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 what-how and what-for. This volume approaches style within the framework of cognitive linguistics, a usage-based 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 context-sensitive probability schemes of formation contributing to the meaning of discourse. Style is the outcome of linguistic potential, constrained by socio-cultural factors, functioning in the on-line and consolidated stylistic structure of discourse.