The category of intertextuality is researched on the basis of the modern Russian newspaper publicism. There is revealed the linguocreative potential of the method of the use of fragments of precedent texts, described the types of semantic connection of the borrowing text and the source text. There are shown the paradoxical peculiarities of the intertextual interaction connected with the use of intertext figures as the elocutive constants of the publicistic discourse.

There are considered the cases of simultaneous popularity of the ways of figurative and metaphorical speech in the context of publication genre modifications. There is suggested the notion elocutionary and marked newspaper microcontext; there is given the formal and structural classification, semantic and pragmatic interpretation of fragments of newspaper film reviews.

There are shown the essence, terminology, functioning of the improbable speech figures. Hyperbola is analyzed as a dominant means of improbability making in newspaper discourse in its social and political journalism and advertising varieties. There are specified the intentional prerequisites of improbable exaggeration method use connected with social rating expression and advertising offer.