Influencing functions of artistic touches in Soviet mediatext (on materials of newspaper “The Leningrad truth” /“Leningradskaya pravda” of the 1930s)

The article is devoted to the description of the influence caused by various artistic touches employed by the Leningradskaya Pravda newspaper in 1930s. The choice of the material is explained by the fact that this newspaper combined in itself traditions of the state and characteristic features of provincial newspaper. It is noted that the assigned leading role of the Soviet press can be traced at all levels of its functions starting from the buildings in which newspaper editions were issued and ending with the verbal games practiced by the newspaper. In the course of the newspaper texts’ study and research such figures of speech as dubitation, objektivization, rhetorical questions, rhetorical exclamation, repetitions, and puns were revealed. By means of sociolinguistic, intertextual, and discourse methods manipulative effects created by each of the tools are investigated. The tendency of pseudo-dialogue with the reader is created, which in practice turned out to be a unilateral imperious message. The greatest influence was transferred not by the use of rational and logical figures of speech but by the use of emotional ones as well.