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 the research is the sources of oral speech presented on the Internet (posts and comments on social networks, blogs and forums). The subject of the research is the occasional word creation of Internet communicants. The novelty of the research is caused by the fact that the process of word creation in the global network is momentary and controversial, and therefore, the sample used in this paper is a unique “instant cast of reality” that will later help create a holistic picture of the phenomenon under investigation to identify its potential impact on revision of the norms of the Russian language. Moving from the abstract to the concrete (from the existing theoretical postulates in the area under study to working with factual material), the author applied methods that are relevant in collecting empirical data: accumulation, comparison, description, and statistical analysis of relevant examples. In formulating the final conclusions, certain provisions obtained in the course of an intent-analysis using a discursive approach were summarized. Based on the research results the author makes the following conclusions : 1. The process of formation of new words in oral and written speech of Internet communicants is continuous and unusually active; 2. The share of occasional methods of word creation prevails; 3. The most common methods of occasional word creation at this stage can be considered “education according to a specific pattern”, “holophrasis”, “creation” and “inter-step formation of words”; 4. With a sufficient amount of accumulated empirical material in the field of occasional word-formation and identifying the general trends of this process, it is possible in the future to revise the norms existing in the Russian language.