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The specific features of the concept success in PR texts of the fashion industry and fashion business are considered. It is noted that beautiful girls on the cover do not play such an important role as successfully and harmoniously developed personalities in today’s fashion space. In this regard, models’ schools training programmes include not only fashion shows and work on-camera, but also public speech, etiquette, in other words, “selling” success and personal growth. The results of the study confirmed a hypothesis about the increasing role of the concept success in advertising and PR communication accompanying the modeling business’ development. Different semantic models for the traditional concept of success and the concept formed in PR activities based on the results of definitional, etymological and paremiological analysis of the concept success , association experiment and text content analysis accompanying advertising and PR activities of T. Zarubina Omsk Studio School are presented. There are components that are important to the discourse of beauty contests, like patriotism, health, and beauty modeled by advertising and PR texts of the concept success. In both cases associative fields of the concept success cross with associative fields of many other concepts: fortune, happiness, fame, work, money, family, society, life and others.


concept; conceptosphere; concept success; PR-text; fashion; modeling business

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