THE MARKETING DISCOURSE. A SEMANTIC PERSPECTIVE
THE MARKETING DISCOURSE. A SEMANTIC PERSPECTIVE

Summary/Abstract: The marketing discourse represents a relatively young and very promising field of research for theorists, linguists, specialized discourse researchers and translators alike. The present paper aims at exploring the marketing discourse from a semantic perspective. More precisely, we shall investigate some aspects related to synonymy. From a traditional point of view, specialized discourses – hence the marketing discourse itself, are essentially characterized by monosemy and monoreferentiality. Nevertheless, the more recent approaches to specialized discourses have signaled the presence, in practice, of various instances of synonymy and polysemy. In this context, we shall try to identify the levels of synonymy in the marketing discourse, tackling issues such as the use of pseudo- or near-synonyms, the cases of synonymy between a term and its definition, synonymy between a term/expression and its acronym/abbreviation, synonymy between a term and its equivalent in a foreign language or synonymy between a term and its iconic representation

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