SPECIFICS AND FUNCTIONS OF MYTH DESIGN IN CONTEMPORARY PR-DISCOURSE
Autor: | D A Kaziyeva |
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Jazyk: | English<br />Russian |
Rok vydání: | 2016 |
Předmět: | |
Zdroj: | Polylinguality and Transcultural Practices, Vol 0, Iss 4, Pp 93-98 (2016) |
Druh dokumentu: | article |
ISSN: | 2618-897X 2618-8988 |
Popis: | The article deals with the cognitive structure of PR-discourse, which is characterized by its coordinates in the functioning of the process of symbolization and mythologizing that the most representative in the production of image and brand. These phenomena are cultural texts for which the obligatory is the presence of a symbolic language, as well as socio-cultural codes and symbols in general. Symbolization and mythologization take part at all levels of PR-discourse, these tools represent the synergistic nature, because of its symbolic, textual and communicative-dialogical essence. |
Databáze: | Directory of Open Access Journals |
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