Publicistic style.

The publicistic style of language became a separate style in the middle of the 18^th century. It also falls into 3 varieties , each having its own distinctive features. It has a spoken variety, namely, the oratorical substyle. The development of radio and television has brought into being another new spoken variety, namely, the radio and TV commentary. The other 2 substyles are the essay (moral, philosophical, literary) and journalistic articles (political, social, economic) in newspapers, journals and magazines. Book reviews in journals, newspapers and magazines and also pamphlets are generally included among essays. The general aim of publicistic style is to exert a constant and deep influence on public opinion, to convince the reader or the listener that the interpretation given by the writer or the speaker is the only correct one and to cause him to accept the point of view expressed in the speech, essay or article not merely through logical argumentation but through emotional appeal as well. This brain-washing function is most effective in oratory, for here the most powerful instrument of persuasion, the human voice, is brought into play.

Due to its characteristic combination of logical argumentation and emotional appeal, publicistic style has features in common with the style of scientific prose, on the one hand, and that of emotive prose, on the other. Its emotional appeal is generally achieved by the use of words with emotive meaning, the use of imagery and other stylistic devices as in emotive prose; but they are not fresh or genuine. The manner of presenting ideas, however, bring this style closer to that of belles-lettres, in this case to emotive prose.

Further, publicistic style is characterized by brevity of expression. In some varieties of this style it becomes a leading feature. In essays brevity sometimes becomes epigrammatic.

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