Semantic and stylistic features of advertising texts and problems of their Isakova Nargiza Valijon qizi Magstratura 1st year student of Uzbekistan State University of World Languages annotation

Semantic and stylistic features of advertising texts and problems of their
Isakova Nargiza Valijon qizi
Magstratura 1st year student of
Uzbekistan State University of World Languages


ANNOTATION. This article provides information on the study of advertising texts in linguistics, linguistic analysis of their features, why the advertising text is actually needed, the features and types of advertising texts. An interesting aspect of the advertising text is that it not only serves to stimulate the consumption of the population, but also to convey certain social, enlightenment or cultural values ​​through it.

Keywords: advertising texts, television, media, internet, nominative
Advertising is already an integral part of our lives. Advertising can now be seen and heard everywhere: on television, radio, in print, on the Internet, as well as in external media. From the point of view of modern pragmalinguistics, the advertising text is described as a live speech form of social influence, a one-way speech movement, the content of which is the social influence of the addressee on the addressee through clarity and information. [Arutyunova, N.D. Discourse.Linguistic encyclopedic dictionary .: Sov. encyclopedia, 1990.S. 378-392].
In addition to describing product features, the ad additionally loads the text included in the text due to the sender’s unusual intent; the purpose of advertising is to draw consumers ’attention to a particular product. The effect of speech, i.e. the effect of verbal information on the behavior of the receiver, is formed as a result of the interaction of a number of linguistic and non-linguistic factors included in the act of communication. [Galperin, I.R.Matn as an object of linguistic research. M .: Nauka, 1981 - B.138].
In this context, expressiveness becomes a necessary condition for the pragmatic-communicative existence of the advertising text, as it in many respects determines the level of implementation of the communicative, pragmatic and aesthetic functions of advertising. The expressiveness of an advertising message is a necessary tool to achieve its immediate goal: to motivate a potential buyer to purchase an advertising theme through a very concise lexical and semantic structure.
Advertising is designed to “put” a particular product or service on an individual while creating a need for them. Thus, offering advertising communication is aimed at inspiring something to the recipient, convincing him of the need to take certain actions, i.e. to purchase the advertised product or service. At the same time, the paradox of human thinking is that it sees and believes advertising that informs, rather than advertising that seeks to influence it more.
Although advertising has emerged relatively recently as a type of textual activity in Russian linguistics (English advertising is a leader in the global advertising business in terms of both size and impact), it is still a linguistic description of a number of advertising. there are dedicated monographs and dissertations. [Zolotova GA, Communicative grammar of the Russian language [Text] / GA Zolotova, -.M .: MGU, 1998 - pp. 81-87].
In the modern linguistic literature, you can find a number of definitions of the word “advertising”. V.V. Uchenova writes that the loud screams of city reporters about the most important current events are the source of the Latin verb resamare, meaning to shout; and the name of the advertising event became a derivative of this verb. "Advertising is a network of mass communication, according to which informational-figurative, expressive-offer works are created and distributed, which are directed to groups of people in order to select and motivate the advertiser" ["Sotsialnaya reklama. Uchebnoe posobie "Uchenova V. V., Staryx N. V .: Moscow ,. 78-s].
Apparently, VV Uchenova acknowledged that "Advertising is a network of mass communication, according to which the creation and distribution of informational-figurative, expressive-offer works.
In terms of sociolinguistics, V.I. In his work, Karasik considers advertising speech as one type of institutional speech and distinguishes the other into two main types: personal (person-centered) and institutional [V.I. Karasik, Linguistic circle: personality, concepts, speech. - Volgograd 2002.25]. In the first case, the speaker acts as a person in all the richness of his inner world, in the second case - as a representative of a particular social institution. Institutional discourse is a dialogue within a given range of status-role relationships [V.I. Karasik, V. I. Linguistic circle: personality, concepts, speech. - Volgograd 2004.282]. It is the model of communication that radically separates institutional speech from personal speech. Institutional speech differs in two features that make up the system: the goal (s) and the participants in the dialogue.In short, the communicative and pragmatic direction is the most characteristic for advertising texts. From a communicative point of view, an advertising text is a communication model in which the participants are a representative of the advertising company or the company itself (addressee) and the buyer or target audience (addressee) and from a pragmatic point of view. , advertising is an impact-oriented message that addresses communication strategies to increase exposure to the target audience. To increase the impact of advertising on potential buyers, advertisers turn to the bidding influence, which may include a system of arguments in favor of the product, an assumption, or in other words, an indirect offer, regardless of its intent.