Linguistic Peculiarities of Marketing Texts in IT

Abstract

The article deals with linguistic peculiarities of marketing texts in the IT sphere, focusing on their structural and stylistic features. In the context of rapid digitalization across all sectors, it is essential to understand how language enables businesses to influence their target audiences, build trust, and increase sales. The study examines the marketing communication strategies of Alva Commerce, an IT company specializing in e-commerce. By analyzing their recent blog posts, we identified key structural and stylistical features used to convey the purpose of the texts effectively. Additionally, the research investigates the use of technical vocabulary and its translation into Ukrainian. A syntactic analysis was conducted, particularly focusing on the grammatical structures and tenses used to deliver messages. Stylistic devices, such as personification, simile, epithet, metaphor, and rhetorical questions, were also examined for their role in enhancing engagement with potential customers. The findings reveal that language use in marketing texts has a direct impact on audience engagement and the effectiveness of the communication. These insights are vital for businesses seeking to optimize their strategies, ensuring resonance with their target audience and fostering customer loyalty. By exploring the intricate relationship between language and marketing, companies can gain a competitive edge in the dynamic digital marketplace. Both qualitative and quantitative research methods were applied to determine the linguistic peculiarities of marketing texts, particularly in terms of structure, vocabulary, grammar, and stylistic devices.