Communicative conditionality of speech anomalies in the present-day public discourse

The article deals with the consequences of influence caused by socially conditioned extra linguistic phenomena on the language policy in present-day national communities, and with the issue of keeping language norms and conventions in speech communication. Comparing the language system with its original openness and variability, on the one hand, and the language norm characterized by its conservatism and rigid regulations, on the other, the author detects a basic contradiction between these two, which reflects upon ways of organizing communication in today’s societies. It is proved in the article that when speech behavior of most communicators is conditioned by ethnocultural, moral-ethic, and pragmatic-commercial specificities, appearance of various linguistic irregularities in public discourse becomes unavoidable. The author classifies language norm violations into two categories: unconscious and conscious, individually viewing the cases of positive and negative communicative effects caused by language anomalies. Based on the analysis of the examples of conscious deviations detected in advertising as a typical variation of present-day public discourse, the article reveals a variety of forms of language anomalies in the pragmatically oriented text, as well as their high degree of communicative effectiveness. The author also makes a suggestion that the scale of deviative phenomena in speech practices of world communities will extend in the near future.