Economy of the word: Philological aspects of economic communication and their influence on consumer cognation

Abstract

The paper explores the interaction between philology and economic communication, focusing on the concept of the economy of the word and its influence on consumer cognition. The study aims to demonstrate how linguistic choices shape perception, evaluation, and decision-making in modern market environments. Special attention is given to mechanisms such as semantic density, linguistic fluency, lexical selection, metaphorical modeling, and semantic framing. The research analyzes how concise and emotionally charged language reduces cognitive effort and increases the persuasive effect of economic messages. It is argued that metaphors and framing strategies significantly influence how consumers interpret financial concepts, risks, and value propositions. The paper also examines the role of artificial intelligence in standardizing economic discourse and its potential impact on linguistic diversity. The findings suggest that language functions not only as a medium of information but also as an active instrument of cognitive and behavioral influence. The study concludes that linguistic capital becomes a crucial factor of competitiveness in the digital economy, requiring a balance between clarity, efficiency, and ethical communication.