Evolution of the society infl uences the language development not only by nomination extension, but also through signifi cant change of speech conditions. There appeared a new communication rule-the more important the message is, the greater its redundancy is. Sometimes it is necessary to drop some language elements and the way it will result in the general message quality. Abbreviations and apocopes are the units helping to avoid the speech redundancy in different ways.
This article is devoted to the development of cognitive motives of students at the English language studies. The publication is focused on the methods the teacher can use to develop students' cognitive motives.
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