The article deals with the concept of "wisdom" as a world-perception and worldview and its role in creating a picture of the world. The concept of worldview is substantiated. The reflection of value concepts as problems is considered in the aspect of discourses. The didactic orientation of zhyrau songs explains the appeal to the paremiological fund of the Kazakh and Russian cultures. The selection of proverbs illustrates the role of worldview as a principle for creating a rhetorical ideal. The lexical and semantic correlation of ideas in lyrics and proverbs has been described. The functions of the concept "wisdom" - a manifestation of both world perception and worldview - are analysed from the perspective of the rhetorical statuses of the zhyrau utterance. This view has enabled a classification of
discourses to be developed and the frequency of mentions to be identified. At the same time, the deviation from the established discourses shows the innovation of zhyrau and the renewal of genres in their poetry. The frequency factors of the discourses have also been established. They are driven by the connection between the denotative and connotative meanings of recurring ethical categories. The objects of rhetorical description are considered as such discourses: Word/Speech, Dignity/Honour, Family/Kin/People, and Ideal of a ruler. A definition of wisdom in terms of worldperception and worldview has been carried out. Their correlation is studied as a technique for creating a rhetorical ideal and a picture of the world. The nature of Kazakh rhetoric as practical only in the formative stage of zhyrau poetry is clarified.

E. Т. IDRISOVA

Dozent, Candidate of Sciences (Philology), K. Zhubanov Aktobe Regional University, Aktobe

elmira_idrisova@mail.ru

https://orcid.org/0000-0002-9437-6089

A.M. YESSENTEMIROVA

Aigul Yessentemirova, Senior Lecturer, L.N. Gumilyov Eurasian National University, Аstаnа

Aigul.yessentemirova@mail.ru  https://orcid.org/0000-0002-3478-5139

A.E. ABAIDILDA

PhD student, L.N. Gumilyov Eurasian National University, Аstаnа

abaidilda.a.e@gmail.com  https://orcid.org/0000-0002-6282-1803

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Kazakh rhetoric, poetry of zhyrau, wisdom, worldview, worldbehavior, paremiology.