One of the main characteristics of media texts is their pragmatic impact on the recipient. In this case, of great importance is appropriate formulation of media texts. A common technique to get the recipient's positive reaction is to transform precedent phenomena/idioms that appeal to background knowledge of the mass recipient. This paper considers the mechanisms for producing the comic by means of language anomalies (a play on ambiguity, periphrasis, oxymoron) in the media text of the humorous TV show "The Ural Pelmeni".
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