In a modern written text in addition to traditional imaging tools (illustrations, charts, tables, drawings, photos, etc.) new iconically-verbal elements are widely used – means of semiotic systems, linguistic and non-linguistic nature: numbers, computer characters, different methods of accentuation (using underscore, a font, etc.): “House furniture – each according to his needs” (advertising magazine “Furniture”), writing the
company name “Outpost” with a styling letter P on the medieval guard tower, replacing the letter O in the advertisement “Coffee Shop” on a grain of coffee, in the name “Auto” – the stylized image of a tire or wheel, in the index of “Europe” – a circle of stars, etc. Such formations are called hybrids or grafiksats / grafoderivats because they play up, modify a graph-orthographic form of the word. One can find them not only in the Russian
language, but also in other Slavic languages: Belarusian (bread “meatless product”), Polish (in the name of a travel agency “Almatour” (Gdansk) a loop of the first letter is replaced by a globe icon), Czech (name of association “Media formats”: “Media4mat sp. z o. o.”), etc. The widespread verbal and iconic tokens, new means of visualization call for theoretical understanding of these phenomena and developing methods of their study,
translation and inclusion in the educational process of students of Slavic.