Pragmatic functions of precedent phenomena in advertising and signage in Novosibirsk

Statement of the problem. The article examines the pragmatic functions of precedent phenomena in the texts of signage in Novosibirsk. The purpose of the study is to identify and describe the pragmatic functions of precedent phenomena in signage texts. Research methodology. The analysis is carried out within the framework of pragmalinguistics based on the concepts of precedent, intertextuality and cognitive semantics. The material consisted of 20 authentic examples of outdoor advertising found in various districts of the city. The review of scientific literature includes the works of R. Barth, Searle, G.G. Slyshkin, Yu.N. Karaulov, T.B. Radbil, A.I. Pomazov, S.S. Chashchina, T.G. Fedotovskikh and other researchers. Research results. The main types of precedent elements used in local advertising discourse are identified and their functions in urban visual communication are described. Conclusions. The analysis showed that due to the combination of appellative, manipulative, expressive, intertextual, and identification functions, signage acquires not only informative, but also emotional and cognitive potential. Personal contribution of the author. The work contributes to the study of outdoor advertising forms, demonstrating the specifics of their pragmatic impact in the local environment.