Visuomenėje anglų kalbos vartojimas tampa komunikacijos norma. Angliškos kilmės žodžius galima rasti beveik visose gyvenimo srityse: politikoje, žiniasklaidoje, muzikoje, sporte, grožio ir kompiuterinių technologijų pramonėje bei reklamoje. Pasaulio kalbininkai reklama vadina vartais, per kuriuos angliškos kilmės žodžiai patenka į kalbą. Todėl labiausiai paplitusia tyrinėjimo kryptimi reklamoje laikoma anglų kalba, jos naudojimas ir įtaka kitom kalbom. Straipsnyje nagrinėjami anglų kalbos ir jos elementų vartojimas Vokietijos ir Lietuvos interneto reklamos tekstuose. Remiantis ankstesniais tyrimais, apžvelgiamos galimos skolinimosi priežastys, anglų kalbos naudojimo reklamoje tikslai ir jos funkcijos. Angliškos kilmės žodžiai gali būti integruoti ar neintegruoti skirtinguose kalbos lygiuose: grafiniame, morfologiniame, leksiniame ir sintaksiniame. Empirinėje straipsnio dalyje nagrinėjami anglų kalbos skolinių reklamoje tipai ir jų integracija vokiečių ir lietuvių kalbose.

New public requirements of a modern society demand change of an educational paradigm — displacement of educational priorities on development of creative potential of a person, ability to independently fill up the knowledge and to be guide in a stream of the information of various character. It is necessary to notice that the components of the education maintenance getting paramount importance. That components are reflecting and caused by integration processes of a science in formation of modern style of scientific thinking, outlook of the person. And it is very important that first of all speech should be about formation of system thinking, complete dialectic scientific outlook of schoolchildren. And it presses for realizations of integration in education. Also notice that many researchers consider that intersubject connection and integration as closely interconnected, related concepts, differently defining relations between them. Researchers support opinion on relationship of intersubject communications and integration in education see their advantages in transformation hard-realizing intersubject connection in intrasubject. We think that the basis of integration makes the creation of certain “'Kernels of intensity”. In our understanding a kernel of intensity is such psychological condition of the pupil which is giving the chance to overcome difficulties independently in struggle of contradictions. That can become a source of movement in its self-development and self-improvement. We think that only in that case the pupil will manage to pass through all tests in the course of independent “getting the knowledge, skills”, and the intersubject communications used by the teacher in educational process become “catalyst” (accelerator), i.e. the backbone means promoting creation of qualitative specificity of integration.

The article is dedicated to the analysis of main stages of Ukrainian education adaptation to the European educational space. The main streams of national and European educational systems harmonization are revealed. The author dwells on the urgent problems of structure transformation and the transformation of the main stages of higher education, as well as implementation of European credit transfer system and the introduction of the diploma supplement and recognition of foreign educational qualifications.