The appellative function of paremias: advice and warning

The article deals with the appellative function as one of the microfunctions of the language related to the addressee. The appellative function implies the communicative effect which is based on the intention. In the field of mass media, authors of publicistic texts are interested in paremias as the last ones can cause an emotional reaction in the recipient of a message and help to express thoughts in a special way, which contributes to a better perception of information by readers. In turn, the paremia, being a discursive unit of language, is complicated and characterized by the properties of implicitness, persistence, impersonality, temporal orientation. In addition to the appellative function, the paremia implements didactic, psychological, mnemonic, decorative, predictive, expressive and metalanguage functions. As linguistic signs, paremias also have linguistic potency, which ensures their ambiguity, reveals hidden meanings. We are also concerned with questions about concepts of "topos" and "argumentum ad populum". These linguistic phenomena, as well as paremias, are characterized as illocutionary acts; therefore, the author distinguishes these terms in relation to paremias. The research focuses on the category of persistence as a functional and pragmatic characteristic of the text inherent in paremias. The author catalogues the paroemias into groups "advice" and "warning" and explains their implicit content due to concrete examples in order to identify the appellative function of the paremia and the intention of speaker. This study consists of the analysis of paremia as a diverse linguistic unit capable of reflecting folk wisdom through a recommendation in the form of advice or a warning through an appellative function.