SOCIAL MEDIA MARKETING AND CUSTOMER ENGAGEMENT: A MARXIST ANALYSIS OF LANGUAGE USED BY LUXURY BRANDS

Abstract

The luxury brands used language in order to convey superiority, status and exclusivity. The aim of the present study is to investigate the language used in advertisements by luxury brands power dynamics and the underlying ideologies within these advertisements and also examine how they contribute in the reproduction of capitalist values. The current study employed the research Methodology by combining the critical discourse analysis and qualitative textual analysis in order to unveil the linguistic techniques used by luxury brands to reinforce and create customer desires. Through examining the discourse and language employed in these advertisements, the current study aims to shed light on tracks through which luxury brands reinforce class division and perpetuate the capitalist ideology of dominance. The findings of the study reveals that by using certain linguistic strategies such as hyperbolic claims, elaborate descriptions and foreign phrases, luxury brands can create a sense of uniqueness and curiosity . The language employed by luxury brands can also serve as mechanism for preserving class equality and perpetuating social divisions. The results shows that in social media marketing the luxury brands can use language that employ various Linguistic techniques such as hyperbole, alliteration, assonance, various rhetorical devices including simile, personification, metaphor, parallelism , pathos and ethos in order to make their advertisements more attractive for the customers.