Linguistic Peculiarities of Marketing Communication (by the Material of Instagram Publications in the Russian, English and German Languages)
Biryukova Evgeniya Viktorovna, Borisova Elena Georgievna, Khokhlova Irina Viktorovna
Moscow City University
Submitted: 23.01.2020
Abstract. The article examines linguistic peculiarities of network marketing texts by the material of the Russian, English and German languages. Publications in official Instagram accounts of international companies and users’ promoting publications in the English, German and Russian languages are for the first time analysed in the comparative aspect. The comparative analysis of the Russian-language, English-language and German-language marketing texts written by Instagram users and by the official brand representative allows identifying similarities and differences in the use of linguistic means depending on the type of account and language of publication.
Key words and phrases: интернет-коммуникация, маркетинговая лингвистика, лингвистические особенности текста, Instagram, продающий текст, продвигающий текст, речевое воздействие, Internet communication, marketing linguistics, linguistic peculiarities of text, Instagram, selling text, promoting text, speech influence
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