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FACHSPRACHSPEZIFISCHER WORTSCHATZ ALS INSTRUMENT ZUR MARKENPFLEGE AM BEISPIEL DER KATEGORIE ELEKTROMOBILITÄT IM VOLKSWAGEN MAGAZIN

100%

Błaszkowska H.

Neofilolog

2018

issue 51/2

153-169

The article explores the influence of the specialised language on the shaping of the image of the German car brand Volkswagen. The ana-lysed material comprises marketing texts from an image magazine of the Volkswagen Magazin brand, available on the company’s website. The issue will be examined on the basis of the semantic category of Electro Mobility, which constitutes a subcategory of the semantic cat-egory of innovation, which in turn is currently the company’s main ar-ea of activity and the focus of all actions, also linguistic, in terms of shaping the brand’s image. The specialised language in the texts from the Magazine, a digital journal, whose articles resemble forms of jour-nalistic writing, limits itself mainly to specialist vocabulary – the tech-nical vocabulary referring to automotive technology, as well as pseu-do-specialised language, whose role is merely to evoke technical con-notations. Both types of specialist terminology contribute to the re-storing of the reputation of the brand in the eyes of the consumers, which has been severely affected as a result of the emissions scandal in 2015.

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1 Neofilolog

1 2018

1 Błaszkowska H.

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FACHSPRACHSPEZIFISCHER WORTSCHATZ ALS INSTRUMENT ZUR MARKENPFLEGE AM BEISPIEL DER KATEGORIE ELEKTROMOBILITÄT IM VOLKSWAGEN MAGAZIN