PRAGMATIC NATURE OF THE CONCEPT “BLACK FRIDAY” IN ADVERTISING DISCOURSE

This research paper examines the pragmatic nature of the concept of "Black Friday" in advertising discourse. So far, domestic linguistics has not carried out a pragmatic analysis of the use of this concept in advertising discourse, which determines the relevance of the object of research. It is known that advertising discourse arouses a certain interest among domestic and foreign linguistic scholars. The paper discusses in detail the pragmatic influence of the lexeme "Black Friday" on the addressees as one of the popular advertising creatives in the domestic media space. The aim of the investigation is to study the linguopragmatic aspect of the concept of "Black Friday" in advertising discourse. To achieve the goal, the following tasks were set: to give an overview of the history of the origin of the concept "Black Friday", consider its pragmatic potential, and analyze in terms of localization trends in translation studies. In the course of writing the paper was subjected to the analysis of commercials and ads on the accounts of domestic companies, posted on the platform Instagram. The scientific significance of the study is due to the expansion of the research field of advertising discourse as a branch of institutional discourse. The practical significance of the study lies in the fact that the results of the study can be used as teaching material in the disciplines of Translation studies, such as "Translation in advertising discourse", and "Practice of written translation", as well as in the compilation of cases on the translation of advertising discourse.

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