Lexical Expressive Means

At the lexical level there are a great many words which due to their inner expressiveness constitute a special layer There are words with emotive meaning only (interjections), words which have both referential and emotive meaning (epithets), words which still retain a twofold meaning: denotative and connotative (love, hate, sympathy), words belonging to the layers of slang and vulgar words, or to poetic or archaic layers. The expressive power of these words cannot be doubted, especially when they are compared with the neutral vocabulary. All kinds of set phrases (phraseological units) generally possess the property of expressiveness. Set phrases, catch words, proverbs, sayings comprise a considerable number of language units which serve to make speech emphatic, mainly from the emotional point of view. Their use in every-day speech is remarkable for the subjective emotional colouring they produce.It must be noted here that due to the generally emotional character of colloquial language, all kinds of set expressions are natural in every-day speech. They are, as it were, part and parcel of this form of human intercourse. But when they appear in written texts their expressiveness comes to the fore because written texts, as has already been pointed out, are logically directed unless, of course, there is a deliberate attempt to introduce an expressive element in the utterance. The set expression is a time-honoured device to enliven speech, but this device, it must be repeated, is more sparingly used in written texts. In everyday speech one can often hear such phrases as: "Well, it will only add fuel to the fire" and the like, which in fact is synonymous to the neutral: "It will only make the situation worse."

13. Literary coinages or neologisms

This term in the linguistics which by its very nature is ambiguous (not clear or confusing) and that is a term ‘’neologism’’. In the dictionaries it is gently defined as a new word or a new meaning for inestablished word. Every period of the development of a language produces an enormous number of new words and new meanings of established words. Most of literary bookish coinages-by means of affixation or word-compounding. Conversation, derivation & change of meaning-the most productive in creating neologisms(e.g.-to bus children to school, cats mother tigers).Affixation remains the most popular & common(e.g.-Every man in the aura of success tests the goodh ood).Affixes:-anty=antyhero,-ize=villagize,moisturize,dom=wisdomgangdom,-ship=showmanship,misessship,-ese=Johnsonese & Dickensian style,-un=to undo. Most of them do not live long. They are not mean to live long. They are as it were coined (выдуманы) for use at the moment of speech and therefore possess a peculiar property. The given word or meaning holds only in the given context. (ex. To serve the occasion, -служить случаю, the chicken hearted man)

Euphemism

A euphemism is a substitution for an expression that may offend or suggest something unpleasant to the receiver, using instead an agreeable or less offensive expression, or to make it less troublesome for the speaker. The purpose of the substitution may also be to avoid revealing secret or sacred names to the uninitiated, or to obscure the identity of the subject of a conversation from potential eavesdroppers. Some euphemisms are intended to amuse. When a phrase is used as a euphemism, it often becomes a metaphor whose literal meaning is dropped. Euphemisms may be used to hide unpleasant or disturbing ideas, even when the literal term for them is not necessarily offensive. This type of euphemism is used in public relations and politics, where it is sometimes called doublespeak. Sometimes the use of euphemisms is equated to politeness. There are also superstitious euphemisms, based on the idea that words have the power to bring bad fortune (for example, not speaking the word "autism"), and there are religious euphemisms, based on the idea that some words are holy, or that some words are spiritually perilous.

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