SUGGESTIVE CHARACTERISTICS OF VERBAL AND NON-VERBAL BRANDS IN INTERCULTURAL COMMUNICATION

Abstract

The author of the work studied the issue of verbal and non-verbal means of suggestive influence of brands in intercultural communication. The relevance of this topic is due to the growing number and variety of informative influence on the consumer, in which each brand manufacturer tries to find effective means of influencing the audience, since in the conditions of growing supply on the market and, as a result, increasing competition, each organization needs a brand for its individuality. The purpose of the study is to analyze and systematize the suggestive characteristics of verbal and nonverbal brands. The methods used in the work include the following: the method of scientific description, contextual analysis, discursive analysis, sampling method. The object of the study is the means of suggestive characteristics of verbal and nonverbal brands. The novelty of the research lies in the fact that the author systematized the means of suggestive influence, which are used by manufacturers to promote the brand to the masses and increase consumer loyalty, the features of suggestion in psychological discourse are considered. The conclusions made by the author in the work can be used as a mechanism of protection against undesirable effects or as a tool for influencing others. The integrated language of each brand, despite the common means of suggestion, retains its identity and authenticity – the unity of style for any communicative situation, the consistent repeatability of certain symbols and images. The consistency of verbal and nonverbal means helps to create a certain identity, which is remembered by the addressee on a subconscious level. It is the recursive interaction of verbal and non-verbal elements of the brand language that mortgages the foundation for its recognition and memorability. At the same time, we note that the visual mode containing the artifacts of the advertised brand is universal for cross-cultural perception.  The brand's language forms its ideology of such a marketing strategy that helps the consumer identify a certain brand, forming a connection between the addressee and words, symbols, and designation characteristic of the brand.