Lingvo-pragmatic means of image creating of the company and translation problems (on the basis of PR-texts)

This article presents the results of the study of lingvo-pragmatic means of image creating of the company. It implements the analysis of means of the formal and semantic organization of PR-text as an effective tool to create a positive image of the company. Based on retrieved data it reveals the translation problems of PR-texts and defines the strategy of their translation from English into Russian.