The article looks upon phonological, lexical and grammar (morphological and syntactic) means of informational impact, used in mass media texts. The author draws a parallel between rhetoric devices and modern linguistic terms for speech patterns. Elements of speech impact, such as argumentation, moral and emotional appeal are studied in their verbal expression on different language levels. The phonological, morphological, lexical and syntactic structures are corresponded to their functions in publicist texts, the idea of the author behind the text, implicit social cultural information and the expected interpretational effect. Continuity of linguistic traditions is seen as the basis of successful language analysis of mass media discourse.
rhetoric, phonology, morphology, lexis, syntax, speech impact, expression
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