О трансформации стиля русских корпоративных изданий

Abstract

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.