SPECIFICS AND FUNCTIONS OF MYTH DESIGN IN CONTEMPORARY PR-DISCOURSE

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.

PR-discourse, symbolization, mythologizing, brand, linguistic culture, image, media discourse, linguo-cognitive structure