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Selezneva L., Nevirivich V., Marsov D. “Ergonims as an element of mythologization in PR-discours”, Вестник. №1 (1), 2018


№1 (1), 2018

Economics and Management

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Ergonims as an element of mythologization in PR-discours

Selezneva
Larisa
ANOHE« MOSCOW INTERNATIONAL UNIVERSITY», [email protected]
Nevirivich
Vyacheslav
Russian State Social University, [email protected]
Marsov
Daniil
Russian State Social University, [email protected]
Key words:
Ergonim, brand, myth, mythologization, image, PR-discours.
Summary: This article reviews ergonims particularly in the names of Apple and Coca-Cola companies. The authors note that ergonims do not have only nominative function but an image-nominative one, participating in formation of the company image. The image of the company which is created in consumers’ minds is based on using different myths. The authors display myth narrative and the ways of its creation.
Is passed for the press: 28 november 2018 year


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