Marka (osobista) jako wartość w dyskursie marketingu
(Personal) brand as a value in marketing discourse

Author(s): Magdalena Smoleń-Wawrzusiszyn
Subject(s): Language and Literature Studies, Cultural history, Theoretical Linguistics, Applied Linguistics, Studies of Literature, Philology
Published by: Wydawnictwa Uniwersytetu Warszawskiego
Keywords: postmodernity; marketing discourse; (personal) brand; discourse axiology; subjectivity
Summary/Abstract: The article discusses axiological dimension of communicational practices in marketing discourse. The discourse is understood as one of the most power fuldiscourses in the postmodern era. Marketing is an ideological narrative of the global postmodernity but it might be diversified in local (national) areas. The subject of the analysis is one of the main marketing key word and notion – a brand. It is discussed both as a specialized marketing term, and a trendy word in contemporary public discourse. Because marketing as a power institution structures the minds of postmodern societies, it is worth considering its discursive practices from rhetorical approach. In the context of the issues raised in the paper, the rhetorical conception of subjectivity seems to be especially crucial. The results of the analysis lead to the conclusion that marketing indeed strongly affects contemporary societies, and its influence strategies do not correspond to humanistic-oriented model of rhetorical persuasion. The affirmation of a brand as a key value results in ethical unsafe infringement of the rhetorical principle of appropriateness.

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