Abstract. The naming examination is a new kind of linguistic examination. The article deals with linguistic aspects of teaching this course in higher school for the special training of experts. In order to form professional competence on naming examination in the process of teaching special attention is paid to studies of theory of nomination and onomastics, to examination of language units from the point of view of component analysis, semantic-stylistic analysis and others, as well as the formation of the skills of work with different lexicographic sources and digital resources and database. In the laboratory course "Applied and mathematical linguistics," the skills of lexico-semantic, morphological, etymological, morphemic, word-formation, phonetic analysis of concrete names are practiced. We focus on the studies of artificial naming patterns, including advertising names, which bring out the creative potential of the Russian language. Creative trends dominate in this area of nomination. Naming examination as a new kind of forensic linguistic examination is taught within the course "Forensic linguistic examination" which accomplishes technical education of students

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The article considers the field of commercial nomination, one of the modern discursive practices in the aspect of teaching the native language. Commercial names, whose wide spread is due to the market economy peculiarities and the dynamic development of megacities, are the object of the research.Urbanonyms of the largest Russian megacities serve as the research material. Names of commercial objects characterise the onomastic environment of a modern city, as they constitute its significant part.They have the linguistic and the cultural value because they demonstrate the national and cultural identity of a city or a region. The goal of the proposed description is to prove this value and offer concrete forms of work with this new and non-standard linguistic material. The article describes certain methods of using commercial urbanonyms in the practice of teaching Russian in secondary schools, as well as general philological and special speech-related disciplines in higher educational institutions. The work with such material promotes greater involvement of schoolchildren and students in the modern educational process and enables the formation of general cultural competencies in schoolchildren and that of professional competencies of the students, who have chosen naming examination as for their specialisation. The results of the research and the recommendations developed therein can be used by practical teachers in the project activities of schoolchildren, as well as in the development of courses and special courses on semiotics, a language of advertising, copywriting, naming, branding and creativity linguistics.

The article is devoted to the multimodal analysis of the representation of the national-cultural phenomenon “Confucianism” in the field of advertising in modern China on the examples of nationally-oriented advertising texts of different thematic varieties. The relevance of the work is due to the importance of preserving and continuing the heritage of Confucianism in modern Chinese society, especially in the media space. Particular attention is paid to the multimodal analysis of verbal and non-verbal means of expressing the key concept of Confucianism “five constancies of a righteous person” in Chinese nationally oriented advertising texts. It is shown that the concept of “five permanencies” as one of the important components of Confucianism gets its continuation in the field of advertising in modern China, develops in accordance with the social life of the Chinese people in the modern era. It has been established that the use of the Confucian idea of the five permanencies of a righteous person can be considered as one of the most important and effective ways to create advertising with the aim of influencing the target audience of the Chinese domestic market. The conclusions and results of the study allow us to get a general idea of the concept of the five constancies of Confucianism, as well as the practice of its application as methods of manipulating public consciousness in modern Chinese advertising, which is of great importance for sinological research in various scientific fields.

The article is devoted to the functioning features of precedent texts in modern media discourse. Texts by F.M. Dostoevsky, namely, fiction, journalism and epistolary heritage, served as the research material. The relevance of the study is explained by the intertextual nature of the modern media space. The article shows that along with the use of Dostoevsky's precedent texts as signs of high culture, the modern media space also actively manifests the features of the postmodern cultural paradigm. The specifics of the latter include metatextuality, irony, various kinds of transformation, e.g., in headlines, which indicates their game foregrounding. Special attention is paid, firstly, to various types of intertextuality and ways of precedent phenomena foregrounding; secondly, to their use in various media areas (advertising, urban naming) and genres (interviews, internet blogs, etc.). The problem of recoding precedent phenomena is considered against the background of the use of signs of high culture as a form of reflection of modern mass consciousness in modern media communication, which is of research interest from an axiological point of view.