Uncorrected Proof 119 The Impact of Emotions in Marketing Strategy Anna Rostomyan © Springer Fachmedien Wiesbaden 2014 A. Ternès, I. Towers (Hrsg.), Internationale Trends in der Markenkommunikation, DOI 10.1007/978-3-658-01517-6_9 A. Rostomyan () Yerevan State University, Shirvanzadeh 24/30, 0014 Yerevan, Armenia e-mail: annarostomyan@yahoo.com We are always experiencing some sort of emotion or feeling. Moreover, our emotional state varies along the day depending on what happens to us and on the stimuli that we perceive. However, we may not always be conscious of it; that is to say, we may not know or express with clarity which emotion we are experiencing in a given moment. The experience and expression of emotions comprise a routine, yet extraordinarily complex and influential facet of the human experience, particularly in the realm of interpersonal communication. Our everyday communication is not only based on conveying, receiving, and process- ing information, but also expressing our internal feelings and emotions. Actually, emo- tions can be communicated through verbal and non-verbal means of communication, i.e. facial expressions, gross bodily movements, gestures, etc. As for the verbalization of emo- tions in the process of communication, there exist certain function words called intensi- fiers which are used to modify or intensify the whole sentence or only part of it and, particularly, the emotional content. The linguistic expression of emotions has to do with pragmalinguistic approach to lan- guage phenomena. It is also noteworthy that emotions reflect the speaker’s state as well as his/her intention, communicative goal. Emotions may be expressed in gross bodily movements and facial expressions; however, one’s emotional state is basically expressed in speech through verbal markers (Rostomyan 2009). Largely speaking, Marketing is generally goal-oriented; it aims at establishing a bond with the audience and having an emotional influence on the consumers by means of trans- mitting information bearing emotional content. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Author Proof