Pharmaceutic discourse is a special cultural code which forms a cogniolinguistic field that is related to the manufacture and consumption of medical products. Medicinal herbs as raw materials are one of the nominative objects in this code. The term combines two origins – conspective and evocative that interact with each other during the process of evolution of word symbols. The poetic word of myths and legends records the main objects of nature, plants with healing properties and their aesthetic value. Picking and making medicines, as well as treating have always been accompanied in history by magic exorcism. These extralinguistic factors are fixed in the language.
The author of the article draws attention to the fact that rhetoric is the most important educational and cultural aspect of professional training of a modern pharmacist. The analysis of forms and methods of studying Russian language and speech culture in a pharmaceutical university allows us to conclude that rhetorical education contributes to the formation of a highly qualified specialist, revealing professionalism and universalism in the way of expressing thought and speech organization of activity. The rhetorical component of pharmaceutical education is based on the recognition of a somewhat unfamiliar role of communicative mediators between people, and the specialist-pharmacist is a professional rhetor who enters into communicative contacts of various kinds. The linguistic personality of a specialist to a large extent determines his professional success as well.
