Abstract
The article is devoted to the analysis of means of expression. with the help of which the titles of the publications «Opinion» of the Internet newspaper «Izvestia» were formed. It was revealed that the most important tool with which expressiveness is created is a pun, playing with words and phraseological combinations. The main object of rethinking is phraseological units, and the main type of pun is the phonetic pun. A large number of figurative and expressive headings among the analyzed material is associated with the author’s nature of these publications, with the fact that journalists, writers, public figures in this section strive for creative self-expression and self-representation as creative personalities. It is emphasized that phonetic puns attract authors with their rich possibilities in accentuation and transformation of words, meanings and sounds.
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