“TRUMPISMS” – FROM OCCASIONAL TO USUAL LEXICAL UNITS

The article deals with the problem of occasional lexical units used by 45th American President D.Trump in his political speeches, and their further possible progress to status usual words generally variant English language. Political discourse is taken as an object research due its popularity, highest circulation modern democratic society that, help characteristics, guarantees maximum promulgation words. It stressed that study cannot be purely done linguistic terms, very from covers aspects pedagogics, psychology, neuropsychology, neurodidactics. To trespass borderline between usual, it surely badly needed repeated scores times – task fully performed media discourses concatenation - but still alone not enough. newly created word should correspond only communicative demands a speaker-creator, also views beliefs audience. Thus, catches declarative, procedural, semantic, episodic / emotional memory addressee. Altogether, some significance context information given politician, so prospective addressee (his life values experience). Dual Coding Theory involving activity verbal non-verbal systems comes fore explain principles successful memorization coming through discourse.