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Abstract. In the article the realization of the concepts "love / betrayal" and " лъагъуныгъэ / епцlыжыныгъэ " in American and Kabardino-Cherkess linguocultures by the material of free associative experiment is considered. The goal of the research is revelation of the peculiarities of the binary opposition "love-betrayal" conceptualization in national linguistic worldviews of languages of different systems (English and Kabardino-Cherkess). The main method of research is free associative experiment wherein 100 testees (50 Americans and 50 Kabardians) have taken part, the representatives of various age groups and social strata for whom English and Kabardino-Cherkess are native languages.

Key words and phrases: ассоциативный потенциал, свободный ассоциативный эксперимент, бинарная оппозиция, концепт, слово-стимул, ассоциаты, associative potential, free associative experiment, binary opposition, concept, stimulus word, associates