ON SOME WORD-FORMING TECHNIQUES OF LANGUAGE PLAY IN THE MEDIA
The article examines two derivational reception of language play in the media: the so-called "predskazamus-reception", which is a word-specific pattern, and "hocus pocus welcome", representing the rhyme is consonant words, one of which is a distorted doublet of the other. The relevance of the topic is due to the wide spread of the considered techniques, studied, however, mainly on the material of fiction and colloquial speech. The study identified three types of correlation of connotative characteristics of the word-prototype and innovation: 1) the word-prototype is neutral-innovation is evaluative; 2) the word-prototype is evaluative-innovation is created as neutral, but due to the associative relationship inherits evaluative; 3) the word-prototype is evaluative-innovation is evaluative.