Infopaket

Naming patterns in English business discourse

ВБ 2.3

Вибіркова дисципліна для ОП

First

2022/2023

8 Semester

2

PLO 10. Know the rules of standard language and be able to apply them in practice. PLO 12. Analyse language units, determine their interaction, and characterize linguistic phenomena and the underlying processes. PLO 17. Collect, analyse, systematize and interpret language and speech facts and use them to solve complex problems and tasks in specialized fields of professional activity and / or training.

Full-time form

Prior to taking this course, students should - Know the theoretical foundations of general linguistics, lexical, grammatical and stylistic properties of the English language system. - Be able to collect and interpret information on linguistic phenomena and phenomena; apply basic linguistic concepts in the analysis of linguistic phenomena and processes; plan and evaluate their own work; use interactive and multimedia tools. - To have a good command of English at a level not lower than C1, to have skills of research and information management; critical attitude to the analyzed phenomena; use of foreign language professional informative sources; work with authentic texts; interaction and cooperation in learning in search situations.

The course examines the structure of an English-language brand, including verbal and visual components. Given that the maximum interaction of recipients with the brand involves the perception of the naming as the main verbal attribute, the course examines in detail the linguistic models of naming in business discourse. The analysis of linguistic means is complemented by the consideration of visual components in the brand structure that reinforce the meaning of the naming or create additional effects. The discursive approach is ensured by studying neumes in various business communications: company websites, presentations of goods or services, customer business cards, video and audio advertising, social media posts, landing pages, etc. In business discourse, the function of a naim is not only to attract the audience's attention and promote brand memorization, but also to communicate the company's values and form certain emotions and associations in the recipients with a subsequent desire to become a client or partner of the brand.

1. Flowers B. The Naming Book: 5 Steps to Creating Brand and Product Names that Sell. Entrepreneur Press, 2020, p. 164. 2. Geyrhalter F. How to Launch a Brand (2nd Edition): Your Step-by-Step Guide to Crafting a Brand: From Positioning to Naming And Brand Identity. Brandtro, 2016, p. 122. 3. Khaminich, S.Yu. Features creating a competitive brand. Skhid, 2008, vol. 5, p. 110. 4. Hammond K. L. Branding: Brand Identity, Brand Strategy, and Brand Development. Create Space Independent Publishing Platform, 2017, p. 192. 5. Lancaster S. The Brand Naming Blueprint: The step-by-step process anyone can use to create amazing brand names easily. Independently published, 2022, p. 114. 6. Lost In Translation – Why Language Matters In Auto Marketing. URL: 7. https://autoconversion.net/blog/automotive/lost-in-translation-why-languagematters-in-auto-marketing/

Blitz questioning at the lecture; Answer at the practical lesson, participation in the discussion; Test work; Preparation and defense of the project

Semester assessment: The final number of points is based on the calculation of points earned by the student during the semester for oral answers, written assignments, tests, and the project. During the semester, lectures and practical classes are held, during which the assessment is carried out in accordance with the types of work and forms of control described in clause 7.1. The course has 3 content parts focused on the study of naming models in modern English-language business discourse. Each content part includes lectures, practical classes and tests. Students submit and defend their projects no later than the last practical week.

English and Ukrainian