Современная русская публицистика и языковая игра

The linguistic play on words has a wide interpretation in the spirit of modem scholarly theories - as a specifically sought deviation from the linguistic standards for the sake of creating a given (most frequently comica!) effect. In that sense, various manifestations of the nonstandard, creative and paronomasia use of linguistic means refer to the linguistic play on words as a paronomasia (play on words) has a restricted and outdated character that is why, here, paronomasia is considered only as one of the linguistic play on words. The actual significance of the topie is determined by the paramount role of journalese both in the systems of Modem Russian. Journalistic style, as it is known, does not only reflect but it 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" and its aspiration towards a fresh imag ery, towards innovation and towards breaking off with the cliches of the past - with the trivia! and sterile style of the language of news pa pers of the previous years.The article contains a concrete analysis of some of the manifestations of the linguistic play in the journalistic style. The analysis deals with the basie 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.