Abstract
The paper aims to analyse pragmatic specificity of allusion usage by the example of the Russian-language and English-language slogans for movies of 2010-2019. Scientific originality of the study involves systematization of allusions in modern movie slogans. The notions “allusion”, “literary reminiscence” are differentiated and described, types of allusions and reminiscences in movie slogans are identified. The paper provides examples of the most frequent allusions, examines their basic sources. A quantitative and comparative analysis is conducted. The research findings allow concluding about the role of allusions in raising recognizability and memorability of slogans and in development of the human’s associative thinking.
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