Providing effective intersubject interaction as an urgent task of a modern multicultural and multi-communicative society is connected with the formation of communicative competence. Communicative competence includes not only knowledge of language units, their system-related links and functioning in speech, but also knowledge about ways of formulating thoughts and ways of understanding, as well as national and cultural features of native speakers and the specifics of different types of discourse. The authors argue that the priority attention to the content aspect of the text makes it possible to use texts that lack �fine syntax� or text-primitives � text structures of small sizes with a complete (or almost complete) absence of the usual special means of connectivity in the process of forming the communicative competence. The special significance of primitive texts is explained by their �inartificial� nature. In the communicative situation �you � I � here � now� the statement needs only some �simple syntax�, the proof of which is the fact that primitive texts appear first in the period of holophrases in ontogeny, in addition, they are a frequency element in speech in aphasia. As a sample of the text-primitive creating the basis for the formation of communicative competence, the authors consider the ergonym as a fragment of the modern Russian-language advertising discourse. The multidimensional linguistic analysis of ergonyms as authentic texts allowed the authors to reveal their rather high potential in case of using them as a tool to form communicative competence. Advantage of text-ergonym is determined by a number of its specific properties: structural simplicity combined with semantic completeness, communicative fullness and polyfunctionality. Particular importance of these properties of the �poorly syntactized� text is revealed at the initial stage of the process of mastering the language, but these qualities do not lose this significance at subsequent stages as well.

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