Cowboys Haggis 20 years later (Slogan as the basis of marketing communication)

The article analyzes the successful marketing strategy, implemented through advertising «Cowboys Huggies». In the article slogan «Cowboys Huggies» rooted in the linguistic consciousness of the audience and language picture of the world is considered from the cognitive and linguistic qualities, which have become the verbal marker of the brand and as a consequence the basis for marketing strategy.

Keywords

marketing communication, cognitive and verbal properties of a slogan, cultural context, concept, language picture of the world

Received

12.10.2018

Publication date

13.10.2018

Number of characters

380

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GOST	Surikova T., Pile A. "Cowboys Haggis" 20 years later (Slogan as the basis of marketing communication) // Russkaya Rech’ – 2018. – Issue 4 C. 89-94 [Electronic resource]. URL: http://ras.jes.su/rusrech/s207987840000513-3-1-en (circulation date: 17.09.2024). DOI: 10.31857/S013161170001268-3
MLA	Surikova, T., Pile, A. ""Cowboys Haggis" 20 years later (Slogan as the basis of marketing communication)." Russkaya Rech’ 4 (2018):89-94. DOI: 10.31857/S013161170001268-3
APA	Surikova T., Pile A. (2018). "Cowboys Haggis" 20 years later (Slogan as the basis of marketing communication). Russkaya Rech’ (4), pp.89-94 DOI: 10.31857/S013161170001268-3

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