Abstract: The article examines the English-language advertising content of modern Internet discourse (2010–2021). Leaning on the existing theoretical postulates of Russian and foreign scholars in the area of advertising business and taking into account the accumulated discursive practices of scientific research, the author analyzes the examples of the authentic English-language advertising slogans for the purpose of determining most common and effective stylistic techniques. The validity of the acquired results is substantiated by scientific rigor in selecting the methods of research that correlate with the goals and tasks set by the author: continuous sampling, contextual analysis, statistical data analysis, descriptive and comparative methods. The results presented as a diagram most vividly demonstrate the current trends in fulfilling stylistic potential of the English-language advertising slogans to influence the Internet communicants in the most effective way. The specifics of the online advertising discourse is defined by the fact that Internet is an experimental platform for language artistry of the communicants, who are able to appreciate the nonstandard linguistic intentions of the advertiser and their creative implementation. The author offers to continue the analysis of the stylistic component of the online advertising discourse, as well as trace the dependence of the success of realization of the tactics and strategies of the advertisers on the use of certain stylistic techniques in advertising slogans.

Abstract: The object of this research is smileys (emoticons) as means of archivation of information responsible for emotional colorization of the transmitted or received message. The subject of this research is the possible variants of expansion of the implicit component depending on the level of intellectual and emotional completeness of the sender or receiver and their inclusion into the cultural values of the nation (in this case the Russian classical literature). The author expands the concept of speech compression to the language archivation, including into this process the technical accompaniment and ergonomic component. The following works served as the factual material of this research: M. Gorky “Konovalov”, F.M. Dostoyevsky “Karamazov Brothers”, N.V. Gogol “Dead Souls”, and I.A. Bunin “Mitya’s Love”. The following conclusions were made: one the one hand, the process of language archivation through smileys presents creative usage of language resources, defined by new means of communication in the digital environment; on the other, it threatens the existing language norms that establish the fundamental traditions. The scientific novelty of this research consists in the fact that decompression of included information is projected unto figures taken out of works of Russian classics, endless value of which is validated by several generations of native readers of the language.