Figures of speech; means of indirect nomination; advertising discourse; journalistic discourse;

Stylization of journalistic and advertising texts is governed by a number of principles that are motivated by a shared goal - to strengthen the texts? attraction, thus to increase the number of potential percipients and to overcome the competitive mass media and/or advertisements. The paper focuses on some of them - the exploitation of means of indirect nomination by both stylistic areas, their deliberate alternation, and modification. Attention will also be paid to a specific group of these means of expression, namely to vulgarisms, which testify that private discourse penetrates the public discourse. They are the result of the modern global discursive trend of conversationalization, as Lemke and Fairclough specified, and of Fairclough?s synthetic personalization.