PUBLICISTIC AND ARTISTIC STYLE: LANGUAGE MEANS AND POSSIBILITIES OF EXPRESSION

This article analyzes the language means of the publicistic and artistic style and their expressive capabilities. The publicistic style is distinguished by its reliance on clarity, conciseness and expressiveness in covering current issues in society. It widely uses socio-political lexicon, emotional evaluative units, rhetorical questions and exclamations. The artistic style is characterized by imagery, visuality and aesthetic impact, enriching the reader's imagination through figurative means such as metaphors, epithets, metaphors, comparisons. The article highlights the similarities and differences of both styles, their communicative functions and their role in the development of speech culture. It also scientifically and theoretically substantiates that the appropriate use of language tools increases the impact of the text. The results of the research are of great importance for stylistics, text linguistics and practical speech culture.