Keyword: «conversion»

The article dwells on O. Sivun’s pop-art novel «Brand», paying attention to its structure, the character’s per-sonality, the brand influence on mass consumption society. Emphasis is placed on a man surrendering his life to brands, simulacre, imitation thus losing his individuality. The life of society and the individual turns into a conveyor. It is pointed out that devaluation of conventional values is carried out through the transfor-mation of consciousness and conversion of cultural codes.

The article is devoted to the difficulties of poetic translation of English poetry. The work offers literal and poetic translations of English authors’ poems, and examines typical cases of the divergence of the English language with the Russian during translation. The authors distinguish the characteristic features of the poetic text translation.

The article discusses the history of creation, physical and chemical properties, and applications of alumina cement (AC) as a special type of binder. It analyzes the key differences between AC and Portland cement in terms of their mineralogical composition, hardening kinetics, and performance characteristics. Special attention is given to the issue of calcium hydroaluminate conversion, which plays a crucial role in the long-term reliability of AC-based materials. The article presents the current prospects for the development of alumina cement production in Russia, including the Ural Federal University's research on import substitution of this product. The article concludes that it is advisable to use alumina cement in special areas of construction, such as repair work, refractory and chemically resistant structures, and dry construction mixtures.