(Ad language) In modern Russian society, advertising has become a necessary condition for promoting goods to the buyer, an integral part of everyday life. As noted by A. A. Zalevskaya, the reader's perception and understanding of an advertising text is primarily a process of correlating the content extracted from the text with its social experience, the process of reformulating the text content in "terms" of their experience (Zalevskaya A. A. Understanding the text: a psycholinguistic approach. Kalinin, 1988). One of the important components of print advertising is precedent texts. Y. N. Karaulov calls precedent texts " significant for a particular person in cognitive and emotional relations, having a superpersonal character, i.e. well-known to the general environment of this person, including her predecessors and contemporaries, and, finally, those that appeal to which it is repeated repeatedly in the discourse of a given linguistic personality" (Karaulov Yu. N. Russian language and linguistic personality, Moscow, 1987, pp. 216-237). He suggests the following scheme of ways of existence of precedent texts: primary, secondary or transformed through another kind of art, semiotic (i.e., the way that the reference to the original text is given by a hint, reference, sign). Studying the structure of the " foreign text "in fiction and the" foreign text " in mass publishing requires a fundamentally different approach. At present, the idea of the a priori secondary nature of mass texts, formulated by Yu. V. Rozhdestvensky, has become obvious:" Mass information - a secondary, non - queried text-is intended to regularly and promptly inform the recipient about current events " (Rozhdestvensky Yu. V. Theory of Rhetoric, Moscow, 1997, pp. 592-593). Yu. V. Rozhdestvensky explains the presence of secondary features in the texts of fiction by the initial orientation of the authors of literary texts towards originality, which can manifest itself, in particular, in intertextuality. M ... Read more