Shoctober is coming...

The aim is to promote special October programming of Shokiruyushcheye (The Shocking) TV channel. October is a very special month for the channel. The channel celebrates its birthday in October as well as Halloween. Only the words with letter Ш (SH /ʃ/) are used in the text - it is the first letter of the name of the channel and its logo (in a stylized form) This phonetic technique helps to emphasize the unique, eerie but attractive atmosphere of the channel. The voice over is duplicated by graphics, in which the logo is used instead of the letter Ш (SH /ʃ/) to amplify the visual connection to the logo

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