BRAND NARRATIVIZATION AS RECEPTIVE AESTHETICS: MULTIMODAL AND LINGUISTIC-SEMIOTIC ANALYSIS

The article aims to study the category of receptive branding aesthetics through multimodal and linguistic semiotic analysis of the narrativization of brand strategies. The article explores how linguistic (storytelling, taglines, slogans) and paralinguistic (logos, color schemes, fonts, tone, voice, etc.) means create receptive brand aesthetics as a multimodal phenomenon. Our research focuses on the multimodal and linguistic-semiotic analysis of brand communications, demonstrating how various linguistic and paralinguistic means shape the brand image and influence its perception by consumers. The article examines how multimodal narratives interact to create a receptive brand aesthetic. It also highlights the tactics through which consumers integrate these brand narratives into their own identities, emphasizing the importance of the receptive approach in the modern marketing environment. The main focus is on the study of integrated marketing communications, particularly how brands use linguistic and paralinguistic multi-semiotic systems to form both an emotional connection and an aesthetic impression on their audience.