Peculiarities of appealing action in communicative discourse

Communication is one of the means of social interaction. Modern science determines communication as the exchange of information, interaction and perception. The ability of being the interlocutor was highly valued in the past and is still valued at present. Faux pas of communication are provoked by the violation of behavior cultural standards, ethical and aesthetic norms of the linguistic use and/or non-native means of communicative interaction. Person‘s success depends on communicative skills adjusted to different communication situations. Each sphere of human communication serves a special system of language etiquette. In Ukrainian Linguistics, there‘s a profound discourse on functionality of the appeal, its grammatical identity and linguo-pragmatic aspect. Ogienko, P. Dudyk, I. Vychovanets, K. Gorodenska, M. Skab, S. Bogdan, A. Kovtun studied the target language in terms of identifying the consequences of socio-historical and cultural influence on secular, cleric and scientific communication. As most modern linguists state – Ukrainian the functions of naming and addressing are morphologically different. There is a special case – vocative, which is applied to singular person masculine and feminine. Nevertheless, if the form of appeal may be argued, the peculiarity of the vocative case is not discussed, as it serves the essential differentiating feature of language etiquette of Ukrainians. Alas, this long-standing feature of linguistic etiquette continues to disappear from Ukrainian linguistic sky. The results of observations and sociolinguistic studies have revealed that schoolchildren, young people, middle-aged people and urban population do not use vocative case. Ignoring the climax is evidence of disrespect for the native language, a sign of indulgence in one‘s own speech. Thus, linguistic etiquette and form of appeal in particular is not only general and functional, but also individual, differentiated phenomenon, since every person picking from the national linguistic treasury chooses the most appropriate for particular discourse etiquette word or expression, and inevitably modifies this choice with own preferences, that is creatively.