THE USE OF ANTHROPONYMS IN NETWORK MARKETING DISCOURSE

Abstract

Anthroponyms are an important linguistic tool actively used in various discourses. It is a category with ethno-cultural property, through which cultural information is preserved and disseminated, and national consciousness is formed. Anthroponyms play a role in determining the scale of values and behaviour patterns of communicators.

The aim of this study is to identify the functional significance of anthroponyms used in network labelling discourse, as well as to analyse the linguistic means through which their perlucative effect on addressees is carried out. An important aspect of the work is to demonstrate the relevance of this type of discourse in the context of mass and interpersonal communication. The basis of the study was the post-texts from the Instagram page of domestic companies created with the use of anthroponyms. The study of anthroponyms in marketing discourse is a relatively highly specialised area, although a number of scholars have already studied marketing discourse in the context of branding that actively uses anthroponyms.

In the process of writing the article, a review of the works of domestic and foreign linguists devoted to marketing discourse was carried out. However, the researched work did not consider in detail the communicative strategies used by addressees in the framework of network marketing.

The methods of discourse analysis, content analysis and pragmalinguistic analysis were used to analyse the post-texts published on the Instagram pages of domestic companies. The article studied both linguistic units and paralinguistic means aimed at influencing addressees.

The theoretical significance of the study lies in the fact that marketing discourse, being an institutional discourse, contributes to the expansion of scientific research in this field. The practical significance of the work lies in the fact that its results can be used as teaching material for the disciplines of the Translation Studies curriculum, such as ‘Field Translation’, ‘PR discourse’ and ‘Marketing discourse’.