Subcorpus of Advertising Texts: Development and Linguopragmatics

The article presents the structure and content of the Advertising Texts Subcorpus, which is part of the National Corpus of the Kazakh Language, describing the stages of its development and methodological framework. The research aims to analyze the linguistic and socio-communicative features of advertising discourse using corpus linguistics methods. The material includes advertising texts integrated into the subcorpus database. The data are systematized by advertising channels (outdoor, media, and online) and annotated with extralinguistic and content-based metadata. During corpus development, Microsoft Office Excel, CSV, and Notepad software tools were applied for data structuring and filtering. The empirical corpus was analyzed from linguistic-pragmatic and sociolinguistic perspectives. The analysis identified key advertising markers such as call to action, attention appeal, emotional engagement, limited-time offer, and guarantee or promise markers. The findings reveal advertising discourse as a significant component of public communication in Kazakh and demonstrate the potential of corpus-based studies for understanding its linguistic strategies. The scientific significance of this work lies in the fact that advertising texts in the Kazakh language are, for the first time, examined within the framework of corpus linguistics, and a scientific analysis is conducted from linguopragmatic and sociolinguistic perspectives. The practical value of the study consists in the creation of a national database for analysing the language of advertising and culturally embedded linguistic strategies.

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