Linguistic forms of radio station promotion

Abstract

One of the most relevant areas of modern media linguistics is the study of the radio language. Such components of the radio text as the name of the radio station, slogans, refrains, titles of headings and programs can affect the popularity of the media in different ways and contribute to the strengthening of its reputation to varying degrees. The purpose of this study is to characterize the key elements of the radio text that contribute to the promotion at the linguistic level of the brands "Autoradio", radio "Course" and radio "Seeker". The methods of observation, continuous sampling, quantitative and semantic analysis, systematization and comparison of linguistic material are used in the work. It is established that the most significant verbal forms of promotion of the analyzed media brands are the name of the radio and the slogan. The name of the radio allows the listener to correlate the content and the impressions generated, develops stable associations with the radio station. In all three cases, the radio name acts as a strong brand position, reflecting its idea; outside of other speech formulas, it is most often heard on "Autoradio". The slogans serve to reveal the unique concept of each of the radio stations, emphasizing the competitive advantage of each of them; this concept is most clearly revealed in the name and slogans "Autoradio" and radio "Course". The development of the internal image reflected in the verbal logo of the radio station, through the use of language play (primarily polysemy), the use of lexical means emphasizing the exceptional superiority of radio on a certain basis, make the key slogans of media brands unique and effective. In addition to the name of the radio and slogans, the promotion of media brands is facilitated by the use of on-air refrains and the names of categories / programs tied to the name of the radio station, however, such branding potential is not fully used by all auditory media.