development, as well as studying its current state. The solution of these problems is the purpose of this research.
The methodology chosen by the author is due to the goal set. The author uses a historical approach to the study of relations in the field of anti-terrorist protection of objects in order to determine the stage of formation of legal means of regulating these relations. The dialectical method allows us to trace the change and development of legal regulation in a particular historical period. The use of general logical research methods contributes to the objective consideration of the available facts separately and in relation to the state of public relations that existed at a particular time.
During the scientific search, it was found that the legal regulation of the studied relations was formed in the second half of the XIX century, had a public-legal character, was due to the increased level of terrorist threats and contained a private-law aspect. The author proves that the change in the legal means of regulating relations on the antiterrorist protection of objects depends on the emerging social relations, based on their analysis, three stages were identified: «pre-revolutionary», «Soviet» and «modern».
It is proved that the current stage of the development of civil turnover is characterized by a combination of public and private legal ways to ensure the studied protection. It is identified that the corresponding type of contract for the provision of services acts as the main civil legal mean.

In the neological space of cinematic discourse, a separate place is occupied by new lexemes that characterize films from a positive or negative side. This assessment depends on various factors (the cast, the quality of the acting, the semantic component or its absence in the film, the budget of the film, etc.) and is given, as a rule, by film critics or ordinary viewers – the recipients of the cinema. Evaluation can be objective and subjective, momentary or timetested. The starting point in evaluating films is a certain “average level” (zero rating), when compared with which films are characterized in a derogative or ameliorative manner. The paper examines two groups of cinematic discourse neologisms with axiological-interpretive potential – characterizing the genre / type of film and the participants of the cinematic discourse. The sources of neologisms of cinematic discourse with an evaluative component were Internet dictionaries, glossaries of film terms, and Englishlanguage articles of mass media. Based on the definitions of such neologisms of cinematic discourse, as well as Internet sources containing these neologisms, one can draw conclusions can be drawn about certain aspects that affect the positive or negative characteristics of the film. It is summarized that the neologisms of cinematic discourse with axiological-interpretive potential have a manipulative property, affecting the audience, influencing their assessment of the film, as well as the expectations of the film, which can affect not only the popularity and sales of the film, but, on the contrary, lead to his failure at the box office. Not always, however, the fact that a picture belongs to a certain cinema genre with a negative characteristic will alienate the viewer and negatively affect the return on investment of the picture, and the presence of positive characters will not necessarily attract a larger audience. Considering the popularity of films and TV series with socalled “difficult men” and the positively colored contextual field of this neologism, we can, on the contrary, conclude that negative, multifaceted characters appeal to the viewer much more than entirely positive screen types.

The article represents the experience of interpreting the author’s preface (AP) of one of the most significant pieces of world literature as an actual integrative philological problem. It shows the logic of the transition from literary issues (“pure novel”) to the linguistic aspect of the study. The object of study is the author’s preface as a genre of artistic discourse (AD). The purpose of the study is to identify the elements that determine the specifics of the implementation of the functions of the mini-text. The novelty of the work is the study of the preface as a compositional element of the work within the argumentative aspect. The author’s comprises the application of the author’s own model to the object of analysis. This model includes the categories of argumentative space (epistemic context, causality, modality), as well as a dual understanding of argumentation -- in its narrow (as a process of outing forward arguments) and broad (as a constant, ontological validity) meanings. In a narrow sense, argumentation finds expression in various forms: reasoning as a type of text; cognitive elements of the argumentative process in discourse (hypothesis, concessive, clarification); various syntactic techniques – “argumentative balance”, double negation, parallel constructions. The conclusion is made about the correlation between narrow and broad types of understanding of argumentation based on the unity of three concepts – “explanation – evaluation – comprehension”. “Explanation” and “evaluation” in the narrow sense characterize the argumentative process (“for” and “against”), and in its broad sense they manifest objectivity based on distance aspect. “Comprehension” in the unity of two previous stages indicates the specifics of the implementation of the intention to “prove”, the absence of which – in the beginning and within the ending – creates the framework of the preface. In a broad sense, the analyzed part of a novel is characterized as a genre that performs not an influencing, but an orienting function to understand the creative credo of an objective / unbiased writer. This is facilitated by obvious flexibility of dialogical relations between the participants of the discourse – a great French author and his potential (hereinafter – real) readers, who are able to become equal partners in constructing a relevant picture of the world for themselves. The conclusion is drawn about the position of the author as an artist who is able to engage the maximum number of readers in the dialogue: it can be perceived in two ways – as a withdrawal of the author from his artistic space and as an invitation to a mutual journey.

Foreign language learning presupposes the acquisition of language code but it is also an entrance to a new communicative community which is culturally defined by its verbal genre. Access to knowledge is an admission to scientific communities which have their own discursive forms for presentation, discussion and allocation of knowledge. The educational activity is responsible for learners’ perception of “discursive fusion” which is a process of education. Contemporary higher school learners ought to master discursive forms which are not a part of their immediate communicate experience.
The study of relationships between literature and advertising presumes deep understanding of their location in a cultural practice.
Contemporary advertising genre widely uses scriptural matrixes of completely different discursive genres. Particular preference is given to pastiche and parody.
In considering the phenomenon of modern rewriting one should not claim the decision of a difficult problem of pastiche definition. It is more necessary to emphasize valorization of such processes as imitation and transposition assuming the relation of traditions to new conceptions in French context.
Pastiche should be considered as a practice which allows inquiring genre borders. This practice takes the form of a game intended to participation of an advertising message receiver.
Beginning from the point of emergence pastiche became a part of social and institutional universe, the same piece of work and any other. In contemporary advertising the usage of pastiche is allowed in the name of free expression on condition that the risk of the fusion with hypotext is absent as well as an imitator has a humorous plan excluding either intention or possibility to harm anybody.
The article concerns the demonstration of didactical usage efficiency of secondary literary genre, pastiche, in an intertextual practice of advertising media discourse.
The emergence of this form of imitation in the course of the French language learning as a foreign one is an original means of a traditional pedagogical practice renovation of text imitation and, at the same time, the increase of learner’s motivation with the help of amusing live contact with various discursive genres.

The article describes the basic features of the idiostyle of the great Russian poet of the twentieth century B. L. Pasternak. The analysis is carried out taking into account the anthropogenic approach to the text based on the study of authoritative research in the field of discourse, style studies, text linguistics, cultural linguistics, cognitive linguistics, philological analysis, verse studies, philosophy and other areas of modern scientific knowledge. The “structure” of images, thoughts, feelings, sounds “is that” rational kernel “that motivates the question of the specificity of the author’s idiostyle as a subjective, individually felt construction of a text space. Considering Pasternak’s poetic text as an immanently organized artistic structure, the author of the article believes, not without reason, that the line of poetry itself creates conditions conducive to the formation of syntactic segments, in which “fluctuating signs of meanings” and “darkened meanings” of naming world phenomena appear. In this case, the artist of the poetic word receives not only complete freedom of choice and the main attributes of the denotation, its details and the circumstances accompanying the disclosure of the signs of the signified, but also the opportunity to create new nominal structures in the text space containing elements of meta-commentary, including subjectiveevaluative moments, fixing the author’s presence in the text. The article notes that the use of syntactic nomination by BL Pasternak as the structure of the “frozen moment” of poetic life is associated with the identification of the deep semantic coherence of its elements. The reasoning contained in the article leads the reader to the conclusion that as the lyrical hero Pasternak matures, there is a transformation in the ratio of text and metatext caused by changes in the manifestation of the author’s individual perception of the world.