METHOD OF COGNITIVE ANALYSIS OF MARKETING DISCOURSE IN UKRAINIAN LANGUAGE
Journal Title: Актуальні питання гуманітарних наук: Міжвузівський збірник наукових праць молодих вчених Дрогобицького державного педагогічного університету - Year 2018, Vol 19, Issue 1
Abstract
This article describes the methods applied in the cognitive analysis of Ukrainophone marketing discourse. This cog- nitive analysis allows to study discourse as a process of constructing knowledge in interpersonal discursive interaction, a embodied in various expressions of conceptual and figurative value. Since discourse is text, coherent speech, and communication, and since it is viewed as a process of active thinking, its qualitative research should be based on its cognitive foundation. Approaches to the study of discourse within the cognitive analysis can vary significantly depending on theories, methods, schools, as well as the views of individual scholars. The purpose of this article is to discuss the methods of cognitive analysis of marketing discourse. The object of our research is the marketing discourse in the Ukrainian language, and the subject is a cognitive method of its analysis. As generally agreed upon, language has three plans: a plan of objectiv reality, a plan of thought, and a plan for expressing this thought by linguistic means (Zhaivoronok, 2002: 51). The linguistic means of marketing activity are units, cultural and mental linguistic formations that structure semantic space in the Ukrainian language. They are generated by the key words of marketing discourse, which are the main marketing terms “4P: Product, Prise, Plase, Promotion”, the concept of marketing-mix developed by Mark McCarthy in 1964 (Kotler, 2005: 42). Proceeding from the above, we attempt to schematically structure the cognitive analysis of discourse, taking advantage first of all of the theory of Teun A. van Dijk. The cognitive analysis of discourse is based on both textual and contextual aspects. One constituen of the modern methods of cognitive analysis of discourse is an approach to the analysis of discourse that is based on the structure of the text, which, in its turn, is determined by the nature of the context. Marketing discourse is regarded as a unity of language and cognitive structures. Therefore the method of cognitive analysis of discourse includes two aspects – textual and contextual. The textual analysis of discourse includes the consideration of speech structures at all levels (the phonetic, graphic, morphological, syntactic, semantic, lexical, macrostructural levels). The contextual analysis of discourse involves the consideration of all extra-linguistic factors: time, place, sphere of activity, participants in the discourse, their social roles, the nature of their relationships, and the cognitive characteristics of the participants in the discourse.
Authors and Affiliations
Maiia KLISHCHEVSKA
Keywords
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