This dissertation examines how marketing discourse is effectively organized in the Ukrainian language. It demonstrates that is important to understand how texts of the marketing sphere are related to the speaker or author and to the addressee and how this communication cen be successful. The study focuses on the question how marketers influence consumers in the marketing sphere, and how this can be analyzed based on theories of linguistics that focus on theories of text and communication, cognitive linguistics, and pragmatics.
This study examines: 1) the interrelation of language and thinking, 2) the interrelation of subjective and objective aspects of language, 3) the interrelation of expression and content of linguistic units, 4) an interdisciplinary approach to the study of linguistic phenomena, taking into account the achievements of pragmatics, cognitive linguistics, the study of terminologies, philosophical, sociological, psychological, and economic aspects of marketing discourse.
Generally, this study is based on complex methods of linguistic analysis, based on the following methods: first of all, methods from the field of discourse analysis (intending to explain linguistic and cognitional processes aiming to shed light on extralinguistic, semantic, cognitivistic, and intralinguistic aspects of its functional load); furthermore a pragmatic analysis and content analysis of relevant web resources; cognitive methods of content analysis and, finally, methods of frame modelling.
This study for the first time demonstrates the impact of the principles of strategic business communication on its realization. The novelty of this dissertation is its view on the strategic aspects of the cognitive principles of communication. Therefore this study will contribute to the introduction of new technologies into the sphere of marketing communication. It will empower students of economic disciplines to achieve a better quality of Ukrainian language teaching in the sphere of economy and, at the same time, it will add to the general knowledge of Ukrainian economical terminology and open new perspectives for the study of sociolinguistics, the study of the communication in highly specialized spheres, the study of the culture of language and intercultural communication, as well as the study of traditional economic disciplines, such as marketing and management. First and foremost, the dissertation aims to exert impact on our understanding of marketing texts. Based on the concept of frames, we suggest a new approach to the conceptual structure of marketing discourse, which aims at a higher level of marketing planning. In the long run, we envisage to enable Ukrainian speakers to write official letters and documents, advertisements etc. of a somewhat higher quality; based on our findings, these experts might present themselves even better in their public presentations, their advertisements, their motivational speeches, еtc.
The results of this frame-based study will enhance our understanding of the conceptual sphere of marketing discourse. In the long run, they will help us to improve our competence regarding official letters and business papers, public presentations, advertisements, and any linguistic performance related to the needs of persons who work in the marketing sphere.
