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This paper is concerned with linguacultural peculiarities of slogans featured in advertising discourse. Advertising discourse finds its way into all kinds of institutional communication thanks to its thematically unrestricted nature, genre distinctiveness and its propensity to capture the most inconspicuous manifestations of the ever-changing world. This type of discourse is considered most exemplary as it can reflect the latest trends of socio-linguistic realia within a single slogan, which is viewed as a composi...