Author’s name:
Rimma M. Mindiakhmetova – Ufa University of Science and Technology, Ufa, Russia
Abstract:
This study elucidates the linguistic aspects of corporate advertising, outlining specifics of discursive practices in advertising from the perspective of semiotic linguistic culturology. The author proposes a departure from the conventional demarcation of corporate communications into image advertising (public relations) and commercial advertising (product promotion), arguing that in the context of society’s mediatization, the boundaries between them have become virtually effaced. This contention is supported by the concept of native advertising, which posits that any mention of a company on the Internet can be regarded as content marketing. The objective of such advertising is to inform the user—who is, in essence, a potential consumer—about the company, subsequently exerting a form of covert verbal influence. In light of this, the study undertakes a comprehensive examination of the image-building component within commercial advertising. The research material is drawn from the commercial discourse of automotive manufacturers in the USA. The author introduces the concept of the company’s advertising profile as a fundamental constituent of corporate advertising. This profile is crafted to shape a holistic image of the firm in the eyes of the mass audience as a public institution that actively participates in societal welfare. Encoded within the signs of advertising discourse, this profile transmits the corporate values and culture of a commercial organization into the consciousness of the general public. It functions and exists freely as a self-sufficient component within the content of any advertising communication, accumulating an extensive stratum of information that extends far beyond the mere identification of the commercial entity. This information encompasses cultural, axiological, conceptual, and pragmatic components sourced from various elements within the advertising discourse field. The emergence of these types of information occurs through the interaction of a constellation of signs and cultural codes present on the surface of the advertising discourse. The survey identifies the following communicative functions of this part of advertising communication: 1) ideological; 2) fostering brand loyalty; 3) detuning of competitors; and 4) the password function.
| Section | LANGUAGE AND CULTURE |
| DOI: | 10.47388/2072-3490/lunn2025-71-3-56-74 |
| Downloads | 817 |
| Key words | company’s advertising profile; discource; commercial advertising; company image; semantic interpretation; public consciousness |