The thesis for the first time focuses on the binary concept MORALITY/AMORALITY comparing its semantic components and structure on the basis of the literary texts of modern American prose and scripts of television talk shows. A set of methods for studying the frame and slot structure of the concept MORALITY/AMORALITY binary opposition is substantiated. The study models a three-layer structure of the binary concept, which highlights the conceptual and logical meaning, MORALITY/AMORALITY associative component and national-cultural constituent. Semantic structural analysis of the binary opposition morality / amorality showed that this concept has common microfields such as Good / Evil, Justice / Injustice, Loyalty / Betrayal, Truth / Lies, Honesty / Dishonesty. The concept MORALITY / AMORALITY is verbalized in language through the use of lexical and semantic means, which include the use of emotionally colored words, stylistic devices of metaphor, repetition, epithets. The use of communication tactics and strategies helps to objectify the concept under study in the language in order to achieve the goal of expression. The use of such tactics as justification, honesty, denial, aggression, consent, etc. The binary concept MORALITY/AMORALITY is universal because each and every individual has moral although it differs depending on individual features. The binary concept MORALITY / AMORALITY refers to emotional sphere and appeal to the inner world of individual, his/her values and worldview. It reveals the social background of personality. Due to the changing values in contemporary society the understanding of moral is modernized. Spreading of tolerance and respect to cultural difference leads to change of behaviour which is supported or criticized. The binary concept MORALITY/AMORALITY in the speech of the characters of literary texts and in the speech of the participants of the talk show is verbalized with the help of different lexical and stylistic means. The study showed that among such means in artistic texts most often used metaphor (39%), anaphora and epiphora (32%), epithets (54.2%), emotionally expressive vocabulary with positive or negative connotations (27.5%) and others. In the texts of talk shows, among the lexical and stylistic means that verbalize the concept of morality / immorality, repetitions (31%), metaphors (28.5%), gradation (4%), pun or word play (6%), emotional expressive vocabulary with positive or negative connotation (47.5%). Keywords: concept, binary opposition, conceptual picture of the world, linguistic picture of the world, morality / amorality, frame, slot, tactics and strategies.
