Information on the thesis

Thesis for a candidate degree in philology: speciality 10.02.04 – Germanic Languages. – The Ivan Franko National University of Lviv. – Lviv, 2016.

The thesis focuses on the analysis of the cognitive-discursive mechanisms of international cosmetic companies’ image building and its verbal realization in the English imaging corporate discourse. The analysis framed by the cognitive-discursive scientific paradigm has allowed us to reveal the essence of corporate image, to determine the main distinctive features of the English imaging corporate discourse and its genre structure, to develop a communicative model of company’s image formation, to single out and describe the conceptual metaphorical models underlying this discourse and to reveal and conceptualize the discursive strategies and tactics of image creation.

Corporate image is defined as an emotionally coloured mental construct which is created in the process of a purposeful communicative activity with the aim of fixing in the addressee’s consciousness the integral system of conceptions and evaluations connected with a company for the achievement of the desired economic goals. Communication in corporate imagemaking as a field of professional activity related to the construction of a positive image of a company is realized through the imaging corporate discourse. It can be defined as a hybrid phenomenon that integrates the features of various discourse types, such as media discourse, advertising discourse and marketing discourse. The imaging corporate discourse is characterized by a complex system of relationships: superaddresser (international cosmetic company) – addresser (imagemaker) – addressee (stakeholders as target audience). The verbalized corporate image, which is the focus of the research, is created by linguistic means as a result of the imagemaker’s activity in accordance with the addresser’s objectives and the needs of the target audience.

The research is based on the analysis of verbal texts of English press releases of international cosmetic companies posted on their official websites. The electronic press release is recognized as a specific form of displaying relevant information about company’s activities on the Internet aimed at accumulating publicity capital of the initiator of communication and developing its positive corporate image.

The communicative model of corporate image formation includes five main stages: development of a strategic vision and mission of a company, metaphorical modeling of image, elaboration of discursive strategies and tactics, selection of imagemaking means and implementation of the designed model into real contexts.

A distinctive cognitive feature of the English imaging corporate discourse is its metaphorical nature. The analysis results in singling out four major metaphorical models within this discourse – “Business is a human organism”, “Business is art”, “Business is movement” and “Business is war”. The cosmetic company is viewed as a perfect organism with its multifaceted nature, which creates masterpieces, constantly moves towards achieving its goals and fights for health, beauty and welfare of the addressee.

The research also focuses on the strategic choices made by the addressers of the imaging corporate discourse in order to implement their communicative intention which lies in influencing the target audience to perceive the organization in a favourable light. This communicative intention is realized through a global strategy of company’s positioning which consists in programming the recipient’s mental picture of the world aimed at creating a positive image of a company. This global strategy is concretized through three local discursive strategies. The strategy of rational argumentation is aimed at influencing the rational sphere of addressee’s consciousness. The strategy of emotional argumentation appeals to the emotional-psychological sphere of the recipient. The strategy of suggestion is aimed at producing a deliberate impact on the addressee’s subconsciousness associated with decreased critical thinking during the perception of information without its logical analysis. These strategies are implemented through a number of discursive tactics represented by verbal means of different language levels.

Metaphorical modeling of reality in cosmetic industry and discursive strategies and tactics of the imaging corporate discourse verbalized by selected imagemaking means are the cognitive-discursive foundations of corporate image development. Their integration promotes intensification and harmonization of influence on the addressee’s consciousness and subconsciousness with the aim of forming a holistic impression of it as a reliable partner, a manufacturer of high quality products, a desirable employer and a benefactor.

Key words: corporate image, discourse, imaging corporate discourse, genre, conceptual metaphor, metaphorical model, discursive strategy, discursive tactic, communicative model.