AMERICAN MARKETING DISCOURSE AND MULTIMODALITY: COGNITIVE AND COMMUNICATIVE ASPECTS

Yuliya Valeriivna Stodolinska

doi:10.32999/ksu2663-3426/2019-1-17

Yuliya Valeriivna Stodolinska

DOI: https://doi.org/10.32999/ksu2663-3426/2019-1-17

Keywords: business discourse, cognition, communication, institutional discourse, non-verbal component, semiotic mode, verbal component

Abstract

Marketing discourse is built on new conceptual images, it also encompasses the relationships between the participants of this discourse, viewed in their language expression, and possesses features which are characteristic of this discourse in the modern world. The study of marketing discourse from a multimodal perspective is one of the key issues in contemporary linguistics.

The purpose of the article is to reveal the cognitive and communicative aspects of marketing discourse as a whole and of multimodality as one of its characteristic features in particular. The methodology of this research, which is grounded on the aim and the tasks, requires an integrative multidisciplinary approach which combines the methods and former research findings of such disciplines as cognitive linguistics, discourse studies, communicative linguistics, semiotics, visual semantics. In the context of the article business discourse is defined as a type of institutional discourse, the key attributes of marketing discourse being a type of business discourse are singled out, the specifics of multimodality as one of the characteristic features of marketing discourse are outlined.

It is assumed that multimodality is one of the key features of American marketing discourse which is a type of business discourse. Marketing discourse as well as other types of business discourse is a variety of institutional discourse, its participants are members of the professional community of business people and their clients, whose interaction is organized around the key notions of business in order to achieve the aims of communication. Marketing discourse is a language-based set of activities aimed at creating the product and launching it on the market in the most successful way. Multimodality, interaction, dynamism, consistency, detail, creativity, and didacticism are the characteristic features of the analyzed discourse. It has been established that multimodality encompasses the use of several semiotic modes (numerous ways of their combinations) which include content and expression in the design of a semiotic product or event.

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