Специфика использования местоимений в татароязычных и англоязычных рекламных слоганах

Abstract

The aim of the study is to determine the functional capabilities of pronouns that contribute to the realization of a pragmatic task in Tatar-language and English-language advertising slogans. The paper considers two categories, i.e., the first- and second-person personal and possessive pronouns, since they are used to denote a specific addressee of advertising and the manufacturer of goods or services. The study is novel in that it is the first to consider the specifics of using pronouns in advertising slogans with pragmatic potential in a comparative aspect, which will make it possible to identify and systematize differences and similarities in the use of linguistic means in the context of advertising in languages with different structures. As a result of the study, it was found that pronouns in advertising texts perform several functions: targeting a specific addressee, indicating the source of the advertising message, establishing links between the consumer and the manufacturer of advertising products. At the same time, in Tatar advertising slogans, the socio-expressive function of the pronouns ‘син’ (singular ‘you’) and ‘сез’ (plural ‘you’) is easily determined, while in English the absence of the singular ‘you’ / plural ‘you’ difference is not an indicator of formality or informality.