Theoretical foundations of pragmatics in advertising discourse: conceptual and functional perspectives

Robiyaxon Baxtiyor qizi, Askarova

World of Philology · 2026-yil

Annotatsiya

This article examines the theoretical foundations of pragmatics in advertising discourse from conceptual and functional perspectives. The study explores how pragmatic theory explains the communicative mechanisms underlying persuasive media texts. Special attention is given to speech act theory, implicature, presupposition, and politeness strategies in advertising communication. The research aims to systematize key pragmatic categories relevant to advertising discourse. It also analyzes how these categories function within mass communication frameworks. The study applies qualitative discourse analysis to selected English and Uzbek advertising texts. The methodological framework integrates speech act analysis, pragmatic inference analysis, and functional discourse analysis. Findings demonstrate that advertising discourse operates primarily through directive and commissive illocutionary acts. The results reveal that implicatures and presuppositions significantly enhance persuasive impact. The research confirms that pragmatic strategies are culturally conditioned yet structurally comparable. The study contributes to theoretical pragmatics by contextualizing classical theories within advertising discourse. It also provides a foundation for comparative and cross-cultural investigations. The article concludes that pragmatics offers a comprehensive analytical framework for understanding advertising as strategic communication

Maqola ma’lumotlari
MualliflarRobiyaxon Baxtiyor qizi, Askarova
JurnalWorld of Philology
NashriyotЎзбекистон давлат санъат ва маданият институтининг Фарғона минтақавий филиали
Nashr sanasi2026-03-18
Jild5
Son2
Betlar240-246
TilIngliz
Ilmiy sohaFilologiya
DOI10.70728/phil.v05.i02.038
Indeksga qo‘shilgan2026-09-13

DOI: 10.70728/phil.v05.i02.038 · Maqolaning asl sahifasi

Kalit so‘zlar

pragmatics, advertising discourse, speech act theory, implicature, presupposition, politeness strategies, mass communication, persuasive communication

Ilmiy soha

Filologiya

Iqtibos keltirish

APARobiyaxon Baxtiyor qizi, Askarova (2026). THEORETICAL FOUNDATIONS OF PRAGMATICS IN ADVERTISING DISCOURSE: CONCEPTUAL AND FUNCTIONAL PERSPECTIVES. World of Philology, 5(2), 240-246. https://doi.org/10.70728/phil.v05.i02.038
GOST (OAK)Robiyaxon Baxtiyor qizi, Askarova THEORETICAL FOUNDATIONS OF PRAGMATICS IN ADVERTISING DISCOURSE: CONCEPTUAL AND FUNCTIONAL PERSPECTIVES // World of Philology. – 2026. – T. 5, № 2. – P. 240-246. – DOI: 10.70728/phil.v05.i02.038.
MLARobiyaxon Baxtiyor qizi, Askarova. “THEORETICAL FOUNDATIONS OF PRAGMATICS IN ADVERTISING DISCOURSE: CONCEPTUAL AND FUNCTIONAL PERSPECTIVES.” World of Philology, 5(2), 240-246, 2026. https://doi.org/10.70728/phil.v05.i02.038
ChicagoRobiyaxon Baxtiyor qizi, Askarova. “THEORETICAL FOUNDATIONS OF PRAGMATICS IN ADVERTISING DISCOURSE: CONCEPTUAL AND FUNCTIONAL PERSPECTIVES.” World of Philology, 5(2), 240-246 (2026). https://doi.org/10.70728/phil.v05.i02.038
HarvardRobiyaxon Baxtiyor qizi, Askarova (2026) ‘THEORETICAL FOUNDATIONS OF PRAGMATICS IN ADVERTISING DISCOURSE: CONCEPTUAL AND FUNCTIONAL PERSPECTIVES’, World of Philology, 5(2), 240-246. https://doi.org/10.70728/phil.v05.i02.038
BibTeX
@article{robiyaxonbaxtiyorqiziaskarova2026,
  title = {THEORETICAL FOUNDATIONS OF PRAGMATICS IN ADVERTISING DISCOURSE: CONCEPTUAL AND FUNCTIONAL PERSPECTIVES},
  author = {Robiyaxon Baxtiyor qizi, Askarova},
  journal = {World of Philology},
  year = {2026},
  volume = {5},
  number = {2},
  pages = {240-246},
  doi = {10.70728/phil.v05.i02.038},
  url = {https://doi.org/10.70728/phil.v05.i02.038}
}

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