  denisova-denisov-tik-2023-1-ru.pdf |
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- THE PROBLEM OF TRANSMISSION OF THE COMPANY'S MESSAGE THROUGH THE NON-VERBAL LANGUAGE OF THE CORPORATE UNIFORM
- Denisova O. I., Denisov A. R. The problem of transmission of the company's message through the non-verbal language of the corporate uniform. Technologies & Quality. 2023. No 1(59). P. 54–60. (In Russ.) https://doi.org/10.34216/2587-6147-2023-1-59-54-60.
- DOI: https://doi.org/10.34216/2587-6147-2023-1-59-54-60
- УДК: 687.152
- EDN: EQNAXH
- Publish date: 2023-02-18
- Annotation: Based on the change in the significance of the functions of a modern corporate uniform, the priority of its communicative and semantic role is established, associated with the need to translate the company's messages both into the internal and external socio-cultural environment. At the same time, the problem of correct understanding of the figurative-metaphorical language of the designer with the system of gestalts of message recipients (clients or participants in the dress code) was revealed. The article analyses examples of both the successful evolution of the non-verbal language of the uniform, which made it possible to reliably convey the company's message to the consumer, and cases of misunderstanding and distortion of the company's message due to the discrepancy between the designer's gestalts and the system of associations that have developed among message recipients.
- Keywords: uniform, functions, corporate identity, semantic perception, communication, message, nonverbal language
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