The article analyzes methods of explication of the traditional and widely used stable biblical expression «forbidden fruit». The study is based on a diachronic section – from the interpretation of the biblical text to the communicative intention of dialogue participants in the media space illustrating nuclear
and peripheral meanings. The analysis includes biblical texts that realize the archetypal meaning of the biblical expression «forbidden fruit» in which it is called the tree of knowledge of good and evil. The secularized interest in the
kind of tree, on which forbidden fruits grew, is motivated by a realistic presentation of a sad history of the first people’s fall in the Book of Genesis. Scientific hypotheses have their origins since the Middle Ages, when artists recreated the author’s story of eating the forbidden fruit. For religion, the variety of the fruit
is not of fundamental importance, however, visualization in the works of art has become an incentive for the further use of the biblical expression with a new semantic segment.
Modern media texts actively represent the transformation of the biblical expression«forbidden fruit» for different purposes: in advertising texts for pragmatic one, in informative, educational, ideological texts for cognitive one,
in entertaining textsfor communicative one, lowering the spiritual and semantic value register of the modern language. Therefore, the process of desemantization and profanization of the biblical expression results in the destruction of national
stereotypes in Russian people’s worldview.
Graphic narrative and its semantic value in the designs of the incident of the Taff
