общение, речевое поведение, функции общения, самопрезентация, самоактуализация, Slavic languages. Baltic languages. Albanian languages, PG1-9665

The article is dedicated to the analysis of communication behaviour from the point of view of realization of self-presentation social functions, as a type of self-presentation and self-actualization. It should be noted that value orientations of a personality are important motivational factors, while choosing the communication model. Special attention is paid to the formation of a personality with a market orientation, for whom the image construction becomes an independent rhetoric task.