VARYING OF PROVERBS AND SAYINGS ON THE PAGES OF THE MODERN PRESS
The article examines conceptual categories using examples from lexical play which arises in the creation of advertising texts. Language units can be changed and many modern journalists use transformations of famous proverbs and sayings in newspapers. There are different types of language variances: synonymous, antonymous, paronymous, theme variants. The most popular is the substitution to give concrete expression some situations. The nature of some lexical transformations also can be humorous.