Морфологические и синтаксические особенности башкирских рекламных текстов (на материале периодических изданий)

Abstract

The study aims to identify the morphological and syntactic features of advertising texts in the Bashkir language. The paper clarifies the notion of “advertising text” and its structural elements. Main attention is paid to the description of the morphological and syntactic features of Bashkir advertising texts using the example of the newspapers Башҡортостан (Bashkortostan), Киске Өфө (Evening Ufa) and Торатау (Toratau) for 2022-2023. The study is novel in that it is the first to propose an analysis of modern Bashkir advertising texts at the level of morphology and syntax. As a result, it was proved that the advertising text in Bashkir newspapers is an effective use of various linguistic means of different levels, its pragmatic aspect is manifested in the choice of grammatical units and special syntax. The functioning of morphological means in advertising texts is characterized by informativeness, imperativeness, pragmatism, emotionality and gives the text expressiveness, effectiveness, enhances the semantic load. The use of simple, one-member sentences, subordinate relations, parenthetical constructions, inversion, questions and exclamations is of particular importance in the syntax of the advertising text. The advertising texts presented in the paper are informative and descriptive in nature.