PRAGMATIC FEATURES OF ENGLISH ADVERTISING DISCOURSE

This article examines the pragmatic features of English advertising discourse and their role in persuasive communication. Advertising language functions not only as a source of information but also as a tool of psychological and emotional influence. The study analyzes major pragmatic devices used in English advertisements, including speech acts, implicature, presupposition, deixis, and emotional appeal. The research is based on qualitative analysis of 45 English advertisements collected from television, social media, online campaigns, magazines, and billboard advertisements. The findings reveal that emotional appeal and implicature are the most frequently used pragmatic strategies in modern advertising discourse. The study also demonstrates that advertisers actively employ indirect communication and persuasive language to shape consumer attitudes and increase audience engagement.The article concludes that pragmatic analysis plays an important role in identifying hidden meanings and communicative intentions in advertising discourse.