Goods and services positioning from the aspect of prototype theory

Cognitive linguistics expansion in the theory and practice of advertising is one of the most promissory areasof its application. Positioning, which is the basic concept of contemporary marketing, from cognitive-linguistic point of view can bedefined as world model programming that injects information about product into consumers minds. Cognitive-linguistic mechanisms ofpositioning that are based on use of world model cognitive structures connection should be researched in the field of cognitive categorizationand prototype theory. From the aspect of cognitive categorization, marketing procedure of positioning comes to search for balanceof parity point (attributes that are standard for all goods in this category) and differentiation point (unique attributes of particulargoods). To keep these points in balance, good must be remote from competitive brands and meet consumers ideas about an ideal product,or a prototype of a corresponding product category. Classic theory of positioning, developed by American marketing experts in1960s, supposes that any product should be positioned as a prototype of a corresponding product category, but over-saturation of up-todatemarket and consumers disbelief in advertising complicate products positioning as an etalon of the category. Prototypical approachto positioning solves this problem by means of a cognitive-linguistic technique of decompression that is expressed in various methodssuch as storytelling, testimonial, humankinds eternal problem solution and evaluation indicator setting. Product also can be representedas a prototype of some universal concept. Suggesting a decompressed description of a frame or a script that contains information about atypical situation of a particular product purchase or integrated information about a particular product category to the consumer, advertisersposition products as prototypes. Efficiency of cognitive structures decompression relates to their explication variability. Verbalizationof a particular frame or script can be accompanied by its correction, realized in advertisers behalf.

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