"BY MEANS OF THE WORD I CREATE THE WORLD": ADDRESS AS MEANS OF FORMATION OF CULTURE OF SOCIETY
Article is devoted to the address - the sensitive area of language subject to external influence. In material it is claimed that regulation of speech actions shouldn't develop spontaneously as in this case there is a threat to safe existence of society: language in culture plays a special role. Expressions of speech etiquette possess «magic power», their correct application brings satisfaction to people. Non-execution of norms of speech behavior turns into offenses and the conflicts. Language - link providing contact between different sign systems which fix culture. Language as storage of data becomes means of the education understood as transfer of norms of culture. And our special case -introduction to use of the new address to police officers, addresses from elevated style of the speech - is the culture fact; there is a unique means of search of the facts of culture and education. It is represented to the author that through the word, the speech - improvement of rhetorical skills - perhaps cultural construction of any professional communities. Increasing lifestyle, we form also style of the speech that involves other requirements to communicative properties of language. And it in turn becomes a source of social development. In article introduction to use of the new address to police officers - «mister policeman», about possibility of influence of the address social development is comprehended.