A headline as a precedent and actuator of a nominative-semantic advertising text

The article describes precedent phenomena operating in a certain structural constant of an advertising text. The functional content of a precedent phenomenon varies depending on its presentation in a certain structural element. Indicating a precedent phenomenon in a headline contributes to the fact that this precedent is revealed as the most important theme of the text as a reflection of the author's intention and as a domineering material that attracts the reader’s attention and determines the text structure.