LANGUAGE RELATIONSHIPS
Dorten Conversation
ASSUMPTIONS
IN CORPORATE COMMUNICATIONS, WE OBSERVE A PHENOMENON:
MANY WORDS AND IMAGES GET RID OF THEIR EMOTIONAL CONTENT.
APPROACH
Maybe it’s time to stop thinking of language and communication as mere instruments that seek to control people unilaterally. Together with Dr. Inga E. Kastens, an expert in linguistic brand management, we have come to understand the understanding and culture behind how companies and brands use language. Advertising language has become increasingly irrelevant to recipients. That’s why Dr. Kastens recommends that we go back to the origin of interpersonal communication and derive from it a new understanding of communication for the interaction between companies and recipients.
Click here for the Conversation.
