The report is devoted to the category of deixis in retrospective of genesis and development of different linguistic approaches. Scientific paradigms, developed before traditional functional semantics, permitted to investigate deictic representations only in statics, ie in a language/languages. With the development of functional semantics the researches on deixis were started in dynamics (ie in speech). Multi-paradigmal approach, developed in the Millennium, allows to comprehensive studying of deictic category in a language/languages, additionally employing conceptual and semantic as well as associative analysis (beside the linguistic one), highlighting the ways native speakers conceptualize deixis in their minds and verbalize in a speech. Кey words: deixis, language category, nomination, multi-paradigmal approach, functionalsemantic field.