The paper deals with an excursion as a genre of oral communication which has its strict structure. The strategies of an excursion text are revealed and discovered. The authors consider the peculiarities of the guide-interpreter's language identity as a discourse factor of an excursion and analyze the specific features of the guideinterpreter's communicative actions in different parts of an excursion. The authors determine the influence of the guide-interpreter's professional and discourse pragmatically adequate strategies on the realization of an excursion communicative actions program and reveal the factors that have an impact on the guide-interpreter's choice of linguistic means during an excursion.

The research is focused on branding as a communicative process and aimed at defining the region’s identity role in provision of its tourist attraction. Linguistic analysis of the branding process is concentrated on optimization of language means and urban semiosis quality. City’s identity is viewed as a complex of exterior and other markers, building its complex image and playing an initial role in city’s branding. The aim of territory’ branding is to present the uniqueness of a certain region and its competitiveness. A city is a complicated multilayer communicative formation that creates a special type of discourse around itself – urban discourse. The space of this discourse is determined by such textual phenomena as a text-city, an urban text and a text about a city. The authors outline the role of naming in city branding and consider a great importance of a city’s identity in creating a text content aimed at increasing attraction of a city as a tourist object. City’s identity allows one to understand its uniqueness and mental representation by a representative of its “own” and “foreign” cultures and optimize branding strategies with the aim to fix positive images of a city and attractive image of a global-centred and locally original territory.

The article is devoted to the study of translation and creation of globalized text content of an official cultural and leisure institution website on the example of museum websites. The relevance of this research is due to the need to enlarge the target audience of Russian museums which official websites do not still provide globalized versions in the English language, which the author argues to choose for the reason of its lingua franca status. High-quality text content focused on a global visitor can not only expand the target audience but also yield other benefits for cultural and leisure institutions. The author considers that pragmatics of a potential global recipient requires following certain principles while translating a text from Russian into English or while creating a globalized text based on the Russian original. This work is aimed at studying and analyzing whether the principles of textual information completeness and brevity, which the author views as the basic ones, are followed or not, and which rules are obeyed. The text material selected for analysis is presented by text content fragments displayed on the official websites of world-known Russian museums located in Moscow and St. Petersburg with annual attendance by a vast number of foreign visitors. It is revealed that text simplicity interrelated with text brevity is reached due to transformations at lexical and syntactical levels. The rule of textual information omission is mainly performed when the textual information is irrelevant for a foreign recipient.

Abstract.The article presents an analysis of the translation of the Volgograd and Volgograd region travel web portal from Russian into English and German within the aspect of the globalization process and promotion of the region brand. The authors concentrate their attention on the origin of functionally equivalent translation directed toward the linguo-cultural and pragmatic adaptation of the source tourist texts for a global recipient. The paper reveals that the translator is to choose a comprehensive strategy to create a globalized version of the travel web portal, that is to preserve the optimal amount of general information, eliminate information irrelevant for the global recipient, minimize the loss of the key information important from the pragmatic perspective of creating a globalised version of the target text, and, if appropriate, add more detailed or explanatory information which can better provide obtaining of the information about foreign culture and history by a foreign recepient.The efficient translation of the text content of the travel web portal aimed at a "global recipient" is achieved and provided by translation technologies chosen by the translator in accordance with the discourse determined strategies. Such technologies create functionally equivalent translation opportunity: the source text is adapted for a "global recipient" by considering culturally important and pragmatically adequate situation context.

The article deals with sight interpreting as a necessary stage of teaching the interpreter to work with a foreign delegation within a cultural programme. Proper cross-cultural communication requires skills and experience in working with the authentic Russian and foreign texts, parallel glossaries, in order to enrich the professional thesaurus, and train translation of cultural discourse texts. Training interpreting at the initial stage by modelling a communicative situation, standard for the interpreter’s professional practice, via integrated scenes, allows to adapt to the environment of cross-linguistic and cross-cultural interaction, forming and perfecting psychological and cognitive skills and knowledge of the interpreter’s professional competence. The authors propose tasks and exercises, developed on the textual material represented by leaflets of famous cultural and entertainment institutions: museums, art galleries, planetariums, theaters, zoos, concert and opera halls, etc. The tasks and exercises aim at mastering skills and knowledge necessary for the interpreter’s work in various settings of the Cultural Programme communicative situation: a city or a museum tour, an interview with artists, presentations of art and cultural objects, ceremonial opening of cultural institutions, art exhibitions. The authors believe that teaching sight interpreting by such tasks and exercises also promotes progressive training of such interpreting types as one-way liaison interpreting (the interpretation of a guide’s speech), two-way liaison interpreting (dialogue communication between members of a foreign delegation with cultural institutions’ representatives, representatives of art community), “simplified” consecutive interpretation (used in numerous scenarios of the communicative situation).