Pragmatic Adaptation and Brand Image Construction in Global-Facing Corporate Discourse: A Comparative Study of POP MART and Funko's English-Language Websites

Bingran Li

doi:10.47297/wspciWSP2516-252705.20261004

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Volume 10, Issue 4

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Pragmatic Adaptation and Brand Image Construction in Global-Facing Corporate Discourse: A Comparative Study of POP MART and Funko's English-Language Websites
Pragmatic Adaptation and Brand Image Construction in Global-Facing Corporate Discourse: A Comparative Study of POP MART and Funko's English-Language Websites
School of Foreign Studies, Liaoning University of International Business and Economics, Dalian, Liaoning, 116052, China
Vol. 10, Issue 4, Pages: 24-27(2026)
Published：30 August 2026
DOI：10.47297/wspciWSP2516-252705.20261004
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Li Bingran.Pragmatic Adaptation and Brand Image Construction in Global-Facing Corporate Discourse: A Comparative Study of POP MART and Funko's English-Language Websites[J].Creativity and Innovation,2026,10(04):24-27.
DOI：

Li Bingran.Pragmatic Adaptation and Brand Image Construction in Global-Facing Corporate Discourse: A Comparative Study of POP MART and Funko's English-Language Websites[J].Creativity and Innovation,2026,10(04):24-27. DOI： 10.47297/wspciWSP2516-252705.20261004.

摘要

Abstract

As designer toys enter global youth markets

corporate websites increasingly define brand identity

position audiences

and attach cultural meanings to products. Drawing on Verschueren's Adaptation Theory

this study qualitatively analyzes selected profiles

homepage promotions

and news releases from the English-language websites of POP MART and Funko. POP MART organizes its discourse around an artist–character–fan relationship: global identity claims

artistic framing

and immersive-experience narratives construct an original and internationally expanding brand. Funko foregrounds fandom and everyday participation; second-person address

imperatives

affective evaluation

and cultural intertextuality position it as an accessible facilitator of fan identity. Both brands soften commercial persuasion through positive affect and invitations to participate

but they differ in the cultural knowledge they presuppose. Chinese designer-toy companies can strengthen international communication by making original character stories accessible

localizing discourse more specifically

and enabling overseas fans to participate in brand meaning-making.

关键词

Keywords

references

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