Strategies and Tactics of Brand Formation (Based on the Material of Advertising Slogans in French, English, and Russian)

Strategies and Tactics of Brand Formation (Based on the Material of Advertising Slogans in French, English, and Russian)

This article describes communicative strategies and tactics used by companies to build a brand. The diachronic method made it possible to observe brand development strategies. The analysis featured 104 advertising slogans of 11 companies. Strategies and tactics of communicative influence were identi...

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Bibliographic Details
Main Authors: E. G. Zheludkova, K. M. Purgina
Format: Article
Language:English
Published: Kemerovo State University 2021-04-01
Series:Вестник Кемеровского государственного университета
Subjects:
pragmatics
diachronic approach
discourse
discourse analysis
addressee
locutionary source
communication
speech impact
communicative act
branding
advertising
translation
translation transformations
metaphor
phraseological unit
translation equivalents
Online Access:https://vestnik.kemsu.ru/jour/article/view/4942

Internet

https://vestnik.kemsu.ru/jour/article/view/4942

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