PERSONAL BRANDING IN BOXERS MEDIA SPACE
Journal Title: Науковий вісник Херсонського державного університету. Серія: “Лінгвістика” - Year 2018, Vol 34, Issue 1
Abstract
The article highlights the phenomenon of branding, which has an interdisciplinary character and manifests itself at the border of management and linguistics. The ways of forming an athlete’s image by means of linguistic means used as elements of advertising and PR are traced. Such an effective interaction of linguistic means with the plane of sport is facilitated by mass media broadcasting and duplicating brand nominations. The study examines the technology of naming as a personal branding operation and verbal results of the naming on naming the names of Ukrainian boxers recorded in the Ukrainian-language media space are described. For the purpose of intelligence, the texts of sports Internet resources, as well as the comments made in live television broadcasts, have been processed. During the analysis, the variation of the brand nominations concerning the same athlete, the various types of their formations were traced. The article describes the word-building operations necessary for the successful application of the naming. Particular attention is paid to the interpretation of the names used as a means of PR of the famous athlete, the decoding of encrypted meanings, an explanation of the connection of tokens with the professional activity of the athlete. As a result, the motivation for the use of the actual Ukrainian and borrowed elements of the names is explained, factors outlining the choice of language means and the performance of the operation of branded nominations in the sports media space are outlined. Transformations with the studied linguistic units were revealed and illustrated as a consequence of the commented activity in television broadcasters. Prospects for the study identified further search for brand names in the sports media space.
Authors and Affiliations
O. P. Karabuta, T. M. Mandych
Keywords
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