| Issue |
SHS Web Conf.
Volume 50, 2018
The International Scientific and Practical Conference “Current Issues of Linguistics and Didactics: The Interdisciplinary Approach in Humanities and Social Sciences” (CILDIAH-2018)
|
|
|---|---|---|
| Article Number | 01112 | |
| Number of page(s) | 5 | |
| DOI | https://doi.org/10.1051/shsconf/20185001112 | |
| Published online | 12 October 2018 | |
Brand Slogan of Region: Valuable Aspect of Place Marketing
1
Volgograd State University, Volgograd, Russia
2
Volgograd State Medical University, Volgograd, Russia
* Corresponding author: mityagina@volsu.ru
The purpose of the present paper is to provide a linguistic analysis of current regional brand slogans. This paper argues that the place branding process should be examined not only in the context of destination marketing thought, but as a value-shaped approach. This study attempts to evaluate the slogans of tourism destination by means of communicative and pragmatic characteristics expressed by them: strong sides of the community, perceptiveness, self-confidence and confidence in future. The present research illustrates how linguo-cultural values are explicated in English, German and Russian branding slogans in accordance with the specific objectives motivated by regional features (natural resources, historical events, sights, products and services).
© 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.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.