Vocabulary of high style - the way to the revival of Russian spirituality. What is the theory of three calms

conventional manner, the usual way of performing any particular type of speech act: oratory, editorial in a newspaper, scientific (not highly specialized) lecture, judicial speech, everyday dialogue, friendly letter, etc .; style in this sense is characterized not only by a set (parameters) of linguistic means, but also by the composition of the act;

individual style, the way in which a given speech act or work is performed, including literary and artistic (cf., for example, “the style of your speech at a meeting”; “the language and style of Lermontov’s early poems”);

the same as era language paradigm, the state of the language in terms of style in a given era (cf. the expression "in the style of the Russian literary language of the 1st half of the 19th century").

Despite the differences in the above five understandings of style, each of them has a basic common invariant feature; style is always characterized the principle of selection and combination available language means, their transformations; differences in style are determined by differences in these principles. Each style is characterized by some distinctive features, differences from another comparable to it, i.e. deviations. This trait culminates in individual style, which is "a measure of deviation from the neutral norm." In addition, "from the inside" the style is characterized by some constant components, "integral features", which also reach a maximum in an individual style, leading to its definition as "the highest measure of proportionality and conformity." The concept of selection, in turn, implies an idea of ​​what is correct, with which deviations should be compared - the concept of a norm (see Linguistic Norm). The concept of combination implies the concept of proportionality, harmony. Thus, style is not only a historical category, but also a subjective-objective one, since both the objective material elements of style and the subjective principles of their selection and combination change in history. There are cases when the national language (for example, Estonian) does not have clear boundaries between styles.

In the history of styles in terms of the material composition of the elements the three main styles of language have 3 different historical sources. In modern European languages, the bookish style usually goes back to the literary and written language of the previous period, often different from the everyday spoken language of the bulk of the population. Thus, the book style in the countries of Romance speech - France, Italy, Spain, etc. - goes back to Latin as the literary language of the Middle Ages in terms of vocabulary and partly syntax; English in its bookish style also goes back in this respect to the Latin and partly French of the Middle Ages. The book style in all Slavic languages ​​in many respects goes back to the Old Church Slavonic (Church Slavonic) language - the literary language of the Middle Ages. At the same time, in the Romance and Slavic languages, a literary language on a national basis played a certain role, for example, the language of the heroic epic in France and Spain, the language of chronicles and other written documents in Kievan Rus; at the same time, the question of the relationship between the two languages ​​in Kievan Rus and other Russian states of the Middle Ages remains debatable.

The neutral colloquial style goes back to the common language, especially to the language of the urban part of the population. The familiar colloquial style has its source in the language of the urban lower classes and peasant dialects, as well as the languages ​​​​of professional groups, jargons - artisans, soldiers, students, etc.

The system of styles is affected by their literary processing and codification. Thus, the normalization of the French literary language in the 17th century, in the era of literary classicism, contributed to the rigid codification of written speech and its difference from colloquial speech on the principle of “never write as they say”; therefore, the neutral style of the French language was fixed in its proximity to bookish, written speech. The norm of the Russian literary language took shape in the late 18th - early 19th centuries, in the era of Pushkin, the era of the formation of literary realism, due to which democratic elements of the language were allowed into the book style much more widely, and the neutral style turned out to be close to colloquial speech.

The prototype of the three styles of the language already existed in the Latin language of Ancient Rome: 1) urbanitas - the speech of the city of Rome itself (Urbs), which was considered a model; 2) rusticitas (from rusticus - rural, rural) - the speech of rural areas, not quite correct, "uncouth"; 3) peregrinitas (from peregrinus - foreign), perceived by the Romans as an incorrect Latin speech of the outlying Roman provinces, from which the Romance languages ​​subsequently developed.

The three styles had another source, also three-part: the three main genres of the then literature - "low", "medium" and "high". In Rome, they were usually associated with three different genre cycles of Virgil's works - "Bucoliki" (lit. - shepherd's poems), "Georgics" (lit. - agricultural poems), "Aeneid" - a heroic epic poem. According to the three genres, not only words, but also the objects they denoted, as well as proper names, had to be different. In the late Roman era, they were illustrated like this:

This stylistic difference has a more ancient analogue - the difference between the languages ​​of epic and tragedy ("high"), lyric ("medium"), comedy ("low") in ancient Greece, which, in turn, apparently dates back to more ancient differences between sacred, including poetic, language and the language of everyday communication. The "theory of three styles" was especially relevant in Europe in the era of literary classicism of the 17th-18th centuries. In Russia, it was developed by M. V. Lomonosov (see Language of Fiction).

In the history of style in terms of selection principles The most ancient principle of differences in styles is social prestige, which directly corresponds to the concepts-assessments "high", "medium", "low" of words and objects that words denote. To speak in a high style meant to speak in a high style and about lofty subjects; at the same time, the high style of speech indicated the high social position of the speaker. The practice of language assessments of speech, adopted in Ancient Rome, is retained until modern times. So, according to the definition of a grammarian of the 17th century. K. de Vozhla (France), "good use of the language", or "good custom", is "the manner of speaking of the most sensible part of the royal court, in accordance with the manner of writing of the most sensible part of the writers of this time." "Good custom" in modern terminology corresponds to a neutral and bookish style, or language norm in the most rigid sense of the word. Vozhl's definition also contains another important feature - the "conformity" of speech, its correspondence to the social status of the speaker. Thus, the "low" speech of the peasant does not correspond to "good custom", but corresponds to "conformity".

In the 19th century wherever there has been a general democratization of social life, the concept of the norm is expanding, and the “low” style, the natural speech of the democratic strata of the population, is included in the norm in a broad sense, in the system of styles of the literary language. Dialect speech and jargons remain outside the norm. However, the sign of social prestige persists; to a certain extent, this makes itself felt even in the definition of the norm in the Soviet scientific literature of the 1930s and 1940s, cf.: “The norm is determined by the degree of use, provided authority sources” (E. S. Istrina). In the linguistic literature of the 80s. in developed countries, in accordance with the developing structure of society, the sign of "high" or "low" social assessment is gradually excluded from the concept of the norm of the language and, accordingly, from the assessment of styles; cf. in relation to the modern Russian language, where the norm is the rules of speech, “adopted in public speech practice educated people" (however, this feature is preserved for modern French).

Parallel to this, there is a separation of such features of style as the word and its subject correlation; the last sign is excluded from the definition of style: in modern literary languages, in any style of language, one can speak about the same reality, the same objects. This is facilitated by the developed synonymic series (see Synonymy), which have developed from various sources (for example, in the Russian language, Old Slavonicisms and native Russian vocabulary: "battle" - "battle", "battle" - "skirmish", "face" - "face" - “face”, “throw” - “throw” - “throw”, “throw”, etc.).

The concept of style as an individual manner of speech or writing takes shape in the 18th century. and reaches its peak in the era of literary romanticism in connection with the development of the concept of an individual "genius" - a person-creator, writer, artist. In 1753, J. L. L. Buffon formulates the following definition of style: “Knowledge, facts and discoveries are easily alienated and transformed ... these things are outside of a person. Style is the person. Style can neither be alienated, nor transformed, nor transmitted. This definition, which reflects one of the objective aspects of the phenomenon of "style", plays an important role in literary stylistics. In French linguistics, on its basis, the tasks of stylistics as a whole are determined.

In the 19th century, in connection with the understanding of the diverse speech functions of a person (everyday speech, public speaking, speech in court, etc.), an understanding of style arises as a variable, as language adaptation a person to the social environment (A. I. Sobolevsky, 1909). To a certain extent, this understanding corresponds to the understanding of style as a generally accepted manner of performing speech acts. The most complete style in this sense is studied in the theory of speech acts as one of the conditions for their success (see Pragmatics).

In the 50-70s. In the 20th century, in connection with the development of the history of science, the history of human cognition, the concept of style, common to science, art and language, was formulated as "a style of thinking, world outlook." Different terms are used in this meaning: “epoch” (M. P. Foucault), “writing” (in relation to fiction, R. Barth), “paradigm” (in relation to science and scientific style, T. Kuhn). But the most general and successful term here remains “style”, in accordance with the definition of M. Born (1953): “... there are ... general tendencies of thought that change very slowly and form certain philosophical periods with ideas characteristic of them during in all areas of human activity, including science... Thinking styles are styles not only in art, but also in science.”

  • Sobolevsky A. I., About style, Kharkov, 1909;
  • Istrina E. S., Norms of the Russian literary language and culture of speech, M.-L., 1948;
  • Distiller G. O., On the tasks of the history of language, in his book: Selected works on the Russian language, M., 1959;
  • Conrad N. I., On the literary language in China and Japan, in the collection: Questions of the formation and development of national languages, M., 1960;
  • gelhardt R. R., On the language norm, in the book: Questions of the culture of speech, c. 3, M., 1961;
  • Dolezhel L., Gausenblas K., On the relationship between poetics and stylistics, in the book: Poetics. Poetyka. Poetics, ;
  • Born M., The state of ideas in physics, in his book: Physics in the life of my generation, [transl. from English], M., 1963;
  • Vinogradov V. V., Problems of literary languages ​​and patterns of their formation and development, M., 1967;
  • his own, Essays on the history of the Russian literary language of the 17th-19th centuries, 3rd ed., M., 1982;
  • Budagov R. A., Literary languages ​​and language styles, M., 1967;
  • Language and Society, M., 1968;
  • Kozhina M. N., On the foundations of functional stylistics, Perm, 1968;
  • Yartseva V. N., Development of the national literary English language, M., 1969;
  • Semenyuk N. N., From the history of the functional-stylistic differentiation of the German literary language. M., 1972;
  • Russian colloquial speech, M., 1973;
  • Shcherba L. V., On different styles of pronunciation and on the ideal phonetic composition of words, in his book: Language system and speech activity, L., 1974;
  • Belchikov Yu. A., Russian literary language in the 2nd half of the 19th century, M., 1974;
  • Zhirmunsky V. M., The problem of social differentiation of languages, in his book: General and German linguistics, L., 1976;
  • McDavid R. I. (Jr.). Dialect and social differences in urban society, trans. from English, in the book: New in linguistics, v. 7 - Sociolinguistics, M., 1975;
  • Foucault M., Words and things. Archeology of the humanities, trans. from French. M., 1977;
  • New in foreign linguistics, c. 8 - Linguistics of the text, M., 1978; V. 9 - Linguistics, M., 1980;
  • Distiller T. G., Patterns of stylistic use of language units, M., 1980;
  • Melnychuk A. S., Discussion of the problem of the language situation in Kievan Rus at the IX International Congress of Slavists, Izvestiya AN SSSR, ser. LiYa, 1984, vol. 43, no. 2;
  • Buffon G. L. L., Discours sur le style, P., ;
  • Cressot M., Le style et ses techniques, P., 1947;
  • Guiraud P., La stylistique, 8 ed., P., 1975.

Modern Russian literary language does not look like a monotonous flat plain. Its "landscape" is more complicated: there are mountains, hills, there are slopes into the valley, into the floodplains of the rivers. Speaking directly, not metaphorically, the modern Russian literary language is stylistically divided. Some words have a high, solemn coloring, others are colloquial. Finally, many words are stylistically transparent, they have no color: I, you, he, be, go, think, read, work, mother, father, house, life, person, flowers, tree, face, ash, joy, thought , courage, big, blue, good, etc.

Not only words, but also syntactic constructions are stylistically distinguished. Examples: I forgot that I need to send a letter (neutral). - And I forget that I need to send a letter (colloquial); It is inevitable, because such is the dictate of history (high). - This cannot be avoided, because history requires it (neutral). In the latter case, the unions for - because - are a syntactic device that helps create a stylistic contrast. The vast majority of grammatical constructions belong to the neutral style.

“... Lomonosov’s “theory of three calms,” wrote A. A. Reformatsky, “contains a very important theoretical grain: styles of speech are correlative, and any style is primarily correlated with neutral, zero; other styles diverge from this neutral in opposite sides: one with "coefficient" plus as "high", others with "coefficient" minus as
"low" (cf. neutral to eat, high to eat and low to eat, etc.).

Every distinction in the language has a meaning, it means something. What is the meaning of stylistic distinctions? This meaning is complex. First, with the help of stylistic distinctions, the attitude of the speaker to his speech is conveyed. Perhaps this speech has a universal meaning (it is addressed to the people), epochal (to history) and even "universal" meaning. But speech can also be unpretentious, the speaker intends it for a few people, and only for them it is interesting, only now and here.
The author of the article distributes its reprints to several of his fellow workers and says: I have come to you to hand over my work ... Both the speaker himself and his listeners realized that the speech did not correspond to the circumstances, under these conditions, more modest, more unpretentious words: a simple matter should not be spoken so solemnly and highly. A neutral style would be appropriate: I want to give you my article ... Or even a slightly reduced, colloquial one: Here - I wrote, is it good, bad, I don’t know, read and say.

Consequently, stylistic distinctions express the speaker's attitude to speech: it is assessed by him as having great, even universal significance, or as speech of more “limited use”, for a relatively limited circle of people, not claiming to be epochal.
But something else follows from this distinction. The national speech sounds on days of celebrations, holidays, on days of universal rejoicing. Therefore, the language units belonging to the high style have, secondly, a connotation of festivity, solemnity. They reflect the very situation in which they are used. In the above example (to hand...) the awkwardness is also in the fact that the speaker is sure in advance that he brought a holiday for everyone with him, giving a book. However, this is already the second, derived meaning of high style. The main one is the first. This is proved by the fact that there are words
high style (and there are even a lot of them), which are devoid of the spirit of festivity, solemnity. For example, a high union does not carry any festivity in itself.

High style appropriate in the days of sorrow; at the same time, it retains its solemnity, but, of course, not festivity.
Speech in a colloquial style is everyday speech. From this, it does not become bad: everyday life has its own charm. In the example above (to give...), just the conversational style turned out to be good and quite appropriate, and the high style was bad, pretentious. Consequently, the colloquial style has (as a second, derivative) the meaning of everyday, non-holiday speech.

Finally, thirdly, the naming object itself can be colored differently in different styles. In the series of words: eyes (high) - eyes (neutral) - peepers (colloquial or simple) - the objects themselves appear to be different. The word eyes evokes different ideas about the called object than the word peepers. Eyes are more beautiful than peepers. On the other hand, the eyes are not just an “organ of sight”, but a “mirror of the soul”, the mouth is not an “organ of eating”, but a “source of the speeches of the wise.” And the example given (to give ...) can be understood as follows: the line was a failure because it gave the action a higher rating than it deserved.

However, this feature is also secondary, that is, it does not cover all stylistically colored words. Yes, indeed, most high words denote objects that are evaluated positively (Fatherland, very boldly), but there are also such high words, the object of which is either not evaluated in any way, or is evaluated negatively (tyrant, despicable, fiend of evil).

Therefore, the main significance of stylistic differences should be seen in the fact that the speech itself can be assessed as important, essential for all (or many) or, conversely, as having only a limited meaning: here, now, for those present. These metonymic differences are transferred to the object of speech, to what is called; the objects themselves, denoted by means of high and colloquial style, may appear different. And, as already mentioned, in high style
the solemnity characteristic of the setting in which high-style speech is appropriate can be captured; not solemnity, everyday life (not in a reprehensible sense) is captured in a colloquial style. These are the meanings that are conveyed with the help of stylistic distinctions.

Neutral language units characterized by the fact that they are appropriate in any speech. They do not have those colors, those stylistic meanings that are characteristic of high and colloquial styles. No text (written, oral) can be created by means of only colored units. In any text, most words and syntactic constructions are of a neutral style. Colored units are introduced into the environment of neutral units - and then we perceive the entire text as high-pitched or colloquial in style. A glass of tea is water slightly colored with tea, but it is not a "glass of water", but rather a "glass of tea". So is the high (or colloquial) text: most of its units are uncolored, neutral, few high (or in another case - colloquial) words add color. Remember: with the help of stylistic gradation, high - neutral - conversational style is evaluated by the speech itself; this is the basis of stylistic distinctions.

To vocabulary writing include words that are used mainly in written varieties of the literary language: in scientific articles, textbooks, in official documents, in business papers, and are not used in casual conversations, in everyday everyday speech.

The language of fiction (prose, poetry, drama) does not belong to specifically written varieties of speech (as well as to specifically oral types of speech).

The vocabulary of fiction, based on neutral words, can include words of both oral and written speech (as well as, along with them, all varieties of popular vocabulary: dialectisms, professionalisms, jargonisms).

There are two types of written vocabulary:

1) Vocabulary book;

2) Vocabulary high(poetic, solemn).

noted functional-style bundle book vocabulary:

1) Official business;

2) Scientific;

3) Newspaper and journalistic.

Official business vocabulary is used in government documents of the following types:

1) Laws;

2) Resolutions;

3) Charters;

4) Instructions;

5) Stationery and administrative papers;

6) Business letters;

7) Contracts;

8) Legal business documents;

9) International agreements;

10) Communiqué;

11) Diplomatic notes, etc. This vocabulary is characterized by:

A) isolation(there are no other-style inclusions in it;

b) semantic clarity;

c) maximum uniqueness;

d) the presence cliches, stereotypes, clichés. The main lexical groups of business style:

1) Names of business papers:

Application, instruction, explanatory, dotsaadnaya, note, help, move thailand;

2) Names of documents:

Diploma, passport, certificate, charter;

3) Business and industrial terminology:

Freight turnover, carrying capacity, supply, recyclable materials, medical staff, overalls, financial department;

4) Nomenclature names (names of various institutions, officials and their posts):

General directorate, ministry, engineer, inspector. In modern business style, abbreviations are widely used:

KB - design bureau;

UKS - capital construction management etc. For scientific vocabulary other-style inclusions are also unusual. In the scientific style, words with abstract semantics are used. In the lexical system of scientific style, first of all, general scientific vocabulary can be distinguished:

Lbstraction, argumentation, research, classification, method, methodology, object, systematization and etc.

The features of the vocabulary of the scientific style include the obligatory presence terms. Term is a word or phrase used to exact name special concepts in the field of production, science, art.

Set of terms a certain area or branch of knowledge forms terminological system(terminology), we call) "yu metalanguage of this science.

Each science necessarily has its own terminology (metal-language). Linguistics can serve as an example of a developed terminological sphere (developed meta-language):

Morpheme, sentence, prefix, phrase, suffix, inflection and etc.

main function newspaper and journalistic style is a function impact, after all, the main feature of journalism is political sharpness, citizenship, polemical intensity.

Newspaper and journalistic vocabulary is most commonly used in newspaper and magazine reviews, in socio-political and literary-critical articles, in pamphlets, feuilletons, essays, proclamations, and so on, for example:

Humanism, unity, neutrality, autonomy, patriotism, propaganda, event, progressive and etc.

Unlike book vocabulary, which accurately names abstract concepts, but is somewhat dry (that is, minimally emotional), vocabulary high characterized by elation, often - solemnity and poetry. High vocabulary words belong to four parts of speech:

1) Nouns:

Daring, chosen one, fatherland, accomplishment, creator;

2) Adjectives:

/(rusty, bold, radiant, irrevocable;

3) Adverbs:

Forever, henceforth;

4) Verbs:

hoist, erect, designate, accomplish.

High vocabulary gives speech a solemn, upbeat or poetic sound. It is used when it comes to significant events in the life of the country and the people, when the author's feelings are high and festive.

L. Leonov substantiated the need to use lofty words in this way: “Just as it is shameful to talk about Pushkin, according to Belinsky mass media turnip prose, the name of Tolstoy today requires a festive verbal frame.

For example, recalling the first meeting with Leo Tolstoy,

V.A. Gilyarovsky wrote: “This meeting with the great Lev Nikolaevich unforgettable This is the best moment of my life." In this passage the word unforgettable sounds higher than unforgettable.

Vocabulary of fiction (poetry, prose, drama), which may include:

1) Neutral words;

2) Words of oral and written speech;

3) Neo-national vocabulary.

Every time you write a text or just communicate with other people, you choose the style of speech that is most relevant to the moment. There are five styles in total, but the success of your dialogue, both with the interlocutor and with the reader, depends entirely on the correct choice of each of them. For the reader, the style of your presentation is even more important, because when reading, a person does not have non-verbal information about you, such as facial expressions, gestures, breathing rate, gaze, etc. So, today we will look at what text styles exist, what features they have, and, of course, we will look at examples of these styles.

Five Basic Speech Styles

So, as mentioned above, any text that you create can be attributed to one of the five styles of speech. Here they are:

  • scientific style
  • Journalistic style
  • Art style
  • Formal business style
  • Conversational style

Please note that different types of text usually refer to different styles, although they may describe the same object. Let's look at an example. Suppose you need to write a text about a washing machine. How can you write it:

  1. You write a review with key features (scientific style)
  2. You write a sales text (conversational style)
  3. You are writing an SEO article for a blog (journalistic style)
  4. You are writing hypnotic text (art style)
  5. You are writing a commercial proposal (formal business style)

However, for greater objectivity, today we will not dwell on the washing machine, but simply consider all five styles of speech with various examples.

1. Scientific style of speech

The scientific style is characterized by strict writing requirements, which are described in more detail in the article "". In this article, the scientific style example will be more concise, but if you are interested in a detailed version, then you can find it at.

The scientific style is used among scientists as well as in the educational environment. A distinctive feature of the scientific style lies in its objectivity and a comprehensive approach to the issue under consideration. Theses, hypotheses, axioms, conclusions, monotonous coloring and patterns - this is what characterizes the scientific style.

An example of a scientific style of speech

Based on the results of the experiment, it can be concluded that the object has a soft homogeneous structure, freely transmits light and can change a number of its parameters when exposed to a potential difference in the range from 5 to 33,000 V. The studies also showed that the object irreversibly changes its molecular structure. structure under the influence of temperatures above 300 K. Under mechanical action on the object with a force of up to 1000 N, no visible changes in the structure are observed.

2. Journalistic style of speech

Unlike the scientific style, the journalistic style is more controversial and ambiguous. Its main feature is that it is used for "brainwashing" in the media, and, therefore, it is initially biased and contains the author's assessment of ongoing events, phenomena or objects. Publicistic style is widely used for manipulation. Let's look at examples.

For example, in the village of Experimentalovo, a local resident, Uncle Vanya, conducted a series of tests of a new chemical preparation on a chicken, as a result of which it began to lay golden eggs. Now let's see how the journalistic style can convey this information to us:

An example of a journalistic style of speech No. 1

Incredible discovery! A resident of a remote village, Experimentalovo, has invented a new drug that makes chickens lay golden eggs! The secret, over which the greatest alchemists of the world fought for centuries, is finally revealed by our compatriot! So far, no comments have been received from the inventor, he is currently on a heavy drinking binge, however, we can definitely say that the discoveries of such patriots will definitely stabilize the economy of our country and strengthen its position on the world stage as a leader in gold mining and production gold items for decades to come.

An example of a journalistic style of speech No. 2

An act of unprecedented cruelty and inhuman treatment of animals was shown by a resident of the village of Experimentalovo, who, for his own selfish purposes, with particular cynicism, used the unfortunate chickens to create his "philosopher's stone". Gold was obtained, but this did not stop the flayer, and, as an absolutely immoral type, he went into the deepest binge, not even trying to help the poor creatures who fell victim to his egregious experiments. It is difficult to say what such a discovery is fraught with, however, given the trends in the behavior of the "scientist", we can conclude that he is clearly plotting to seize power over the world.

3. Artistic style of speech

When you are overtired by the dryness of the scientific style or the duplicity of the journalistic style, when you want to breathe in the lightness of something beautiful, bright and rich, overflowing with images and an unforgettable range of emotional shades, then the artistic style comes to your aid.

So, the art style is "watercolor" for the writer. It is characterized by images, colors, emotions and sensuality.

An example of an artistic style of speech

Sidorovich did not sleep well at night, every now and then, waking up to thunder and flashing lightning. It was one of those terrible nights when you want to wrap yourself up under the covers, sticking your nose out for air, and imagine that you are in a hut in the wild steppe hundreds of kilometers from the nearest city.

Suddenly, out of nowhere, the palm of his wife, who was sleeping next to him, passed over Sidorovich's ear:

“Sleep already, you fucking traveler,” she groaned, smacking her tongue sleepily.

Sidorovich turned away offendedly, pouting. He was thinking about Taiga...

4. Official business style of speech

The main characteristics of the business style are accuracy, pedantry to details, and imperativeness. This style focuses on the transmission of information, does not allow for ambiguity and, unlike the scientific style, may contain first and second person pronouns.

Business Speech Example

I, Ivanov Ivan Ivanovich, express my sincere gratitude to the employees of the company LLC "Primer", in particular, Sidorov S.S. and Pupkov V.V. for the high level of service quality and the prompt settlement of all disputes right on the spot and I ask you to encourage them in accordance with the terms of the collective agreement of LLC "Primer".

5. Conversational style of speech

Conversational style is most characteristic of the modern Internet. With the mass appearance of blogs, it has become dominant on the Web and leaves its mark not only in web journalism, but also in sales texts, slogans, etc.

Conversational style, in fact, blurs the boundaries between the author and the reader. It is characterized by naturalness, looseness, emotionality, its own specific vocabulary and adjustment to the recipient of information.

Example of conversational style of speech No. 1

Yo, dude! If you are reading this text, then you get the idea. Energy, drive and speed - that's what defines my life. I love extreme, I love thrills, I love when adrenaline goes off scale and blows my head off. I can't do without it, man, and I know that you understand me. I'm deeply in the drum: skateboard or parkour, rollerblading or bike, as long as I have something to challenge. And it's cool!

Example of conversational style of speech No. 2

Have you ever thought about what would happen if the Earth switched places with Jupiter? I'm serious! Would New Vasyuki appear on his rings? Of course not! They're made of gas! Have you ever bought into such blatant nonsense for a minute? I don't believe in my life! And if the moon fell into the Pacific Ocean, how much would its level rise? You probably think that I am a rare bore, but if I do not ask these questions, then who will?

conclusions

So, today we looked at examples of speech styles in all their diversity, if not rich. For different situations, different directions will be optimal, but, most importantly, what you should pay attention to when creating a text is the language of your audience and the style that is convenient for it. The emphasis on these two parameters allows your texts to be read in one breath, and, therefore, increases your chances of successfully completing the task assigned to the text.

In the section on the question, tell me, please, what does high-style vocabulary mean? given by the author push through the best answer is Well, was it difficult to get into Google? I quote:
The basis of the vocabulary of the language is stylistically neutral (interstyle) vocabulary (bed, sleep, big, fun, if, because of). These are words that are not assigned to any particular style and can be used in any situation. Neutral vocabulary is the starting point, relative to which the attribution of some words to the “high” style is determined (cf .: bed - bed, sleep - rest, big - titanic), and some - to “low” (cf .: sleep - sleep , if - if) .
The "high style" includes words that are used mainly in writing and in special situations that require the creation of an unusual, solemn atmosphere. High vocabulary includes bookish, high and official vocabulary. High vocabulary is characterized by solemnity, poetry, it is used mainly in oratory and poetic speech (titanic, chosen one, creator, death). Book words are words that are not assigned to any kind of written speech (unprecedented, view, declare, extremely). The official vocabulary includes words used in clerical and administrative documents (certify, complicity, as a result). The words "high style" belong to the literary language and are placed in explanatory dictionaries marked high, book or official.