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The relevance of the article is justified by the fact that answering the question on typical ways of expressing connotation in borrowed words and their connection with the history and ethnos development the presented article fills the research gap in linguistics. The objective of the article is to summarize the comparative study of semantic (primarily connotative) evolution of two words 'orda' (Mongolian 'ordu' Knan's palace, headquarters) -'ulus' borrowed from Mongolian. The principal method of the research involves semantic context analysis. The analysis consists of 3 stages. At the first stage the semantic analysis of the words in Russian National Corpus, precedent texts (proverbs, idioms, popular quotations etc.) and modern Russian dictionaries reveals the fixed connotations in the language and brings out stereotypical images in the Russian culture. The second stage focuses on Russians' individual perceptions of the words and summarizes the results of an associative experiment -respondents' reactions to the stimulus 'orda', 'ulus'. Thirdly, the semantic network analysis of the words performed on modern social media texts (chats and forums) reveals the typical semantic context of the words represented by collocations. Based on the principles of explanation, expansionism, functionalism and anthropocentrism as the main principles of modern linguistics paradigm the article might be of interest to linguists pursing research in semantics, students majoring in Linguistics and Cultural studies and teachers of Russian.

The article is devoted to the analysis of manipulative strategies and tactics in political discourse. The analysis is based on Donald Trump’s speech, which was delivered at the UN General Assembly in 2018. The paper studies the manipulative speech strategies and tactics used by the politician, their characteristic features, linguistic peculiarities of their implementation and the aims of their use. Political discourse defines the necessity to use certain speech strategies and tactics in political speeches, which altogether are aimed at creating an image of a politician and manipulating the consciousness of listeners. Implementation of such strategies and tactics in a proper way can evoke the desired emotional response and have an effect on choices people make. Every politician is unique in using their own strategies and tactics, but, in most cases, such tactics are more or less similar as their target is to create a positive image and make people follow or believe this or that politician.

The article is written to identify lingua-cultural norms and axiological determinants of modern ergonomicon of Kazan implemented in borrowings from foreign languages, they serve markers of major changes in the linguistic landscape of the modern city viewed as a socio-linguistic category. The borrowed elements in the city ergonyms register synchronous state of axiological determinants of participants of interaction: individuals, organizations and companies that create public and commercial signs. The common significance of the language of this kind of phenomena is determined by the possibility of using them to predict the range and diversity of linguistic and axiological changes, including the partial loss of national and ethnic identity. To create a high perlocutionary effect of ergonyms nominators use a variety of creative mechanisms, changing the shape and functions of native lexems, by borrowing lexems from foreign languages, resorting to different methods of derivation such as contamination, transliteration, hybridization, pun, etc. Unfortunately, at present time these processes demonstrate fast increase. The majority of them are not followed by gradual and harmonious integration into the host (Russian and Tatar) cultures, but the erosion of values or partial /complete loss of identity is noted. Most clearly this kind of phenomenon is explicated in preferred nominator names of urban sites, and advertising slogans, transmitting an alien principles and postulates to traditional Russian culture.

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