Features of Marketing Discourse (a case study of Samsung's presentations)

The subject of the study is a comprehensive analysis of the linguostylistic and pragmatic features of Samsung's marketing discourse as realized in advertising campaigns, press releases, marketing descriptions, and social media posts. The analysis is conducted at three levels: lexical (tropes and lexical-semantic fields of innovation, design, humanity, and superiority), syntactic (rhetorical questions, incentive constructions, contrast), and discursive (scenario-based narratives, temporal markers, dialogization strategies). Special attention is paid to the pragmatic aspect (persuasion strategies: superiority, emotional rapprochement, intellectual elitism, dialogization) and the linguocultural aspect (value oppositions such as "innovation – routine", "freedom – limitations", and the adaptation of global discourse to different cultural environments). The article employs descriptive, comparative, contrastive methods and linguopragmatic analysis. The peculiarity of marketing texts allows examining linguistic units in various contexts, revealing their semantic structure and persuasive potential. The conducted analysis reveals a unified system of Samsung's linguistic strategies, including lexical-semantic fields, tropes, syntactic devices, and scenario-based narratives. In this aspect, Samsung's marketing discourse is examined for the first time. The scientific novelty of the research: a comprehensive three-level analysis of Samsung's marketing discourse (lexis, syntax, discourse) with an emphasis on pragmatic and linguocultural aspects is carried out for the first time. New empirical material is introduced – a corpus of the brand's advertising campaign texts (2017–2025). Four pragmatic strategies of Samsung are systematically described: superiority, emotional rapprochement, intellectual elitism, and dialogization. It is proved that Samsung's marketing discourse is an integral linguistic model where all means are subordinated to a single persuasive goal. The identified strategies can be applied to the analysis of marketing discourse of other technology brands.