Bilyuk I. City Branding in English Communication: Verbal and Visual Components

The paper focuses on branding as a communicative technology representing the city through semiotically heterogeneous components in the communicative space. The research explores the main approaches to creolized text and study of city branding The analysis of data employs general scientific and general semiotic methods and operations, special linguistic methods of analysis. The major scientific methods are lexicо-semantic, linguo-stylistic, and semiotic analyses. The scientific novelty of the research is determined by the complex analysis of city branding as a communicative technology: the research provides the classification of logos; the paper seeks to identify lexico-semantic characteristics of a city slogans , to reveal interaction between different semiotic systems on the web sites of cities; to determine ways of convergence in traditional and multimedia advertising of cities.The theoretical significance of the paper is determined by its contribution to the semiotics and linguo-pragmatics, stylistics and communicative linguistics. The practical value of the obtained results lies in the possibility to apply them in teaching stylistics of the English language (section "Text stylistics", "Graphic means"), theoretical grammar (section "Pragmatics of the sentence"), theory of communication (section "Addressee factor), courses in text linguistics, communicative linguistics and media linguistics, as well as in the process of writing research papers of different levels.