Abstract
The report analyzes the features of political discourse, rhetorical techniques and marketing methods of the Spanish party Podemos , which in a short period of existence in the political arena of the country - little more than a year and a half after the official proclamation - has managed to achieve significant progress in the electoral field. Aims to win power, the party’s ideology appeal to the Spanish citizens , using simple , accessible and emotionally meaningful slogans , building on the achievements of cognitive psychology and linguistics. Attaches great importance to the effects on the public consciousness with the help of words and metaphors.
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