The Theoritical View of Advertising Discourse

Author: Aziza Sherboboevna Kholboboeva (Uzbekistan State World Languages University, Uzbekistan)
Speaker: Aziza Sherboboevna Kholboboeva
Topic: Anthropological Linguistics
The (SCOPUS / ISI) SOAS GLOCAL COMELA 2020 General Session


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.

Keywords: text, discourse, advertising text, structure, slogan, brand building, AIDA, language activity