Creolized texts used as the instrument of digital marketing

摘要

By the start of a new millennium the mankind has progressed to a new phase entitled the information era, which in its turn entails the need for introduction of a new term - digital society. This new digital society requires innovative forms of cognition which are based upon information processing, data visualization, digital mapping and creating new products and services with the use of digital form of information communication. Complex multimodal creolized text characterized by meaning compression is a key feature of contemporary society. By means of a case study of over700 creolized texts located on the children's clothing manufactured in the USA and in the United Kingdom, the authors try to reveal linguistic and cognitive characteristics of marketing discourse of American and British children's clothing companies. The texts under analysis have been selected by means of continuous sampling method from the online shopping sites of the following companies: Gap, Old Navy, the Children's Place, Carter's, Addams kids, George, Marks & Spencer, Mothercare, Next. Creolized texts located on the products of the companies are considered to be the key elements in the realization of value concepts in marketing discourse of the companies under analysis and the main channel of communication between the sender and the recipient. Slogans, images, engravings on the products are viewed as creolized texts in which the verbal and nonverbal components create a single visual, structural, semantic and functional whole that ensures complex pragmatic influence on the recipient. The structure of the analyzed concepts consists of the logical and notional as well as the figurative and associative layers. It is maintained that the predominant cognitive mechanism involved in construing the analyzed concepts is conceptual metaphor. Cognitive marketing becomes a standpoint in the new marketing paradigm. It is based on the concept of shaping the common perception of the world in the customers, which has an impact on the outlook, aims and goals i.e. the picture of the world. Multidimensional text examination is the reflection of the polycode character of humans' interaction. Searching for the ways to attract new customers and to promote brand loyalty, manufacturers have to modify the formats of their products and use different means of crealization.