All-Russian academic journal
“Issues of Cognitive Linguistics”
Author: Alexandra G. Kvyat
Affiliation: Omsk State University
Abstract:
Cognitive paradigm, established in occidental culture at the close of the sixties, triggered analog-ous processes in domains of marketing and linguistics, which are dissimilar at first sight. This article outlines results of interdisciplinary research that analyses positioning, basic concept of current market-ing, in the field of cognitive linguistics and views it as cognitive-linguistic procedure of consumer's world model programming.
Keywords: cognitive linguistics, marketing, positioning, world model, deep-rooted frame, categorical frame, key frame/slot
Pages: 120-126