MANIPU LATIVE POTENTIA L OF ALERNATIVE NOMINATION IN DISCOURSE OF POLITICAL COMMENT
The article is devoted to the issue of alternative nomination which is an effective means of manipulative impact in discourse of political comment. The outcome of political confrontation is determined by the choice of nominations in the process of struggle for power and electorate. It is concluded that alternative nominations can be used to characterize the object from various aspects, to focus on its important features, to express its evaluative characteristics, to discredit the opponent. Alternative nomination may serve as a mechanism of distortion of true utterance to create a distorted picture of world.