This thesis focuses on the identification of structural and semantic, socio-lingual, and pragmatic features of the brand language from the standpoint of a multimodal approach.
Each brand creates a unique language to express the semantic universality of communication with consumers. Thus, the brand language is a system of signs, symbols, and expressive means that functions in a variety of communicative situations, exerting a pragmatic impact on recipients of the brand information.
The brand language is not homogeneous, its structure is represented by elements of different semiotic origins combined into modes – verbal, visual, audial, and sensory. The vocabulary and style of the verbal mode of the brand language are represented in nominative and representative, attractive and appealing, intentional and axiological, narrative, and descriptive polysemiotic blocks.
The main structural and semantic coherence of the brand language is the brand name, which represents a nominative and representative polysemiotic block of the brand language. Given the structure of coffee brand names, all names are divided into one-component and multi-component, the groups of names inherent in coffee brands are distinguished as follows: descriptive, explicit, implicit, and metaphorical names.
The attractive and appealing block of the brand language is represented by a tagline and a slogan, which are the “small-form” texts, as they are characterized by small text size, conciseness, and excessive economy. Unlike the brand name, the tagline and slogan are optional elements.
A mission statement that appeals to the minds of consumers, arouses interest, and encourages action represents the intentional and axiological polysemiotic block. There are two generalized groups of missions: direct and indirect, as well as different forms of mission – full and partial. Regarding the structural organization of mission statements, they consist of two or more sentences with complex syntax.
The narrative polysemiotic block of the language of coffee brands is storytelling – a marketing technique for using media potential to convey meaning through telling the stories. The narrative block of the language of coffee brands is emotionally charged monologues. The types of stories of coffee brands are defined as traditional, contemporary, creative, personalized, specialized, stories-legends, and stories-quotes.
The descriptive polysemiotic block of the brand language is represented by descriptive texts – texts of the statement of the existence of an object (product) and undoubtedness of its characteristics, the description of a brand (goods, product, service) for giving the information on its characteristics to the consumer. The descriptive block of the language of coffee brands is an obligatory verbal element, an example of a multimodal ensemble that combines verbal, visual, and sensory modes.
Studies of the social and cultural role of coffee and socio-lingual features of the language of coffee brands indicate that the imprint of coffee culture in society is observed in the formation of a specific language, which is used by professionals and connoisseurs of coffee, as well as ordinary consumers. Socially marked lexical and phraseological units have been formed, which characterize society in the context of coffee consumption as a beverage and coffee circulation as a commodity.
The results show that each brand is a unique phenomenon, and its language is a specific system of signs that identifies the brand, distinguishing it from others. In every communicative situation, the brand language preserves its authenticity – similarity and unity of the style, consistent repetition of the same words and images. The combination of visual and verbal elements creates a recognizable brand identity.
