ФРАЗЕОЛОГИЗМ КАК СРЕДСТВО СОЗДАНИЯ РЕКЛАМНОГО ОБРАЗА В МАРКЕТИНГОВЫХ КОММУНИКАЦИЯХ

The article defines the concept essence of “the imagery system of advertising discourse”, examines advertising texts in local print media and examines the role of idioms in creating the image of the goods. Advertising image is a means of visual communication and provides new information about the product to the potential customers. Imaging system of advertising discourse presents comprehensive image of the advertising object (product, service, company, etc.), is created on the basis of visual (design) and verbal (language) components that are present in the composition of the advertising text.