The paper examines features of functioning of precedent sayings in English and Russian advertising discourse. Precedent sayings in advertising discourse are distinguished by place, form, sources and functions, as well as by frequency and forms of their transformation. The function of impact in advertising with the use of precedent sayings makes advertisements more effective.
Stepanova, A.A. (2016). Functioning of precedent sayings in advertising discourse in English and Russian languages. Issues of Applied Linguistics, 20, 93-106.