The image of the marketing communication addresser as a fragment of the value worldview of businessmen

Abstract

The article is the study of the image of the addresser in marketing texts within the context of the value worldview of businessmen. It postulates that the image of the addresser being a key participant in the marketing communicative situation not only conveys information about the promoted brand and its products but also reflects the values, beliefs, and worldviews of the target audience of marketing communication. The aim of the study is to identify the main characteristics of the addresser’s image in marketing texts and their connection with the value worldview of British businessmen. The results allow us to conclude that the addresser’s image in marketing communication between digital marketing agencies and their potential clients is based on values that characterize business in the conditions of VUCA world. The addresser’s image is formed in the process of marketing communication using linguistic means that emphasize such critical values for the recipient as creativity, reflexivity, critical thinking, expertise, effectiveness, ability to stimulate business growth, ability to think and act strategically, smartness.