PRECEDENCE AS A CHARACTERISTIC FEATURE OF MEDIA TEXTS AT RUSSIAN RADIO BROADCASTING STATION

A language-game for some time became means of drawing attention of the recipient, especially in modern communication. To make the word bright and memorable ? it is the goal of copywriters creating advertizing slogans. One of methods of drawing attention and text memorization is the usage of the well-known phrase, an image or symbol. In this case the created text is focused on cultural consciousness, or "cultural background", and the precedence becomes the integral property of the created phrase.