Deliberate ambiguity as a way to attract readers’ attention

The article investigates a way of manipulating in media, namely the creation of deliberate ambiguity, in which the effect of failed expectations is to work to attract the attention of readers. The analysis of the linguistic material from some electronic media revealed a number of linguistic techniques to achieve communicative goals of journalists. Along with these the statements and considerations of success or failure of the use of deliberate ambiguity were legitimated. A survey of potential readers showed lameness and monotonous manipulation techniques used and, therefore, in most cases, their ineffectiveness. A typical image of a destination that exists in the minds of journalists using reception deliberate ambiguity is erroneous, outdated. The neglect of a journalist to take into account the change of the image of addressee may indicate his professional incompetence.