NOVATEUR PUBLICATIONS
JournalNX- A Multidisciplinary Peer Reviewed Journal
ISSN No: 2581 - 4230
VOLUME 6, ISSUE 10, Oct. -2020
325 | P a g e
BASIC FEATURES OF ADVERTISING LANGUAGE
MAMIROVA DILNOZA SHIRINBOYEVNA
Doctoral student of Samarkand State Institute of Foreign Languages
ABSTRACT:
Advertising language is simply a
combination of extra linguistic and
linguistic means of expression governed by
the laws of mass communication and
general literary rules, and a special
language structure that enables the
addressee to perceive specific information
taking into account the cultural, sociological
and psycholinguistic features of the
language. The main communicative purpose
of the advertising text is to encourage the
consumer to choose the products and
services to be advertised.
We know that the lifestyles of
members of society change and improve
over the years, and these changes are
reflected in their languages. In this article,
we have tried to shed some light on the
extent to which sociality is reflected,
especially in the language of advertising.
KEYWORDS: sociolinguistics, advertising
language, social, information, oral,
consumer, vernacular, emotionality.
INTRODUCTION:
Advertising language is a special
phenomenon and a special field of study of
public relations in the field of modern science.
It is being studied by experts in various fields:
linguists, psychologists, economists and others.
Of course, all of these researchers have
different goals in their work. Linguists analyze
the language of advertising in groups
(phonetic, lexical, syntactic, morphological,
stylistic), psychologists consider methods of
language management and their impact on
consumers. But there is another aspect of
language that examines the text of an
advertisement from a social point of view,
linking it to the way of life, so that linguists
cover all the sections into groups. This, of
course, is the field of sociolinguistics.
The term sociolinguistics is defined by
our linguists as follows: Sociolinguistics
examines the problem of language and society,
the question of the specific occurrence of
language in the speech of a person of different
classes, categories, ages, professions and
genders. Latin is a branch of linguistics that
combines the words society and linguistics, and
•–—†‹‡• –Š‡ ‹••—‡• ‘ˆ Žƒ•‰—ƒ‰‡ï• ‹•’ƒ…– ‘•
•‘…‹‡–› ƒ•† •‘…‹‡–›ï• Žƒ•‰—ƒ‰‡ä Š‡ –‡”•
sociolinguistics was first used in linguistics in
1952 by the American researcher H. Curry.
Pure linguistics examines only the language
itself. Sociolinguistics focuses on the fact that
members of society use it differently in
different contexts and environments [1, 176].
The language of advertising is also
developing in harmony with the issues of social
life in the reflection of public life. For this
reason, the language of advertising plays an
important role in the study and analysis of
social language knowledge. It is important to
note that the language of advertising is a source
that reflects the lexical means available in the
national language, shows the scale of the social
meaning of the language, and determines the
ways of its development. Therefore, it is
expedient to study the role of the language of
advertising in the development of life and
society, as well as its features related to the
style of the social environment. Undoubtedly,
the clarity and comprehensibility of the
elements of simple, fluent, coherent language,
which exist within the language of advertising,
