The article deals with the peculiarities of modern technologies in teaching professional French, taking into account the requirements of international examinations, specific language-learning needs of students and level of their language proficiency. Pedagogical technologies are demonstrated by the example of teaching business French in the sphere of tourism, hotel business, as well as the guide-interpreters training. The educational courses are aimed at the development of basic speaking skills and skills necessary for business communication in French. The developed pedagogical technology is based on French for specific purposes (FOS) methodology and cognitive-practical activity methods that allow to develop trainees’ communicative competence and their cognitive independence effectively. One of the conditions for successful development of communicative competence in the field of  business communication in a foreign language is to ensure that students do the necessary number of training exercises, in particular, connected with the use of business vocabulary, as well as with speaking exercises aimed at solving communication problems in real life situations of business communication. Similarity to the real life business environment is achieved through the use of information technologies and simulation games, which ultimately enhances the individual's ability to interact with others and adapt in the social and professional spheres of life. Successful completion of the end-of-course assessment is indicative of the fact that the students have reached high business communication competency.

The article deals with the problem of ethno-cultural component of foreign language learning in a high school. Being the link between the past and the future, ethno-cultural education promotes man of culture formation and a tolerant personality capable for ethnical self-determination, and having qualities of a citizen. The purpose of this article is to identify and justify social and pedagogical effects of students' ethno-cultural education. To test the hypothesis there were used complementary to each other relevant methods: theoretical methods -an analysis of pedagogical literature, various materials on ethno-cultural, multilingual and cultural education, ethnolingvodidactics, studies on the subject under the research; empirical methods -the observation, identification and registration of pedagogical experiment, interview and testing, discussions and examination, and the results of academic and extracurricular activities of students. The results of sociological studies in Kazan Federal University are used in the given article. In the conclusion the authors give the practical recommendations for improving the effectiveness of the formational process of ethno-cultural competence.

Материалы журнала доступны на сайте (articles and issues available at): philology-journal.ru RUОсобенности «игры слов» и каламбуров в рекламе на материале английского и французского языков Кузьмина Е. К.Аннотация. В данной статье мы обратились к примерам использования «игры слов» и каламбуров в английской и французской рекламе. Изучение каламбура в разных видах рекламы представляется важным, так он еще недостаточно исследован именно в рекламных текстах. Цель исследования состоит в выявлении особенностей использования каламбуров во французской и английской рекламе. Научная новизна исследования заключается в том, что рассмотрены особенности использования омонимии, многозначности, идиом в современных примерах французской и английской рекламы, ранее не подвергавшихся подобному анализу. В результате определены схожие черты использования омонимии, многозначности, идиом в современных примерах французской и английской рекламы.

The article is devoted to methods of linguistic economy and fixing the oral speech peculiarities in the texts of social networks. The interaction of oral speech strategies with written text presentation in Internet communication are considered. The conversational nature of the text with several violations of a spelling rules, and the print efforts economy, which leads to the use of unconventional spelling characters, are among the main underlined peculiarities of colloquial written speech in Spanish social network communication.

The article provides an analysis of euphemisms, both usual and occasional, which allows revealing pragmatic orientation of these linguistic units. The research objective is as follows: to reveal specificity of euphemisms functioning in commercial and social advertising discourse by the material of the Russian and French languages. The author considers a highly specialized problem of euphemisms functioning in advertising discourse, summarizes the existing studies on this issue, identifies previously unknown features of euphemisms, highlights their importance in modern society, and herein lies scientific originality of the research. The findings are as follows: the author reveals pragmatic orientation of euphemisms, evaluates the efficiency of their usage in advertising discourse.