Mythologization as a means of creating a city image

The article is devoted to the technique of mythologization as a means of creating a city image. The purpose of the study is to identify the features of using the technique of mythologization as a means of creating a city image. The article examines the productivity and danger of mythologization in forming a region's image on the examples of cities where the use of mythological plots creates new images and mythologemes around urban environment objects. Scientific novelty lies in demonstrating the dual meaning of mythologization, revealing its productivity and, at the same time, danger. The study found that the formation of a unique identity of the territory is a key condition for successful functioning when using mythologization to create a city image.