Philology Matters


This article presents a theoretical interpretation of advertising discourse in modern Uzbek linguistics. In linguistics, discussion and the concept of a text are considered as one of the topical issues. The article discusses the features of advertising the text language in the context of parameters. Recently, along with the continuing interest in advertising practice, more and more attention is paid to the theoretical aspects of advertising, including from such sciences as linguistics, psychology, sociology, psycho and sociolinguistics, semiotics, cultural studies, and art history. The theoretical basis of the research was the fundamental works on the theory of discourse and communicative interaction, works on studies that justify the anthropocentric approach to a language in general and its categories in particular. The topicality of the paper is due to the following: 1. Discourse is in general issue in modern types of communication. Discourse theory is one of the most actively developing areas of linguistics. However, many issues of discourse theory and analysis remain insufficiently studied. 2. The content and structure of the discourse is formed by various speech-act utterances. However, the specifics of the formation of various discursive types, their filling with illocutive types, the selection of appropriate syntactic constructions and filling in them the use of appropriate lexical units was not the subject of linguistic study.

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