PRAGMATIC AND SOCIAL STRATEGIES IN ADVERTISING (SALES) TEXTS

Abstract

The study examines the implementation of pragmatic and social strategies based on their goal-setting within sales texts created to promote infobusiness products. The researchers analyzed 129 texts published on the Russian-language social network VKontakte and advertising educational products across six areas of life. Using narrative analysis and critical discourse analysis, the study identifies 21 pragmatic strategies and 18 social strategies, grouped based on their goal-setting into six and seven categories, respectively. The results of the study show that pragmatic strategies are classified based on their placement within the text’s narrative algorithm. Social strategies, meanwhile, are classified based on their goal-setting in relation to the author, reader, and advertised product, as well as the relationships between them. In the future, it is recommended to conduct research on the material of different languages with implementation in different cultural environments, and the results of this work will become the basis for further research.