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Journal of Enterprise Information Management, 18 2 , — The study focuses on the problem of cultural and national ethnic identity, reflected in the semantics of the selected present-day Vilnius County toponyms, and analyzes the meanings encoded in them. Oppositions, which are one of the means of categorizing the world, are viewed not only as antonymic semantic relations between the differentiating markers of toponyms, but also as any relationship between them, including elements of compound toponyms that are not semantically charged, but perform a differentiating function in toponymy. Hans-Harry Drossiger 9. The analysis of English slogans 55 commercial and 55 social advertising campaigns showed the frequent use of both sound techniques and figurative language in commercial advertising slogans, which make the slogans more memorable, attractive and highlighting the advertised brand in a positive way.

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