Theoretical Prerequisites for the Study of Category of Motivation in

the Advertising Text

Aziza A. Muminova

, Nargiza R. Madaminova

, Olga V. Shevtsova

, Alfiya R. Galyamova

and Shaxlo A. Alimardanova

Uzbekistan State World Languages University, Tashkent, Uzbekistan

Keywords: Motivation Category, Text, Modality, Advertising, Linguoculture, Discourse, Category, Sentence Semantics,

Structure.

Abstract: The article deals with the system of advertising texts. Advertising is described as a phenomenon of modern

society; it is such information that affects the mass consciousness, analysing these structures one can learn

that most of the advertising headlines are composed of simple sentences. The impact of advertising on the

consciousness of people has a psychological impact on perception. It is advertising that allows the relationship

between the addressee and the addresser, playing an important role in informing. In the world community,

due to the change in market relations and the expansion of the sphere of influence of information technologies,

advertising texts are increasingly affecting the life, worldview, and cultural stereotypes of both the individual

consumer and the lingua-cultural community as a whole. There is a need to study the role of advertising in

the formation of mass consciousness within the framework of such disciplines as linguoculturology,

psycholinguistics, pragmalinguistics, etc. In multi-system languages, an adequate interpretation of the

interlocutor's intention in a certain communicative environment determines and serves as the basis for further

expansion and development of cultural ties.

1 INTRODUCTION

In world linguistics, the relevance of research on the

topic of advertising is determined by the need to solve

problems associated with the lack of a generally

accepted definition of the concept of "advertising" in

the scientific literature, a unified typology of

advertising texts, scientific substantiation of the

theory of advertising communication in different

languages as a cultural phenomenon, etc. The study

of the national-cultural and linguo-pragmatic

specifics of the verbalization of advertising impact in

French, Uzbek, and Russian acquires scientific and

practical significance. In an Inter-ethnic scientific

society, a linguo-pragmatic analysis of linguistic and

speech units is carried out within the framework of

performative speech acts, the foundations of

https://orcid.org/0000-0002-6067-1426

https://orcid.org/0000-0002-4303-2390

https://orcid.org/0000-0003-3396-2575

https://orcid.org/0009-0000-2610-6848

https://orcid.org/0009-0007-7518-4720

politeness and interaction, as well as other linguo-

culturological, pragmatic theories. Such an analysis

makes it possible to reveal the linguoculturological

and pragmatic features of language units, for

example, in French, Uzbek, and Russian, to

understand the process of communication,

encouraging the listener to perform the function of a

specific speech act by native speakers.

The main theoretical provisions of the advertising

text are the problems and prospects of the category of

motivation in the advertising text, the development of

one of the leading areas of linguistic research related

to the linguistic mentality, and national and culturally

specific features.

842

Muminova, A., Madaminova, N., Shevtsova, O., Galyamova, A. and Alimardanova, S.

Theoretical Prerequisites for the Study of Category of Motivation in the Advertising Text.

DOI: 10.5220/0012929800003882

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd Pamir Transboundary Conference for Sustainable Societies (PAMIR-2 2023), pages 842-844

ISBN: 978-989-758-723-8

2 MAIN FINDINGS AND

RESULTS

The origins of linguo-culturology make it possible to

study the culture of any nation - the most complex and

comprehensive category in the history of mankind.

To them, for example, V.V. Along with linguistics,

Krasnykh includes many other sciences of various

directions: ethnopsychology, socio-anthropological,

sociolinguistic, ethnolinguistic, etc. Their study

allows us to concretize the problems of the cultural

development of a particular ethnic group, to

understand the origins of the emerging processes of

the formation of a global cultural layer, including

questions from the philosophy of history to the

material and spiritual culture of various epochs,

peoples, civilizations.

Cultural competence and advancement in the life

of a modern person are largely associated with the

mass media. Among the most effective of them,

which have a powerful impact on the world, is

advertising.

And although the scientific literature has

extensive information about it, more in-depth studies

are needed. The reason for this is that advertising goes

beyond the economic sphere and becomes a

phenomenon of human culture. By advertising, one

can judge the ideals of the nation since advertisers are

manipulating with appealing to the ideals of the

people. The processes of globalization, which

predetermine the characteristic norms of behaviour,

serve as the basis for the formation of common and

individual actions that are characteristic of different

peoples; in their way, they help prevent international

misunderstandings that require the necessary

consideration of certain situations regarding feelings,

attitudes, interactions, value attitudes towards

language. This is necessary so that when studying

foreign languages, it serves as a park and the task of

influencing advertising on the media.

Advertising not only informs about something,

but it is also instructive. For example, about the

passion for alcohol, about traffic, about

environmental pollution, about plastic bags that

cannot be scattered. Motivation as a category is a

semantic component of advertising, as it is inherent in

the natural essence of advertising. The advertising

text, which embodies a type of verbal

communication, opens new possibilities for the

functioning of the language.

The peculiarity of the study of incentive

statements in linguistics is explained by the role of

incentive statements in the spheres of human activity.

It is in the motivation that the will of the speaker is

expressed, directed to the interlocutor, and the

interpersonal relations of the participants in

communication.

Modality is a very broad concept, so it is difficult

to find similar definitions of it. According to M.A.

Abdurazzokov, “the nature of modality is expressed

by the corresponding language norms associated with

a mandatory action (with the verb devoir), a possible

action (with the verb pouvoir) or with an impossible

action. The content of modality is based on a

participant in the situation, i.e., a modal subject

expressing a wish - Abdurazzakov (1985).

As J.A. Yakubov, “There is no consensus on the

content of the category of modality and its volume.

The complication of the problem is also explained by

the fact that the linguistic and logical modalities do

not completely coincide. Modality is the object of

study of both linguistics and logic. If in the first

modality is considered as an important feature of the

sentence, then in the second it is considered as an

important feature of the conclusion as a form of

thinking" - Yoqubov (2003).

Motivation is formed at the basis of the category

of modality, since it unites many elements under the

general seme of motivation, which, although as an

integral part of a complex single one, induce the

addressee to any action, nevertheless do not intersect,

do not repeat and have a specific motivating essence.

That is why it is distinguished by linguists as an

independent category, which has its own content and

form of expression. Thus, the content side is

determined by communicative pragmatics and

semantics, and the expressive aspect is determined by

numerous units of the language that express it and are

endowed with the ability to convey in the language

incarnation. According to the notion that has

developed in linguistics, motivation in its categorical

expression is distinguished by a rich arsenal of

expressive means. Their use allows you to display the

characteristic smallest shades of emotional

motivation - from deeply soft, containing a request,

ingratiating, imbued with politeness, to very sharp,

unceremoniously insistent.

It is not unknown that in every language, and

consequently in Uzbek, there are multiple means of

conveying motivation. Of these, the most frequently

used ones include the imperative mood, certain units

of vocabulary, and incentive sentences. Motivation

carries such meanings as a request, advice, orders,

warnings, various questions, permissions,

prohibitions, and many others.

When performing a speech act, the speaker

performs several actions at the same time. In

particular, the spoken utterance signifies a

Theoretical Prerequisites for the Study of Category of Motivation in the Advertising Text

843

locutionary act. In cases where the speaker expresses

the affirmative, promises, makes a request, and many

others, this means an illocutionary act. Thus, here,

along with the transmission of messages, the

communicative desires of the speaker are realized.

The very compositional construction of

advertising is carried out with the help of the words

“promotion”, “hurry up”, “today is your day”, “offers

are limited”, etc. All this is aimed at arousing the

interest of the audience. As long as attention is

aroused by interest in these phrases, she is offered an

urgent execution of the case. Such a move reassures

the client even more. In this case, the advertiser

achieves the goal. To achieve their goals, they use the

following types of advertising:

 Informative,

 Instructive,

 comparatives,

 reminder.

An advertiser who has experience in his activities, to

awaken interest in advertising, sets as his goal the

achievement of effective results. The incentive

criterion indicator is entirely predetermined by the

degree of advertising impact on the client.

3 CONCLUSION

Thus, when creating an advertising object, the

criterion “good” is especially significant. The

advertised product must meet the needs of the target

audience and satisfy its requirements. First of all, the

consumer must realize the value characteristics of the

product, to react positively to them, to use a set of

representations (expressive-evaluative, visual-verbal)

about the object of advertising, where the figurative

and visual means of the language occupy a leading

place. Because of this, the connotation of advertising

is additional information in the meaning of the means

of language and techniques used in the discourse of

advertising.

By types of advertising are social, commercial,

and political. Despite the diversity of these types of

advertisements, they have one goal - to be widely

distributed by various media: television, radio,

newspapers, bulletins, business cards, the Internet,

scoreboards, magazines, etc. In the modern era, the

use of advertising is getting wider day by day. The

influence of advertising on a person is indisputable.

When getting acquainted with advertising, a person

becomes interested, he replenishes his knowledge in

a certain area, monitors the necessary information

about the product of interest, and masters’ new terms

and expressions.

REFERENCES

Abdurazzakov M.A. Semantic structure of the utterance

(Semantic types of subjects and predicates): abstract

dissertation ... doct. philol. sciences. – Мoscow; 1985.

– P. 28.

Bally Sh. General linguistics and questions of the French

language. – Мoscow;1955. – P. 416;

Boymirzaeva S. O. Categories that shape the

communicative-pragmatic content of text in the Uzbek

language: philol. fan. Doc. ... diss. author– Тashkent:

2010. – P. 4.

Belyaeva E.I. Modality and pragmatic aspects of derective

speech acts in modern English: author. diss. ... doct.

sciences. – Мoscow: 1988.

Volkova A.E. Implication of the semantics of incentive in

the composition of statements with an indirect form of

incentive // Bulletin of the Volgograd State. un-that.

Series 2, Linguistics.2011. №1 (13). – P. 22.

Vinogradov V.V. On the category of modality and modal

words in Russian. – Мoscow:1975. – P. 54-87.

Gak. V.G. Theoretical grammar of the French language. –

Мoscow; 1981. – P. 144.

Gak V.G. Speech is correct, and speech is authentic //

Foreign languages at school.2002. №5. – P. 85-89.

Yoqubov J. Modality category in linguistics // Philological

issues. 2003. № 3-4. – P. 54-56.

Iosifova V.E. Russian imperative in the grammatical

system and in colloquial speech: author. diss. doct.

philol. sciences. Мoscow: 2011.

PAMIR-2 2023 - The Second Pamir Transboundary Conference for Sustainable Societies- | PAMIR

844