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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Kemerovo State University
2021-04-01
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| Series: | Вестник Кемеровского государственного университета |
| Subjects: | |
| Online Access: | https://vestnik.kemsu.ru/jour/article/view/4942 |
| _version_ | 1797781033134850048 |
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| author | E. G. Zheludkova K. M. Purgina |
| author_facet | E. G. Zheludkova K. M. Purgina |
| author_sort | E. G. Zheludkova |
| collection | DOAJ |
| description | 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 identified according to Yu. Pirogova’s classification of communicative strategies. The authors see strategies as the goals of creating a company's image, while tactics depend on specific vocabulary, syntactic structures, and means of involving the addressee in the advertising discourse. The list of prevailing strategies included those implemented by the following tactics: Compliance with the needs of the addressee, Increasing brand value in the eyes of the consumer, Informing about brand products, Intimization, Product metaphorization and Influence on the senses. The strategy of rationality was embodied by the tactics of Popularization of a healthy lifestyle and Demonstration of practical benefits. The value-oriented strategy was characterized by the tactic of Informing about brand products. The research results contribute to a better understanding of strategies and tactics in business communication and can be used as demonstration and evidentiary material in teaching cultural linguistics and discourse analysis, as well as for copywriting purposes. |
| first_indexed | 2024-03-12T23:52:05Z |
| format | Article |
| id | doaj.art-4322c4ae32c84af3ab482867545102e9 |
| institution | Directory Open Access Journal |
| issn | 2078-8975 2078-8983 |
| language | English |
| last_indexed | 2024-03-12T23:52:05Z |
| publishDate | 2021-04-01 |
| publisher | Kemerovo State University |
| record_format | Article |
| series | Вестник Кемеровского государственного университета |
| spelling | doaj.art-4322c4ae32c84af3ab482867545102e92023-07-13T12:08:49ZengKemerovo State UniversityВестник Кемеровского государственного университета2078-89752078-89832021-04-0123122923610.21603/2078-8975-2021-23-1-229-2364339Strategies and Tactics of Brand Formation (Based on the Material of Advertising Slogans in French, English, and Russian)E. G. Zheludkova0K. M. Purgina1Kemerovo State UniversitySecondary SchoolThis 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 identified according to Yu. Pirogova’s classification of communicative strategies. The authors see strategies as the goals of creating a company's image, while tactics depend on specific vocabulary, syntactic structures, and means of involving the addressee in the advertising discourse. The list of prevailing strategies included those implemented by the following tactics: Compliance with the needs of the addressee, Increasing brand value in the eyes of the consumer, Informing about brand products, Intimization, Product metaphorization and Influence on the senses. The strategy of rationality was embodied by the tactics of Popularization of a healthy lifestyle and Demonstration of practical benefits. The value-oriented strategy was characterized by the tactic of Informing about brand products. The research results contribute to a better understanding of strategies and tactics in business communication and can be used as demonstration and evidentiary material in teaching cultural linguistics and discourse analysis, as well as for copywriting purposes.https://vestnik.kemsu.ru/jour/article/view/4942pragmaticsdiachronic approachdiscoursediscourse analysisaddresseelocutionary sourcecommunicationspeech impactcommunicative actbrandingadvertisingtranslationtranslation transformationsmetaphorphraseological unittranslation equivalents |
| spellingShingle | E. G. Zheludkova K. M. Purgina Strategies and Tactics of Brand Formation (Based on the Material of Advertising Slogans in French, English, and Russian) Вестник Кемеровского государственного университета pragmatics diachronic approach discourse discourse analysis addressee locutionary source communication speech impact communicative act branding advertising translation translation transformations metaphor phraseological unit translation equivalents |
| title | Strategies and Tactics of Brand Formation (Based on the Material of Advertising Slogans in French, English, and Russian) |
| title_full | Strategies and Tactics of Brand Formation (Based on the Material of Advertising Slogans in French, English, and Russian) |
| title_fullStr | Strategies and Tactics of Brand Formation (Based on the Material of Advertising Slogans in French, English, and Russian) |
| title_full_unstemmed | Strategies and Tactics of Brand Formation (Based on the Material of Advertising Slogans in French, English, and Russian) |
| title_short | Strategies and Tactics of Brand Formation (Based on the Material of Advertising Slogans in French, English, and Russian) |
| title_sort | strategies and tactics of brand formation based on the material of advertising slogans in french english and russian |
| topic | pragmatics diachronic approach discourse discourse analysis addressee locutionary source communication speech impact communicative act branding advertising translation translation transformations metaphor phraseological unit translation equivalents |
| url | https://vestnik.kemsu.ru/jour/article/view/4942 |
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