Abstract
The article describes the features of the functioning of reminiscences with classical literature as the source field in the nationally oriented Russian advertising. Literary reminiscences in Russian advertising are considered as a form of manifestation of intertextuality and as a way of foregrounding the precedent text. Amid the general tendency towards linguistic creativity, they are often found in a transformed mode. The study presents an ethical assessment of the use of literary reminiscences in advertising and sets out their main functions. Special attention is paid to poetic reminiscences as the most common type of literary reminiscence in the analyzed material. The results of the linguistic and cultural and the pragmatic analysis of multimodal advertising texts showed that through literary reminiscences, commercial advertising appeals to the patriotic feelings of the mass viewer and thereby reinforces its main function – that of influence.
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