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| Denis Paphides General Manager Hotel Beau Rivage.
(F. Talbot. How to Write Effective Business English). In the letter mentioned above the author follows all the main rules of design that are typical of this kind of correspondence. The text begins with the addressing the recipient, after that there are given the reasons which has made the author to write a letter. Segmentation of substantial information facilitate the reception of the reader and focuses the attention on the main key points. Due to that the text is divided into paragraphs, each of which expresses one finished thought. The letter ends with the traditional etiquette phrases expressing respect for the addressee and aspiration to further constructive cooperation. The English business discourse belongs to the institutional type which is understood as a specialized clichéd sphere of communication between people who have to communicate according to the norms of the society. Institutional character of English business discourse is displayed by the fact that the participants of business communication traditionally act as the representatives of particular legal entities and/or the carriers of clearly identified social and professional status, they take their own place in the hierarchy. The semi-official business communication is characterized by a smaller conventionality and rituality, the use of smaller quantity of professional lexicon and clichéd expressions, frequent application of the colloquial, stylistically marked words and expressions, humor, irony, owing to the personal relations between participants of communication. The specific features of English-speaking business communication impose essential restrictions on the use of verbal funds allocated for modification of a communicative situation and producing pragmatic impact on a partner. Planning of functional prospect of an English business discourse (with consideration of the existing norms, traditions, rules and requirements) is in close connection with the strategy and tactics of communication. The application of cognitive approach to exploring business discourse tends to develop the communicative-pragmatic aspects of a language sign, deeper understanding of socio-cultural specifics of the business communication. Successful implementation of business communication requires mastering both language system and conceptual system which includes representations, skills, values and norms of special and ordinary socio-cultural areas, as well as knowledge of norms and rules of communication. Such knowledge accumulates into a global frame of an institutional business discourse on the basis of formation of the corresponding institutional frames and tends to be structured by means of specially selected texts containing frame presupposition. Thus, the study of business discourse, undoubtedly, demands an appeal to extra linguistic factors, and also takes into account cognitive, cultural and social interpretations. Since both cultural and social parameters have a significant impact on speech activity by means of cognitive system of the business communicant. Metaphor serves as one of the most powerful rhetorical tools producing a long-term influence. However its use in business communication, as a rule, involves violation of a number of postulates that can lead to a dereglamentation of the discourse type. Metaphorization as a cognitive operation is carried out on the basis of the common lexical stock and background knowledge structures and establishes the connection between two semantic areas in such a way that the familiar properties of the auxiliary subject are projected by the analogy on less studied properties of the main subject. The metaphor represents one of the most effective tools for producing a pragmatic impact on communicants based on complex nonlinear interaction of linearly built discursive elements which belong to the semantic fields having no relations to business sphere. Cooperating with each other, such elements discord with the current stage of system development and block an exchange with the external environment - a communicative situation. Functional fluctuations influence the intellectual sphere of participants of communication by activating various layers of background knowledge without which "decoding" of metaphor is impossible. The result of a simple linear summing of discursive elements is exposed to dissipation, departing on the periphery of the minds of addressees, from which the system attracts the additional semantic components defining successful advance of a business discourse towards a functional attractor. A frequent use of metaphor as rhetorical device in the English business discourse varies depending on a concrete genre, degree of formality of communication and a form of communication. The analysis of illustrative material testifies that metaphors are more actively used in written types of discourse because the addressee has more time and opportunities to think over dynamics of functional communications between statements, to carry out selection of necessary linear and nonlinear language means, to build them in a certain sequence. However, quite often metaphor is used in an oral form of business communication. The active use of metaphors in oral business communication is explained by their considerable potential for effective explaining various phenomena and processes taking place in economic sphere. The introduction of intertextual elements into the semantic system deviates from the norms of business discourse. They block an exchange with external environment subsystems - a communicative situation and the consciousness of participants of communication. According to the speaker’s intentions, participants of communication have to actualize deep meanings by activating the frame structures which are not connected with semantics of business and produce complex associations of emotional and aesthetic character. As a result the system attracts the new semantic components promoting the way out of discourse to a new level of semantic orderliness and the successful movement in the direction of a functional attractor. Introduction of allusive elements into the semantic space of the English business discourse is regarded as one of the most effective language tools for creating irony which has a great pragmatic potential in business communication. The analysis of factual data allows us to draw a conclusion that allusions in the headings of business documents or articles violate the norms of a business discourse, causing the functional and stylistic fluctuations. Thus, the recipients have associations of the substantial and/or emotional character. Due to these associations a deeper level of penetration into the main idea of a text can be achieved. In addition, they stimulate the readers to activate a wide range of knowledge structures and literary competence for the purpose of adequate understanding of the message. The inclusion of intertextual elements into the semantic system provides a business discourse with a wider range of meanings and determined its semantic-stylistic evolution. The impact made by the system on the external environment activates various background knowledge structures, concepts and frames which are not connected to business and have more personal character. The lack of direct contact of the author with the addressee increases the role of the textual design, block style layout in a particular sequence. Among other factors influencing the efficiency of written business communication, there are pointed out brevity of expression of thought without too long sentences and paragraphs, the use of official style rules which is determined by the selection of proper lexical units (words, terms, expressions) and syntactic constructions [62, p.42]. Among the huge number of clichéd phrases and expressions that are characteristic of business correspondence the experts in the field of business English points out some groups: used at the beginning of the letter (Dear Sir/Sirs, Mr/Mrs …, We thank you for your letter of …, in reply to your letter of …, etc.), in the middle of the letter for the relief of understanding of the main contents (I thought you might be interested to hear that …, I was wondering if you could help us …, I am writing to inform/inquire …, we are pleased/we regret to inform/confirm …, we express confidence that …, we would welcome the opportunity …, further to the above …, in connection with …, etc.), at the end of the letter (Please, give my regards to …, remember me to …, thank you for your time, we look forward to hearing from you, yours faithfully/sincerely, best wishes, etc.). Despite the existence of a particular compositional structure of business corresponding the conditions and the purpose of communication, compositional and stylistic implementation of factual information may vary depending on pragmatic conditions and degree of formality [63]. For example, the we can observe the deviation from the observance of traditional three-parted structure of the business letter (introduction, the main contents, the conclusion) which is determined by the needs for achieving pragmatic effect: Office Manager Pixadiddle& McCormick, Inc. 34 Runter Road Luckier, New Mexico 34321 Dear Ms. Alexandria: Have you ever wondered why every time your copy machine goes on the blink your copier service company's phone is busy or the repairperson will not be able to get to your business for at least a week? If your company is like most, every lost day of your copying capabilities can spell headaches, delays, and increased expenses from having to send materials out to be copied. 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