SUMMARY
In order to optimize communication the agents involved follow certain communication principles which are characteristic of social situations of a normative character and are culturally marked and genre-specific. Thus, authors of academic papers typically follow the communication principle of precise description, whereas in theatre programmes or Twitter posts the principle of language economy is observed. In texts that deviate from the norms in order to attract the reader’s attention, the communication principle of creativity and originality typically applies. The authors of such texts make use of several linguistic and non-linguistic means with which they often go beyond what is typical and break the “conventions”. In this article, some aspects of linguistic creativity are explored on the basis of textual material. The aim of the article is also to examine whether, in what way and for what purpose creative strategies can be applied in text production using other modalities or semiotic resources (such as mediality and locality of text layout, image, typography and colour) as well as by exploiting the mediality and locality of texts.