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Update manipulative potential of the ethnonym ”russian” and related ethnonym`s derivatives the trademarks, advertising slogans and texts

Sukhareva Ksenia Andreevna  (PhD student, UNN)

The purpose of the article is a study of the manipulation potential of the ethnonym ”russian” and its derivatives, that are used in the trade marks, advertising slogans and texts. After analysis of the ethnonyms and the requirements to the keywords of the advertisement we discovered the ethnonym’s features, that ensures it’s efficiency.

Keywords:advertising text, advertising slogan, trade mark, manipulationl potential, ethnonym, ethnonym’s derivatives, ethnic stereotypes, evaluative predicates.
 

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Citation link:
Sukhareva K. A. Update manipulative potential of the ethnonym ”russian” and related ethnonym`s derivatives the trademarks, advertising slogans and texts // Современная наука: актуальные проблемы теории и практики. Серия: ГУМАНИТАРНЫЕ НАУКИ. -2016. -№10. -С. 79-82
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