COMMUNICATIVE DRAWBACKS IN MARKETING DISCOURSE
Journal Title: Актуальні питання гуманітарних наук: Міжвузівський збірник наукових праць молодих вчених Дрогобицького державного педагогічного університету - Year 2018, Vol 20, Issue 1
Abstract
Communicative drawbacks in marketing discourse that are caused by cooperation and competition, emerge in imme- diate communicative acts. Therefore they should be analyzed against the background of acting persons, or subjects, who, while they speak and listen, exhibit their relation to their subjective, social, and objective world. Occasionally, they raise pretensions regarding the meaning of what they say or think and are convinced of. To avoid communicative drawbacks in marketing discurse, marketologists apply appropriate strategically predictable communicative tactics. The violation of communicative norms and rules often causes conflicts that may even develop into scandals. As is demonstrated in the most important studies that are devoted to this topic (R. Barthes, J. Habermas, T. A. Van Dijk, M. V. Il´in, G. G. Pochepcov, M. Foucault, E. I. Šejgal), this violation can be viewed as one of the types of communicative action, aside with cooperation and competition. One of the most interesting questions is the study of communicative tac- tics applied in situations of conflict, when communicative norms and rules are violated. At present, communicative linguistics is expanding its field of studies in that it explores the peculiarities of speech behav- ior in various communicative situations of marketing discourse, including both cooperative and conflicted situations. In this article, we attempt to analyze how strategic and tactical decisions are taken in case of communicative drawbacks. The communicative peculiarities of a text contribute to the formation of marketing discourse, which establishes a con- nection between language and society. To create positive attitudes among various communities, marketologists apply tactics of the expansion of a positive image. In particular, this can be observed in the language of media, because in various mass media, marketologists have the opportunity to create a multidimensional corpus of texts with certain linguistic peculiarities. Most importantly, positive images are created by various methods of framing. The modeling of meanings is achieved by various items of information, including metaphors, visual images, and the like. Experts in the marketing sphere skillfully use their linguistic expertise to create positive images, imaginations, and assessments, and to disseminate and firmly establish these positive images among various societal groups. Negative characterizations of objects, which are often based on fake, may also be created and disseminated by com- peting groups, who employ information technologies to establish so-called anti-images. In return, marketologists develop tactics of the compensation of anti-images. It is not clear yet, however, how to apply these tactics in specific situations. Marketologists have to develop tools to support their brands in various situations of conflict. Summing up, marketologists, to counter communicative drawbacks, develop strategies that allow them to choose appropriate tactics of marketing communication in order to successfully create positive images and counter anti-images.
Authors and Affiliations
Maiia KLISHCHEVSKA
Keywords
Related Articles
- EP ID EP645280
- DOI -
- Views 107
- Downloads 0
REALIZATION OF INTERSUBJECT COMMUNICATIONS IN THE PROCESS OF UKRAINIAN LANGUAGE TRAINING OF FUTURE CULTUROLOGISTS
The article is devoted to the problem of realization of intersubject communications on lessons of the discipline «Ukrainian language (of professional orientation)». Opportunities for realization of intersubject communica...
TEACHING MATHEMATICS TO LEARNERS-REPRESENTATIVES OF DIGITAL GENERATION
Today, students going to elementary school are representatives of the digital generation, who are living in the two worlds – real and virtual. Virtual reality creates certain properties in children that need to be taken...
US-CHINA RELATIONS IN CONTEXT OF REALIZATION FOREIGN POLICY STRATEGY DONALD’S TRUMP ADMINISTRATION
In article author analyses possible ways of evolution US-China relations in context of US foreign policy during D. Trump’s presidency. It includes the main aspects of US foreign policy course and its influence on structu...
THEORETICAL PRINCIPLES FOR THE FORMATION OF ETHNOCULTURAL COMPETENCE OF THE FUTURE TEACHER-PHILOLOGIST
Currently, the issue of the ethno-cultural identity preservation and awareness of the greater significance of his own ethno-national values among the world ones is extremely important for every Ukrainian. A young man nee...
Theoretical grounds of communication in training of masters of social work .
The theoretical grounds of philosophy, sociology, psychology, pedagogy is the basis for evolution the conceptual foundations of communication as a speci¿ c form of interaction partners of educational process. Organized c...