Cognitive dissonance in philological perspective

The article deals with the problem of cognitive dissonance that represents itself as discrepancy between bases communicants, exteriorized at level language. Cognitive may be caused by various reasons, including linguistic ones connected inappropriate choice language means and communicative strategies, well social other extralinguistic factors, which refer to semantic conceptual incompatibility actualized in human intercourse. As result, most cases communicants tend eliminate situations appropriate achieve state consonance. Within domain literary space potential refers emergence its further annihilation if possible used produce a certain stylistic effect aesthetic impact necessary become intellectual stimulus for inference. analysis represented artistic discourse has shown verbal art their creative abilities, both terms naturally occurred intentionally provoked precedents, via language, can exploited sake constructing specific atmosphere virtual images creation, contributes authors message successful transfer reader or listener. This confirmed results linguopoetic linguostylistic investigations, profound philological context analysis, based on integrating knowledge world, data are prioritized.