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This case report and literature review presents the imaging features of the rare pathological condition – intravenous leiomyomatosis. Correct interpretation of diagnostic imaging data and morphological verification of intravenous leiomyomatosis helps to perform timely and complete surgical treatment.

The Zika virus (ZIKV), a member of the Flaviviridae family, is considered a major health threat causing multiple cases of microcephaly in newborns and Guillain-Barré syndrome in adults. In this study, we targeted a transient, deep, and hydrophobic pocket of the "super-open" conformation of ZIKV NS2B-NS3 protease to overcome the limitations of the active site pocket. After virtual docking screening of approximately seven million compounds against the novel allosteric site, we selected the top six candidates and assessed them in enzymatic assays. Six candidates inhibited ZIKV NS2B-NS3 protease proteolytic activity at low micromolar concentrations. These six compounds, targeting the selected protease pocket conserved in ZIKV, serve as unique drug candidates and open new opportunities for possible treatment against several flavivirus infections.

In the paper, on the example of the trend towards environmental friendliness, the specifics of the glocalization of modern advertising trends are considered. The authors proceed from the hypothesis that current social trends exploited by advertising discourse should be subjected to national customization. Glocalization is considered as the only way that ensures the effectiveness of global marketing processes. According to the authors, universal trends in different national linguistic and cultural communities will differ: the dynamics of globalization is constantly reinterpreted at the local level, leading to interpenetration of the global and the local. Thus, in advertising discourse, glocalization becomes a communication strategy that enhances the attractiveness of the product or service being promoted. The study of communication strategies used in the framework of adaptation activities in the foreign market is one of the important aspects of this issue, no less important is the consideration of the process of glocalization of global marketing trends – taking into account the value identity of a particular society. Current world trends at the local level undergo cognitive glocalization, which is objectified in language. In the case of the material selected for analysis (advertising of eco cosmetics), glocalization is carried out at all levels of the advertisement text (naming, the advertisement message itself, information on the package, etc.) through certain language tools. So, among the most frequent ones the authors note the use of place names, an appeal to precedent phenomena, stylization as folk poetic speech and some others, more specific means. The material for the study was the names and logos of Russian brands of natural cosmetics (more than 500), as well as more than 130 advertisement and PR texts that position and promote the products of Russian cosmetic eco-brands. During the study, the following set of methods was used: descriptive, analytical, functional, pragmatic, semiotic, complex intertextual analysis, as well as methods of systematization and classification.

Background. Malignant neoplasms are widespread, and the ambiguous relationship between them and hyperglycemia emphasizes the importance of studying them. On the one hand, diabetes mellitus and prediabetes increase the risk of developing malignant tumors. On the other hand, malignant tumors and drugs intended for their treatment can lead to hyperglycemia. Regardless of the origin, diabetes mellitus and prediabetes may develop diabetic nephropathy. Aim of study: to analyze the functional state of the kidneys in patients with diabetes mellitus and prediabetes with kidney neoplasms.Object and methods. There was a study of 141 patients with a kidney tumor who underwent nephrectomy. For histological examination, a fragment of the kidney parenchyma was taken at a distance of at least 4 cm from the tumor. Histochemical stains, immunofluorescence reaction and electron microscopy were performed. Assessment of laboratory parameters was carried out before the surgical treatment, 3 days, 3 months, six months and a year after the operation. Parameters such as the level of protein in the urine, the presence and number of altered erythrocytes in the urine, and the glomerular filtration rate were assessed using the CKD-EPI formula.Result. Diabetic nephropathy was detected in 44 patients (31.2%). Diabetes mellitus was previously diagnosed in 10 patients (22.7%), prediabetes was diagnosed in 34 patients (77.3%). After nephrectomy, patients with prediabetes and type 2 diabetes mellitus showed a sharp decrease in glomerular filtration rate (GFR). In the subsequent period, in patients with type 2 diabetes, there is a stable decrease in GFR. In patients with prediabetes, hyperfiltration is observed within six months, however, a year after the operation, GFR decreases again.Conclusion. Widespread diabetic nephropathy in patients, it is advisable to jointly manage patients with an oncologist, nephrologist, endocrinologist, clinical pharmacologist.

Zika virus (ZIKV) and dengue virus (DENV) are arthropod-borne pathogenic flaviviruses that co-circulate in many countries. To understand some of the pressures that influence ZIKV evolution, we mimic the natural transmission cycle by repeating serial passaging of ZIKV through cultured mosquito cells and either DENV-naive or DENV-immune mice. Compared with wild-type ZIKV, the strains passaged under both conditions exhibit increased pathogenesis in DENV-immune mice. Application of reverse genetics identifies an isoleucine-to-valine mutation (I39V) in the NS2B proteins of both passaged strains that confers enhanced fitness and escape from pre-existing DENV immunity. Introduction of I39V or I39T, a naturally occurring homologous mutation detected in recent ZIKV isolates, increases the replication of wild-type ZIKV in human neuronal precursor cells and laboratory-raised mosquitoes. Our data indicate that ZIKV strains with enhanced transmissibility and pathogenicity can emerge in DENV-naive or -immune settings, and that NS2B-I39 mutants may represent ZIKV variants of interest.

The article is devoted to the study of the didactic potential of authentic journalistic news videos in classes in Russian as a foreign language. By authentic materials, authors mean printed texts, videos and audio recordings that students face in everyday life – outside the classroom; at the same time, the main purpose of such materials is not to teach the language, but to transfer information and organize real communication. This kind of journalistic video material is considered in this study as a means of forming the language and socio-cultural competencies of students of the Russian language as a foreign language. The article emphasizes the specifics of this kind of educational content: the use in a large number of colloquial vocabulary, speech clichés, professional terms, words with emotional coloring, evaluative vocabulary, equivalent vocabulary, phraseological units, metaphors, quotes and reminiscences that imply knowledge of precedent texts, specific gestures, facial expressions, etc. The authors cover various approaches to the problem of using authentic texts in the practice of teaching Russian as a foreign language, determine the main criteria for selecting authentic news video materials for Russian as a foreign language lessons, depending on the level of students. The authors emphasize that it is advisable to use news videos as authentic materials in classes in Russian as a foreign language starting from the B1 level: foreign students who speak Russian at this level are able to perceive by ear and understand monological statements within the framework of current socio-cultural topics. As a practical material, the article presents an algorithm for working with news journalistic content in accordance with the level of proficiency in the Russian language, proposed samples of tasks for use in classes in Russian as a foreign language. The methodological basis of the study was the use of the following methods: a descriptive and analytical method, a method of systematization and classification, a design method, as well as a communicative methodology for teaching a foreign language.

This article is devoted to determining the role of cultural and ideological codes in advertising communication and studying the peculiarities of their use in advertising Benetton brand products. The relevance of the study is determined, in particular, by the fact that the specifics of the perception of the advertising message, including the reduced attention of recipients to the advertising text, become the cause of provocative creative decisions, which are based on a deep analysis of consumer behavior, their habits and stereotypes. The authors note that in the professional activities of advertisers, the work with ideological and cultural codes is carried out in two ways: the advertising message is based on existing stereotypical mental attitudes or contradicts them. The material of Benetton brand advertising texts through semiotic analysis examines the company’s communication policy, built on a provocative appeal to cultural and ideological semiotic codes. With the help of trigger messages and visual images built on the use of idiologmes, religiogemes, mythologemes, culturemes, Benetton advertisers have created a semiotic basis for identifying the brand that is relevant to the general public. It is also noted that as a result, the brand has developed its own acutely social direction, which has become one of the main channels of communication with potential consumers of Benetton products. With the help of the social coloring of communications, non-standard solutions and the use of the laws of semiotics, the brand in question was able to achieve important economic and communication goals - to ensure differentiation against the background of competitors, to increase the loyalty of the target audience and its purchasing activity. The research material was more than 50 multi-code advertising messages - videos, as well as texts of printed and outdoor advertising. To achieve this goal, a descriptive and analytical method, semiotic and intertextual analysis were used.

Zika virus (ZIKV) serine protease, indispensable for viral polyprotein processing and replication, is composed of the membrane-anchored NS2B polypeptide and the N-terminal domain of the NS3 polypeptide (NS3pro). The C-terminal domain of the NS3 polypeptide (NS3hel) is necessary for helicase activity and contains an ATP-binding site. We discovered that ZIKV NS2B-NS3pro binds single-stranded RNA with a Kd of ~0.3 μM, suggesting a novel function. We tested various structural modifications of NS2B-NS3pro and observed that constructs stabilized in the recently discovered "super-open" conformation do not bind RNA. Likewise, stabilizing NS2B-NS3pro in the "closed" (proteolytically active) conformation using substrate inhibitors abolished RNA binding. We posit that RNA binding occurs when ZIKV NS2B-NS3pro adopts the "open" conformation, which we modeled using highly homologous dengue NS2B-NS3pro crystallized in the open conformation. We identified two positively charged fork-like structures present only in the open conformation of NS3pro. These forks are conserved across Flaviviridae family and could be aligned with the positively charged grove on NS3hel, providing a contiguous binding surface for the negative RNA strand exiting helicase. We propose a "reverse inchworm" model for a tightly intertwined NS2B-NS3 helicase-protease machinery, which suggests that NS2B-NS3pro cycles between open and super-open conformations to bind and release RNA enabling long-range NS3hel processivity. The transition to the closed conformation, likely induced by the substrate, enables the classical protease activity of NS2B-NS3pro.

Zika virus (ZIKV) targets neural progenitor cells in the brain, attenuates cell proliferation, and leads to cell death. Here, we describe a role for the ZIKV protease NS2B-NS3 heterodimer in mediating neurotoxicity through cleavage of a host protein required for neurogenesis. Similar to ZIKV infection, NS2B-NS3 expression led to cytokinesis defects and cell death in a protease activity-dependent fashion. Among binding partners, NS2B-NS3 cleaved Septin-2, a cytoskeletal factor involved in cytokinesis. Cleavage of Septin-2 occurred at residue 306 and forced expression of a non-cleavable Septin-2 restored cytokinesis, suggesting a direct mechanism of ZIKV-induced neural toxicity. VIDEO ABSTRACT.

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The outbreak of the Zika virus (ZIKV) has been associated with increased incidence of congenital malformations. Although recent efforts have focused on vaccine development, treatments for infected individuals are needed urgently. Sofosbuvir (SOF), an FDA-approved nucleotide analog inhibitor of the Hepatitis C (HCV) RNA-dependent RNA polymerase (RdRp) was recently shown to be protective against ZIKV both in vitro and in vivo. Here, we show that SOF protected human neural progenitor cells (NPC) and 3D neurospheres from ZIKV infection-mediated cell death and importantly restored the antiviral immune response in NPCs. In vivo, SOF treatment post-infection (p.i.) decreased viral burden in an immunodeficient mouse model. Finally, we show for the first time that acute SOF treatment of pregnant dams p.i. was well-tolerated and prevented vertical transmission of the virus to the fetus. Taken together, our data confirmed SOF-mediated sparing of human neural cell types from ZIKV-mediated cell death in vitro and reduced viral burden in vivo in animal models of chronic infection and vertical transmission, strengthening the growing body of evidence for SOF anti-ZIKV activity.

One of the major challenges of the current Zika virus (ZIKV) epidemic is to prevent congenital foetal abnormalities, including microcephaly, following ZIKV infection of pregnant women. Given the urgent need for ZIKV prophylaxis and treatment, repurposing of approved drugs appears to be a viable and immediate solution. We demonstrate that the common anti-malaria drug chloroquine (CQ) extends the lifespan of ZIKV-infected interferon signalling-deficient AG129 mice. However, the severity of ZIKV infection in these mice precludes the study of foetal (vertical) viral transmission. Here, we show that interferon signalling-competent SJL mice support chronic ZIKV infection. Infected dams and sires are both able to transmit ZIKV to the offspring, making this an ideal model for in vivo validation of compounds shown to suppress ZIKV in cell culture. Administration of CQ to ZIKV-infected pregnant SJL mice during mid-late gestation significantly attenuated vertical transmission, reducing the ZIKV load in the foetal brain more than 20-fold. Given the limited side effects of CQ, its lack of contraindications in pregnant women, and its worldwide availability and low cost, we suggest that CQ could be considered for the treatment and prophylaxis of ZIKV.

Transcription factor MEF2C regulates multiple genes linked to autism spectrum disorder (ASD), and human MEF2C haploinsufficiency results in ASD, intellectual disability, and epilepsy. However, molecular mechanisms underlying MEF2C haploinsufficiency syndrome remain poorly understood. Here we report that Mef2c +/-(Mef2c-het) mice exhibit behavioral deficits resembling those of human patients. Gene expression analyses on brains from these mice show changes in genes associated with neurogenesis, synapse formation, and neuronal cell death. Accordingly, Mef2c-het mice exhibit decreased neurogenesis, enhanced neuronal apoptosis, and an increased ratio of excitatory to inhibitory (E/I) neurotransmission. Importantly, neurobehavioral deficits, E/I imbalance, and histological damage are all ameliorated by treatment with NitroSynapsin, a new dual-action compound related to the FDA-approved drug memantine, representing an uncompetitive/fast off-rate antagonist of NMDA-type glutamate receptors. These results suggest that MEF2C haploinsufficiency leads to abnormal brain development, E/I imbalance, and neurobehavioral dysfunction, which may be mitigated by pharmacological intervention.

The article is devoted to the analysis of polycode advertising texts placed on food packaging. The relevance of the study is determined by the fact that at present, when the decision to purchase is often made directly at the point of sale, the role of information on the packaging has increased many times over. This fact makes it necessary to analyze modern technologies of influence and manipulation that are relevant for this type of discourse. The author considers the text on the packaging as a communicative and structural holistic message, consisting of semiotically heterogeneous elements, characterized by high pragmatic and expressive saturation, aimed at encouraging consumers to make a purchase of a particular product. A typology of functions performed by the information on the packaging is proposed. The main polycode tools that ensure the effective implementation of these functions are considered. As the most frequent polycode techniques used in the text on food packaging, the author identifies the following: an emphasis is made on a unique component in the composition, categorization of the target audience according to certain criteria, the use of means of expression, including provocative metaphorization, appeal to authoritative opinion, the use of stylistic visualization, technologies of narrative and storytelling, etc.

The article is devoted to the study of the features of the social network Instagram as a communication platform for positioning and promoting goods and services, forming a personal brand. The relevance of the study is determined by a number of factors. The decrease in the popularity and effectiveness of traditional advertising tools and public relations, on the one hand, the growing popularity of various social networks as a modern marketing tool, the high level of involvement of the social media audience, the increasing orientation towards visual content while maintaining the importance of SMM text, on the other hand, has turned Instagram into the space of various marketing innovations and an interesting object of study. The author considers the main forms of information transmission offered by Instagram (post-publications, stories, live broadcasts, IGTV format), as well as the main types of positioning content, which ensures high audience engagement and the effectiveness of selling texts. Special attention is paid to the role of visual content. The advantages of non-verbal presentation of information, the specifics of interaction with the verbal component of the SMM text are considered. The material for the study was the polycode texts of a successfully developing, offering a variety of selling content for the Instagram account of the clothing brand 12Storeez (publications from 2019-2020 were considered). As a result of the analysis, the author identifies the main features of the modern SMM text, forms and functions of the most common types of content.

The analysis of communicative strategies, tactics and techniques that are implemented in the texts of social advertising are presented in the article. The relevance of the study is determined by the fact that for social advertising, the issue of communicative effectiveness, which is closely related to the concept of communicative perspective and the choice of strategies and tactics that ensure the greatest effectiveness in achieving the goal, is significant and ambiguous. Particular attention is paid to the frustration strategy, which is aimed at creating psychological tension in order to remove the recipient from the so-called “comfort zone” through intimidation with a negative prognosis. The tactics and techniques that implement this strategy in the messages of both Russian and foreign outdoor social advertising are described in detail. This strategy from the author’s point of view is the basic (most frequent and most effective) for social advertising, the remaining selected strategies (management of criticality of perception, mnemonic, association and dissociation, etc.) are considered as additional, aimed at increasing the effectiveness of the frustration strategy. Since the influencing nature of social advertising is achieved, among other things, through the creolization of the text, special attention is paid to the verbal and visual implementation of the selected strategies, tactics and techniques.

A typology of strategies, tactics and techniques used in the discourse of social advertising is proposed in the article. The relevance of modeling the tools of communicative impact in social advertising is determined by the persuasive nature of the discourse of social communications, as well as the insufficient development of this issue in the scientific literature. The author of the article relies on the studies of linguists who proposed the classification of communicative strategies used in commercial advertising, as well as in the discourse of socio-political newspapers. The material for analysis was the polycode texts of Russian and foreign social advertising (outdoor advertising, social videos, as well as social photo projects posted on Instagram). The result of the study was a model of communicative strategies and tactics that constitute the discourse of social advertising. Since the effect of persuasiveness is achieved, among other things, by using different types of semiotic codes in the advertising text, special attention is paid to the verbal and visual implementation of the selected strategies, tactics and techniques. The author comes to the conclusion that the frustration strategy based on tactics of escalating negative emotions , shocking with facts and negative forecasting is the basis for the discourse of social advertising. Moreover, the main part of the identified strategies and tactics is invariant for the media discourse as a whole.

The Zika virus (ZIKV), a member of the Flaviviridae family, is considered a major health threat causing multiple cases of microcephaly in newborns and Guillain-Barré syndrome in adults. In this study, we targeted a transient, deep, and hydrophobic pocket of the “super-open” conformation of ZIKV NS2B-NS3 protease to overcome the limitations of the active site pocket. After virtual docking screening of approximately seven million compounds against the novel allosteric site, we selected the top six candidates and assessed them in enzymatic assays. Six candidates inhibited ZIKV NS2B-NS3 protease proteolytic activity at low micromolar concentrations. These six compounds, targeting the selected protease pocket conserved in ZIKV, serve as unique drug candidates and open new opportunities for possible treatment against several flavivirus infections.

We report the synthesis and solid-state [.sup.17]O NMR characterization of three [.sup.17]O-labeled oxiranes: (2S*,3S*)-2,3-bis(4-nitrophenyl)-[[.sup.17]O]oxirane, (2S*,3R*)-2,3-bis(4-nitrophenyl)-[[.sup.17]O]oxirane, and 2,2,3-triphenyl-[[.sup.17]O]oxirane. In addition, we have determined the crystal structure of (2S*,3R*)-2,3-bis(4-nitrophenyl)oxirane by X-ray crystallography. When the experimentally determined [.sup.17]O NMR tensors for oxiranes (where the C-O-C bond angle is about 60[degrees]) are compared with those for dimethyl ether (where the C-O-C bond angle is 113[degrees]) and other R-O-R' functional groups, we found that the highly constrained geometry of oxiranes results in distinct tensor orientations in the molecular frame of reference. The experimental results are complemented by quantum chemical computations. This study represents the first time that [.sup.17]O chemical shift and quadrupole coupling tensors are simultaneously determined for oxirane compounds. Key words: oxirane, solid-state [.sup.17]O NMR, quadrupole coupling tensor, chemical shift tensor. Nous présentons la synthèse et la caractérisation par RMN[.sup.17]O à l'état solide de trois oxiranes marqués à l'oxygène 17 : le (2S*,3S*)-2,3-bis(4-nitrophényl)-[[.sup.17]O]oxirane, le (2S*,3R*)-2,3-bis(4-nitrophényl)-[[.sup.17]O]oxirane et le 2,2,3-triphényl-[[.sup.17]O]oxirane. En outre, nous avons déterminé la structure cristalline du (2S*,3R*)-2,3-bis(4-nitrophényl)oxirane par radiocristallographie. Lorsque nous avons comparé les valeurs expérimentales des tenseurs en RMN [.sup.17]O des oxiranes (dans lesquels l'angle de la liaison C-O-C est d'environ 60[degrees]) avec ceux du diméthyléther (dans lequel l'angle de liaison C-O-C est de 113[degrees]) et d'autres groupes fonctionnels de type R-O-R', nous avons observé que la géométrie fortement contrainte des oxiranes donne lieu à des orientations différentes des tenseurs dans le cadre de référence moléculaire. Nous présentons des calculs de chimie quantique en complément à nos résultats expérimentaux. Cette étude est la première à décrire la détermination simultanée des tenseurs de déplacement chimique et des tenseurs de couplage quadripolaire de l'oxygène 17 dans des oxiranes. [Traduit par la Rédaction] Mots-clés : oxirane, RMN [.sup.17]O à l'état solide, tenseur de couplage quadripolaire, tenseur de déplacement chimique., Introduction Oxiranes (also known as 1,2-epoxides) are a class of organic compounds containing a three-membered heterocyclic ring of two carbon atoms and one oxygen atom. Oxiranes are important building blocks [...]

© 2015 The Authors. To gain insight into the cellular and molecular cues that promote neurovascular co-patterning at the earliest stages of human embryogenesis, we developed a human embryonic stem cell model to mimic the developing epiblast. Contact of ectoderm-derived neural cells with mesoderm-derived vasculature is initiated via the neural crest (NC), not the neural tube (NT). Neurovascular co-patterning then ensues with specification of NC toward an autonomic fate requiring vascular endothelial cell (EC)-secreted nitric oxide (NO) and direct contact with vascular smooth muscle cells (VSMCs) via T-cadherin-mediated homotypic interactions. Once a neurovascular template has been established, NT-derived central neurons then align themselves with the vasculature. Our findings reveal that, in early human development, the autonomic nervous system forms in response to distinct molecular cues from VSMCs and ECs, providing a model for how other developing lineages might coordinate their co-patterning.

The development of technologies for the generation and transplantation of living skin equivalents (LSEs) is a significant area of translational medicine. Such functional equivalents can be used to model and study the morphogenesis of the skin and its derivatives, to test drugs, and to improve the healing of chronic wounds, burns, and other skin injuries. The evolution of LSEs over the past 50 years has demonstrated the leap in technology and quality and the shift from classical full‐thickness LSEs to principled new models, including modification of classical models and skin organoids with skin derived from human‐induced pluripotent stem cells (iPSCs) (hiPSCs). Modern methods and approaches make it possible to create LSEs that successfully mimic native skin, including derivatives such as hair follicles (HFs), sebaceous and sweat glands, blood vessels, melanocytes, and nerve cells. New technologies such as 3D and 4D bioprinting, microfluidic systems, and genetic modification enable achievement of new goals, cost reductions, and the scaled‐up production of LSEs. [ABSTRACT FROM AUTHOR]

Germanium substitution in the well-known photovoltaic material Cu2ZnSnS4 has been previously shown to improve power conversion efficiencies, but detailed information about the local structure within solid solutions Cu2ZnSn1−xGexS4 has so far been lacking. Given the many ways the metal cations can be distributed, several structural models for the site distribution are possible. In conjunction with powder X-ray diffraction, multinuclear magnetic resonance spectroscopy (63/65Cu, 67Zn, 73Ge, and 119Sn) was applied to evaluate these models because these nuclei are sensitive to variations in the coordination environments around specific atoms. The 67Zn NMR spectra indicate that Zn atoms are in lower symmetry environments in Cu2ZnGeS4 than in Cu2ZnSnS4, as their different quadrupole coupling constants suggested. The 73Ge and 119Sn NMR spectra show gradual changes in chemical shift, indicating that Ge and Sn atoms are randomly mixed in tetrahedral sites within the entire range of solid solubility. The 63/65Cu NMR spectra collected at high field (21.1 T) reveal two distinct Cu sites for all members of Cu2ZnSn1−xGexS4, consistent with the structure model in space group I4¯, as also supported by DFT calculations of NMR parameters. Ge substitution increases the experimental band gap from 1.5 eV in Cu2ZnSnS4 to 2.0 eV in Cu2ZnGeS4 because the conduction band minimum is raised to higher energy, as shown by electronic structure calculations. [ABSTRACT FROM AUTHOR]

The article is devoted to the study of the features of verbal and visual representation of gender images in modern advertising texts. The relevance of the study is determined by the high acting potential of advertising as a regulator of behavior in society: advertising often becomes a model for the formation of life images, symbolic codes of social values that orient the individual, manage it, including the gender aspect. The author notes that advertising, on the one hand, uses social standards and stereotypes that have already been formed in society, and on the other, through gender advertising images it represents the consumer modern relations between the sexes, dictating a certain behavior model. As the material for the study, modern advertising videos (2015-2019) were chosen as multicode texts with great persuasive capabilities due to the simultaneous use of verbal, visual, and audio channels of perception. The author of the article relies on previously identified gender images in advertising by linguists, sociologists, psychologists, at the same time it is proposed to consider new images that have not yet become the subject of research. The variability of ideas about femininity and masculinity in the modern world is emphasized. The author develops a typology of gender advertising images.

The article is devoted to the study of multicode intertextuality in modern advertising discourse. The relevance of the study is determined by the high interest of specialists in different areas of scientific knowledge to the problem of intertext interaction, the functioning of the intertextuality mechanism in advertising multicode discourse, as well as the fact that the advertising industry is dynamic and provides new extensive research material every day. From the author’s point of view the analysis of intertextual indices of various semiotic codes is of particular importance. This is due to the increasingly active use of not only verbal, but also iconic intertextuality in modern media discourse; high acting potential of visual and audio intertextuality; greater recognition of these codes by the recipients. The author defines creativity as a meaningful concept for advertising, suggests considering intertextuality as a category of creativity, notes the importance of using creative options for the synthesis of linguistic and visual sign systems. The article pays special attention to the pragmatic aspects of intertextuality in advertising, the functional load of verbal, visual and auditory intertextuality as a tool for producing a creative advertising. The material for the study was modern Russian advertising videos, which are based on an appeal to precedent texts. The method of intertextual analysis was used as the basic one, which consists in establishing relations of productivity between texts and analyzing the formal and semantic transformation of text units and the whole text.

The analysis of communication tools of social marketing used for positioning and promotion of products of sports brands such as Puma, Reebok, Adidas Originals is presented. The author proceeds from the fact that sports products are closely connected with sports as a social value system. The author notes that this strategy allows to organically combine commercial goals with socially oriented activities, reducing the criticality of perception of messages of a positioning nature. Within the framework of communicative-pragmatic approach the methods of discourse analysis, linguistic description, intent analysis are used. The author considers the genre specifics of sports brand accounts in Facebook social network. The interaction of advertising and phatic genres of social support, focused on the translation of socially significant priorities and guidelines, is studied. The author states that socially oriented messages occupy almost a third of posts in the text content of sports brand accounts. It is shown that the main trend of positioning activities in social networks is the hybridization of the genres used, involving a combination of genres of advertising and socially oriented nature, which allows to mask the advertising message, veil its manipulative nature. It is emphasized that as a result of this kind of communication policy, users of the social network are transformed into a kind of advertising agents, providing retransmission of information about the company and its products.

BackgroundDevelopmental, physiological and tissue engineering studies critical to the development of successful myocardial regeneration therapies require new ways to effectively visualize and isolate large numbers of fluorescently labeled, functional cardiomyocytes.Methodology/principal findingsHere we describe methods for the clonal expansion of engineered hESCs and make available a suite of lentiviral vectors for that combine Blasticidin, Neomycin and Puromycin resistance based drug selection of pure populations of stem cells and cardiomyocytes with ubiquitous or lineage-specific promoters that direct expression of fluorescent proteins to visualize and track cardiomyocytes and their progenitors. The phospho-glycerate kinase (PGK) promoter was used to ubiquitously direct expression of histone-2B fused eGFP and mCherry proteins to the nucleus to monitor DNA content and enable tracking of cell migration and lineage. Vectors with T/Brachyury and alpha-myosin heavy chain (alphaMHC) promoters targeted fluorescent or drug-resistance proteins to early mesoderm and cardiomyocytes. The drug selection protocol yielded 96% pure cardiomyocytes that could be cultured for over 4 months. Puromycin-selected cardiomyocytes exhibited a gene expression profile similar to that of adult human cardiomyocytes and generated force and action potentials consistent with normal fetal cardiomyocytes, documenting these parameters in hESC-derived cardiomyocytes and validating that the selected cells retained normal differentiation and function.Conclusion/significanceThe protocols, vectors and gene expression data comprise tools to enhance cardiomyocyte production for large-scale applications.