Multimodality and neurocopywriting as digital commercial narrative strategies

Having calculated the data of customers engagement in social platforms and Net promotion as well as Sales statistics after the presentation of digital commercial narratives we made the rate of customer engagement. Thus, Table1 Landscape of responses made it possible to determine the engagement rate and consequently the digital reputation of the commercial narrative (recognizability, prestige and so on). After analyzing the sales reports on the official websites of the companies and feedback on social engagement (100% is the sum of all reactions of the recipients of the investigated narratives), the result of the audit of the success of the commercial narrative is presented in Table 1:

Table 2Landscape of responses after the digital commerce launching

The digital commercial narratives with the help of multimodality and neurocopywriting strategies have the next rank of digital reputation in social nets. The results of quantitative calculations illustrate the most effective reactions of consumers to digital commercial narratives falls for the category of Social Perception (engagement rate equals the number of interaction divided into the number of followers times to 100) from 16-12%, such criteria of social responses as Loyalty occupies the second place with the 10-8,5%, indicator of sales has 8-2,5 % was audited from financial reports on official websites of Brands.

Conclusion

We distinguished that digital commercial narrative has a linguistics status and can be considered as a visual-rhetorical phenomenon, communication success of which is measured by the emotional engagement of customers on the digital commerce narration (the landscape of social responses) which ranks its digital reputation. We claim that in a saturated market, a well- executed storytelling strategy can differentiate brand from its competitors. By leveraging its rich story inventory, the brand transcends the product itself and resonates with customers on a deeper emotional level.

The strategies of multimodality and neurocopywriting in the digital commercial narrative act as the latest technology of verbalization of business mentality, which is based on the study of the behavioral response of potential customers to the use of special verbal and paraverbal tactics, as well as the use of such data in the future when creating new commercial narratives. We claim that the digital commercial narrative not only constructs new meanings, but also through the combination of semantic codes contributes to the creation of an emotional connection with the recipient-client, which, in turn, is the task of neurocopywriting. The implementation of the multimodality and neurocopywriting strategies in the digital commercial narrative allows to algorithmize the block diagram of sales funnels (pipeline sales) starting from the creation of a commercial narrative to the collection of client bases data and communication with each potential client personally. Such digital commercial narrative is a key to a target audience interest management program which is the task of neuromarketing. The further perspective of our research can be seen in the application of these strategies in startup environment for promotion of innovations.

Bibliography

Деркачова, А., Лазебна, Н. (2021). Лінгвальні засоби як конституенти мультимодальності англомовної відеореклами автомобілів. Германські мови, 32 (71), 5-1, 127-132. DOI: https:// doi.org/10.32838/2710-4656/2021.5-1/22

Жаботинская, С.А. (2020). Нарративный мультимедийный концепт: алгоритм анализа (на материале интернет-мемов о COVID-19). Cognition, Communication, Discourse, 20, 92117. DOI: https://doi.org/10.26565/2218-2926-2020-20-06

Ковалевська, Т.Ю. (2009). Комунікативні аспекти нейролінгвістичного програмування. Одеса: Астропринт.

Макарук, Л.Л. (2020). Універсальність мультимодальної лінгвістики. А. Калита (Ред.), Сучасні тенденції фонетичних досліджень (с. 16-19). Київ: Видавництво «Політехніка».

Макименко, С., Ткач, Б., Литвинчук, Л. (2019). Нейропсихолінгвістичне дослідження політичних гасел із зовнішньої реклами. Psycholinguistics, 26 (1), 246-264. DOI: https://doi. org/10.31470/2309-1797-2019-26-1-246-264

Adami, E., Diamantopoulou S., Fei Victor Lim. (2022). Design in Gunther Kress's social semiotics. London Review of Education, 20 (1), 41. DOI: https://doi.org/10.14324/LRE.20.1.41

Apaolaza-Ibanez1, V., Zander, M. & Hartmann, Р. (2010). Memory, emotions and rock 'n' roll: The influence of music in advertising, on brand and endorser perception. African Journal of Business Management, 4 (17), 3805-3816.

Belova, A. (2021). Virtual Influencers in Multimodal Advertising. Вісник Харківського національного університету імені В.Н. Каразіна. Серія "Іноземна філологія. Методика викладання іноземних мов", 93, 14-21. DOI: https://doi.org/10.26565/2227-8877-2021-93-02

Blackwell, R.D., Paul W. Miniard, P.W., Engel, J.F. (2006). Consumer Behavior. Mason: Thomson South-Western.

Clover, J. (2022). HomeKit: Everything You Need to Know. MacRumors. Retrieved from https://www.macrumors.com/guide/homekit/

Cohn, M. (Ed.). (2023). User Stories. Retrieved from https://www.mountaingoatsoftware. com/agile/user-stories

Cole, R., Scott, R. (Eds). (2010). Apple 1984. Super Bowl Commercial Introducing Macintosh Computer (HD). Retrieved from https://youtu.be/2zfqw8nhUwA

Cook, T. (2023). Speaking up on racism. Retrieved from https://www.apple.com/speaking- up-on-racism/

Cook, T. (Ed.). (2020). Apple WWDC Keynote Transcript: Announce iOS 14, macOS Big Sur. Retrieved from https://singjupost.com/full-transcript-tim-cook-at-apple-wwdc-2020-keynote/ Crimmins, T. (2012). Nike: Find Your Greatness. Retrieved from https://www.youtube.com/ watch?v=WYP9AGtLvRg&ab_channel=TomCrimmins

Curtis, A. (Ed.). (2023). Brands & Communication Design. Retrieved from https://www.red-dot.org/bcd Depp, J. (2023). Sauvage - DIOR. Retrieved from https://www.youtube.com/ watch?v=78I9vSem9OQ

Fedorenko, S., Voloshchuk, I., Sharanova, Y., Glinka, N., Zhurba, K. (2021). Multimodality and Digital Narrative in Teaching a Foreign Language. Arab World English Journal (AWEJ). Special Issue on CALL, 7, 178-189. DOI: https://doi.org/10.24093/awej/call7.13

Gehles, S. (2021). Neuro Copywriting 101: How to write copy based on NLP - neuroflash. neuroflash. Retrieved from https://neuroflash.com/blog/how-to-guide-neuro-copywriting-techniques/ Hayden, S. (Ed.). (2023). Apple Mac: 1984. Retrieved from https://www.imdb.com/title/ tt4227346/?ref_=ttfc_ql

Herman, D. (2002). Story Logic: Problems and Possibilities of Narrative. Lincoln & London: University of Nebraska Press.

Kellie, L. (Ed.). (2014). Investor News Details. Retrieved from https://investors.nike.com/ investors/news-events-and-reports/investor-news/investor-news-details/2014/NIKE-Inc- Reports-Fiscal-2014-Fourth-Quarter-and-Full-Year-Results/default.aspx

Kress, G., Selander, S. (2012). Multimodal design, learning and cultures of recognition. Internet and Higher Education, 15 (4), 265-268. DOI: https://doi.org/10.1016/j.iheduc.2011.12.003

Lindstrom, M. (2008). Buy-ology. Truth and Lies Why We Buy. New York: Crown.

Louwerse, M., Hutchinson, S. (2012). Neurological evidence linguistic processes precede perceptual simulation in conceptual processing. Frontiers in Psychology, 3, 385. DOI: https://doi. org/10.3389/fpsyg.2012.00385

Marina, O., Shatilo, D., Shylo, P. (2021). Manifestations of multimodality in contemporary anglophone artistic discourse. Folia Philologica, 2, 23-32. DOI: https://doi.org/10.17721/fo- lia.philologica/2021/2/3

McQueen, S. (2018). Bleu de CHANEL. Retrieved from https://www.youtube.com/ watch?v=tgetStLp1PU&ab_channel=CHANEL

Morozova, O. (2017). Monomodal and multimodal instantiations of conceptual metaphors of Brexit. Lege artis. Language yesterday, today, tomorrow. The journal of University of SS Cyril and Methodius in Trnava, 2 (2), 250-283. DOI: https://doi.org/10.1515/lart-2017-0017

Patil, S. (Ed.). (2023). User Stories: What They Are and Why and How to Use Them. Retrieved from https://www.nimblework.com/agile/user-stories/

Pelta, R. (2022). 50 Motivational Quotes for Work. Retrieved from https://www.theforage.com/

Pennebaker, J.W., Boyd, R.L., Jordan, K., & Blackburn, K. (2015). The Development and Psychometric Properties of LIWC2015. Austin, TX: University of Texas at Austin. DOI: https://doi. org/10.15781/T29G6Z

Siefkes, M. (2015). How Semiotic Modes Work Together in Multimodal Texts: Defining and Representing Intermodal Relations. Retrieved from https://www.researchgate.net/ publication/292300661_How_Semiotic_Modes_Work_Together_in_Multimodal_Texts_ Defining_and_Representing_Intermodal_Relations#fullTextFileContent

Spoonauer, M. (2023). Apple Vision Pro FIRST LOOK. Retrieved from https://www.youtube. com/watch?v=y6WqmEkNlNE

Zhabotynska, S., Slyvka, N. (2020). Emotive speech actsand their discourse modifications in the literary text. Discourse and Interaction, 13 (1), 113-136. DOI: https://doi.org/10.5817/ DI2020-1-113

References

Adami, E., Diamantopoulou S., Lim, F. V. (2022). Design in Gunther Kress's social semiotics. London Review of Education, vol. 20, issue 1, article number 41. DOI: https://doi.org/10.14324/LRE.20.1.41

Apaolaza-Ibanez1, V., Zander, M., and Hartmann, Р. (2010). Memory, emotions and rock 'n' roll: The influence of music in advertising, on brand and endorser perception. African Journal of Business Management, vol. 4, issue 17, pp. 3805-3816.

Belova, A. (2021). Virtual Influencers in Multimodal Advertising. Visnyk Kharkivskoho natsional'noho universytetu imeni V.N. Karazina. Seriya "Inozemna filolohiya. Metodyka vykladannya inozemnykh mov" [The Journal of V.N. Karazin Kharkiv National University. Foreign Philology. Methods of Foreign Language Teaching], vol. 93, pp. 14-21. DOI: https://doi.org/10.26565/2227-8877-2021-93-02

Blackwell, R.D., Miniard, P.W., Engel, J.F. (2006). Consumer Behavior. Mason, Thomson South-Western, 774 p.

Clover, J. (2022). HomeKit: Everything You Need to Know. MacRumors. Available at: https://www. macrumors.com/guide/homekit/ (Accessed 13 November 2023).

Cohn, M. (Ed.). (2023). User Stories. Available at: https://www.mountaingoatsoftware.com/agile/ user-stories (Accessed 13 November 2023).

Cole, R. (2010). Apple 1984 Super Bowl Commercial Introducing Macintosh Computer (HD). Available at: https://youtu.be/2zfqw8nhUwA (Accessed 13 November 2023).

Cook, T. (2023). Speaking up on racism. Available at: https://www.apple.com/speaking-up-on- racism/ (Accessed 13 November 2023).

Cook, T. (Ed.). (2020). Apple WWDC Keynote Transcript: Announce iOS 14, macOS Big Sur. Available at: https://singjupost.com/full-transcript-tim-cook-at-apple-wwdc-2020-keynote/ (Accessed 13 November 2023).

Crimmins, T. (2012). Nike: Find Your Greatness. Available at: https://www.youtube.com/ watch?v=WYP9AGtLvRg&ab_channel=TomCrimmins (Accessed 13 November 2023).

Curtis, A. (Ed.). (2023). Brands & Communication Design. Available at: https://www.red-dot.org/bcd (Accessed 13 November 2023).

Depp, J. (2023). Sauvage - DIOR. Available at: https://www.youtube.com/watch?v=78I9vSem9OQ (Accessed 13 November 2023).

Derkachova, A., Lazebna, N. (2021). Linhval'ni zasoby yak konstytuenty mul'tymodal'nosti anhlo- movnoyi videoreklamy avtomobiliv [Linguistic Means as Constituents of the Multimodality of English-Language Car Advertising]. Hermanski movy [Germanic Languages], vol. 32, issue 71, no. 5-1, pp. 127-132. DOI: https://doi.org/10.32838/2710-4656/2021.5-1/22

Fedorenko, S., Voloshchuk, I., Sharanova, Y., Glinka, N., Zhurba, K. (2021). Multimodality and Digital Narrative in Teaching a Foreign Language. Arab World English Journal (AWEJ) Special Issue on CALL, vol. 7, pp. 178-189. DOI: https://dx.doi.org/10.24093/awej/call7.13

Gehles, S. (2021, June 28). Neuro Copywriting 101: How to write copy based on NLP - neuroflash. neuroflash. Available at: https://neuroflash.com/blog/how-to-guide-neuro-copywriting-techniques/ (Accessed 13 November 2023).

Hayden, S. (Ed.). (2023). Apple Mac: 1984. Available at:https://www.imdb.com/title/

tt4227346/?ref_=ttfc_ql (Accessed 13 November 2023).

Herman, D. (2002). Story Logic: Problems and Possibilities of Narrative. Lincoln & London, University of Nebraska Press, 477 p.

Kellie, L. (Ed.). (2014). Investor News Details. Available at: https://investors.nike.com/investors/news- events-and-reports/investor-news/investor-news-details/2014/NIKE-Inc-Reports-Fiscal-2014-Fourth- Quarter-and-Full-Year-Results/default.aspx (Accessed 13 November 2023).

Kovalevska, T. (2009). Komunikatyvni aspekty neyrolinhvistychnoho prohramuvannya. [Communicative Aspects of Neurolinguistic Programming]. Odesa, Astroprynt Publ., 179 p.

Kress, G., Selander, S. (2012). Multimodal design, learning and cultures of recognition. The Internet and Higher Education, vol. 15, issue 4. pp. 265-268. DOI: https://doi.org/10.1016/j.iheduc.2011.12.003

Lindstrom, M. (2008). Buy-ology. Truth and Lies Why We Buy. New York, Crown, 125 p.

Louwerse, M., Hutchinson, S. (2012). Neurological evidence linguistic processes precede perceptual simulation in conceptual processing Frontiers in Psychology, vol. 3, article number 385. DOI: https://doi. org/10.3389/fpsyg.2012.00385

Makaruk, L. (2020). Universal'nist' mul'tymodal'noyi linhvistyky [Universality of multimodal linguistics]. In A. Kalyta (ed.). Suchasni tendentsiyi fonetychnykh doslidzhen [Modern Trends in Phonetic Research]. Kyiv, Publishing House "Polytechnic", pp. 16-19.

Maksymenko, S., Tkach, B., Lytvynchuk, L., Onufriieva, L. (2019). Neyropsykholinhvistychne doslid- zhennya politychnykh hasel iz zovnishn'oyi reklamy [Neuro-Psycholinguistic Study of Political Slogans in Outdoor Advertising]. Psycholinguistics, vol. 26, issue 1, pp. 246-264. DOI: https://doi.org/10.31470/2309- 1797-2019-26-1-246-264

Marina, O., Shatilo, D., Shylo, P. (2021). Manifestations of multimodality in contemporary anglophone artistic discourse. Folia Philologica, vol. 2, pp. 23-32. DOI: https://doi.org/10.17721/folia.philologi- ca/2021/2/3

McQueen, S. (2018). Bleu de CHANEL. Available at:https://www.youtube.com/

watch?v=tgetStLp1PU&ab_channel=CHANEL (Accessed 13 November 2023).

Morozova, O. (2017). Monomodal and multimodal instantiations of conceptual metaphors of Brex- it. Lege artis. Language yesterday, today, tomorrow. The journal of University of SS Cyril and Methodius in Trnava, vol. 2, issue 2, pp. 250-283. DOI: https://doi.org/10.1515/lart-2017-0017

Patil, S. (Ed.). (2023). User Stories: What They Are and Why and How to Use Them. Available at: https://www.nimblework.com/agile/user-stories/ (Accessed 13 November 2023).

Pelta, R. (2022). 50 Motivational Quotes for Work. Available at: https://www.theforage.com/ (Accessed 13 November 2023).

Pennebaker, J.W., Boyd, R.L., Jordan, K., & Blackburn, K. (2015). The Development and Psychometric Properties of LIWC2015. Austin, University of Texas, 26 p. DOI: https://doi.org/10.15781/T29G6Z

Siefkes, M. (2015). How Semiotic Modes Work Together in Multimodal Texts: Defining and Representing Intermodal Relations. Available at: https://www.researchgate.net/publication/292300661_ How_Semiotic_Modes_Work_Together_in_Multimodal_Texts_Defining_and_Representing_Intermodal_ Relations#fullTextFileContent (Accessed 13 November 2023).

Spoonauer, M. (2023). Apple Vision Pro FIRST LOOK. Available at: https://www.youtube.com/ watch?v=y6WqmEkNlNE (Accessed 13 November 2023).

Zhabotynska, S., Slyvka, N. (2020). Emotive speech actsand their discourse modifications in the literary text. Discourse and Interaction, vol. 13, issue 1, pp. 113-136. DOI: https://doi.org/10.5817/DI2020- 1-113

Zhabotynskaya, S. (2020). Narratyvnyy mul'tymedyynyy kontsept: alhorytm analyza (na materyale ynternet-memov o COVID-19) [Narrative Multimedia concept: Analysis Algorithm (based on internet memes about COVID-19)]. Cognition, Communication, Discourse, vol. 20, pp. 92-117. DOI: https://doi. org/10.26565/2218-2926-2020-20-06

Размещено на Allbest.ru