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Modern international economic relations are characterized by instability and conflict character. Current events in British political, business and economic life make the nation identify itself in new global environment. The image of the country as a strong player on the international arena is powerful tool which aims to unite its citizens and form the consciousness of prosperity and economic development. This fact makes the verbal characteristics of identity formation in discourse a topical issue to study. The aim...

Background information The article studies one of the key pragmatic goals of professional communication – influencing the addressee – by considering French and English precedent phenomena consequential to the target audience. Advertising as a goal-oriented speech effort is becoming an increasingly popular object of humanitarian research. The inextricable connection of language and culture has recently become the focus of renewed interest, and in this context of professional communication studies, precedent phenome...