The article presents the result of the linguistic analyses of sustainable brands’ mission and vision. The mission must be emotional to create a sense of faith in the brand in the target audience and encourage it to decision-making. It is important to correctly use linguistic tools to create certain emotions and reflect sustainable brands’ values. Sustainable development according to the United Nations is the organizing principle for meeting human development goals while at the same time, sustaining the ability of natural systems to provide the natural resources and ecosystem services upon which the economy and society depend. There are three dimensions of sustainability: economic, social, and environmental, recognizing that these dimensions are interrelated and interdependent. The Sustainable developmental goals (SDGs) consist of seventeen universal transformative goals. In the execution of the SDGs, the role of language is also eminent. The brand is a participant in the communicative process being a sender that transmits the information to a recipient (consumer). The way a brand communicates with its audience is the brand language – a set of verbal and non-verbal tools. The mission statement, being a brand language element, is a clear, concise, and sustainable statement about the reasons for the existence of the brand today. Sustainable brands are brands that undertake sustainable practices in the workings of their business and champion them. They then use brand communication tools to convey these benefits to their end consumer hence enabling them to make conscious decisions while being associated with or buying from that brand. Sustainable brands may use a mission statement to communicate their sustainability approaches. Thus, a mission statement being an emotionally influential communication tool is powerful in achieving sustainable development goals.

The article considers descriptive texts of coffee brands as a multimodal ensemble composed of verbal, visual, and sensory modes. A visual modus is the shape of the beans and the color of the coffee roast. The sensory mode represents the perception of taste, aroma, and texture of the coffee. Verbal modus is the direct verbalization of the abovementioned visual and sensory characteristics of the coffee. Coffee descriptors are verbalization of coffee flavors, aromas, textures, and other characteristics of coffee as a product. Coffee descriptors are divided into seven groups.

The article actualizes the study of websites as a means to promoting cities around the world and highlights the main structural and semantic characteristics of advertising sites hosted on Internet platforms. The pragmatic role of a lexical unit of advertising texts is investigated. The concepts of website and advertising text are defined, the main ways of information transfer through advertising text were described. Definitions of the concepts such as advertising, advertising text, strategy, website, and related concepts are provided. After researching the selected advertising texts, the structural and semantic characteristics of advertising on websites, and the main ways of transmitting information, such as verb sentences, simple nominative sentences, and elliptical sentences are analyzed. The pragmatic means of advertising campaigns on websites includes constructions, such as Top + Numeral, Must + V., Let + Inf, and so on. Examples of pragmatic websites are also considered. Samples and purposes of using this approach are given. There are various strategies for advertising and promoting cities and countries around the world on Internet platforms. The most popular and effective are the use of different language techniques (motivational, interrogative, negative sentences) and the strategy of the association. The advertising text is noted to embody a communicative and pragmatic guideline. In the advertising message, there is a presentation of the goods to the target audience. Thus, the main load is the language code, which is aimed at a special category of people. A small number of works on this topic indicate the need for a more detailed study of the issue.

The message of national identity is delivered in different types of discourse - political, economic, the discourse of show business and sport, advertising, tourism discourse, and more. The article describes the way the linguistic and pragmatic parameters of the phenomenon of patriotism form messages of national identity in the newspaper discourse, since with the increasing globalization of the communicative space, the types of communication aimed at manifesting national identity, namely, national branding, gain special significance. Providing conditions for the development of a national brand of any country is extremely relevant in view of integration and civilization processes, social, economic and geopolitical situation, and mass media propaganda. Cultural symbols, which are mental-cognitive units focused on a certain idea of ​​the country and represent the typical reality, a typical phenomenon or a characteristic feature of civil life, play an important role in messaging the national identity. A cultural symbol may be expressed by a keyword denoting a cultural-labeled concept, stereotype, or a precedent. The phenomenon of patriotism, which is formed upon the higher feelings, is the basic axiological dominance of society, although the modern rethinking of value associations has led to the formation of changes in the concept of patriotism: noticeable tangible adjustments have been made by historical and social conditions over time. Patriotism is based on the emotional aspect of the nation-state outlook. Linguistic and pragmatic aspects of the phenomenon of patriotism in English-language newspaper texts reveal informative, evaluative, and instructive functions. Being formed under the influence of traditions, life experience, the system of values ​​of the country they create prerequisites for the attitude of a person to his compatriots, the country, and the whole world.

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