“…For intention implementation, actors of a discourse (authors-journalists) update the estimated potential of language units, thereby complicating a reference with a connotation. Many researchers note the fact that depending on individual character of communicants and a situation of communication the same sign can cause the association preferable before other in representation of the person (Balli, 1955;Borev, 2005;Karpovskaya, 2015;Kolodeznikov, Kolodeznikova, 2016;Nikiforova, Ignatiev, 2016;Kamalova, Zakirova, 2017;Uzun, 2018;Sum, Kwon, 2018;Solmaz, 2018;Metruk, 2018;Simsek, Elciyar, Kizilhan, 2019, etc.). These associations are defined by individual, national, social, and other peculiarities of representatives of ethnoses and cultures (Karpovskaya, Tolstova, 2018, p. 105).…”