CYRILLIC IS A SOURCE OF PRECEDENCE IN AMERICAN AND BRITISH ADVERTISING

Researches in the field of the theory of precedent phenomena are relevant in modern linguistics. In advertizing discourse of the English-speaking countries precedent phenomena of the Russian origin are reflection of political, public and cultural changes. On basis of scientific works by I.V. Zakharenko, V.V. Krasnykh, I.V. Vysotskaya, M.B. Voroshilova, etc. is brought the analysis of elements of the Cyrillic alphabet from precedence. 100 American and British creolised texts found method of continuous selection in the Internet have served as the material for the analysis. For achievement of the goal of the research the method of the discourse and contextual analysis and also a complex of cognitive methods were used. Signs of precedent phenomena are given in the article, features of functioning of the Cyrillic impregnations in an advertizing discourse are defined, sources of a precedence of advertizing texts are designated, the interrelation of verbal and visual precedent phenomena of the Russian origin in creolised advertizing texts is revealed