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LINGUISTIC APPROACH TO MODERN PROMOTION AND BRANDING

E. Y. Rozhina, I. V. Selivanova

Abstract

The paper presents a logical continuation of the previous collection of articles about naming. This study is devoted to a complex analysis of the company naming and slogans on the basis of theoretical concepts and research experience. The structure of the research-based article illustrates the main theoretical theses and describes the practical results achieved in the course of word-forming and an etymological analysis of brand names and comparative analysis of advertisements in Russian, English and German in the field of syntax, graphics, lexis, semantics and stylistics. The authors highlight the connection of advertising with different branches of science. On the basis of the studies the main conclusions were made that according to word-formation amongst company names concept words come to the forefront, whereas an etymological analysis reveals a few examples of ineffective naming. The researchers show how to avoid it. Along with this, efficiency of slogans is conditioned by culture. In authors’ opinion, possibilities of standardization of international advertising are rather limited nowadays. Thus, in most cases in each language (Russian, German and English) there is its own slogan. According to the comparative analysis slogans in these languages can be both calque and absolutely differ in two or three languages. This fact emphasizes originality of each culture. Conclusions drawn from the research can be used by market experts when setting up businesses and choosing a name, and by advertisers as well when promoting goods and services. It allows all of them to avoid unnecessary costs and get profits.

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DOI resolver: doi.org/10.5593/sgemsocial2018/3.6/S14.043

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