Keyword: «image»

This article focuses on the impact of visual communication on the formation of a positive company image and the enhancement of consumer loyalty. The relevance of this research is driven by the increasing competition in the market, the growing importance of digital technologies, and the increasing demands for design quality. The purpose of this article is to explore the influence of visual communication on company image and identify effective strategies for enhancing brand recognition and consumer loyalty. This research is crucial for marketing professionals, business leaders, and designers who aim to create a successful and appealing company image.

The article examines comparative constructions in which humans are compared to inanimate objects and things. The following types of comparative images are highlighted: technological objects; household items; objects new to society; items of clothing, toiletries, and jewelry; food; objects associated with economic relations and material values; and the names of weapons and other military objects. It is noted that comparing humans to inanimate objects is one of the trends in the contemporary use of comparative constructions, which clearly reflects pragmatism and the concrete nature of modern life.