Linguistic features of creating the environmental attractiveness of goods (based on the material of Spanish and English)
Varlamova Olga Nikolaevna, Polyakova Alina Dmitrievna
Siberian Federal University
Submitted: 26.02.2023
Abstract. The article is devoted to the description of linguistic peculiarities of forming the ecological attractiveness of food products. The purpose of this study is to reveal the main strategies and tactics showing the versatility and cross-cultural specifics of Spanish and American cultures for the formation of ecological attractiveness of goods. The scientific novelty of this research lies in identifying a universal set of linguistic means – communicative strategies and tactics – used to create an environmentally attractive image of a product, as well as in describing the intercultural specifics of their manifestation, using the example of two non-cognate languages. As a result of the study, three marketing communication strategies that shape the environmental attractiveness of products have been identified: the strategy of informing, the self-presentation strategy, and the manipulation strategy. The tactics that implement these strategies and their linguistic and cultural specificity have also been described. The following tactics fulfill the influencing function: appeals to authoritative opinions, demonstrations of uniqueness, targeting core audience, and reliance on semiotic systems. The tactic of demonstrating the uniqueness of product composition is an important tool for influencing buyers, both in American and Spanish linguistic culture, as evidenced by the lexical and semantic means used to implement this tactic enriched with lexical and semantic groups of beneficial and harmful substances and their high frequency of usage.
Key words and phrases: экодискурс, маркетинговая лингвистика, стратегии маркетинговой коммуникации, стратегии коммуникации, экологическая привлекательность товара, eco-discourse, marketing linguistics, strategies of marketing communication, communication strategies, environmental attractiveness of product
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