Style is an important component of communication it is the how in communicating the what demonstrating the ontological unity of the two in language variability that provides the ground for the functioning of whathow and whatfor. This volume approaches style within the framework of cognitive linguistics a usagebased functional model which interprets language as being conceptual whereas conceptual knowledge is interpreted as experiential. Consequently style is considered not as a set of predetermined ornaments on texts but as a system of contextsensitive probability schemes of formation contributing to the meaning of discourse. Style is the outcome of linguistic potential constrained by sociocultural factors functioning in the online and consolidated stylistic structure of discourse.