The Theoretical View of Advertising Discourse

Author Information

Aziza Sherboboevna Kholboboeva,
Uzbekistan State World Languages University, Uzbekistan

DOI: 10.47298/comela22.1-13
The GLOCAL Proceedings:  The GLOCAL Conference in the Mediterranean and Europe 2022


The article discusses the textual features of advertising. Recently, along with the continuing interest in advertising practice, more and more attention has been paid to the theoretical aspects of advertising, through fields such as linguistics, psychology, sociology, psycho and sociolinguistics, semiotics, cultural studies, and art history. This article presents a theoretical interpretation of advertising discourse in modern Uzbekistan. I consider the linguistic aspect, and the concept of a text as topical issues. The theoretical basis of the research is work on the theory of discourse and communicative interaction, and work that justifies an anthropocentric approach to a language in general and its categories in particular.

Keywords: Text, discourse, advertising text, structure, slogan, brand building, AIDA, language activity, cultural peculiarity, linguistic anthropology


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