ANTI-WORDS AND THE REASONS FOR THEIR OCCURRENCE

Abstract

Anti-words - alterations of traditional paremias - are an interesting phenomenon. These are texts in which structural and semantic units and models of traditional paremias, slogans, advertising, including political ones, are contaminated. They, in particular, reflect and evaluate the recent past and modern realities. An old and easily recognizable proverb is updated, for example, when the names of political figures of the last era are introduced into its composition as essentially synonymous elements: "Strike iron while Gorbachev", "If you are afraid of Putin - do not go to the toilet", "Better with Fomenko than with Kirienko ".