The aim of this research is to study the intentional semantic shift as a means of creating and conveying new meanings. The intentional semantic shift is seen here as a functioning of a grammar category in the functioning sphere of another grammatical category, which may be viewed as a grammatical metaphor. The object under study is the intentional semantic shift in the grammar category of graduality, i.e. the ability of a quality, a process or a state to be gradable. The material for the research is structures with the intentional use of non-gradable adjectives, adverbs, verbs and also nouns, numerals and pronouns as gradable, as used by modern English-speaking writers. Viewing the intentional semantic shift as the process of conceptual integration of grammar categories helps to explain its mechanism and the origin of new concepts and meanings. This methodology appears to be new and effective, and may be employed in the study of other grammar categories. The topicality of the present research is seen as an at