Digital marketing augmented linguistically: a case of three websites

Abstract

The study focuses on the cognitive prerequisites of website content writing through the lens of image-schema theory. This linguistic observation has been made with the help of conceptual analysis. The case study is based on the content of three websites. It has been established that the website text augmentation is achieved due to specific verbal manifestation of image schema clusters. The insights gained give the grounds for an empirical follow-up on reader’s response to image schema verbalisation in website texts.