Elocutive ornamental means built on the principle of alogism: ways of research

In the article the ways of the research of elocutives built on the principle of alogism are represented. The author outlines the sphere of tropes and speech figures at different language levels, which can be described in the context of the field consistency taking into account complex semantic, structural, functional characteristics of pragmatically important figurative means, such as zeugma, catachresis, oxymoron, symultative, semantic chiasmus, semantic parecheza, semantic antithesis, antithesal absurdity, paradox, pleonasm and others.