THE ELOQUENCE OF THE CONCEPTS MAN AND WOMAN IN NEWSPAPER HEADLINES OF UKRAINIAN-LANGUAGE PUBLICATIONS OF THE CURRENT DECADE

Traditionally, newspaper texts should promote literacy and awareness in social and political life. Understanding this, journalistic authors try to write them in a literary language, but the desire to draw attention to a note or article with an expressive title with not always tactful words usually prevails over the desire to promote literacy. The goal of highlighting the text by any means, attracting the addressee's attention becomes dominant in the process of journalists' creative speech. In addition, newspaper articles and notes reflect the everyday life of an average reader, the surrounding reality, economic, socio-cultural and political realities, prompt reflection on them, which leads to certain generalizations and conclusions regarding the representation of such concepts as man and woman. Realizing that it is worth attracting their target audience and expanding it, the authors of newspaper texts resort to eloquence as an effective tool of eloquent influence on the addressee, forcing him to see and be able to decode the apt and extraordinary headlines that abound in the pages of modern Ukrainian-language periodicals. The newspaper discourse of modern Ukrainian-language publications explicates a specific power to speak, endowed with the power to assert something, promote, broadcast stereotypes and deny them. However, it is worth noting the tendency that modern headline complexes, as the primary elements of text publications, are not always organically connected with the content of the article, but, on the contrary, quite often are an independent component of media representations. The main feature of modern newspaper headlines is apt brevity and eloquence, which contribute to attracting attention and memorization. Expression marks newspaper texts for the attractiveness, informativeness and influence of the media product. So, modern newspaper headlines multifacetedly reflect both the content and style of the article, and determine the addressee, and are a kind of compass that orients the reader in a frenzied flow of information, and a special "litmus test" for the level of perception of this or that concept.