Abstract: The analysis of advertising texts is an interdisciplinary problem studied at the junction of various fields of knowledge, the pragmalinguistic analysis of advertising, among other things, is based on its understanding in psychology, philosophy, marketing, etc. The object of research is the texts of English–language outdoor advertising. The subject of the study is the strategic features of outdoor advertising texts, the main verbal means of expressing communicative attitudes in them. The author examines in detail the main characteristics of the outdoor advertising text, which is creolized in its structure, that is, such a text where verbal and nonverbal components create a single semantic whole and contribute to achieving the goals of advertising impact. The main theories of creation and realization of the influencing potential of advertising texts are considered. The main conclusion of the study is the conditionality of the choice of linguistic and non-verbal means of communication in the advertising discourse, depending on the communicative attitudes, both explicit and hidden. The author's contribution is a description of the classification of general and particular communicative strategies and tactics of the outdoor advertising text, among which strategies of a cooperative and non-cooperative nature are highlighted. The description of strategies is carried out through the analysis of the main linguistic means of creating an influencing effect in an advertising appeal. The novelty and relevance of the study is due to the inclusion of non-verbal components in the semantic fabric of the text, and, consequently, the need to apply new approaches to the analysis of such texts.

Abstract: This research is dedicated to the search of pedagogical factors for the successful adaptation of participants of the programs of international academic mobility. The article analyzes the experience of students’ participation in the programs of academic mobility, as well as determine the pedagogical factors of the successful adaptation of participants of the programs of international academic mobility. The subject of this work is the pedagogical factors of students’ adaptation to the programs of academic mobility abroad. The object is the adaptation of the participants of educational process under the conditions of academic mobility. The peculiarities of adaptation of the Russian and foreign students abroad are detected through the specifically developed questionnaire. In accordance with the acquired data, the author analyzed the factors that positively and negatively affect the adaptation process. For solution of the set task was conducted the theoretical analysis of philosophical, sociological, psychological-pedagogical literature; examined and generalized the pedagogical experience; applied the methods of psychological-pedagogical diagnostics (observation, conversation, testing, surveying). The main conclusion lies in the statement that for the successful adaptation it is necessary to comply with the following pedagogical factors: depending on the level of adaptation of a student, his communicative and cognitive orientations, develop the individual adaptation programs; it is necessary to increase the level of language competency, form tolerance towards the foreign culture, eliminate the cognitive dissonance and stereotypes; correct the relationship of foreign students in microcommunity.