Visual precedence: theoretical and applied aspects

Kazan Federal University (Kazan Federal University (KFU), Kremlyvskaya Str., 18, Kazan, 420008, Russian Federation

^* Corresponding author: layka66@mail.ru

Abstract

The article focuses on scientific publications dedicated to visual precedence. The analyzed works reflect a certain irregularity in the terminological designation of precedent visual phenomena (pre-existing visual phenomenа – PVP) and, at the same time, the replenishment of terminological vocabulary in studies of the researchers dealing with visual precedence. A review of works on the declared topic highlights the lack of unanimous opinion on the PVP representation forms in text structures and on the scope of visual precedence. The specific features of the PVP functioning in political and media discourses have been definitively described by the beginning of the 2nd decade of the 21st century; although fragmentary but sufficiently representative information has been obtained about the nature of their existence in advertising; the first steps were being taken in studying of their specific use in artistic and popular science discourse. The researcher s have established sphere sources of PVP, their general and particular functions, described technologies for associative increments actualization through PVP, exciting meanings planned by the addressing speaker. The results of the PVP study are reflected in the forensic linguistic examinations practice and in language teaching at school and the university.