Abstract: The article deals with the study of dialect and colloquial elements in English fiction. The main aim of the study is to identify, analyze and characterize the significance of dialect and colloquial elements in modern fiction.
The author studies the following terms “dialect”, “dialect words”, “colloquial words”. In the article dialect-colloquial elements are defined as speech units that characterize a certain dialect and are accompanied by some colloquial elements.
The examples of dialect-colloquial elements are taken from the following works: “The Secret Garden” by Frances Hodgson Burnett (1911), “When Marnie Was There” by Joan G. Robinson (1967), “Harry Potter and the Prisoner of Azkaban” by J. K. Rowling (1999).
The analysis of the works demonstrates that the functioning of dialect-colloquial elements is observed at different language levels: phonetic, grammatical and lexical.
Reduction of sounds, devoicing or voicing of sounds, incorrect reading of the ending ‘ing’ are used at the phonetic level. The lexical level is characterized by the usage of obsolete forms of parts of speech and colloquial words. On the grammatical level a violation of the traditional grammar norms (no ending in the plural, the use of double negation, etc.) is found.
The research proves that dialect-colloquial elements help to depict the characters vividly, convey the individuality of their speech, and sometimes serve as a means of satire.

Abstract: Modern advertising became a part of communicative culture. Therefore, the language of advertising draws attention of scholars from different fields. However, the task of determining and studying linguistic means that encourage attention of customers remains relevant. This article examines the phonostylistic means that allow creating a certain emotional background after reading an advertisement. The research materials contains advertising texts and slogans from various websites and social media (such as Vkontakte, Instagram, Facebook). Methodology implies the selection of practical material, identification of the basis phonostylistic means used in English-language and Russian-language advertising texts, comparison of such means in both languages. The conducted research demonstrates that alliteration, assonance, annomination, wordplay, and rhyme are most frequently used means in the English-language and Russian-language online advertising. The English-language online advertising most often employs alliteration, while the Russian-language online advertising most frequently uses phonostylistic means. Such pattern is associated with the number of vowels and consonants in the alphabets of these two languages. The application of phonostylistic means makes the text lean, melodiousness, and expressivity. Advertising agencies focus on audio and stylistic presentation of advertising text for impacting the audience.