Annotation: The study of the linguistic landscape of cities is currently one of the actively developing areas of modern linguistics. The linguistic landscape is considered in the article as an object of sociolinguistic research; the subject of these studies is the language of the city, its representation in the public communicative environment in the form of signs, inscriptions, advertising billboards and other visual forms of written language demonstration. The main methods of studying the language of the city are observation and analysis; the purpose of the study is to identify the means and ways of personal expression, and as a result, their recording in the linguistic space of the city. Self-expression of a person in the communicative environment of the city happens with the use of more and more non-trivial ways and linguistic and extralinguistic means in order to attract the attention of a certain target audience, a potential consumer of a product or service. The study of the linguistic landscapes of the city pursues the goal of understanding public multilingualism from the standpoint of the choice of a language, languages hierarchy, the phenomenon of language contacts, and the regulation of the written recording of languages. The linguistic landscape is, therefore, a kind of indicator of the language policy of society in relation to the languages of the peoples living in a given territory. The authors conclude that it is the linguistic landscape that is the most expressive and convincing indicator of linguistic diversity in a particular area. It is symbolic and can serve as a certain indicator of the mood of certain groups in society and regions. The degree and density of the presence of the particular language in the linguistic landscape is always an indicator of the significance, strength, and relevance of a language in society.

Annotation: Gennady Beshkarevis a poet, novelist, publicist, memoirist who lived in Pavlodar for some time in the 30s of the last century. Among other things, in his creative heritage there are memoirs of artistic and historical interest "Pavlodarskiyebyli". In this work, in an artistic and journalistic form, social and everyday pictures are vividly conveyed, which significantly enrich our knowledge about pre-war Pavlodar. "Pavlodarskiyebyli" is especially valuable because earlier the 30s of the 20th century were considered as a kind of "white spot" in the Russian literature of the region. On charges of anti-Soviet activities, G. A. Beshkarev was sentenced to serve a five-year term in Siberian camps, and his work, which remained unpublished for a long time, only finds its readers in our time. The works of G.A. Beshkarev are included in the "Pavlodar literary"anthology on the study of Russian writers in Kazakhstan. In this regard, it is important to restore the portrait of the author's personality, and today the memories of his contemporaries, their written and oral evidencecan only help. This article is an attempt to systematize and analyze the data obtained as a result of the interview and can serve as a material for creating a biography of the writer. Conversations with the author's relatives, conducted in the fall of 2017 in Almaty by the author of the article, reveal the writer's personality traits, his attitude to various aspects of life: to the era, people, and creativity. In the memoirs of family members, Beshkarev appears as a person of rare directness and steadfastness, irreconcilable with the injustices of his time, as a person physically resistant, endowed with endurance. In the memory of friends, he is captured as a talented speaker, sometimes angry with the language, as clockwork, indefatigable, deeply artistic person of rare charm, who was able to impress colleagues, women, and students, as well as a teacher who is ready to selflessly and enthusiastically help students overcome difficulties.