UDC

801

Authors

Stolyarova Elena Vladimirovna, Institute of Social, Humanitarian and Political Sciences, Northern (Arctic) Federal University named after M.V. Lomonosov (Arkhangelsk, Russia)

Abstract

The article dwells on advertising communication and demonstrates how banks, using structuralsemantic features of slogans, form a certain idea of themselves and their services in the minds of consumers, create a desired image and promote their services on the market.

Keywords

advertising communication, advertising slogan, semantics, stylistics, syntax, bank advertising.

References

1. Krivonosov A.D. V mire politicheskogo slogana [In the World of Political Slogans]. Available at: http://www.gramota.ru. 
2. Mokrov A.V., Vishnyakov A.A. Sovremennaya bankovskaya reklama v Rossii [The Modern Bank Advertising in Russia]. Marketing i Marketingovye Issledovaniya, 2001, no. 3. 
3. Utkin E.A., Morozova N.I., Morozova G.I. Innovatsionnyy menedzhment [Innovation Management]. Moscow, AKALIS Publ., 1996, p. 208.