Visual perception: between presence and meaning

The article deals with visual perception in the structure of cognition, explaining role of the perception visual factors in the process of world cognition and reviewing interpretations of the place and role of the visual perception in the reality reflection. The author considers some approaches of the philosophic schools to visual perception processes and application of the visual metaphors in ontological structures building. The research is concerned with assessment of effects of things presence in the human world in terms of post-hermeneutical aesthetics, and shows a leading role of the visual perception in everyday life structures shaping as a guarantee of the ontological coexistence of the things and people. The author specifies and analyzes “effects of visual rhetoric" of discourse of some types, including the academic one. The role of the meaning as a special structure, absorbing visual perceptive metaphors and system of formal semiotic correlations is also under consideration.