Russian Federation
The question of ensuring professional communication effectiveness has sustainably been a focal point of linguistic research. One of the most pressing aspects of this issue is maximizing the impact of promotional texts, the pragmatic goal of which is to exert the maximum possible influence on the recipient. Linguo-creativity serves as a key tool for creating promotional texts, while the transformation of precedent phenomena is one of its techniques. The aim of the research is to analyze promotional texts containing transformed precedent phenomena and assess their potential communicative impact on consumers. The contribution focuses on Russian and English promotional texts: posters, contextual advertisement, website content, blog posts, magazine articles, and etc., which comprise precedent phenomena. The study has demonstrated that the use of transformed precedent phenomena in promotional texts is an effective technique. The key to its success lies in relying on the target audience's characteristics and their background knowledge. The transformation of precedent phenomena as a form of linguo-creativity allows for moving beyond their conventional use. Given the high advertising load on the target audience, companies need to make their marketing messages more memorable. Precedent phenomena transformation allows to go beyond their conventional use, thereby attracting the attention of the target audience, making the text more memorable, and forming positive associations with the promoted brand.
precedent phenomena transformations, integrated marketing communications, promotional text, linguo-creativity, communicative efficiency
1. Bakich (Samylicheva) N.A. Transformaciya precedentnyh fenomenov v mediynom tekste kak proyavlenie rechevoy kreativnosti [Tekst] / N.A. Bakich (Samylicheva) // Vestnik NNGU. — 2018. — № 5. — S. 185–190. EDN: https://elibrary.ru/YMZYTR
2. Bernet Dzh. Marketingovye kommunikacii: integrirovannyy podhod [Tekst] / Dzh. Bernet, S. Moriarti. — SPb.: Piter, 2001. — 864 s.
3. Goncharova L.M. Kul'tura kak pole kommunikacii [Tekst] / L.M. Goncharova // Nauchnye issledovaniya i razrabotki. Sovremennaya kommunikativistika. — 2025. — № 6. — S. 5–6. DOI: https://doi.org/10.12737/2587-9103-2025-14-6-5-6; EDN: https://elibrary.ru/WXGDLA
4. Goncharova L.M. Lingvokognitivnye urovni vospriyatiya reklamnyh tekstov (na materiale reklamy sfery turizma) [Tekst] / L.M. Goncharova // Kommunikaciya — obschestvo chelovek: sbornik nauchnyh trudov III Nacional'noy nauchnoprakticheskoy konferencii nauchno-pedagogicheskih i prakticheskih rabotnikov s mezhdunarodnym uchastiem, Yaroslavl', 17–19 oktyabrya 2024 goda. — Yaroslavl': SOYuZ-PRESS, 2024. — S. 106–110. EDN: https://elibrary.ru/PJJWXI
5. Goncharova L.M. Mezhkul'turnye aspekty reklamnoy kommunikacii (na primere pechatnyh tekstov) [Elektronnyy resurs] // Nauchnye issledovaniya i razrabotki. Sovremennaya kommunikativistika. — 2016. — № 1. — S. 18–25. — URL: https://znanium.com/read?id=290333 (data obrascheniya: 15.02.2026) DOI: https://doi.org/10.12737/17557; EDN: https://elibrary.ru/VQDTEL
6. Zaripov R.I. Kommunikativnoe, psihologicheskoe, informacionno- psihologicheskoe vozdeystvie: sootnoshenie v mezhlichnostnom i massmediynom diskurse [Tekst] / R.I. Zaripov // Nauchnye issledovaniya i razrabotki. Sovremennaya kommunikativistika. — 2023. — T. 12. — № 3. S. 73–80. DOI: https://doi.org/10.12737/2587-9103-2023-12-3-73-80
7. Krivenko B.V. Frazeologiya i gazetnaya rech' [Tekst] / B.V. Krivenko // Russkaya rech'. — 1993. — № 3. — S. 44–49.
8. Ksenzenko O.A. Lingvisticheskie osnovy reklamnoy kommunikacii [Tekst] / O.A. Ksenzenko. — M.: Izd-vo MBA, 2011. — 320 s. EDN: https://elibrary.ru/QXIMBJ
9. Ksenzenko O.A. Lingvisticheskie aspekty izucheniya i ocenki kreativnosti v reklamnoy kommunikacii [Tekst] / O.A. Ksenzenko // Vestnik Moskovskogo universiteta. Seriya 19. Lingvistika i mezhkul'turnaya kommunikaciya. 2013. — № 4. — S. 101–109. EDN: https://elibrary.ru/RPXZIB
10. Krasnyh V.V. Kognitivnaya baza vs kul'turnoe prostranstvo v aspekte izucheniya yazykovoy lichnosti (k voprosu o russkoy konceptosfere) [Tekst] / V.V. Krasnyh // Yazyk, soznanie, kommunikaciya: Sb. statey / Red. V.V. Krasnyh, A.I. Izotov. M.: Filologiya, 1997. — Vyp. 1. — 192 s.
11. Miftahova M.M. Variativnost' i modifikaciya precedentnyh fenomenov v pechatnoy publicistike [Tekst] / M.M. Miftahova // Nauchnaya perspektiva. — 2016. — № 4. S. 77–79. EDN: https://elibrary.ru/WEMSVR
12. Mozgunova A.D. Transformacii precedentnyh fenomenov v tekstah yaponskoy reklamy [Tekst] / A.D. Mozgunova // Koncept: filosofiya, religiya, kul'tura. — 2021. — T. 5. № 2. — S. 100–113. DOI: https://doi.org/10.24833/2541-8831-2021-2-18-100-113; EDN: https://elibrary.ru/FQEGCS
13. Nepomnyaschih E.A. Lingvisticheskaya kreativnost' sovremennogo podarochnogo marketinga [Tekst] / E.A. Nepomnyaschih // Filologiya i kul'tura. Philology and Culture. 2024. — № 4. — S. 127-131. — URL: https://doi.org/10.26907/27824756-2024-78-4-127-131
14. Oparina E.O. Precedentnye fenomeny v reklame [Tekst] / E.O. Oparina // Reklamnaya kommunikaciya: lingvokul'turnyy aspekt. — 2011. — S. 68–82. EDN: https://elibrary.ru/OFZLEF
15. Smit P. Kommunikacii strategicheskogo menedzhmenta [Tekst] / P. Smit, K. Berri, A. Pulford. — M.: YuNITI, 2001. — 414 s.
16. Sorokin Yu.A. Citaty kak znaki precedentnyh tekstov [Tekst] / Yu.A. Sorokin, I.M. Mihaleva // Yazyk, soznanie, kommunikaciya. — M.: Filologiya, 1997. — Vyp. 2. S. 13–25.
17. Uhova L.V. «Prodvigayuschiy tekst»: ponyatie, osobennosti, funkcii [Tekst] / L.V. Uhova // Verhnevolzhskiy filologicheskiy vestnik. — 2018. — № 3. — S. 71–82. DOI: https://doi.org/10.24411/2499-9679-2018-10136; EDN: https://elibrary.ru/YAHGHR
18. Chun K.Y., Song J.H., Hollenbeck C.R., Lee J.H. Are contextual advertisements effective? The moderating role of complexity in banner advertising // International Journal of Advertising. 2014. Vol. 33. № 2. pp. 351–371. DOI: https://doi.org/10.2501/IJA-33-2-351-371
19. Goddard A. The Language of Advertising. London, 1998.
20. Kotler P. Marketing Management. Upper Saddle River, N.J.: Prentice Hall, 2000. 718 p.
21. De Mooij M. Global Marketing and Advertising: Understanding Cultural Paradoxes. Sage Publication Ltd, 1998. 316 p.
22. Ogden J.R. Developing a Creative and Innovative Integrated Marketing Communications Plan: a Working Model. Upper Saddle River, N.J.: Prentice Hall, 1998. 311 p.
23. Wang Y., Zhou Z., Xu C., Zhao S. The Effect of Contextual Mobile Advertising on Purchase Intention: The Moderating Role of Extroversion and Neuroticism // Frontiers in Psychology. 2022. Vol. 13. Article 849369. DOI:https://doi.org/10.3389/fpsyg.2022.849369 EDN: https://elibrary.ru/ZBMTOE
24. Zhang K., Katona Z. Contextual Advertising. 2011. URL: https://ssrn.com/abstract=1753881 (data obrascheniya:01.10.2025). DOI: https://doi.org/10.2139/ssrn.1753881
25. Integrated Marketing Communication: Key Takeaways // Camphouse.io. URL: https://camphouse.io/blog/integrated-marketing-communication (data obrascheniya: 01.10.2025).
