5. The style of news media (print journalism).

Some scholars discriminate between the newspaper style and the publicist style, some do not, uniting all the varieties of the journalistic sphere either under the term newspaper or publicist style, the mass media style, etc.

The core element of the print journalism is a news report. It is always an account of current news, something of timely importance, something burning and topical for the moment. The main goal is to inform. The headline is written in a telegraphic manner; it is critical, summarizing, always suggestive and drawing attention to a news story.

The function of the headline is complex: to inform, to arise interest in the potential reader and to catch his eye. Headlines may later be expanded by subheadlines.

One of the distinctive linguistic features of a news report is a special layout known as an inverted pyramid. It means the top down presentation of information that comes in a descending order of significance.

The lead gives or summarizes the answers to the following ‘5 ws and h: who? what? when? where? why?’ and the sequential ‘how?’ Language: - preference is given to standard phrases and clichés; - the vocabulary used is neutral and common literary; - done in the third person with the usage of passive forms. Grammatical parameters: - complex sentences with a developed system of clauses, - verbal constructions (inf, participial, gerundial), - verbal noun constructions, - syntactical complexes (esp. the nominative with the infinitive). These structures are largely used to avoid mentioning the source of information or to shun responsibility for the facts reported.

Essays are defined as short literary compositions that deal with the problem from an individual point of view. Essays fall into several varieties: -descriptive (making a picture of smb. or smth.), -narrative (telling a real story), -expository (based on argumentation), etc.

Argumentation, or logical reasoning, is conveyed by -clear paragraphing; -an ample use of quotations from authoritative sources and citations of the author’s opponents; -connectives establishing a causal link; -parentheses; -generalizations; -relevant statistical data; -illustrations; -vivid examples; - background history facts; -sound analogies and parallels; -accentuating the main points graphical means, etc.

Emotions:-the emotionally coloured lexicon; -the whole range of tropes and figures of speech; -historical, literary and biblical allusions, allusions to political and other facts of the day; -such phonological means as alliteration and rhythm; etc.

On the pages of a newspaper or a magazine one also finds crossword puzzles, chess problems, comic strips, horoscopes, letters to the editor. Some of them publish poems, stories and novels (one installment per issue), etc.

6. The style of advertising

The style of advertising is represented by a huge variety of texts that can be classified into: informative advertising , advertorials and advertising notes. Informative advertising looks like a small article, but it may also consist of one line. It is carried out in an informative manner and is placed in mass media. Advertising note is a short piece of advertising, often without any title, but containing the company's logo and slogan. They do not usually include a direct offer to try a new product, but describe new sides of the product. In accordance with their leading function advertisements can be classified into shortcopies and longcopies.

Shortcopies, consisting of less than five sentences, are aimed at supporting the existing image of a product or a company. They usually come together with illustrations. Longcopies usually describe a wide range of characteristics of the new products.

Compositionally, texts of advertising may include: the title, the subtitle, the slogan, and the body.

The Title. The titles of advertisements are designed to grasp the maximum of the reader's attention. This effect has its roots in the mechanism of human perception: most people notice only the title. The main features of advertisement titles are the following: targeting at a certain audience; conveying the very essence of the announcement; making evident the usefulness of the object advertised, picturing a new aspect of a widely used product. To achieve a benefit-driven effect of the headline different "power words" are used, e.g. absolutely, approved, authentic, confidential, discount, easily, exclusive, fantastic, fast, guaranteed, immediately, important, improved, lasting, professional, sensational, simple, special, recommended, unique, etc.

The Subtitles. Subtitles can be presented in the form of a question, which stimulates the reader's interest and adds a provoking effect to the whole advertisement. It is in the subtitle where the nature of the offer, mentioned in the title, is made clear.

The Slogan. Slogans perform two functions: -state in a short but precise form the key idea of the company; emphasize the reliability of the company by serving as an old friend, who never changes no matter how much time has passed. Very often slogans come together with the company's logo - a name, symbol, or trademark designed for easy recognition, especially one borne on a single printing plate or piece of type. Logos together with slogans if used frequently result in creation of a brand - a trademark or a distinctive name identifying a product or a manufacturer.

The Body. The body of the advertisement represents the major information, though in many cases this information is only a further extension of the title, the subtitle or the slogan, having the same tone, the same spirit.

The effectiveness of advertisements is strongly enhanced due to the use of the numerous language means of all levels: lexical - synonyms and antonyms, emotionally coloured words, neologisms, which usually stand for the names of the new products, metaphors, metonymies, zeugmas and puns; syntactical - imperatives, detached constructions, parallel constructions, repetitions, antitheses, elliptical sentences, etc.; morphological - the extensive use of personal pronouns often used in the genitive case and possessive pronouns, as well as adjectives in the superlative degree of comparison, etc.; phonological - rhyme and rhythm, alliteration, assonance, etc.