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
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