The paper is an interdisciplinary study of brand semantics and the cultural adaptation strategies applied when transferring brand to international or different local markets. The study applies the conceptual approach to brand semantics and aims at outlining the brand semantic cultural adaptation strategies like value-based cultural adaptation and context-based cultural adaptation. The research provides the description of brand semantics in terms of semiotics, cognitive and cultural linguistics proving the brand semantics resemblances to that of cultural concept. The first section deals with brand semantic issues and proposes the method of linguo-cognitive analysis for the brand semantic investigation process. The second section views the brand translation and adaptation approaches in Translation Theories. The last section is devoted to cultural adaptation strategies application to brand constituents when transferring to another culture. Thus, the paper offers a cultural approach to brand translation studies and renders the brand semantics as a series of meanings transmitted by its material (trademark, logo, slogan, advertisement) and non-material (associations, value, uniqueness, inimitable style) constituents that, subjected to linguo-cognitive analysis, enable the application of context-based or value -based cultural adaptation strategy.
The paper is a comprehensive interdisciplinary study of verbal trademarks in terms of cultural linguistics, psychological cultural linguistics and cognitive science. The paper considers the verbal trademarks as a distinct linguoculture capable of transmitting cultural values. The study aims to show the way linguocultural identity interrelates with the processes of verbal trademarks perception and localization. The first chapter deals with the concepts of cultural and linguocultural identity. The second chapter discusses the results of associative experiment held in terms of the paper. The experiment involved people of three age groups whose task was to share their associations with the particular verbal trademarks and resulted in a scope of various lexical material. The conceptual and value-based analysis of the data received proved the hypothesis. The last chapter is devoted to the concept of localization in marketing and translation studies. The article points out the cultural value aspects of the process.
The research aims at the speech discrediting strategy investigation in the light of the manipulative influence on the addressee. The American politicians’ interviews serve as a material for the case investigation. The paper considers, the concept of a political interview and the implementation of a discrediting strategy into a political text, highlights the main tactics and techniques of the discrediting strategy like the tactic of “unsupported derogation of authority”, comparative tactics, the “quoting the object of discredit” tactic, accusation tactics, bullying tactics, the tactics of insult, polarizing tactics, tactics of a precedent text “hooking”, the tactics of “aggressive opponent”. The study provides the speech analyses of discrediting strategy implementation. The paper applies the methods of contextual and content analyses of political interview texts regarding the means of discrediting strategy realization via political discourse analysis. The paper results in describing discrediting strategy tactics and the language means that realize each tactic correspondingly.
This article researches how the Greek lingvoculture represented in onomasticon of the South of Russia. The South Russian anthroponyms, toponyms and pragmatonyms are considered in this article and how they verbalize the most important values and ideological views. It is proved in the article that the key concepts of the Greek lingvoculture such as: "Peace", "Faith", "Love", "Heroism", "Knowledge", "Alphabet", "Power", "Charismatic person" and "Craft" are highly concentrated in the onomastic lexis of the researched region. The mentioned above concepts due to their specific pragmatic orientation are represented at different extend.
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