SHS Web Conf.
Volume 50, 2018The International Scientific and Practical Conference “Current Issues of Linguistics and Didactics: The Interdisciplinary Approach in Humanities and Social Sciences” (CILDIAH-2018)
|Number of page(s)||7|
|Published online||12 October 2018|
Branding in Urban Discourse Space: Region’s Identity as Attraction Factor
Translation Studies Department, Volgograd State University, Volgograd, Russia
* Corresponding author: email@example.com
The research is focused on branding as a communicative process and aimed at defining the region’s identity role in provision of its tourist attraction. Linguistic analysis of the branding process is concentrated on optimization of language means and urban semiosis quality. City’s identity is viewed as a complex of exterior and other markers, building its complex image and playing an initial role in city’s branding. The aim of territory’ branding is to present the uniqueness of a certain region and its competitiveness. A city is a complicated multilayer communicative formation that creates a special type of discourse around itself – urban discourse. The space of this discourse is determined by such textual phenomena as a text-city, an urban text and a text about a city. The authors outline the role of naming in city branding and consider a great importance of a city’s identity in creating a text content aimed at increasing attraction of a city as a tourist object. City’s identity allows one to understand its uniqueness and mental representation by a representative of its “own” and “foreign” cultures and optimize branding strategies with the aim to fix positive images of a city and attractive image of a global-centred and locally original territory.
© The Authors, published by EDP Sciences, 2018
This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0 (http://creativecommons.org/licenses/by/4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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