THE LANGUAGE GAME IN CORPORATE COMMUNICATION

This article discusses various means and methods of language games in different types, genres and forms of corporate communication. Rethinking of words, playing upon the word form, font combinations are present in names of corporations. Transformed precedent texts act as the basis of corporate slogans and mottoes. Language games are one of important means of forming a new corporate culture. Verbalization of signs and codes of corporate space, time and values is international in nature as the result of world economy globalization. Emotions, creative aProach to speech, artistic forms of formal information are present in the speech of public corporations’ employees in the official public genres and as well as in the structure of corporate business event. Theatricality acts as the principle of creating corporate promotional activities. Widespread occurrence of language games in corporate communication allows to make conclusions about a specific nature of corporate communication and its special place in the formal language.