title: Style as a mediabrand attribute
metadata.name: dc.contributor.author
metadata.value: Vasilchenko, Maria A.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2020-02-06T09:52:30Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2020-02-06T09:52:30Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2019-12
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Vasilchenko M. A. Style as a mediabrand attribute. Vestnik of Saint Petersburg University. Language and Literature. 2019, 16 (4): 557–575.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/spbu09.2019.402
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/16994
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The article discusses the possibility of using the main categories and concepts of stylistics in
  order to construct a media brand personality and maintain its overall style concept, considering
  the case of Forbes USA magazine (issues from January 2017 to December 2018). The
  hypothesis is that a style unites all brand components and therefore can be recognized in all
  of its manifestations. An attribute called “brand personality” draws the most interest, as the
  congruence between it and the consumer’s ideal “I” stimulates the consumption of branded
  goods and services. The goal of the present study was to determine whether the Forbes brand
  personality is presented in the media texts of this magazine. To test the hypothesis, empirical
  material was collected (the main materials published in the section “On the cover”) and
  stylistic analysis was conducted. Particularly, we considered the topic, genre, composition and
  structure, and linguistic features. The results indicate that the image of the hero embodying
  the brand ideals is expressed in media texts. This is achieved by building a basic Forbes narrative,
  arranging accents, and interpreting the real facts of entrepreneurs’ biographies. Narrativity,
  as well as the expression of ethnically specific American linguistic-cultural concepts
  “challenge” and “privacy” is the basis for creating a heroic image and connecting it with the
  American dream myth. It enables readers themselves to relate to the heroes, which empowers
  customer-brand communication. The data obtained offers a new perspective on media brand
  analysis and can be useful for media linguists and marketers.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Language and Literature;Volume 64; Issue 4
metadata.lang: -
metadata.name: dc.subject
metadata.value: brand
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: style
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: media brand
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand personality
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand attributes
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Style as a mediabrand attribute
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 557-575.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/16994/1/557-575.pdf
resources.format: Adobe PDF
resources.size: 693,55 kB