BRAND FORMATION: TOOLS OF COMMUNICATIVE IMPACT ON CONSUMER

Keywords: marketing, brand, communication, locution, illocution, perlocutionary effect.

Abstract

The article analyzes the main approaches and methods of verbal elements of brand as a communicative act. The effectiveness of verbal elements is considered, where the content (internal) structure of verbal elements of the brand acts as a condition for successful communication. The example of the analytical description of communicative acts argues for the need to use every element of the internal structure (messages, appeal and epistle) as a condition for effective influence on the mind and subconscious of the addressee and, as a consequence, influence on his consumer behavior. The perlocutive effect of a communicative act is considered from the point of view of its implementation in the emotional and evaluative vocabulary, and its influential function is also analyzed in the article. In this article, the consideration of text pragmatics is based on the theory of language acts. The brand verbal element tool significantly influences the choice of a particular lexical unit. The authors investigate tools and categories of communicative influence on the consumer in marketing through the locution, illocution and perlocution of verbal and visual brand elements. Morphological units of emotional and evaluative vocabulary are adjectives, nouns and verbs, these parts of the language provide the most complete implementation of the pragmatic orientation of the advertising text. The effects of communication, components of communicative effectiveness of brand management from the point of view of perlocative linguistics are considered. It is suggested to use verbal elements of locution, illocution and perlocution in advertising communication and in general through marketing and brand.

References

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Published
2020-07-09
How to Cite
Kaliuzhna , I. V., & Babayev , L. M. (2020). BRAND FORMATION: TOOLS OF COMMUNICATIVE IMPACT ON CONSUMER. Bulletin of Zaporizhzhia National University. Economic Sciences, (2 (46). Retrieved from http://journalsofznu.zp.ua/index.php/economics/article/view/377
Section
Labour economics, personnel management and marketing