V. P. Zavalnikov
vladimir-zavalnikov@yandex.ru
Dostoevsky Omsk State University, Omsk, Russian Federation
Speech strategies and techniques of influence: linguistic and pragmatic
aspect (using the example of the positioning of the Lidermart
online store)
Abstract: The article is devoted to the peculiarities of speech influence in the positioning of the Lidermart online
store. The purpose of the analysis is to determine the specifics and place of this company in the market. The research
is based on a linguopragmatic approach to the description of speech strategies and positioning techniques for the object
in question. The material was articles posted on the company’s website, as well as customer reviews of the online store.
Currently, competition between online stores is increasing: there are a lot of offers and a high probability of new market
participants since opening a store requires quite small investments compared to many other business areas, information
about goods is available, and advertisements are present in all modern systems and services. The main speech strategies
used in the promotion of the store are outlined. A linguistic analysis of the research material is presented to show the main value and semantic dominants of the company’s positioning in the market. As a result, it is concluded that the analyzed texts
with advertisements for cosmetic products use the full range of effective technologies of speech influence on a potential
buyer: various types of argumentation of theses, strategies of intensification and complementation, the technique of
implicit introduction of information, and connotative elements. These techniques allow you to make advertising interesting,
memorable, and different from others.
Keywords: speech impact, linguopragmatics, speech strategies.
Paper submitted: December 28, 2023.
For citation: Zavalnikov V. P. (2024) Speech strategies and techniques of influence: linguistic and pragmatic
aspect (using the example of the positioning of the Lidermart online store). Russian Journal of Social Sciences and
Humanities, vol. 18, no. 1, pp. 83–91. DOI: 10.57015/issn1998-5320.2024.18.1.8.
