36.542, Confs: Marketinglinguistik / Marketing Linguistics at GeSuS (Conference Section) / Hungary

[The LINGUIST List]

LINGUIST List: Vol-36-542. Wed Feb 12 2025. ISSN: 1069 - 4875.

Subject: 36.542, Confs: Marketinglinguistik / Marketing Linguistics at GeSuS (Conference Section) / Hungary

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Date: 12-Feb-2025
From: Kovács László [kovacs.laszlo at sek.elte.hu]
Subject: Marketinglinguistik / Marketing Linguistics at GeSuS (Conference Section)


Marketinglinguistik / Marketing Linguistics at GeSuS (Conference
Section)

Date: 04-Jun-2025 - 06-Jun-2025
Location: Budapest, Hungary
Contact: László Kovács
Contact Email: kovacs.laszlo at sek.elte.hu

Linguistic Field(s): Applied Linguistics

31. Linguistiktage der Gesellschaft für Sprache und Sprachen (GeSuS)
Budapest, 4.-6. Juni 2025
Arbeitskreis / Section: Marketinglinguistik / Marketing linguistics
Dr. László Kovács, Eötvös-Loránd-Universität, Ungarn
(kovacs.laszlo at sek.elte.hu)
At first glance, there are few connections between marketing and
linguistics: the former is a field of economics, the latter a
humanities discipline. While marketing aims to motivate consumers to
buy and sell products and services, linguistics aims to understand how
language works. The former is more practical, the latter more
theoretical. In reality, however, the meeting of the two disciplines
is unavoidable: information about products, brands and services is
primarily obtained through and with the help of language. It follows
that our knowledge of language can help us to use language more
effectively in marketing (see Carnevale, Luna & Lerman, 2017; Janich,
2012; Janich, 2013; Janich, Pappert & Roth, 2023; Kovács et al. 2023;
Kovács 2024; or Lerman, Morais & Luna, 2018).
Language in marketing is not only a means of conveying information,
but also a strategic tool for influencing consumer behavior and brand
perception: it is both a phenomenon of the global economy and closely
linked to the cultural and social contexts of individual countries,
regions and cultures.
The section is intended to offer linguists the opportunity to deal
with questions of current research at the interface between marketing
and linguistics.
Possible (but not exclusive) subject areas:
 - Brand names from the perspective of marketing and/or linguistics
 - Cognitive representations of brands, brand associations
 - Slogans: function, structure and effect in advertising and brand
communication
 - Packaging texts as multimodal communication media and their
persuasive effect
 - Textual elements of advertising
 - Online advertising: language strategies in digital formats and
social media
 - Language and public relations: Narrative strategies and their
impact on public opinion
 - Corporate language: examples, impact and (inter)cultural challenges
 - Linguistic Landscapes: The visibility of brands in urban and
digital spaces
 - Linguistic devices of green marketing and greenwashing
 - Translational aspects of marketing communication
 - Marketing, artificial intelligence and language: Automated text
generation in advertising and customer communication
Other suggestions for presentations are welcome!
Registration deadline: 28 February 2025
Languages: German, English
Registration: https://forms.gle/4kybHekgVgmqJ26b7
Contact and information: kovacs.laszlo at sek.elte.hu
Carnevale, M., Luna, D., & Lerman, D. (2017). Brand linguistics: A
theory-driven framework for the study of language in branding.
International Journal of Research in Marketing, 34(2), 572–591.
Janich, N. (2013). Werbesprache: Eine Einführung. Tübingen: Narr
Francke Attempto Verlag.
Janich, N. (Hrsg.) (2012). Handbuch Werbekommunikation. Tübingen:
Francke.
Janich, N.-Pappert, S.-Roth, K.S. (Hrsg.) (2023). Handbuch
Werberethorik. Berlin/Boston: De Gruyter.
Kovács, L. (2024). Nyelvi kommunikáció a marketingben.
Marketingnyelvészet. Budapest: Akadémiai.
Kovács, L. et al. (Hrsg./szerk.) (2024). Marken im Kontext von Sprache
und Kultur – Die kulturelle Vermittlungsfunktion österreichischer und
ungarischer Marken / Márkák a nyelv és a kultúra kontextusában –
Osztrák és magyar márkák kultúraközvetítő szerepe. Hamburg. Dr. Kovač.
Lerman, D., Morais, R. J., & Luna, D. (2018). The Language of
Branding. New York/London: Routledge.



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