The article deals with the role of allusion in the advertising slogans. The current importance of this work is proved by the role which advertising plays in almost all spheres of our life. Studying linguistics from the advertising point of view can contribute to the communication competence of advertisement developers and designers. The research includes theoretical and linguistic (contextual analysis) methods. The object of the research is printed advertising, while the subject is allusion. The aim of the research is to analyze advertising slogans, find allusions there and study their influence on the reader. The tasks are the following: to give characteristics of slogans, to single out main types of allusion, to describe the mechanism of allusion, find allusions in the advertising slogans, analyze their role and make conclusions.
Several types а allusion are singled out: historical, Bible and mythological, political mottos, statements of famous people,
historical and modern events, customs and traditions, art masterpieces and phenomena of mass culture.
The author of the article comes to conclusion that allusion is an effective stylistic device that helps advertisers to create an image of the product, positive impression, attract reader’s attention to it and at the same time it informs about the main characteristics of some product or service.
Litvinov, A.V. & Ubiyko, V.V. (2017). The role of allusion in the advertising slogans. Issues of Applied Linguistics, 25, 78-87.