Abstract <p>This article relies on singling out by linguists—from Roman Jakobson and Karl Bühler—two nonreferential language functions: poetic (expressive) and conative (appellative). Linguistic techniques used in two types of discourses of active effect—the Russian literary avant-garde and the avant-garde advertising–propaganda—demonstrate how these two functions intertwine. A discourse analysis of Russian artistic (experimental) and advertising (avant-garde) texts is carried out from the standpoint of the theory of linguistic creativity. For each of the working subcorpora (artistic and advertising discourses of the 1910s–1930s), the study distinguishes macrodiscourse, microdiscourse, and interdiscourse parameters that affect linguistic innovations at different levels—from phonological to pragmatic. It is concluded that the strategy of delayed, de-automated perception is implemented in the experimental-artistic discourse, which is achieved by focusing the message on its own form (implementation of the poetic function); in the avant-garde advertising discourse, on the contrary, the message should be as intelligible as possible in form and easily perceived by a specific addressee (implementation of the conative function), in order not so much to focus attention on the text as on the action that the recipient must carry out over the object of reference.</p>