BRANDING AS A LINGUOCULTURAL PHENOMENON: A PRAGMATIC AND SEMANTIC ASPECT
Abstract
DOI 10.18522/1995-0640-2021-4-89-96
The article touches upon the analysis of the pragmаtic and semantic aspect that is entwined into the phenomenon of branding. The phenomenon of branding reflects a significant cultural layer of the modern consumer society. The essence of the brand is central to understanding the concept of the brand itself. It is a representation of semantic and pragmatic characteristics that merge into a single pragmatic-semantic unit. To reveal the presuppositions inherent in the essence of the brand, it is necessary to be able to “understand” the target audience and recognize an individual as a representative of this target audience with their interests and needs. Understanding the essence of the brand and decoding the presuppositions embedded in it is impossible without correct perception of the pragmatic-semantic aspects of the entire semiotic situation, within which the brand functions as a linguocultural phenomenon. That means that the concept of a brand in the article is considered not only as a marketing concept when promoting commercial products, but is understood more broadly as a linguocultural phenomenon, whose pragmatics is formed by merging key semantic layers – syntactics, semantics, semiotics – into it in the context of the modern linguocultural situation. The semantics of the brand and its decoding through the disclosure of the linguo-semiotic aspects integrated into the brand name during its formation largely depend on the pragmatic potential, which sends the participants of the communication directly to the context of speech use. Thus, we can say that the formation of the brand’s message is based on two aspects engaged in forming the semantic load - linguistic and paralinguistic, implemented through the pragmatics of the brand, whose formation, in turn, takes place at the above mentioned three semantic levels.
Key words: advertising language, brand, brand name, linguopragmatics, linguosemiotics, pragmassemantics
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
