This article is an attempt to show ways of expressing emotion in online texts social-matrimonial advertisements on the portal Sympathy. Affectation in comments of internet users is examined at the level of semantic, syntactic and stylistic. Linguistic analysis also takes into account the cultural context. Linguistic utterance is seen as a kind of discourse reflected in characteristic ways of self-presentation, making the game-linguistic communication, stressing their own creativity and emotionality
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