Middle European Scientific Bulletin

English

MIDDLE EUROPEAN SCIENTIFIC BULLETIN ISSN 2694-9970  57      Middle European Scientific Bulletin, VOLUME 13 June   2021     ETHYMOLOGICAL DOUBLETS BETWEEN FRENCH VERBS AND THEIR USE  Shakirov Rustam Sobirovich  Bukhara State University Lecturer at the Department of Translation Studies and Linguodidactics Abstract This article examines the origin, use and translation into Uzbek of two French verbs that come from the same word in Latin. Keywords: Latin, verbs, etymological doublets, academic doublets, lexical doublets, word etymology, use of verbs, translation Introduction As you know, every language is constantly evolving and enriching. It is no secret that one of the main sources of language enrichment is words that come from other languages, and this process can take place at different times and in different situations. Etymological doublets represent one of the oldest and broadest lexico-semantic categories. Etymological doublets are words that return to the same etymological root but have different meanings, pronunciations, and spelling in the language [3]. Like all languages, especially European languages, French has many Latin words. It would not be wrong to say that French owes twice as much to Latin [1]. Many French words are the result of evolution from classical Latin to modern French. Over the centuries of evolution, Latin words have not only lost one or more letters or syllables, that is, they have been deformed, but their scope of use has either expanded or narrowed. Sometimes two or more words can be learned from a single word in Latin. In this case, the word in classical Latin has undergone phonetic and semantic changes over the centuries. Given that change takes place in several stages, words can be learned at different times. If one of the two words is borrowed from a modified word and the other is taken from classical Latin, that is, from the original Latin, this phenomenon is called "etymological doublets." It can also be called “academic doublets” or “lexical doublets” [4]. Main part French verbs also have "etymological doublets". For example: écouter/ausculter; hurler/ululer ; nager/naviguer ; octroyer/autoriser ; mastiquer/mâcher ; circuler/cercler ; cailler/coaguler ; livrer/libérer ; oeuvrer/opérer ; récouvrer/récupérer ; sevrer/séparer ; apprendre/appréhender ; dessiner/désigner, employer/impliquer ; peser/penser ; relier/répliquer ; souvenir/subvenir ; tâcher/taxer ; tremper/tempérer [2 ].  Well, let's start learning the verbs one by one. The most reliable French-Uzbek dictionary, created in collaboration with the Institute for Central Asian Studies, the Department of Cultural and Scientific-Technical Cooperation of the French Embassy in Uzbekistan, and published in 2008. if we do. As given in it:  MIDDLE EUROPEAN SCIENTIFIC BULLETIN ISSN 2694-9970  58      Middle European Scientific Bulletin, VOLUME 13 June   2021    écouter vt 1. to hear, listen, listen to; écouter de la musique listening to music; 2. to listen, to obey, to obey; écouter les conseils d’un ami to follow the advice of a friend [180,1].                                       and:  ausculter vt méd eshitib ko‘rmoq, quloq solib tekshirmoq; ausculter un malade bemorni eshitib ko‘rmoq[48,1]. So we can partially include these two verbs in the synonym series. Why in part? This is because the meaning must not change when the words in the synonymous line are replaced, or the meaning must be partially preserved. Let's use these verbs in the sentence:  Le médecin écoute un malade – Doktor kasalni(ng so’zlarini) tinglayapti Le médecin ausculte un malade – Doktor kasalni(ng ichki a’zolarini) eshityapti So, écouter the verb is used to mean to hear, to listen to, or to listen to, but ausculter the verb is mainly used in medicine and should be translated as hearing the internal organs (heart, stomach). So in both cases the ear comes as the primary mediator, but it is difficult to say that they are clear synonyms. Let's find out now. If we study the origin of words in French doublets lexicaux (lexical doublets), doublets étymologiques (etymological doublets) or doublet savant et populaire concepts. The verbs we study are lexical doublets or etymological doublets. Both verbs are derived from the Latin verb auscultare. The verb ecouter was first mastered, this verb was mastered by the common people, and over time it was used in the form auscultare  ecultar  écouter. The verb ausculter is derived from the Latin verb "auscultare" as a result of the development of science during the Renaissance in the 13th and 14th centuries. That is, one was assimilated by the people and adapted by the people to their language, and the other was later assimilated by the scholars, so they doublets savant et populaire (academic and popular doublets) are also called [5]. So these two words are completely different words. Although derived from the same word, these two verbs, in turn, continue to evolve and be used in a broad sense. Let's look at the semantics of these two verbs. First écouter we will then study the ausculter verb[6]. We use Larousse, an explanatory dictionary of the French language. Here écouter The verb is used in the following senses:   Être attentif à un bruit, à un son, à de la musique, etc., les entendre volontairement : Écouter de la musique.  Prêter attention à ce que quelqu'un dit pour l'entendre et le comprendre : Écoute-moi quand je te parle.  Être l'auditeur d'un chanteur, d'un orateur, de la radio, les entendre volontairement : J'écoute cette émission tous les soirs.  Tendre l'oreille pour percevoir le bruit produit par quelqu'un, quelque chose : Écouter le cœur battre. Écouter la pluie qui tombe.  Être attentif à l'apparition d'un bruit, à la qualité d'un son, d'une musique, d'un propos : Écouter si un enfant pleure.  Accepter d'entendre ce que quelqu'un a à dire, lui donner audience : Il n'a pas voulu m'écouter.  Tenir compte de ce que dit quelqu'un ; suivre : Professeur qui sait se faire écouter de ses élèves [5],[8]. Namely: MIDDLE EUROPEAN SCIENTIFIC BULLETIN ISSN 2694-9970  59      Middle European Scientific Bulletin, VOLUME 13 June   2021     1. Pay attention to the noise, the sound, the song, that is, listen to them: Listen to the song 2. Listening and understanding someone: Look at me (hear and understand), I am talking to you 3. To be a singer, a speaker, a radio listener: I am a listener of this night's show. 4. Listening to the noise made by someone or something: Listening to the heartbeat, Listening to the raindrops. 5. To notice or hear any noise, sound or song: to hear a baby crying 6. Pay attention to what someone is saying: He is not paying attention to what I am saying. 7. To follow someone's instructions: A teacher can follow his students.   Ausculter The verb is used in the following cases:  Pratiquer l'auscultation d'un patient.  Examiner avec attention une situation, quelque chose, pour en repérer les points faibles, les points forts : Ausculter le marché financier.  Procéder à l'auscultation d'un ouvrage d'art [5]. Namely: 1. Carry out the patient examination process. 2. Careful monitoring to determine the strengths or weaknesses of a situation: Monitoring the situation in the financial market. 3. To look carefully at a work of art.  Conclusion As can be seen, although the origin is the same, there is almost no connection between these two verbs, and the ear device that connects them is also in the second verb only an element of the meaning of medical verification. remains, in the remaining cases the main mediator serves as the eye or the intellect. In short, it is clear that the use of words in French is expanding, and that the concept of polysemantic is gradually becoming more common.  References  1. Balci B. et al. French-Uzbek dictionary, Tashkent 2008. 2. Chollet I., Robert J.-M., Les verbes et leurs prépositions, CLE International, 2007. 3. Antrushina G. B., Lexicology of the English language: ucheb. posobie dlya studentov, M. : Drofa, 2000. 4. http://www.academie-francaise.fr/les-doublets-etymologiques 5. https://dictionnaire.lerobert.com/ 6. https://www.larousse.fr/dictionnaires/francais-monolingue/ 

MIDDLE EUROPEAN SCIENTIFIC BULLETIN ISSN 2694-9970  14      Middle European Scientific Bulletin, VOLUME 13 June   2021  INNOVATIVE POTENTIAL - DRIVING FORCE COMPETITIVENESS OF INDUSTRIAL ENTERPRISES  Manzura Abdukadyrovna Buranova Tashkent State Transport University  Abstract   The article considers industrial production as the basis for various sectors of the economy. Domestic industry is the basis of the national economy, determines its specialization and level of development. In modern conditions, the development of domestic industrial production should ensure a reduction in the share of the extractive sector and an increase in the share of processing industries. Keywords: production, innovation, industry, national economy, industry.        INTRODUCTION   Industry is the backbone of the economy of any state. The share of industry in the formation of the GDP of a developed state is about 30%. The development of industry has a decisive influence on the course of expanded reproduction, the strengthening of inter-sectoral ties, the creation of new jobs, the dynamics of scientific and technological progress. The overall efficiency of the domestic economy, its socio-economic potential and future prospects largely depend on the level and quality of industrial development. However, despite the fact that the goal of the Strategy for Innovative Development of Uzbekistan until 2030 is the creation and development of technologies that can increase the share of innovative products in the gross domestic product and enter new markets, there is no growth dynamics in the production of innovative products. The issues of formation, assessment and use of the innovative potential of enterprises, determining the directions of their further innovative development deserve special attention in the management of innovative activities. Few domestic industrial enterprises have a strong innovation potential, but even fewer of them are able to effectively manage it, which cannot but affect the effectiveness of innovation. In modern conditions, the problem under consideration is acquiring more and more practical importance and the economic and technological security of the state depends on its operational solution.  RESEARCH METHODOLOGY The theoretical and methodological basis of the study was the provisions of fundamental and applied works of leading Russian and foreign scientists, set out in the works on industrial management, innovation, innovative potential, strategic management, innovative marketing.  Theoretical and methodological issues of innovation in the context of increasing the competitiveness of domestic enterprises are reflected in the works of Aganbegyan A.G., Anshin V.M., Bandurin A.V., Zheltenkov A.V., Ilyenkova S.D., Kazantsev A.K., Kokhno P.A., Lyasnikova N.V., Marshavina L.Ya., Mindeli L.E., Moshina A.Yu., Slepova V.A. Well-known foreign scientists who dealt with the problems of innovative development are J. Schumpeter, E. Deming, P. Drucker, B. Twiss, B. Santo.  The tools for managing the innovative activity of industrial enterprises and the resources necessary MIDDLE EUROPEAN SCIENTIFIC BULLETIN ISSN 2694-9970  15      Middle European Scientific Bulletin, VOLUME 13 June   2021  for the scientific and technological development of economic systems are investigated in the works of A.D. Bobryshev, E. B. Goncharova, E. M. Dronenko, A. Z. Gusov, G. Zhitsa. , Lyapina S.Yu., Mingaleva Zh.A., Tursunkhodzhaeva M.L., Sokolova L.A., Makhmudova N.M., Abdullaeva M.N., Khashimova N.A.. The works of such scientists as: Amosyonok E.P., Bazhanov V.A., Bendikov M.A., Valdaitsev S.V., Voronov D.S., Golubev are devoted to the problems of the influence of innovation activity on the competitiveness of industrial enterprises and the issues of forecasting competitiveness. S.S., Gribov V.D., Egorshin A.P. The issues of managing innovation and innovative potential are considered in the works of: Akhmetova L.A., Barancheeva V.P., Ivasenko A.G., Korobeinikova O.P., Korshunova I.A., Kosolapova O.V., Lapina E.V. ., Popova V.L., Surina A.V., Trifilova A.A., Yakovets Yu.V..   RESEARCH RESULTS Modern industrial production is the main sector of the economy and plays a key role in the development of scientific and technological progress. Industry stimulates the development of innovative activities and is a growth multiplier for the entire economy. According to world statistics, it is industrial production that provides the greatest increase in value added in comparison with other sectors of the economy [8, p. 18]. The defense capability of the state, its economic security, the growth of the gross national product, the creation of jobs, the living standard of the population directly depend on the degree of industrial development.  Like other countries, domestic industry is the basis of the economy, determines its specialization and level of development. Industrial production in Uzbekistan is represented by a wide range of different industries, the dominant position among which is occupied by the extraction of raw materials and the production of energy. These industries are represented by well-developed oil and gas production enterprises, as well as a powerful electric power industry, which includes, among other things, nuclear industry enterprises. For this situation, there are the following explanations:  Abundance of natural resources, in particular oil and gas. Currently, the fuel and energy complex, producing 10-11% of the world's primary energy, is a key sector for the entire domestic industry.  Fig. 1. Volume of production by main types of economic activity, billion soums, IFO %1 According to preliminary data, in January 2020, enterprises of the republic produced industrial products worth $ 27.9 trillion. soums, the index of physical volume *2 of industrial                                                      1 Source: compiled by the author based on data https://stat.uz/uploads/docs/sanoat_ru_yanvar.pdf  2 * The index of the physical volume of industrial production is a relative indicator characterizing the change in the mass of products (works, services) in the compared periods. MIDDLE EUROPEAN SCIENTIFIC BULLETIN ISSN 2694-9970  16      Middle European Scientific Bulletin, VOLUME 13 June   2021  production for the same period in 2019 amounted to 104.4%. In the structure of production, the largest share falls on manufacturing enterprises (75,7%). Among the processing branches of the domestic industry, the largest specific weight is chemical and metallurgical production. Despite the fact that metallurgical and chemical enterprises produce large volumes of products, they mainly carry out only primary processing of resources. In addition, the main consumers of the products of these industries are also foreign partners [7].  The products of the rest of the main processing and processing industries of the Russian industry do not compete with the leading manufacturers in the world market and are focused on the domestic market.   The most typical example of the manufacturing sector of the economy is machine-building enterprises, whose products do not differ in a high technical and quality level and are unable to compete with the products of developed countries. The strategy of actions in five priority areas of development of the Republic of Uzbekistan in 2017-2021 provides for increasing the competitiveness of the national economy by deepening structural reforms, modernizing and diversifying its leading industries, continuing institutional and structural reforms aimed at reducing the presence of the state in the economy. How the tasks in the field of industrial production are being solved. As part of the implementation of the Action Strategy for 2017-2021 for the development of industry, the process of reducing the level of state participation in industry is being carried out, new production facilities are being commissioned, the process of renovation and technological re-equipment of industrial enterprises is underway. Qualitative changes are observed in the main indicators of industrial development. Share of industry in GDP from 2016 to 2018 increased from 18.1% to 23.3% (after revising the structure of GDP). Industrial growth rates in 2017-2018 remained high: growth by 8% in 2017 and by 16.6% in 2018.Particularly high growth rates are observed in the mining industry - in 2018 by 32.4% (while in 2016 only by 1% ); in the manufacturing industry, the growth rate increased from 6.4% in 2016 to 15.6% in 2018.In the sector of water supply, sewerage, waste collection and disposal, an acceleration in production is also noted from 12.3% in 2016 to 19, 7% in 2018 In electricity, gas, steam and air conditioning, on the contrary, growth in 2018 amounted to only 4.1% against 9.8% in 2016, and in 2017 there was a decrease by 3,3%. Significant changes have taken place in the structure of industry in recent years. The mining industry increased its share in total industry from 9.6% in 2016 to 12.4% in 2018.The share of the electricity, gas, steam and air conditioning sector decreased from 9.4% in 2016 to 6 , 2% in 2018 The share of the manufacturing industry actually remained unchanged, occupying 80,6%. In the first half of 2019, the industrial sector accounted for 50.7% of total investment. Most, or 28% of the total investment, was in the manufacturing industry, 14.2% in electricity, gas, steam and air conditioning, 7.4% in the mining industry and 1.1% in the water sector. sewerage, collection and disposal. Investment in industry as a percentage of GDP increased from 11% in 2017 to 19.5% in the first half of 2019.3                                                        3 https://review.uz/post/promiyshlenniye-prioritetiy  MIDDLE EUROPEAN SCIENTIFIC BULLETIN ISSN 2694-9970  17      Middle European Scientific Bulletin, VOLUME 13 June   2021  CONCLUSIONS The research results showed that despite the serious efforts made by the country to develop innovative activities, the level of innovative activity of domestic enterprises over the past few years leaves much to be desired. This happens not only because the regulatory framework does not fully meet the needs of innovation and insufficient funds are allocated for the creation and implementation of innovations. To a greater extent, this is a consequence of the fact that the issues of methodology for managing innovative activities, and, in particular, the issue of managing the innovative potential of an enterprise, remain not fully understood. For the successful innovative activity of industrial enterprises, it is necessary to identify and use all the factors that can have a positive impact on improving the efficiency of innovation potential management. The innovative potential of an enterprise is a combination of its individual elements. It consists of intellectual potential, and also includes personnel, material and technical, market and financial elements. The innovative activity and competitiveness of domestic enterprises largely depend on the level of development and the state of the innovative potential of the enterprise.                  REFERENCES 1. Law of the Republic of Uzbekistan "On Innovation Activity" dated July 24, 2020, No. LRU-630. 2. Decree of the President of the Republic of Uzbekistan dated February 7, 2017 "On the strategy of actions for the further development of the Republic of Uzbekistan" №PD-4947.  3. Resolution of the President of the Republic of Uzbekistan dated October 4, 2011 "On the program of priority measures to expand production volumes and develop new types of competitive products"№PR-1623.  4. Aaker D. Strategic market management. - SPb: Peter, 2011. – 495 p.   5. Burlakov V.V. Management of the innovative potential of the enterprise taking into account the latency of innovations: Monograph. - M .: Scientific consultant, 2018 .-- 154 p.  6. Vasilyeva L.N. Methods for managing innovation: textbook. allowance. / L.N. Vasilieva, E.A. Muravyov. - M .: KnoRus, 2005 .—320p.  7. O. Karsuntseva Formation and implementation of a strategy for increasing the level of use of the production potential of mechanical engineering enterprises: dis. ... Dr. econ. sciences. - Samara, 2014 .—364p. 8. Olimov, Shirinboy Sharofovich. "THE INNOVATION PROCESS IS A PRIORITY IN THE DEVELOPMENT OF PEDAGOGICAL SCIENCES." (2021).       

MIDDLE EUROPEAN SCIENTIFIC BULLETIN ISSN 2694-9970  60      Middle European Scientific Bulletin, VOLUME 13 June   2021   ADVERTISING ON THE MEDICAL TERMINOLOGY TEXTS IN RUSSIAN LANGUAGE AND ITS ANALYSIS  Аripova Xalima Аripovna Associate Professor of Russian Language and Literature department Bukhara State University  Аннотация   The article provides an overview of medical terminology and ideas on the role of medical terminology in advertising texts. In addition, the role of medical terminology in Russian advertising texts was analyzed using examples.  Ключевые слова: medical terminology, advertising texts, medical advertising, radio advertising, medical products, advertising discourse  I. Introduction Within the framework of mass communication, a whole complex of certain texts functions with a special structure, a system of genres, and a linguistic appearance. With the change in socio- political guidelines from the late 80s - early 90s. XX century in Russia, the rapid growth of various types of advertising begins. It is safe to say that the advertising text as a special form of communicative exchange today occupies a large place in the system of mass communication. At the same time, we have to admit that not all aspects of the formation of advertising discourse and not all areas of advertising have been studied sufficiently and at a level that meets the scientific-theoretical, scientific-practical and applied needs of today's reality. In particular, this statement is true for the discourse of medical advertising. The problem of its consideration is of great interest, since it, to the greatest extent, than in other texts of mass communication, is connected with the issue of the specifics of medical newspaper and radio advertising. The relevance of this study is determined by the degree of involvement of the advertising text in the life of modern society and, accordingly, the need for a deeper and more comprehensive study of the nature of this phenomenon, the mechanisms of its impact on the consciousness and behavior of the addressee. The study of advertising discourse, especially in the field of medicines, devices, services, has not only scientific, but also great social significance. At the same time, the issue of the humanization of advertising communication is acutely raised, since modern advertising of medical products by its obsession, psychological pressure on the addressee causes its rejection among a significant part of recipients. II. Literature review Among the works of domestic researchers, it is necessary to highlight the classic works of T.M. Dridze, A.A. Leontiev and the works of modern researchers of communication M.M. Nazarov, G.G. Pocheptsova and others. Of the most informative and interesting works on the theory of advertising communication and methods of influencing the audience, we note the works of I.V. Aleshina, G.G. Pocheptsov, L.N. Fedotova, works of foreign authors K.L. Bove, A. Deyan, G. Carter, F. Kotler and others. The object of the research is the discourse of advertising of medical products (drugs, dietary supplements), which results in printed texts of newspaper advertisements and speech works of radio advertising in this area. MIDDLE EUROPEAN SCIENTIFIC BULLETIN ISSN 2694-9970  61      Middle European Scientific Bulletin, VOLUME 13 June   2021  The subject of the research is the linguo-pragmatic organization of medical advertising discourse. The purpose of this work is to identify the features of the texts of commercial medical advertising from the point of view of linguistic pragmatics, to determine the ways of speech influence in the advertising discourse of medical topics. The study of the language of the advertising text will also make it possible to clarify some concepts of modern linguistics related to the analysis of discourse, the problems of language manipulation (i.e. language as a socially powerful means of imposing views). III. Analysis In accordance with the indicated range of problems, the following tasks are solved: 1. Set the parameters of medical advertising discourse, analyze its specifics, identify the difference from other types of advertising discourse. 2. To characterize the linguistic ways of implementing speech strategies (the choice of linguistic means, the structure of speech impact). 3. Identify and trace the presence (or absence) of the evolution of advertising discourse of a medical nature and determine its nature (humanization? Dehumanization?). 4. Compare the pragmatic attitude of commercial and social medical advertising and the resulting language differences. 5. Carry out a survey of different (by age, gender, profession, education level) population groups in order to establish the effectiveness of medical advertising. The solution of the tasks set allows us to put forward the following provisions for defense: 1. In the texts of newspaper medical and radio advertising, the primary role is played by their compositional-content and speech structure, syntactic representation, since, firstly, it allows you to clearly structure the advertising text, which favorably affects the advertising text itself, and secondly, thanks to these structures, it is possible to increase the impact of advertising discourse on the reader and radio listener. 2. For the implementation of a number of speech tactics of medical advertising, it is very important to use verbs of certain lexico-semantic groups. 3. Destructive verbs change their meaning in the context of medical advertising to a constructive one, which corresponds to the pragmatic attitudes of medical advertising. There is a counter process of changing the axiological semantics of the verbs of creation, improving the quality of being to the opposite - destructive. 4. A very significant role in the creation of an effective advertising discourse of a medical nature is played by the nominal parts of speech: abstract nouns and adjectives, qualitative and relative. 5. Recently, we can state an increase in the trend towards a variety of forms of discursive textual organization of advertising, both newspaper and radio advertising of medical products, which is due to the desire to humanize the advertising discourse. In the fact that it provides a characteristic of advertising discourse and the texts generated by it within the framework of the theory of discourse analysis, in functional, linguo-social aspects; for the first time, a method for modeling the compositional-content structure of discourse in relation to advertising of medical goods was developed and implemented, a typology of its thematic components and their blocks was built, their role in the speech design of this type of discourse was revealed; interesting language material has been introduced into scientific use. MIDDLE EUROPEAN SCIENTIFIC BULLETIN ISSN 2694-9970  62      Middle European Scientific Bulletin, VOLUME 13 June   2021  The article is based on the method of complex linguistic description, including the techniques of observation, generalization, interpretation and classification, as well as the method comparison of newspaper and radio advertisements of health products, the method of questioning, in part - the quantitative-statistical method. Taking this circumstance into account, an attempt is made in this work to analyze the texts of medical advertising. The theoretical aspect of studying this issue is important because it is in line with such popular areas as sociolinguistic and pragmalinguistic studies of mass communication texts, and in line with linguistic research itself. The theoretical value of the research lies in the understanding of the complex, multidimensional phenomenon of advertising from a linguistic standpoint. An attempt at a detailed analysis of this type of advertising discourse is presented, carried out on the basis of the application of the method of structuring its content, implemented from the  position of the pragmatic attitudes of the addressee, which contributes to the development of a general theory of pragmatics, discourse analysis, since any general theory develops on the basis of those facts that are discovered through private research. Language analysis of advertising discourse presents great interest for linguistics, enriches knowledge about the functional nature of language in general, as well as about the patterns of it’s functioning in one of the areas of activity. Each advertising text of a medical nature, which is the object of this work, meets the criteria for textual content, highlighted in linguistic literature. These are advertising texts recorded in writing and sounding on the radio, consisting of a certain set of sentences determined by the pragmatic organization of the advertising discourse. The advertising text is characterized by compositional content and structural speech completeness and has a special specificity of expressing the author's attitude to the reported, namely: the presentation of the advertising object in the most favorable form for the advertiser. Thus, each medical advertisement in KP and radio advertisements of a medical nature is texts formed in the process of discourse, and, therefore, are subject to scientific analysis from the point of view of text linguistics. A review of the existing literature on advertising has convinced us that we should look for ways to analyze advertising for medical products that meet its subject specificity, namely, that such advertising is based on the sphere of human health. The denotative subject space of medical advertising is actually associated with the dominant of being / non-being of a person, i.e. the quality of his being (improving his being with the help of drugs). IV. Discussion The entire compositional and content structure of medical advertising is built on the basis of the linguistic pragmatic use of the space between these opposed points in the mind of the recipient. In the discourse of medical advertising justifying a health problem requires much more art, both rhetorical and psychological, than in other types of advertising. In this case, the "developments" of advertising of other subject areas of consumption are far from always suitable for advertising health products. On the other hand, the specificity of medical advertising discourse lies in the fact that in the sphere of human vital interests, this discourse has points of contact with the communicative interaction of a doctor and a patient, which, in our opinion, also affects the formation of the considered type of advertising communication, while this factor does not influences the creation of advertisements affecting other areas of human life space. This side of the life of a person, in essence, is exploited by advertising of medicines, albeit in a veiled way. It is this incentive to create medical advertising that determines its specificity, its difference from advertising associated with any other subject area of human life. The success of medical advertising requires a much deeper and more subtle penetration into the psyche of the human personality, taking into account its characteristics in comparison with other objects of advertising. In modern science, the main stages of the formation of medical terminology itself have been thoroughly studied, the lexical and semantic features of medical products have been investigated, methodological approaches to the study of medical MIDDLE EUROPEAN SCIENTIFIC BULLETIN ISSN 2694-9970  63      Middle European Scientific Bulletin, VOLUME 13 June   2021  terminology have been described, and the functional features of a medical text have been analyzed. The situation of communication in newspaper and radio advertising texts of a medical nature is realized in speech tactics, which are understood as speech techniques that make it possible to achieve the set goals in a specific situation, which serve as milestones in achieving the general goal in the strategy of the addresser-advertiser - to induce the addressee to become a consumer of the advertised medical products by influencing his consciousness in the right direction. The speech tactics of the doctor in the process of his communication with the patient pursue different goals. The main goal of a doctor's cognitive strategies is to correct (in some cases change) the picture of the world of a potential patient, aimed at solving specific problems associated with the process of treating a particular disease. The doctor-patient conversation and the discourse of medical advertising (i.e. advertising of health products) have some points of contact in the strategy and tactics of their implementation, but they are dictated by different pragmatic attitudes. The desire to psychologically influence a potential buyer in order to create an atmosphere of trust, the illusion of proximity of the addressee to the authors of advertising or (in radio advertising) speech distributors, its voices is also dictated by the goal of convincing potential consumers of the proposed product to purchase it. At the same time, the addressee of the advertisement seeks to appear before the addressee in the role of his advisor, responding to the requests of one or another recipient (newspaper reader, radio listener) who wants to help solve this or that health problem. Hence the technique “the reader (radio listener) asks (writes, asks for advice)”, typical in newspaper advertising of medical products and under its influence, we believe, has recently gained great popularity in radio advertising of drugs, medications, medical devices, dietary supplements. As you can see, this technique has something in common in its communicative-speech form with the situation "patient's questions - doctor's answers" in a conversation between a doctor and a patient. However, in the latter case, this aspect of communicative interaction is natural, and it is really initiated by the patient, as an interested person. At the same time, the doctor who is obliged to take care of the patient's health is also interested in communicating information. V. Conclusion Thus, in this case, the dialogue built on the principle of "question - answer" is not an artificial discursive device, as is the case in medical advertising discourse. The difference in the pragmatic attitudes of these two different types of discourse - a doctor-patient conversation and medical advertising discourse - also led to a mismatch in a number of speech tactics in both. For example, the tactics of encouraging a patient who diligently fulfills medical prescriptions is absent in advertising communication, but the latter uses techniques that are not in the “doctor-patient” discourse. For example, such is the promise of discounts to customers, bonuses, promotions to reduce prices at a certain hour or on a holiday. References: 1. Newspaper "Komsomolskaya Pravda" (KP) 2. Recordings of radio advertisements for medical products on the radio channel "Russia" for 2007-2012. (RT) 3. Television advertisements (TA) 4. Dictionaries and grammar reference books 5. Akhmanova O.S. Dictionary of linguistic terms / OS Akhmanova -M .: Publishing house "Soviet encyclopedia", 1966.- 608p. MIDDLE EUROPEAN SCIENTIFIC BULLETIN ISSN 2694-9970  64      Middle European Scientific Bulletin, VOLUME 13 June   2021  6. Babenko L.G. Comprehensive explanatory dictionary of Russian verbs. -M. AST-Press book, 2007.576p. 7. Great Soviet Encyclopedia / Great Soviet M .: Publishing House "Soviet Encyclopedia", 1975. 8. Big explanatory dictionary of the Russian language / Comp. and ch. ed. Kuznetsov S.A. / 9. S.A. Kuznetsov comp. and ch. ed. - SPb .: Norint, 1998 .—1536p. 10. A short dictionary of modern concepts and terms. 3rd ed. finished. and additional / N.T. Bukimovich, G.G. Zharkova, T.M. Kornilov and others - M .: Republic, 2000 .—670p. 11. Kubryakova E.S., Demyankov V.Z., Pankrats Yu.S., Luzina L.G. A Concise Dictionary of Cognitive Terms. Moscow: Moscow State University, 1996. 12. Linguistic encyclopedic dictionary / under the general. Ed. Yartsevoy V.M. M .: Sov. Encyclopedia, 1990 .—685p. 13. Lopatin V.V., Lopatin L.E. Russian explanatory dictionary. 4th ed. -M .: Russian language, 1997 .—832p. 14. The latest dictionary of foreign words and expressions M .: Contemporary writer, 2003. – 976p. 15. Ozhegov S.I. Explanatory dictionary of the Russian language / S.I. Ozhegov, N.Y.Shvedova M.T994. – 928p. 16. Akaeva E.V. Communicative strategies of professional medical discourse: Author's abstract. dis. Cand. philol. sciences. Omsk, 2007.-- 25 p. 17. Actual problems of applied linguistics: a collection of materials of the First All-Russian Scientific and Practical Conference. Penza: PGSKhA, 2003.-220p. 18. http://cheloveknauka.com/lingvopragmatika-meditsinskogo-reklamnogo- diskursa#ixzz6sIXTH8Yf 

MIDDLE EUROPEAN SCIENTIFIC BULLETIN ISSN 2694-9970   16  Middle European Scientific Bulletin, VOLUME 7, December  2020    Treatment and prevalence of abnormal eruption of permanent  canines (Literature review)  Bakaev Zh.N., Olimov S.Sh. Bukhara State Medical Institute named after Abu Ali ibn Sino.    ABSTRACT       The article outlines the foundations of the diagnosis, the prognosis of treatment and the prevalence of abnormal eruption of permanent canines. The author presented a broad review of the literature of both foreign and domestic scientists, detailed the course and prevalence of this pathology. Various methods for assessing X-ray examinations and modern approaches to diagnostics and treatment planning for retention of the upper permanent canines, which are necessary in practice at an orthodontist, are also described. Keywords. Dental anomalies, canine retention, orthopantomography, spiral cone-beam computed tomography.   1. Introduction According to a number of foreign researchers, it has been established that the canines of the upper jaw are the second in frequency of retention, second only to the third molars [31; 34]. According to [33], retention of the canines of the upper jaw occurs in about 2% of the population, while twice as often in women than in men, and twice as often in the upper jaw than in the lower one. Of all patients with maxillary canine retention - 8% 15 have bilateral retention. Approximately one third of the retained maxillary canines are labial and two thirds are palatal. In the works of authors dealing with the issues of retention, this condition occurs from 4 to 18% of cases among patients who applied for orthodontic care [5, 13, 32, 34]. An impacted tooth (from Latin - holding, restraining) is a tooth that will not be able to erupt properly, as it is completely or partially covered by bone or thick gum tissue. In Russia, researchers in 1997 studied 2538 orthopantomograms, among which a violation of eruption (retention) of supernumerary teeth was found in 21.6% of cases; retarded supercomplete with complete ones - in 55.2% of cases; complete - in 23.2% of cases, requests for orthodontic help. Canine retention was diagnosed in 70.77% [8]. According to data from other domestic scientists in clinical studies, canine retention occurs in 15.4% of clinical cases [1, 23, 27, 28]. In the dissertation work, a Russian scientist who studied an integrated approach to the treatment of anomalies of eruption (retention) of individual teeth, diagnosed 203 impacted teeth in 137 clinical cases, of which 51.1% was canine retention [30]. A among domestic researchers in their clinical and experimental study, among 6037 patients who applied for orthodontic care, 217 patients with retention were identified, which amounted to 3.59%. At the same time, impacted canines were most often found - 52.9%; central incisors - 38.5% of cases [22]. Thus, retention of the maxillary canines is one of the most common anomalies in the timing of teething among permanent teeth. In most cases, the presence of an impacted canine in the thickness of the bone tissue does not cause any clinical manifestations. Impacted teeth are very often discovered by chance during x-ray examination of the jaw for any reason. Objective signs of retention are the absence of a corresponding tooth, incorrect position of adjacent teeth in the dentition, the presence of bone protrusion on the outer or inner surface of the body or the alveolar process of the upper jaw, neuralgic pain, a feeling of paresthesia in the teeth or lips, in the absence of diseased teeth and other pathological conditions in the corresponding area of the jaw [2, 8, 15, 16]. The bulk of domestic and foreign researchers indicate that the use of the entire range of modern diagnostic measures with their subsequent thorough analysis contributes to the correct diagnosis and a more predictable course and results of treatment of any anomalies, including anomalies in the timing of eruption (retention) of canines. [3 , 10,21,35]. The classical scheme for the examination of orthodontic patients with canine retention is clinical examination, anthropometric methods of facial examination, plaster models of the jaws, graphic methods, functional, X-ray MIDDLE EUROPEAN SCIENTIFIC BULLETIN ISSN 2694-9970   17  Middle European Scientific Bulletin, VOLUME 7, December  2020   examination methods [11,14,20]. However, retention of canines with a high degree of probability can be established according to the data obtained from X-ray examination of the alveolar bone segment or jaws [17,24,36,38,39]. A number of authors strongly recommend conducting intraoral close-focus radiographs, panoramic images of the jaws in one or several projections to clarify the localization of the impacted tooth, the condition of its roots and roots of adjacent teeth, as well as to determine the state of the periapical tissues [11,12,18,34]. Modern authors recommend using spiral computed tomography, as the most informative today. The authors associate the high reliability of the study with the ability to obtain an image of any anatomical formations in a section from 1 to 10 mm, subsequent modeling of dimensional reconstructions and instant display of the image on the screen without linear or angular distortions. [4,7,9,12,14]. Computed tomography in dentistry has significantly increased diagnostic capabilities, thanks to the accuracy of the image, it becomes possible to get an objective idea of the clinical situation and choose the most accurate and controlled treatment plan. [4,12,31,37]. The diagnostic significance of computed tomography is so great, because during the examination it is possible to obtain images of intravital 1 mm thick sections of any tissue structures. The basis of the technique consists in the layer-by-layer X-ray transmission of the object of study in several directions along the movement of the emitter (X-ray tube). The unabsorbed part of the beams is recorded on the sensors, after which the signal from them is received and processed by the computer system. Further, all data received from the source is displayed as an image of the studied structure on the screen. So, computed tomography allows you to study the modeled structures in any planes without superimposing other images in real time without surgical intervention. Spiral cone-beam computed tomography is considered as the method of choice for studying patients with dental retention among modern foreign authors [12, 37]. A group of Russian researchers proposed an optimal method for determining the area and size of the elements of the dentition, based on the data of orthopantomography and computed tomography. The technique consists in studying orthopantomograms and computed tomograms in Photoshop through a scale grid with specified parameters [6]. When the image is enlarged, the grid is enlarged taking into account the image, which makes it possible to fairly accurately measure any parameters in the images. This technique allows for a comparative analysis of images obtained from patients at different times and to track the dynamics of changes without linear and angular distortions. This experience has shown that at the present stage of development and integration of medicine and higher mathematics, it has become possible to implement joint achievements in practical dentistry. What makes further research in this direction promising. Based on the variety of etiological factors leading to the retention of the upper permanent canines, it can be concluded that dynamic observation and regular preventive examinations of the eruption of these teeth in children are necessary, starting from the period of mixed bite [25,26]. Thus, summarizing the literature review of 39 articles, various X-ray research methods can be used to diagnose retention of the upper permanent canines. The most modern of those currently available is spiral cone-beam computed tomography, which combines the acquisition of a large amount of diagnostic data with low radiation exposure to the patient. In the literature, various methods of assessing X-ray studies are described in order to diagnose and plan treatment of retention of the upper permanent canines, however, there are no works concerning the X-ray assessment of the dentition of children during the period of mixed bite in order to prevent the formation of retention of canines. And still, we have no right to judge and insist on the use of this or that technique for X-ray studies, because a lot depends on the economic development of a particular region. It also depends a lot on the doctor - orthodontist, namely in the ability to read the information received by this or that resource.  LIST OF REFERENCES   1.Azimova Sh.Sh., Abruev U.R., Rasulov M.M. Tish-zhaғ tizimi anomalyarining Bukhoro shahar maktab yoshdagi bolalar orasida targalishi. // Dr. Ahborotnomasi. 2020. - No. 1. - S. 23-28 bet. 2.Arsenina, O. I. The use of modern fixed orthodontic fixed equipment in the treatment of patients with various anomalies and deformities of the dentition / O.I. Arsenina, I.V. Gunenkova // New in dentistry. 1994. - No. 3 (special issue) - S. 16-22. 3.Bazhanova, S.N. Reducing the negative impact of retention devices in the passive period of orthodontic treatment: dis. Cand. honey. Sciences: 14.00.21 / Bazhanova Svetlana Nikolaevna. - Stavropol, 2002 .-- 144 p. MIDDLE EUROPEAN SCIENTIFIC BULLETIN ISSN 2694-9970   18  Middle European Scientific Bulletin, VOLUME 7, December  2020   4. Balin, V.N. Experience of using computed tomography in the diagnosis of diseases of the dentoalveolar region / V.N. Balin // Dentistry. - 1994. - No. 1. - S. 30-32. 5. White, A.M. Distal occlusion treatment with functional orthodontic appliances / A.M. White // New in dentistry. - 1997. - No. 1 (special issue). - S. 17-18. 6. Bragin, E. A. Analysis of the area and size of the elements of the dentition according to the data of orthopantomography and computed tomography using the software of a personal computer: method, rec. for students, interns and clinics. residents / E.A. Bragin, E.A. Vakushina, I. V. Romanenko and others - Stavropol, 2005 .-- 18 p. 7 Bragin, E.A. Modern methods of diagnostics, prediction and treatment of disorders of dentition closure: textbook. manual for orthopedist, dentistry for medical students. universities / E.A. Bragin, E.A. Vakushina. - Stavropol, 2006 .-- 162 p. 8 Budkova, T.S. Teeth retention, treatment plan and prognosis / T.S. Budkova, I. Yu. Zhigurt, F. Ya. Khoroshilkina // New in dentistry. - 1997. - No. 1 (special issue). - S. 46-53. 9. Vakushina, E.A. Improvement of methods of exposing the crowns of impacted teeth / E.A. Vakushina, E.A. Bragin, V.V. Cheprakov et al. // Orthodontics. - 1999. - No. 3. - S. 2-7. 10.Vakushina, E.A. Complex rehabilitation of adult patients with adentia of the upper lateral incisors. Vakushina, E.A. Bragin, P.A. Grigorenko // Orthodontics. - 2001. - No. 2. - S. 20-22. 11.Vakushina, E.A. Improving the efficiency of diagnostic methods and treatment of patients with impacted teeth. Vakushina, M.O. Desyatnikova // New in the theory and practice of dentistry: collection of articles. scientific. works. - Stavropol, 2003 .-- S. 34-36. 12Vakushina, E.A. The use of computed tomography in the diagnosis and treatment of impacted teeth / E.A. Vakushina, E.A. Bragin // Orthodontics. - 2004. - No. 2. - S. 43-45. 13.Vakushina, E.A. Method for predicting orthodontic correction of retention of upper permanent canines: US Pat. No. 2269968 / E.A. Vakushina, E.A. Bragin, S.P. Babenyshev and others - M., 20.02.06. 14.Volchek, D.A. Modern methods of examination of patients with retention of canals of the upper jaw / D.A. Volchek // Orthodontics. - 2006. - No. 1.-S. 24-26. 15.Gafforov S.A., Bakaev Zh.N. Features of vza // Stomatologiya. - Tashkent, 2019. - No. 4 (77). - S. 74-79. 16.Gafforov S.A., Bakaev Zh.N. Oғiz bўshlғi shilliқ қavati kasalliklari - pathologic aspectlari va prevention of asoslari // Stomatologiya. - Tashkent, 2019. - No. 4 (77). - S. 75-80. 17. Dyachkova, Y. Yu. Diagnosis of anomalies of teeth and dentition using computer technologies / Ya.Yu. Dyachkova // Orthodontics. - 2001.-№2.-p. 29-31. 18. Zhigurt, Yu. I. Plan and prognosis of treatment in the treatment of dental retention: author. dis. .Cand. honey. Sciences: 14.00.21 / Zhigurt.Yuriy Ivanovich - Moscow, 1994 .-- 123 p. 19. Ivanov, L. P. Dynamics of teeth mobility during movement with a dosed load / L.P. Ivanov, E.V. Shcherbakov, V.A. Shcherbakov // MRZh. - 1990. - No. 10, pp. 47 - 53. 20. Ilyina, S. B. Etiology of retention in children / S.B. Ilyina, R.A. Galperin // Materials of the II International, conf. maxillofacial surgeons. -SPb., 1996.-S. 2. 21. Kamysheva, L.I. Clinical and morphological characteristics of retention incisors and canines of the upper jaw / L.I. Kamysheva // New in dentistry. - 1994 - No. 3 (special issue). - S. 38-40. 22. Komarova, T.V. Methods for moving impacted teeth with orthodontic appliances with a dosed load: dis. ... Cand. honey. Sciences .: 14.00.21 / Komarova Tatyana Vladimirovna - Volgograd, 2000 .-- 119 p. 23. Korsak, A.K. Modern technologies in the treatment of retention of permanent teeth in children / A.K. Korsak, T.N. Terekhova // New in dentistry. -1999. - No. 3. - P. 56 -5 8. 24. Nedby, A.A. Retention of incisors. Clinic, diagnostics, treatment: dis. ... Cand. honey. Sciences .: 14.00.21 / Nedbai Anna Alekseevna. - M., 2003 .-- 148 p. 25. Olimov S.Sh. The value of metabolic indices of saliva in the development of dentoalveolar anomalies in children with metabolic syndrome. Bukhoro. 2016. - Bet 33. 26. Olimov S.Sh., Gafforov S.A. Bolalarda tish-zhaғ tizimi nuқsonlari va somatic kasalliklar orasida boғliқlikning ilmiy asoslari. (adabiyotlar sharҳi) .// Journal. Stomatologiya. -2019 th No. 1. 60 - 65 bet. 27. Olimov S.Sh., Saidov A.A., Gaffarov S.A., Khozhimetov A.A. Maktab yoshdagi bolalarda hepatobiliary tizimning tish-zhaғ nuқsonlari pathogenesis aҳamiyati. // Journal of Doctor ahborotnomasi. Samarkand. 2019 - MIDDLE EUROPEAN SCIENTIFIC BULLETIN ISSN 2694-9970   19  Middle European Scientific Bulletin, VOLUME 7, December  2020   No. 2. - 35-39 bet. 28. Olimov S.Sh. Evaluation of the effectiveness of preventive measures in the orthodontic treatment of children with dentoalveolar deformities. // uv-usubiy қўllanma. ЎzR SSV tomonidan 13.11.08 tasdiқlangan. Tashkent. 2019. - 21 p. 29. Stepanov, G.V. Change in blood flow velocity in the area of retinated canals of the upper jaw. Stepanov // Orthodontics. - 2002. -№ 1.-S. 39-41. 30. Stepanov, G.V. Complex diagnostics and treatment of bite anomalies in case of dental alveolar shortening: author. dis. … Dr. honey. Sciences: 14.01.14 / Stepanov Grigoriy Viktorovich. - Samara, 2011 .-- 43p. 31 Becker, A. Success rate and durations of orthodontic treatment for adult patients with palatally impacted maxillary canines / A. Becker, S. Chaushu // Am. J. Orthod Dentofacial Orthop. - 2003. - Vol. 124, No. 5. - P. 509-514.   

Not a member yet

1,693

1,707