The linguistic play on words has a wide interpretation in the spirit of modern scholarly theories - as a specifically sought deviation from the linguistic standards for the sake of creating a given (most frequently comical) effect. In that sense, various manifestations of the nonstandard, creative and paronomasia use of linguistic means refer to the linguistic play on words.The actual significance of the topic is determined by the paramount role of journalese in the systems of Modern Russian. Journalistic style, as it is known, does not only reflect but also forms public opinion. It is precisely in journalese that is created the linguistic background, the linguistic image of contemporary reality. Journalese does not comply with all kinds of conventions. It is actually the bearer of the 'taste of time' with aspirations towards a fresh imagery, towards innovation and towards breaking off with the clichés of the past - with the trivial and sterile style of the language of newspapers of the previous years. A concrete analysis of some of the manifestations of the linguistic play in the journalistic style is presented. It deals with the basic and most typical type of linguistic play – the paronomasia, as well as with other types, productive in journalistic style. They are sufficiently 'representative' since they render the linguistic play at different levels (as far as such division is possible whatsoever). A more detailed analysis is focused precisely on those types of linguistic plays which are more actual at present for the journalistic style - paronomasia, quotation, metaphor, occasional units, the play with graphics.
Financed by the National Centre for Research and Development under grant No. SP/I/1/77065/10 by the strategic scientific research and experimental development program:
SYNAT - “Interdisciplinary System for Interactive Scientific and Scientific-Technical Information”.