The article is devoted to the problem of assessing the effectiveness of the online distance learning format, based on the results of work during the first wave of the COVID-19 pandemic. The purpose of the article is to identify specific problems faced by students of various education profiles: natural science and humanitarian. The objectives of the article are to analyze the scientific literature on the research topic, as well as present the results of the empirical research conducted by the authors among two groups of respondents. The methodology of the article is based on a systematic approach and includes a group of general scientific methods (analysis, synthesis, deduction, induction), as well as special methods: content analysis of scientific literature on the research topic, the method of sociological research (questionnaire survey), as well as the method of statistical analysis. Based on the results of the study, the authors came to the following conclusions: the online format of distance learning is not compatible with a number of natural science disciplines, which leads to a sharp decrease in the quality of education, especially in the field of applied sciences.

This article presents some results obtained in the study of the advertising image characteristics in marketing communications (on the example of Russian residential real estate advertising). The study materials present print media advertising and online advertising, as well as construction companies and residential areas websites. To achieve the goal, a survey, analytical, theoretical, systemic, pragmatic methods, as well as methods of continuous sampling of linguistic means, techniques and units from marketing communications texts that create an image of a product, and of semantic interpretation and identification were used. The analysis revealed that brand names, epithets, metaphors and phraseological units are the most productive in creating the image of residential real estate in marketing communications. The concept of social and ethical marketing integrates advertising of real estate marketing products, when the product image goes beyond consumption standards and becomes media itself, creating a new communication.

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