The article examines the character and function of emotiveness in the structure of the “poetics of Truth”, as well as the artistic means of creating emoticons in emotively neutral subjects. Using the fragments of the chronicle, the prologue and the solemn sermon, the author shows how, depending on the degree of spiritual enlightenment of the addressee, the same artistic image can have different content and have an emotional impact of different intensity, acting as an “archetypal emotive”, “(biblical) emotive key”,“emotive symbol”.