The phenomenon of the «livre d’artiste» and the symbiosis of the «visal» and «literary» in prose and poetry of many writers of the turn of the centuries XIX and XX is analysed. The special attention is awarded to the works of O. Mandelstam, G. Apollinaire and the «poetryprose» of P. Picasso. With both linguistic and literary analysis (using the caomparativism) we try to explore and examine those grammatical stuctures, separate words, almost geometrical constructions, which permit us to make a conclusion: P. Picasso, O. Mandelstam and G. Apollinaire - everyone in his culture - were able to ceate a real fusion of both «visual» and «literary» and to become a founder of that synthetic art, dream of Apollinaire in 1918.