The nature of reference and mechanism of referring are in focus of second paper by author devoted to the topics given (Filosofska Dumka, 2010, no.5). Reference is considered as having intentional property of object presentation, on the one hand, and as direct demonstrative pointing out the objects, on the other hand. Deixis and anaphora are taken as supporting the view on reference as operating with objects given in text and in reality. Direct reference is revealed as semantic phenomenon as opposed to so called pure reference. The way of reconstruction of direct reference theory based on intuitions of Neo- Fregean and Neo-Russelian approaches and F. Recanati’s researches in direct reference and de re communication is given in the paper. Concept of deference as kind of anapho ra including the cases in which ordinary speakers defer to experts concerning application of natural kind words is outlined.