The analyses of the lexeme mymra is given in the article. The lexeme has a wide field of connotations: imagery, stylistic, emotional marking, cultural connotations, which create in combination a pragmatic effect. Connotations of mymra are analysed on the basis of dictionary definition, which in Russian cultural Linguistics is being extended due to the association with the image of the character of one of the most popular and beloved by Russian people movies of E. A. Ryazanov “Sluzhebnyj Roman”.