LEXICAL FEATURES OF ADVERTISING TEXTS IN THE BASHKIR LANGUAGE

Abstract

The article examines lexical features of advertising texts in the Bashkir language based on the material of the newspapers “Bashkortostan”, “Kiske Ofo” and “Toratau”. Insufficient knowledge and the special nature of Bashkir advertising texts as nationally labeled lexical units determine relevance of this work. To attract attention of a potential consumer, the author of advertising texts can use various means of language: lexical, syntactic, stylistic, graphic and others. The vocabulary of advertising texts is an area of lexicology that has not received due attention in Bashkir linguistics. The objective of this article is to consider lexical features of advertising texts based on the material of Bashkir periodicals. The analysis of the material shows that the main lexical features should include the use of archaisms, neologisms, dialectisms, professionalisms, neutral vocabulary in the advertising texts of Bashkir newspapers. A special layer of vocabulary is represented in the article by Arabic-Persian, Russian, English-language borrowings that enrich the Bashkir language.