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Laparoscopic Endoscopic Surgical Science Functional linguistic aspects of brand communications in marketing discourse [ALRJournal]
ALRJournal. 2021; 5(7): 106-110 | DOI: 10.14744/alrj.2021.71542

Functional linguistic aspects of brand communications in marketing discourse

Elena N. Malyuga1, Alina A. Minaeva2
1Department of Foreign Languages, Faculty of Economics, Peoples' Friendship University of Russia, Moscow, Russia
2Institute of World Economy and Business, Peoples' Friendship University of Russia, Moscow, Russia

The study looks into the functional linguistic features of brand communications in the English language in order to investigate the specifics of marketing discourse which examples can be evidenced in the language of corporate social media networks. Study material covers excerpts from publicly available Twitter and Instagram posts analyzed in terms of the brand communication techniques used. The relevance of this study is due to a lack of coverage of the functional linguistic aspects of marketing discourse, whereas brand communication plays a prominent role in the development of not just market relations in general, but also of culturally marked stereotypes and social values. The study concludes that marketing discourse is marked by mandatory bilateral orientation, and the most common functions of brand communication within this type of discourse are the phatic, representative and appellative functions fulfilled through a variety of stylistic means. The functional linguistic analysis ultimately highlighted the brands’ focus towards incorporating in their identity the image of friendly relations guided by trust, reliability and care.

Keywords: brand communications, marketing discourse, functional linguistic analysis, Twitter, Instagram, social media network, social media marketing

Elena N. Malyuga, Alina A. Minaeva. Functional linguistic aspects of brand communications in marketing discourse. ALRJournal. 2021; 5(7): 106-110

Corresponding Author: Elena N. Malyuga, Russia
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