Communication Strategies of Including Precedent Proper Names in Political Advertising Videotexts*

The article envisages precedent proper names in the texts of Russian political advertising video clips (1990s -2018) from the viewpoint of their role in communication strategies and tactics. The authors test a new comprehensive semiotic approach to analyzing text material, combined with some elements of discourse analysis. The study revealed that precedent names and nonverbal precedent signs connected to them in the studied videotexts are engaged in the implementation of three basic communication strategies: self-presentation, discredit and manipulation. The multimodal character of the precedent material produces an integrated cognitive and emotive effect on the target audience.