The Communicative Effect of Precedent Phenomena Transformations in Promoting Texts

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.