Journalists rarely agree that their profession is as much a craft as an art, that mastery of the technique of creating text is as necessary as creative inspiration and intuition. However, practice convinces us that in a situation where there is very little time for reflection and polishing what is written, when the flow of essentially the same type of texts is very large, unwillingness to meaningfully relate to the laws of the craft, to "fill your hand" leads to results that are often far from the author's intention. What is especially dangerous, oddly enough, is not the lack of knowledge of speech tools and compositional techniques that help the author "pack" information in different ways, with the best result, but half-knowledge, an approximate idea of what he is doing.- page 57 use the token in your text, or how it should be done. If in a newspaper or magazine text the author still has the opportunity to look from the outside at what he creates, then in the case of a radio or television program, even "home preparations"do not always help. In an untrained phrase born at the moment of utterance , just as in a text written when there is a lack of time, we often see certain failures that are considered by the general rhetoric. In journalism, the comparison of various situations, events, and objects is widely used. The evidence-based power of such a move is small, but in the media it is the most natural way to learn and evaluate. It is clear that in the communicative sense, you can achieve a comparison in different ways. The most well - known tools are comparison, metaphor (as a collapsed comparison), and syntactic parallelism. The comparison can also be built on the basis of compositional techniques-analogies, allusions, prospectuses, and retrospection, Let's see how comparisons and metaphors are used, and do journalists always achieve the results they want? For this purpose, we will take the texts of newspapers and television programs, as well as educational texts w ... Read more