The Brand of Wellness: Linguistic Representation of this Phenomenon in the Mass Media Discourse

Abstract

The article deals with the detection and analysis of the language means of Wellness brand representation in the media discourse. The aim of the article is to identify the peculiarities of language representation of the Wellness brand in the texts of media discourse, represented by printed publications (newspapers and magazines about health, fashion, beauty, psychology of family life, etc.). and audiovisual content on the Internet (podcasts about Wellness and healthy lifestyles, official English and Russian-language websites of government health programs, clinics and companies whose products and services are related to the promotion of Wellness in the service market), as well as blogs on fitness, healthy eating, meditation, psychological trainings that promote the principles of a healthy lifestyle. The goal is achieved by referring to modern scientific, both domestic and foreign research in the field of Wellness. The relevance of the presented research is determined by the need to understand which language means help to form a positive image of the Wellness brand in the open media space, which branding practices are the most successful, due to what means and speech strategies. The novelty of this study is that for the first time the Wellness brand is studied from the perspective of sociolinguistic and linguistic analysis of texts, aimed at promoting not only beauty services, but the health of the nation in the harmonization of the physical, social, spiritual, mental, emotional and intellectual aspects. The result of the research is the revealing the differences in the representation of Wellness in English- and Russian-speaking linguistic cultures of media space, effective language means of Wellness brand representation, productive appeals to stereotypes in creating advertising descriptions of Wellness products, and also the role of precedence in informing the public from different platforms - from printed media to official websites and Internet-communities.