Means of speech influence in marketing discourse (on the example of an online bookshop “Waterstones”)
https://doi.org/10.18384/2310-712X-2022-3-14-27
Abstract
Aim. The aim is to identify the scope of language means used to exert speech influence on the addressee in the context of book spreading practice and through the Internet as a channel of communication.
Methodology. The study is based on the following methods: observation for collecting primary data, contextual analysis and interpretation, intent analysis, and the method of modeling.
Results. The study revealed that the communicative space of the online bookshop “Waterstones” includes the reader into the group of addressants. The type of communication under analysis is characterized by the use of the intention of informing, persuasion, attraction, and compliment. On the linguistic level the following means are used to exert and intensify speech influence: pronouns, imperative forms, adjectives in the superlative degree, words with emotive and evaluative meaning, precedent phenomena, imagery, and syntactical means to imitate a dialogue.
Research implications. The obtained results and conclusions contribute to the study of book publishing and marketing discourse, marketing linguistics and a promotional text as its main unit. The language material can be used in university courses of stylistics, media linguistics, marketing linguistics, and linguistic pragmatics.
About the Author
E. A. Zoidze
Moscow City University
Russian Federation
Russian Federation
Ella A. Zoidze – Cand. Sci. (Philology), Assoc. Prof., Department of Anglistics and cross-cultural communication, Institute of Foreign Languages
Vtoroy Selskohoziajstvenny proezd 4, Moscow 129226
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