Аннотация:Perspective investigations of the world picture are related to the problem of its embodiment in words and correspondence to the latest fragment of reality. The data for such studies are obtained while comparing fragments of national world pictures and detecting their conceptual disparities. With Moscow Psycholinguistic School, the linguistic picture is regarded an invariant image of the world, typical of a given culture and fixed in its vocabulary. The invariant image of the world is believed to correspond with values as social entities. The language being an a structure of activity is the sign reflection of reality, whose elements attribute a definite importance only within a definite culture. Therefore, a particular world picture study will inevitably address the meaning as the knowledge associated with the word. The methods currently applied by the Russian psycholinguistics, the associative experiment among them, provide data depicting the collective experience of native language speakers / culture bearers. With the advent of associative lexicography, the model of everyday ordinary native speaker / culture bearer consciousness has been developed. It depicts true interactions and interdependence between the meaning and importance (F.de Saussure) of a definite word both within the associative verbal network (AVN) and a particular association field. This way studied fragments of the linguistic picture of the world may vary in terms of the used language, as well as the regional peculiarities