Prof. Dr. Christo Kaftandjiev
University of Sofia
Dr. Diana Kotova
Mendeleev University of Chemical Technology (Russia)
Abstract. Marketing communications, which are part of the entrepreneurship’ discipline, can integrate the most important school disciplines with the help of semiotics.
Several relevant scientific articles and books in the following areas: business education, integrations between different school (educational) disciplines, semiotics and advertising, metaphor, synecdoche, etc. are analyzed in the Literature Review.
The main text of the article studies different examples of corporate style and corporate identity. They are important part of business and entrepreneurship. Admen (artists, designers, etc.) in marketing communications created this corporate style and corporate identity on the basis of various visual metaphors, synecdoche and other stylistic figures.
The authors of textbooks for primary and secondary school and the teachers can integrate the education of native language, foreign languages, literature, art and entrepreneurship with the help of these and other stylistic figures.
Keywords: semiotics; metaphor; integration; mother tongue; foreign language