Linguistic Means for Image-building in Internet Advertising (The Case of Slavonic Restaurants Web-Site)

Abstract

Advertising online over the last dozen years becomes the most effective and efficient method to promote your business, hinged on fierce competition and pursuit of distinctiveness and recognition. The relevance of the study is, basically, due to the question of advertising image-building in online communication. This paper is aimed at analyzing the language and defining the linguistic means used in image-building in Online advertising (based on data from the sites of restaurants serving menu of Slavonic origin), and at studying the Online advertising image of a restaurant (verbal one) in collaboration, taking to consideration the perspective of philology and marketing, within the scope of the contemporary scientific direction – Lingua-marketing (the scientific study of linguistic and marketing together).This paper significantly contributes to the development of lingua-marketing and puts forward new theoretical submissions to language units’ discursive analysis. In the course of our study, the cuisine of the east, south and west Slavic was considered, i.e. (Russian, Belarusian, Ukrainian, Bulgarian, Polish, Serbian, and Czech). More than one hundred online advertising web media text– sites of Slavonic menu serving restaurants were the materials of our study. To meet the objective of our paper, numerous methods and approaches were used: theoretical, analytical and systemic methods, quantitative method, continuous selection method (of the linguistic means of marketing communications units that build an image of a product from Internet advertising texts); quantitatively symptomatic part of linguo-statistical method. The analysis of the linguistic means of advertising image-building of a restaurant in this work is carried out from semantics, pragmatics and lingua-marketing point of view. The authors kept an eye out to the linguistic means of image-building, functioning in various parts of the composition of the advertising appeal: heading, slogan, information block, code, echo phrase - simultaneously acting as text units of marketing communications. The authors of this paper spelled out stylistic features and figurative language as one of the most influential means in Internet advertising. They stated that brand names, epithets, comparisons, metaphors and phraseological units are among the most productive linguistic means of building an advertising image of Slavonic cuisine restaurant. These linguistic means play significant role in building advertising image of Slavonic cuisine, through typifying its specificity, location, atmosphere, furniture, interior, quality of products, dishes and their preparation, prices, national flavor, visitors and their reviews, wishes, service, merits of the chef, etc. The study demonstrates that the advertising image conferred in the advertising communication of the Slavonic cuisine may indicate its high quality products and national flavor, soaring up its attractiveness to the consumer and giving it additional consumer value. This paper presents practical value for students of humanitarian specialties and areas, for specialists in the field of advertising, as well as for all those who love and study modern advertising.