The article is devoted to the study of allusions as a stylistic device in modern newspaper headlines, due to the increasing role of intertextuality in the media space, the need to increase the expressivity of journalistic texts and the importance of studying cultural codes transmitted through the media. A comprehensive analysis of the functions, sources and classification of allusions, as well as determining the influence of the cultural context on their perception. This study used an integrated approach that includes the following methods: continuous sampling (with limitations), contextual analysis, intertextual analysis, cultural analysis, classification. Based on the analysis of newspaper headlines from a number of periodicals from 2018 to 2021, the article identifies the main sources of allusions: catch phrases from cinema and literature, phraseological units, folklore and journalistic texts. The transformation of donor texts from elite to mass culture is emphasized, which ensures their recognition by a wide audience. It is concluded that allusion is a powerful tool of cultural communication, providing a link between generations and reflecting the trends of popular culture. Successful decoding of allusions depends on the reader's background knowledge and requires the journalist to have a deep understanding of his audience.