The article examines the issue of the role transformations of language, serving the commercial goal of introducing the speaker as a precious and important “product” of society.
The most typical role model of mannerism, which is investigated, is the stilted, pseudo-scientific language, sprinkled with international lexis; however, other possible role transformations are also noted.
The mannered speech is assessed as comical and easily recognizable through the means of linguistic analysis and it is examined in several social spheres as a phenomenon. The mannered speech is unsafe in a philological plan, because of the prevocational strive towards imitation in its elementary structures; it is also unsafe in a socio-political plan, as it can turn into an instrument of easy deception of the public trust.
Keywords and expressions: Linguistic mannerism, comicality, spheres of exhibition, role models, commerciality of the communicational perspective.
