Advertising texts in kazakh: changes and language features

Abstract

Advertising is a prominent cultural phenomenon in modern society's globalization period. Advertising texts are extremely diverse by type and genre composition. Even though the primary function of advertising is to stimulate and increase buyer demand, in recent years, it has been shown that it summarizes the ways humans perceive and understand the world. Subsequently, an advertising text attracts the attention of linguists as a unique linguistic phenomenon. The complexity and versatility of advertising texts require copywriters to consider national and cultural characteristics constantly.

The article aims to draw attention to the transformation in the structure of advertising texts, describe changes, and discuss language issues of advertising texts. It focuses on determining the qualitative characteristics of advertising texts and how their cultural levels are changing under the influence of legislation. It also focuses on determining the features of quality advertising texts in the Kazakh language for Kazakh consumers. The article notes the peculiarity of companies in the advertising industry in the production of texts.

The language of advertising is very different from other ways of communication in the information field around each person. Studying the linguistic features of advertising allows us to recognise advertising texts as the database that represents cultural values and ethnic division within a society, and in linguistic aspect, we can consider it like a mirror of modern information society.

Keywords: advertising market, advertising texts in Kazakh, language transformation, types of entrepreneurship, the national corpora of Kazakh language.