LINGUISTIC MEANS OF EXPRESSIVENESS IN CORPORATE MEDIA OF B2P FORMAT

Abstract

The research focuses on analyzing linguistic means of expressiveness used in corporate media. The relevance of the study of corporate discourse in its various aspects is determined by the role corporate publications play in the process of communication and the creation of a global corporate information space. Corporate media are considered internal corporate PR tools or separate informative varieties of the modern press. Analysis of the audience of the corporate edition as a categorization criterion made it possible to distinguish three media formats: В2В (businessto- business), B2C (business-to-client), В2Р (business-to-personnel). This investigation aims to identify and describe the means of expressiveness in corporate media of B2P format. The corporate edition of the transnational corporation Volvo Group is the source of empiric materials. By expressiveness, we understand everything that makes speech brighter, more influential, and more impressive. In the context of this study, it should be emphasized that expressiveness shows the attitude of the subject of speech to the addressee/reality and not only performs the function of a message but also strongly influences the recipient. Moreover, expressiveness enhances the reception of the message due to the emotional reaction caused by its imagery and through the emotional impact on the recipient of the message. In the corporate discourse of the B2P format, expressiveness is uttered at all levels of language. At the phonetic level, phonemic repetitions of various types are used to express emotions. Grammatically, expressiveness is realized at the syntactic level through various stylistic figures. Expressiveness at the lexical level is expressed through adjectives with an expressive-strengthening meaning, degrees of comparison of adjectives and adverbs, and the use of phraseological units. Particular attention is paid to the analysis of supragraphemic elements (font selection) because the use of font variation is a characteristic way of uttering expressiveness, which allows the highlighting of some elements against the background of others. At all linguistic levels of texts in the B2P format, expressiveness emphasizes the value characteristics of corporate relations.