The main idea of the study is to determine the toponymic portrait, geographical image of Kazakh villages of the last period of colonization of Kazakh lands of the Russian Empire through historical and chronicle, toponymic data and to substantiate that these lands are indigenous ancestral homeland, which have been owned and migrated by Kazakh tribes since time immemorial.

The paper aims to determine the toponymic image, linguistic content, ethno-cultural semantics in the content of microtoponyms of the northern, north-eastern historical region of Kazakhstan in the period of the late XIX-early XX century. The relevance of the research is due to the need to substantiate toponymic data indicating that this region has been inhabited by Kazakh clans and tribes since ancient times and is their ancestral territory.

The novelty and scientific value of the topic of the paper – name motivation in the semantics of microtoponyms of the studied area, cultural information embedded in the open language code and closed code is determined by the description of folk knowledge in the semantics of names. The analysis of the semantics of microtoponyms with the participation of the tree indicator revealed its ethno-cultural potential.

In the course of the research, traditional methods of systematization, description of linguistic material, historical and factual interpretation were used. The type of rational, irrational (mythological) knowledge in the content of toponyms was also demonstrated.

The hermeneutic method will be effective for analyzing historical and linguistic data. The future prospects of the study are substantiated, and most importantly, it follows from historical sources that onomastic names (toponyms, anthroponyms, patronyms, patronyms, genonyms) in all historical regions of Kazakhstan should be collected and inventoried. In the future it was concluded that it is necessary to create, digitize the database of geographical names in word, excel format from historical sources and old cards in pdf (photo) format, to include in the database Onomastic subcorpus of the "National Corpus of the Kazakh Language".

The article proves on the basis of nominal phrases that, according to the theory of nomination, derived nominatives enter the linguistic system and become facts of lexicography. The aspects of the name are noted, the name of the phrases is considered in connection with the Turkish izafat. The differences between linguistic and spoken language nominations are noted. The influence of writing on the naming process is proved by examples. Examples were selected from periodicals in 2023 in order to show the current use of nominal phrases, as new words first appear in scientific literature, journalistic style, gradually replenishing the ranks of industry terms.The difference between them and other types of phrases was mentioned, for clarity, the result was plotted on the drawing. The article is devoted to an urgent and quite popular issue – nominativeness. Because nominativity has long been one of the ways to enrich the vocabulary of any language, and is currently one of the most effective methods. The purpose of the article is to analyze the development of nominal phrases on the basis of scientific data before their lexicalization and registration in dictionaries; to prove the need for registration in dictionaries, practical significance, increase in vocabulary; to demonstrate the continuity of the process of lexicalization of phrases, the influence of spelling on the naming process; as a result, to show that in addition to nominal phrases consisting of two components, there are complex nominal phrases whose composition exceeds more than two components.

Syncretism at various levels of text organization is one of the features of the modern Kazakh novel. Noting the specificity of the syncretism of speech styles in the poetics of Rollan Seisenbayev's novel “The dead wander in the desert,” the authors introduce the concept of stylistic “patchwork”. The goal is to analyze the elements of different speech styles incorporated into the structure of the work using the stylistic “patchwork” method, from the point of view of their role in the creation of artistic reality as well as the reflection of the moral and philosophical concept of the novel about an environmental disaster. This approach to the study of this novel is new, since it was not reflected in the papers of researchers of R. Seisenbayev's works. Within the framework of a formal approach to the analysis of a literary text, the structural-semiotic method and the method of stylistic analysis of the text are used, with the help of which the features and functions of the stylistic “patchwork” are revealed as an artistic method that forms the author’s picture of the world. It was also revealed that through the introduction of elements of colloquial, scientific and official business styles into the novel, the participation of representatives of three spheres of life in solving the Aral problem is demonstrated: people who suffered, the scientific community discussing the state of the Aral, the government bodies ignoring the problem. The elements of the text of journalistic and artistic styles reflect two types of sources of information and two types of truth: the media, which have lost the trust of the people; literary texts and scripture as a source of timeless truth and prophecy about the fate of humanity. The artistic method of stylistic “patchwork” identified in Seisenbayev's novel can be used in Kazakh postmodern literary works and requires further research.

The article, based on zootoponyms, determines the population's knowledge of social status and taste in choosing names. On the social basis of motivation for toponyms, the soul, harmony and identity of the people are preserved, therefore, naming combines the social aspects and psychological foundations of the people. Particular attention is paid to the cognitive function, according to the stored experience of the population in zootoponyms as national knowledge, socio-psychological code, in the disclosure of information. The pragmatic potential of names (direction, feature of an object, etc.) has been studied and their place as a means of conveying the perception of the world has been determined.

The purpose of the article is to determine the social and psycholinguistic features of zootoponyms based on an analysis of their meaning, to determine the role of the population in the creation of zootoponyms as a socio-psychological code. Analysis of information related to social and psychological motives in zootoponyms, development and systematization of scientific justification.

Research methods: statistical method, typological method, descriptive method, questionnaire, conceptual, component (semantic) analysis.

The research work was carried out in the lexical-semantic, cognitive direction.

Zootoponyms are a socio-psychological code that determines the existence of a people due to a secondary name: on the one hand, cultural knowledge, on the other hand, a way of life, on the third hand, a sign, an object.

The practical significance of the article lies in the fact that its main results can be used in theoretical courses such as sociolinguistics, psycholinguistics, onomastics, cognitive linguistics, linguoculturology, as well as in seminars on teaching the Kazakh language.

The purpose of this paper is to identify the concepts “wealth” and “poverty” in Kazakh folk tales as linguistic representations of folk cognition.

Linguocultural analysis revealed cultural information in a historical and ethnographic context, ancient folk knowledge, and allowed us to recognise the linguistic character. Wealth and poverty as a binary opposition were considered from the point of view of world outlook and cognition of the world, moral and ethical norms in the period of formation of ethnos consciousness in the fairy tale era and compared with the mental life of the people at the present stage.

As the material of the study 31 household fairy tales were taken. The linguistic units representing these concepts were selected from fairy tale texts. A free associative experiment was conducted, in which the representation of these concepts in modern youth language was compared with fairy tale language.

Wealth was defined as a material and spiritual concept, language representations were considered in binary opposition with poverty and it was argued that poverty and wealth come from the mind, not from property. When comparing the results of the free associative experiment, it was found that both material and spiritual values underwent a great change.

As a result, it was noticed that there are both common and distinctive features between these levels. The commonality is due to the universal, universal character of these concepts, the distinctive features in most cases are manifested at the figurative, axiological level.

This study contributes to the development of linguofolkloristics, cognitive linguistics.

In the future, we will see the practical significance of the study in further study of other genres of Kazakh folk tales as linguistic representations of folk cognition, study of the language of modern author's tales and the need to form a frequency dictionary of the language of folk tales.

This article examines the representation of the concept of «success» using contextual and component analysis methods. The relevance of the article's topic is determined by the popularity of studying success across various disciplines such as cultural studies, philosophy, psychology, and sociology. The aim of the article is to study and describe the active layer of the concept. «Success» is considered one of the most significant concepts in American linguistic culture, exhibiting high verbalization in speech. The authors emphasize the importance of studying the active layer of the concept and comparing it with the etymological layer to trace changes in societal attitudes towards the concept over time and their reflection in language. Contextual analysis identified two groups of lexemes representing the concept based on semantic criteria: «personal success» and «professional success», as well as the important component of «money». Considering the popularity of the phenomenon of success in modern society, the author believes it is necessary to differentiate success into groups and categories, as there are no limitations in linguistic consciousness to defining success; each individual sees success through the prism of their own experience and worldview. By distinguishing between «professional success» and «personal success», the importance of success in two main areas of human life is emphasized. While professional success has relatively common criteria in society, personal success is variable and represented by a wide range of criteria and thematic groups.

The article analyzes the language of the advertising text in the aspect of effective choice of strategies and tactics of influence, providing ways of singling out the advertised object from other competing objects and accentuating it on the most attractive, symbolic, brand properties of the target audience. The choice of strategies and tactics is a prerequisite for creating an advertising text, as it is at this stage that the process of determining the main properties of the advertising object, establishing its main quality, understanding the purpose and contrasting it with other competing objects takes place. Types of strategies and tactics used in modern advertising are diverse. The article analyzed the main ones and the most frequently used types. In particular, the specificity of application of positioning and optimization strategy, strategy of attracting consumer attention, tactics of reorientation, tactics of goal substitution, tactics of transformation, tactics of reproduction of motivation is shown. Some of the considered strategies and tactics appeared relatively recently, and some of them half a century ago, although none of them can be called obsolete. In today's market, it is necessary to use what is appropriate.

The article also considered the features of the linguistic expression of the national mentality, and thereby the transmission of Kazakh national values, in the advertising discourse, more precisely in the advertising of cars and business-class apartments. Thus, the axiological dimension of Kazakhstan advertising messages, which establishes the hierarchy of modern society's values, became interesting.

This article analyzes the scientific findings on archaic words in Kazakh language , identifying trends in their use in contemporary literary style, which suggests the potential for the revival of Kazakh oral literature and the language of modern writers. The research material is the novel "Pana (Refuge)" by Qazhyqumar Shabdanuly, one of the founders of Kazakh written literature in China. In the course of linguistic analysis, Shabdanuly's text was compared with the kissa-saga, magical folklore, zhyrau poetry, as well as folk songs and poems. This allowed for the identification of the features and reasons for the functional use of archaic words.

During the study the morphemic-semantic analysis was used, which included identifying the root and meaning of words using the comparative-historical method. This method was applied to the study of archaic words both in oral tradition and in the works of the writer. Scientific conclusions related to archaic words were expressed through the methods of systematization, grouping, analysis, description.

As a result, it turned out that Q. Shabdanuly's novel “Pana” is very rich in archaic words, which are the basis of the article, and the author used them as a means of reflecting the historical reality of that time.

The training of trapper birds and hunting with them holds significant importance in traditional Kazakh society. Data about the original art of our people, which today has become a historical memorial, can be traced back to the writings of the Turks from the 6th to 7th centuries. When delving into our past and exploring historical records, our attention naturally gravitates towards the lives of the nomadic communities dwelling in the Turan steppe, particularly the expansive Kazakh Steppe, often referred to as the "black shanyrak" of the Turks. When considering Nomads, the initial images that spring to mind often involve a swift horse, a nimble greyhound, or a golden eagle. Those who engaged in the training of birds of prey for hunting purposes have left an enduring legacy that resonates through generations to come. Indeed, our focus rests on the assertion that the practice of training birds of prey for hunting originated among nomadic communities. Such scientists as Sh. Ualikhanov, A. Margulan, S. Muqanov, M. Auezov and others indicated this in their works. In folk oral literature, such literary genres as legends-stories, tall tales, fairy tales, myths about the training of hunting birds have developed, which have gone down in history and have come down to us to this day. Consequently, within Kazakh linguistics, specific linguistic elements have evolved uniquely, solely associated with the training of birds of prey and the art of falconry. The nomenclature related to the training of birds of prey represents a phenomenon that is common across various ethnic groups and languages. Therefore, the characteristics of these linguistic units are examined from various perspectives across different languages worldwide. The article examines in detail the historical intricacies of the art of training trapping birds of the nomadic Kazakh country. Moreover, within Kazakh linguistics, the characterization, artistic representation, evaluative nature, and connotation of linguistic expressions are defined and studied. Detailed exploration is conducted within scientific, theoretical, and practical realms concerning the study of nomenclature associated with the training of birds of prey.

Nonverbal means are elements of the national vocabulary which represent the nation’s consciousness in language, which are actively used in belletristic texts. Nonverbal elements are distinct in world languages both by their structure and meaning. This feature is one of the main language factors which create difficulties for translators while they interpret belletristic texts. For instance, the majority of lacunae (untranslated parts of text) in the Russian variant of the epic novel "Abai Zholy" (The Path of Abai) are the nonverbal elements. The purpose of the study is to assess the level of communicative recognition of the Kazakh people by considering how communication aids are coded in the language, as well as to determine the similarities and differences of nonverbal components in the Kazakh and Russian languages from the point of view of lexicology, grammar, pragmatics and stylistics. In the course of the research, comparative analysis of translations, grammatical analysis of nonverbal means, lexical-semantic analysis and cognitive analysis methods were used. As a result of the research, it was found that there are more language units and grammatical structures expressing the meaning of "күлу" (to laugh) in the Kazakh language than in the Russian language. In the translation of this kinema, it was found that words with the root "смех" in the Russian language was actively used, and due to the lexical-grammatical features of languages, linguistic and cultural factors, the accuracy, expressiveness and semantic features of the nonverbal components in the translated text were not fully preserved.

The relevance of the research can be seen from the fact that the linguistic representation of nonverbal actions in M. Auezov's epic novel "Abai Zholy" and its linguistic value in the translated text are considered for the first time on the basis of the anthropocentric paradigm and in the interlinguistic aspect.

Since society began to develop rapidly, a person's life habits have also changed. Such a change has led to a change in the wording system of our language, as a result of which it has become a copy language that repeats the elements of a different language, which involves only the exchange of information. Therefore, it is important to show the norms and patterns of traditional wording, while maintaining the substantive nature of our language. Fairy tales are one of the oldest folklore genres, which has not changed, spreading among the population by word of mouth. Their influence on the development of a child's language and the maturation of imagination has been proven by scientists. The purpose of the research work is to identify traditional Kazakh wording patterns in the language of fairy tales. Kazakh fairy tales collected by A. Divayev were taken as the object of study. During the writing of the article, a linguo-stylistic analysis was carried out, sentence construction, transmission of complex phrasal integrity, internal/external relationship of the text, system were considered, as a result of which criteria were determined that serve as an example for the Kazakh wording in the fairy tale text. The scientific significance of the research work is the definition of traditional grammatical, ethical, communicative norms of the Kazakh language, practical significance is recommended as an application for students of philology, linguistics, journalism, Kazakh language learners.

In the article, paired words of the ancient Uighur language are compared with modern Kazakh paired words. The ancient Uighur language is one of the branches of the ancient Turkic language, like other Turkic languages. The purpose of this article is to compare and study to what extent the elements of the ancient Uighur language, which are currently being studied in our country, are found and preserved in the modern Kazakh language. Along with the researchers of the country, the works of foreign scientists-researchers of the ancient Uighur language were considered. During the writing of the article, the use of paired words in ancient Uighur texts of the late VIII-XIV centuries was studied, and it was revealed to what extent they are found in the modern Kazakh language. Sentences taken from ancient Uighur language texts were compared with the modern Kazakh language and analyzed from the point of view of the grammar of the modern Kazakh language. As a result, it was found that paired words in the modern Kazakh language have not lost their original, historical meaning, but have undergone some phonetic changes, but have not changed significantly. This interested us, and we decided to compare them. The work is of great scientific and practical importance. The results obtained can be used as a research material on the history of the Kazakh language and Turkology. In addition, during the research, we found that the modern Kazakh language has absorbed a huge number of linguistic elements from the ancient Turkic languages, and they are still used.

Translation Quality Assessment is a fast growing sub-field of Translation Studies. It focuses on the relationships between the source text and target text. The research project deals with the evaluation of the quality of translation of the work of the famous scholar in the field of world linguistics Tore Janson "The History of Languages: An Introduction". The translation of the 100 new textbooks in the Kazakh language was carried out within the framework of the state program "Rukhani Zhangyru”. The relevance of our research work lies in the fact that so far the evaluation of the quality of translation of this work has not been the subject of research in domestic linguistics. This increases the relevance of the research work. It is known that the evaluation of translation quality has become the object of close attention of Western linguists. This research project discusses in detail what translation methods and scientific terms were used by domestic translators in the process of translating the above-mentioned scientific work. The purpose of the research project is to evaluate the quality of translation of Tore Janson's textbook "The History of Languages: An Introduction" into Kazakh. It should be noted that this textbook is intended for teachers and students of educational institutions preparing specialists in the field of linguistics. In order to achieve the goal we have outlined the following tasks: review of Tore Janson's outstanding works in the field of linguistics, review of approaches to translation evaluation, evaluation of the quality of translation of the textbook in Kazakh. In the process of analysis, the author used the original and Kazakh translation of the first chapter of this work. The analysis revealed distortions in the translation of the original's denotative content, inconsistencies in the translation of terms, as well as distortions related to the transfer of the original's stylistic features. The scientific significance of the research work is related to the further expansion of the scope of the study of translation quality assessment from English into Kazakh in the domestic linguistics. The results of the study, aimed at assessing the quality of translation, can be used in lectures on the basics of translator training, translation theory, linguotheoretical basics of linguistics.

The rapid development of digital technologies, including the emergence of the Internet, led to a radical change in the communicative landscape of the 20th century. The possibility of constant access to the Internet, as well as the use of applications for the exchange of instant messages online gave an impetus to the formation of a new digital language, the development of a new language environment. Currently, the Kazakh language entered the digital space and the life force of the Kazakh language was formed in the virtual space. In this regard, an inventory of knowledge related to the Kazakh language was carried out and the development of Kazakh language resources in the virtual space was put on the agenda.

Automation of orthography is the process of using computer programs and tools to check the spelling of words in a text. This allows one to automatically correct spelling errors and reduce the time spent on text editing. Innovative functions require the development of a formal language model. And for formal modeling of orthography, first of all, it is necessary to conduct an inventory of knowledge related to orthography, to identify difficulties in spelling. Currently, scientists of the Institute of Linguistics named after A. Baitursynuly are conducting research within the framework of the program-targeted financing project “Automatic recognition of Kazakh text: development of linguistic modules and IT solutions”. As a part of the research, linguistic resources are differentiated and analyzed, allowing to automatically correct errors in word spelling.

The article analyzes in detail the automation of knowledge related to orthography, scientific and practical problems of its automatic representation, modeling of knowledge related to Kazakh orthography, definition of model concepts, common types of modeling, types of modeling used in automation. Also, for the automation of Kazakh orthography, types of modeling using phonetic-phonological and orthographic distinctive signs are proposed, the stages of automation of Kazakh orthography are described.

Proverbs are structures that contain certain truths or evidence. They cover many aspects of human life and are often used in everyday life. The brevity of proverbs and the ease of use of their structure make it easier to memorize them. In different countries, proverbs often cover a similar topic, but are transmitted in different forms. In the course of the research, we created a site for the online translation of proverbs. In the course of this study, we grouped proverbs according to their subject matter and semantic similarity. We have collected about a hundred proverbs and sayings. The site presents the equivalents of proverbs in the Kazakh and English languages of different levels. Any of these proverbs can be found on the specified site by searching both in English and in Kazakh. The site is intended for a wide range of readers. The site can be used by students of English and Kazakh languages, students of the faculties of translation, philology, psychology, folklore, history, literary studies, cultural studies, etc., as well as teachers, researchers and professional translators. In the future, the site's funds will be constantly replenished.

Translation is an essential tool in communication between various cultures and ethnics. Translation helps to bring people closer together, to find the point of contact even in non-related languages. It is important to highlight that the translation is as a carpet where from one side the pattern is brighter than another side of the carpet. The purpose of the translator is to try to keep the same patterns on both sides, to convey the national identity of the target language. The literary translation is the most challenging type of the translation, as the translator does not only describe the story of the event, besides the translator puts the soul on the work, since the artist gives birth to this piece of art. In this regard, the work of the translator becomes more difficult, whereas the translator must not only present the translation in another language, but also conveys to the recipients all the national identity. In our research, we made an attempt to analyze the translational transformations, and which of them are more effective in the literary translation. Our study is based on the novel-trilogy “The Nomads” of I.Yesenberlin. The purpose of our research is to determine the transformation methods of Kazakh non-equivalent vocabulary into Russian and English languages. The following methods were used in the research: description, comparison, contrast, empirical, cognitive, ethnolinguistic and conceptual. The relevance of the article lies in the selection of empirical material from the trilogy, identifying the methods of transformation used in translation, and studying their features. Based on this, the results are discussed and specific conclusions are given. The practical significance of the article is related to the acquisition of practical and theoretical materials for future scientific work by undergraduates, doctoral students and young scientists. In addition, it can be used in practical classes in the subjects of Lexicology, Theory and Practice of Translation, Linguo-cultural Studies for philology students.

The article discusses the demonstration of prosodic features of poetic discourse introduced into the oral subcorpus database. Currently, the corpus database contains poems and epic poems of contemporary Kazakh poets, showcasing their prosodic features. Additionally, each poet's poems and epic poems are assigned meta-tags. The peculiarity of this poetic subcorpus is the introduction of the public to the works of Kazakh poets and the demonstration of their prosodic features. For this purpose, each work entered into the corpus database was divided into poetic feet, and the prosodic characteristics of melody were demonstrated. Orthoepy is also provided.

This poetic subcorpus database serves as an auxiliary tool, providing information on poetic texts and intended for master's students, doctoral candidates, and researchers exploring the intonational features of poetic texts. Currently, poetic subcorpora of Russian, Czech (http://www.versologie.cz/en/kcv.html), and Bashkir (http://web-corpora.net/bashcorpus/search/) languages are in operation. The poetic corpus database can also be referred to as an electronic library since poems by any poet can be obtained from this database and used. As the poetic subcorpus database is replenished, poems of each poet will be made available to the public. Thus, the corpus database is infinite and will be replenished annually.

The article is devoted to the issue of lexicography of ethnocultural units preserved in the regional vocabulary in the national corpus. The program updates the study of ethnocultural values associated with the unique historical development and characteristics of the life and traditions of the Kazakh people, formed in accordance with the nature of the environment and territory, preserved in the language. within the modern anthropological paradigm. Our research is distinguished by the digitization of ethnocultural units preserved in the language.

It is very important to master the values of the nation through language in accordance with the direction of social renewal, which determines the modern development of the Kazakh state. The importance of our research is to reproduce the meaning of ethnocultural units in the archetypal consciousness, as well as to show the potential of words in the use of a modern native speaker. The purpose of scientific research is to expand the cognitive horizons of journalist-scientists and raise the level of state consciousness through language. The relevance of our work lies in the renewal of our national culture, which has been passed down from generation to generation, created over centuries and entrusted to future youth through the national corpгs. The issue of the corpus was not previously discussed in Kazakh science. Currently it has developed and branched out and has many subsidiary corporations.

The results and analysis of the research work are intended to explain the unclear meaning of such ethnolexical units as saba, kubi, kose, whose ethnocultural names are not in use, either is preserved in regional use, or foreign alternative names will be found, and also show with the help of the corpus that they can understand the difference between adalbakan and kebeje, tai and kunan. The main objective of our work is to present a scientific and methodological model of the system of ethnocultural units representing the “Kazakh world”, explained and collected in ethnolinguistic, linguistic, dialectological, sociological and other studies in Kazakh linguistics. The value of our work lies in optimizing the work of those who are looking for national culture (being) through language as an information source of modern linguistics.