Keyword: «image»

In the education of architects and designers, there is a contradiction between a professional focus on constructivism and a naturalistic approach to the image. Optimization of the educational process becomes relevant. The aim of the article: to explore the advantages of constructing images of objects based on scientific knowledge and constructive methods, as opposed to sensationalism. The constructivist approach becomes principal in the theoretical study of the problem of optimizing education. The results of the study of scientific sources determined a system of interdisciplinary conditions for optimizing graphic activity. The content of learning is optimized in the knowledge of relationships, the study of objects and the construction of spatial or artistic structures, forms and methods: systemic geometric constructivism leads students to adaptation in the algorithmic construction of generalized models – it is used when incorporating scientific concepts of perspective into the sign-symbolic means of visual language; possible artistic and interpretive constructivism allows the student’s personality to self-actualize – it is used to identify the content of images and style structures, the spatial structure of the shape of objects is preserved in this process. The research method is used in searching for relationships between parts of a composition. The results of the article bring significant changes in the education of architects and designers, in improving visual literacy and artistic and aesthetic culture of the picture. The theoretical and practical significance of the article is determined by the conditions for optimizing education: the use of the sign-symbolic method of making images, in contrast to relying on sensory perception, does not cause psychophysical determinations, and contributes to the learning of all students with different intellectual styles of cognition; the teacher as a facilitator provides regulatory visualization of generalized knowledge and conducts discussions in interactive learning – collective methods of stimulating and activating students’ independent understanding of the concepts of constructing object models; the teacher also uses individual methods of collaboration with students and their consultation; the constructive potential of visual perception and systemic thinking as higher cognitive processes is formed in problem-based learning of students with changes in the content, methods and structure of the educational process at different stages.

The article presents the relationship between the concepts “I-concept”, “Image” and “Image of the future”. The image of the future is considered as an important element of the self-concept, which determines and regulates human behavior. The position is stated that the formation of a positive self-concept effectively influences the successful formation of the image of a future person.

This scientific article is devoted to the analysis of lexical manipulation tools used in street advertising in the city of Yakutsk. The purpose of the study is to identify lexical techniques and methods that are used to influence a potential consumer and form his preferences in the field of consumption.The study analyzed a significant number of advertisements placed on the streets of the city of Yakutsk. The lexical units used are studied in detail, such as emotionally colored words, words and expressions associated with success, prestige, achievements, common words, words that create a sense of urgency and necessity, as well as the use of comparisons, oppositions, means of visual expression (metaphors, epithets). The results obtained are of practical importance for specialists in the field of advertising and marketing, since the study of lexical manipulation tools will help them create and distribute advertising messages more effectively. In addition, the study will allow linguists and sociologists to better understand the process of shaping human behavior and decision-making in an information society.