Based on the examples of some Russian words, the article deals with the research results regarding some changes in their connotative meanings; their transformation is caused by the dynamics and inversion of the linguocultural and basic human values. The comparative analysis revealed the change in their actual semantics and dynamics of the connotative meaning, justified the need for the lexicographical description of these phenomena, as well as allowed formulating common approaches to their possible lexicographic presentation.

Within the theory of destructive communication the authors analyze the notion of a destructive communicative personality, suggest the classification of destructive communicative personalities based on the criterion of implementation form of destructive behaviour. Communicative behaviour of the representatives of each group (a cad, a slanderer, a blackmailer, a jealous man, a gossip) is regarded from the view of the typical communicative tactics and methods used to realize the communicative goal.