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
| Mualliflar | Robiyaxon Baxtiyor qizi, Askarova |
|---|---|
| Jurnal | World of Philology |
| Nashr sanasi | 2026-03-18 |
| Jild | 5 |
| Son | 02 |
| Betlar | 240-246 |
| Til | Ingliz |
| DOI | 10.70728/phil.v05.i02.038 |
DOI: 10.70728/phil.v05.i02.038 · Maqolaning asl sahifasi
pragmatics, advertising discourse, speech act theory, implicature, presupposition, politeness strategies, mass communication, persuasive communication
Ushbu maqolada Sharq va G‘arb mutafakkirlarining yoshlarimiz tarbiyasi haqidagi qarashlari qiyosiy tahlil qilinadi. Xususan, Sharq allomalari bo‘lgan- Abu Nasr Forobiy, Abu Rayhon Beruniy, Abu Ali ibn Sino, Alisher…
Mazkur tadqiqot “vaqt” konseptining ingliz va o‘zbek tillarida til-tafakkur-madaniyat kesishmasida qanday modellashtirilishini lingvomadaniy (linguocultural) yondashuv asosida qiyosiy yoritadi. Zamonaviy kognitiv…
Ushbu ilmiy tadqiqot obyekti sifatida qarama-qarshilik ifodalovchi stilistik figuralar tanlab olingan bo‘lib, ularning shakllanishi, tilshunoslik, falsafa va ijtimoiy mavzularda qo‘llanilishi, turli xil davrlarda…
The cognitive effects of bilingualism among students’ university are the research focus of this study with particular emphasis on metalinguistic awareness and creative thinking skills. The ability to communicate…
the article examines the sociolinguistic and cultural significance of wedding invitations in Uzbek and English-speaking contexts. It argues that although invitations appear simple and decorative, they function as…
Mazkur maqola nemis tili o‘qitish metodikasida raqamli platformalarning (LMS, mobil ilovalar, interfaol veb-resurslar) og‘zaki nutq kompetensiyasini shakllantirishdagi o‘rnini tadqiq etadi. Maqolada nemis tilining…
В статье рассматривается концепт «родина» в русских и узбекских пословицах с позиции лингвокультурологии. Применялись методы лингвокультурологического анализа, сопоставительного и описательного подходов…
Ushbu maqola turli madaniyatlarda hazil va yumorning lingvistik ifodalanishi va uni idrok etish mexanizmlarini qiyosiy o‘rganishga bag‘ishlangan. Tadqiqotning asosiy e’tibori ingliz, rus va o‘zbek tillarida hazil…
Maqolada o‘zbek tilshunosligida so‘z birikmalarining leksik-semantik tabiatini aks ettiruvchi xususiy birikuvchili birikmalar nazariyasi yoritiladi. An’anaviy sintaktik tadqiqotlarda birikuvchanlik asosan…
Medical terminology represents a highly specialized subsystem of language characterized by precision, systematic organization, and internationalization. The lexical-semantic features of medical terms reflect historical…