Streszczenie
The article is devoted to the tendencies of language and style changes of Russian corporate
editions. These tendencies are stipulated by rethinking of affecting function of journalese and
publicist style as advertising function that required reconsidering of the whole system of
language resources and devices used in corporate editions with domineering advertising function.
The anisochronous character of this process in different editions is demonstrated on the discourse
material of insurance corporate newspapers.
Some peculiarities of effective advertising and publicist discourse connected with
actualization of lexico-semantic and grammatical categories as well as implementation of
principles and techniques of copy composition are analyzed.