The speech freedom of recent years in our country, which has revealed many unexpected dead ends and nooks on the path of language development, nevertheless once again confirmed the inviolability of the thesis "rhetoric is a child of democracy". Oddly enough, with the general decline (due to various circumstances) in the cultural and speech level of different people, the possibilities for creating and using texts of various orientations and structures, primarily texts of a small genre that correspond to the dynamic rhythm of modern life, have significantly expanded: jokes, jokes, puns, jokes, paradoxes, aphorisms. The abundance of genres of such texts indicates the universality of one of the leading features of the Russian national character that they contain - humor, irony, self-criticism, ridiculing everything and everything. There is a feeling that modern man defends himself from most of the problems that have befallen him with the help of irony. He gets even more satisfaction, apparently, when he succeeds in successfully veiling the true meaning of a statement, so that the latter becomes a mystery to others, or when he manages to get to the essence of a similar statement of another. At the same time, the role of a broad context that allows you to detail the real and potential semantic shades of what is said increases enormously. As O. A. Kornilov writes in the book " Linguistic Worldviews as derivatives of National mentalities "(Moscow, 1999), "the true meaning of what is said is often formed from misunderstandings, metaphors, connotations, i.e. it is based on the entire cognitive base of a person who knows the Russian language worldview. Very often, for an adequate perception of a Russian text, one must be a "person with a concept"" (p. 90). These features could not but affect one of the specific areas of today's language reality - advertising. Eu- page 59 if we leave aside the advertising products of previous decades, which were placed in narrowly professional, ... Read more