Communicative and pragmatic functions of catchphrases in Russian advertising discourse

Statement of the problem. Modern advertising discourse is a communication between the addressee and the addresser, which is a complex process of meaning generation and decoding, in which precedent expressions play an important role. Such stable linguistic constructions as catchphrases refer to cultural codes and socially significant texts, provide polysemy and emotional richness of statements. Review of scientific literature. The influence of precedent expressions on communication remains fragmentary. Individual aspects (their structure, origin, and semantics) were described in the works of researchers of phraseology and precedent phenomena: V.N. Teliya, G.G. Slyshkin, D.O. Dobrovolsky, A.N. Baranov, V.I. Makarov, N.G. Vartanova, etc. The purpose of the article is to identify and describe the functions of catchphrases in Russian advertising discourse. Research methods: communicative-pragmatic, linguacultural, discursive and semantic analysis. Research results. The article analyzes the functions of the most popular Russian catchphrases (CF) and their influence on the effectiveness of communication in modern advertising discourse, describes their pragmatic functions in advertising. Conclusions. Based on the analysis of the material, the following typology of the considered CF is formed: 1) quotations, 2) transformed expressions, 3) having no explicit source.