TRANSFORMATIONS OF INTERTEXTUALINCLUSIONS IN HEADLINES OF MEDIA TEXTS
The article deals with intertextual inclusions in headlines of media texts as means of influence upon a recipient. Such constituents of reference filed as allusions and reminiscences represent the most frequent intertextual means in headlines. Such transformation techniques as null transformation, substitution, extension and shortening of the original unit, grammatical transformation, morphemic transformation, combination of several kinds of transformations, semantic and formal modifications of utterances were analyzed. The degree of perception of an intertextual inclusion depends on personal characteristics of the recipient, that is why the same inclusion may be interpreted as intertextual or non-intertextual by different recipients. The publicistic headline may also presuppose an ambiguous interpretation of the in-texts.