BIZNES REKLAMA DISKURSIDA SUBSTANDART BIRLIKLARNING PERSUAZIV ROLI: SOF LINGVISTIK TAHLIL
DOI:
https://doi.org/10.5281/zenodo.20351391Keywords:
advertising discourse, substandard units, persuasion, pragmalinguistics, code-mixing, language of advertising. Kirish.Abstract
This article analyzes the linguistic nature, structural-semantic features, and persuasive potential of substandard units used in business advertising discourse. The communicative functions of slang, jargon, colloquial elements, code-mixing forms, expressive lexical units, and evaluative items found in advertising texts are highlighted. The study substantiates the important role of substandard units in attracting recipients’ attention, creating an atmosphere of closeness, forming an image of modernity, positively evaluating products, and encouraging purchase decisions. In addition, their lexical, morphological, and pragmatic features in advertising texts are revealed.References
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