Дискурс Пи (Nov 2019)

The Role of Pharmaceutical Vocabulary in Suggestive Communication

  • A.V. Liulikova,
  • L.V. Selezneva,
  • I.A. Tortunova

DOI
https://doi.org/10.17506/dipi.2019.34.1.9099
Journal volume & issue
no. 1 (34)

Abstract

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The article is devoted to medical onomastic units, which are used outside the professional sphere. It is noted that pharmaconyms perform nominative, cognitive and functions in modern PR and advertising discourses. The influential function of pharmaceutical vocabulary, which is main for PR and advertising discourses, is due to the marketing goal of PR and advertising discourses as well as associated with precedent native images that reflect the personal and social qualities of the doctor and various forms of communication between the doctor and the patient.

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