Authors’ names:
- Irina N. Kabanova, Silva G. Kalendzhian, Valentina A. Tyrygina – Linguistics University of Nizhny Novgorod, Nizhny Novgorod, Russia
Abstract:
The article investigates how international logistics companies represent themselves through the use of language on their corporate websites in response to social challenges such as compulsive nature of advertising and promotional activities in business and other areas of social concern, as well as essentially competitive nature of professional activities. The purpose of the research is to identify and describe various tactics and linguistic tools that implement the strategy of self-presentation in the English-language Internet promotional discourse. The current paper explores various approaches to determining the status of promotional discourse, its correlations with related advertising discourse; examines the concept of corporate image and its role in creating a positive image of a company; studies basic features of image discourse, namely: the positive orientation of information that contributes to the formation of a positive corporate image, motivational nature, and a low degree of spontaneity of texts. A review of the current literature and theoretical analysis of the basic concepts of study is followed by the explanatory analysis of the strategy of self-presentation, linguistic means and techniques for its implementation. The authors describe promotional strategies and tactics which international logistics companies use on their official websites to build a favorable image among the target audience, as well as analyze the basic topics and the linguistic means of their verbalization in the English-language Internet promotional discourse. The results of the research show that promotional discourse (or image discourse) constitutes a separate type of discourse which has its own strategies and tactics of self-presentation aiming to construct an image of a successful and prestigious company and a positive attitude of the public and target audience towards the logistics company in question.
| Section | LANGUAGE AND CULTURE |
| DOI: | 10.47388/2072-3490/lunn2023-64-4-85-98 |
| Downloads | 89 |
| Key words | promotional discourse; advertising discourse; corporate image; strategy; tactic; self-presentation |