The editorial describes the principles of selection of the issues material and its continuity with already published research. The articles of the issue are devoted to new trends in the study of lexis and grammar in modern languages. Such tendencies of synchronic linguistics as comparative studies of the linguistic picture of the world, the axiological aspect in linguistics of word, text and discourse, as well as contrastive lexicography, translation studies, corpus linguistics, discourse practices and text studies are noted.

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The subject of this research is the polycode text, viewed from the perspective of value in cross-cultural communication. Research material con block of social and commercial advertising (40 units in Russian and 40 units in Chinese), in which linguoculturological information can be the subject of advertising, as well as the background for the advertised goods, service or idea. In course of research, the author employed comparative analysis of the verbal component of the two languages, method of comparison of the content and carrying out the elements of iconic level, semantic analysis of the verbal component of polycode text of print advertising. The novelty of this work lies in establishment of the impact of polycode of advertising texts upon the audience, which consists in formation of representations on the national values, including physical-geographical, figurative, cultural-historical, material and spiritual aspects. The conclusion is made that the polycode text of print advertising is the effective means of conveyance and acquisition of information on cultural specificity of the nation, as well as the tool that reflects the state of another culture through application of semantic and linguistic techniques. The indicated elements of linguoculturological information are lucidly presented as a combination of visual and textual means.

The present article contains the results of study on unidirectionality of grammaticalization which is understood as a shift from lexical to grammatical signs. The research aims to find out and describe present approaches to the unidirectionality idea and identify the current tendency in attitudes towards this property of grammaticalization. The research methodology includes a content analysis of approaches to the unidirectionality issue, their generalization and analysis of some units questioning the unidirectionality of grammaticalization. The relevance of grammaticalization studies is due to a growing interest of Russian and foreign linguists in grammatical changes, current differences in identifying the main properties of such change as grammaticalization and terminological variation. The theoretical framework of this study is based on the research by T. Givn, Ch. Lehmann, T. Lindstrm, E. Traugott, B. Heine and other famous linguists working in the field of grammaticalization. It is noted that the issue of unidirectionality of grammaticalization is almost ignored in Russian linguistics where unidirectionality is often seen as an integral property of this process. The study results have shown the tendency to accepting the unidirectionality idea and a controversial nature of some examples used to overturn this idea. Such examples include English infinitival to , the verb to dare and the suffix -ish . It has been established that the terms degrammaticalization and lexicalization used to refer to processes opposite to grammaticalization can be considered reasonable depending on their understanding and the meaning of the term grammaticalization. This study is a part of a more extensive research aimed to describe and analyze the mechanisms of grammaticalization in Germanic languages.