Sound of a Slogan: Appealing to Audiences in the Global Market

摘要

Linguistic iconicity is the phenomenon that has become the focus of research in such spheres as philology, psychology, and neurology; it is one of the tools most frequently used to communicate the marketing or inspirational message, as its universal appeal allows reaching wider audiences and causing a predictable desired response of the recipients. The paper deals with the analysis of slogans composed according to three-element pattern in contrastive perspective to establish universal, relatively universal and language-specific manifestations of linguistic iconicity with an aim to consider the challenges in localization of these messages across the working languages (English, Russian, and Latvian).