5. The style of news media (print journalism)

The world of the news media performs multifarious functions. they are mainly to inform a wide audience about the current events, to suggest and often impose their possible interpretation or just to share an opinion about them.

The core element in the print media output is a news report.It is always an account of current news, something of timely importance. The headline of a news report has got its own style. It 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. 1) it informs the reader briefly what the text that follows is about. 2) it contains a clear and intriguing message to arouse interest in the potential reader and to catch his/her eye.

Headlines are usually rather short phrases that may later be expanded by subheadings. Their brevity is secured by the use of nominative and elliptical sentences, infinitive complexes and attributive noun groups (instead of prepositional of-phrases), the omission of articles, link verbs, auxiliaries and pronouns.

As a rule, "eye-catching" effects of a headline are produced by emotionally colored words and phrases, wordplays, rhyme, rhythm, alliteration, questions in the form of statements, direct speech and a special layout known as "an inverted pyramid". It means the top down presentation of information for it comes in a descending order of significance. The most important facts and the conclusion come first. It gives the answers to the following "five W's and H" questions: Who? What? When? Where? Why? and How?

Newspaperannouncementsinform the reader about local events.

Editorials are expository articles that read out the opinion of the editor or the editorial board of a newspaper or a magazine about the current news, being "the voice" of the periodical.

Op-eds are opinion-articles written by any contributor (guest writer) who manifests in press his vision of the events that often contradicts the official standpoint (sometimes that of the editor). The term itself is an abbreviation from "op(posite) editorial page)".

Essays are defined as short literary compositions that deal with the problem from an individual point of view.

6. The style of advertising

Advertisement is a notice or a paid announcement in the print, broadcast or electronic media designed to attract public attention, thus increasing the sales of the things advertised.Advertising has become a specific type of communication constituting an essential part of people's dynamic life in the modem society. Texts of advertisements, or advertising copies, are ordered by businesses to market their products and are created by advertising professionals - copywriters.

The main function of advertising - to persuade the potential customers to buy certain goods and services - is achieved through the guided appeal to the customer's mind and intellect. To secure their appealing function advertisements are created in accordance with the psychological rules as well as with the universal laws of perception. All advertisements grab the reader's interest; display the advantages of the product; offer credible benefits by promising tangible results, like prestige, power, or fame;

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.

The main features of advertisement titles are the following: to grab the attention, the reader should understand is this article for him.

According to the contents and the way, in which the information is presented titles of advertisements can be specifying, provoking, informative, interrogative and imperative.

The Subtitles.These are secondary or additional titles printed in a smaller type than the title. Subtitles logically supporttitles and touch upon the central topic by making available relevant information capable of convincing the reader in the necessity to get the object advertised.

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.

The Slogan.The slogan is a laconic line that has been associated with the name of the company for quite a long time and got caught by peoples' minds as a symbol of the company. Slogans perform two functions: 1)state in a short but precise form the key idea of the company that produces or distributes the product advertised; 2) emphasize the reliability of the company by serving as an old friend, who never changes no matter how much time has passed.

The Body.The body of the advertisement represents the major information.

The way of addressing is personal, involving words, like you, me, us, etc. and the offer often seems to be made exactly for this very reader. In the body there is usually a proof of the claim that has been made in the title. Sometimes the body starts with a problematic situation which is immediately followed by the optimal solution made possible owing to certain qualities of the object advertised.

It is achieved by:

lexical: synonyms and antonyms, emotionally coloured words, neologisms

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.