BRAND NAMES IN IMAGE ADVERTISING DISCOURSE: ASPECTS OF INSPECTION

In the article, careful attention is paid to the suggestive aspects of advertising discourse, in particular, such a variety of it as image discourse, which is sometimes equated with prestigious advertising discourse. The purpose of the article is to study the aspects of suggesting brand names in image advertising discourse. The goal performance the following tasks: consider the concepts of image and prestigious advertising discourses; outline the specifics of the brand and identify the varieties of brands; find out the specifics of the brand image; to prove the importance of brand names in advertising discourse as concentrated suggestogens. The object of the study was the phenomenon of suggestion, and the subject was brand names as powerful components of suggestion in advertising discourse. In the research process, research methods were used, in particular the descriptive method (the specifics of image and prestige advertising discourses, brand, image, brand name are described), methods of analysis and synthesis (the elements of the branded name are analyzed and combined); contextual-interpretive method (the activation of brand names in the advertising discourse is clarified).The theoretical value of the article lies in the deepening of information about the essence and specificity of the suggestive capabilities of brand names as they function in image advertising discourse. The practical significance of the article is that its results can be used in teaching university courses in communicative and psycholinguistics, suggestive linguistics, theory of language communication, effective communication, etc. Such phenomena as brand and image, which are important components of advertising image strategy, are considered. The suggestive characteristics of brand names are outlined: concentration of meanings, common knowledge and recognizability (authority). Thus, image and prestigious advertising discourse are mostly identified, where such advertising is interpreted as a prestigious form of creating and maintaining image features of various advertising objects. The leading role in this advertising is played by trademarks and ergonomics, which when repeated many times can become brands, that is, prestigious marks of a product or service that stands out among similar ones. By involving different classes of brand-names (brand-anthroponyms, brand-toponyms, brand-pragmanyms, etc.), advertisers strengthen the suggestion of such advertising discourse. We see the prospects of the research in the further detailing of the functional role of certain classes of brand-names in the image advertising discourse, highlighting their structuralsemantic features and motivational features, which increases the influential role of advertising contexts.