Воздействующий потенциал прецедентных высказываний (на материале заголовков электронных версий печатных СМИ: «Известия» и «Коммерсантъ»)

The impact function is one of the most important functions of the mass media at the present time in addition to the informative and communicative function. This article describes the various aspects of the impact on the basis of the scientific literature, with particular emphasis on its effectiveness in relation to the headlines included in the electronic versions of newspapers. The headline characteristics are presented, focusing on the pragmatic aspect, where socio-psychological, communication and information factors play an important role. The types of headers are described, focusing on those that use the precedent utterances. It is indicated what types of precedent utterances occur most often and in what form and what function they perform next to the function of impact.