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UDK 004.02:004.5:004.9
Izzatillayev A.A. master of the Department of Uzbek Linguistics Faculty of Foreign Philology National University of Uzbekistan Correspondent of Tribuna.uz
THE IMPORTANCE OF SPEECH ACTS IN ADVERTISEMENT
CONCERNING TOURISM
Annotation: The article discusses the role of advertising in the development of tourism and the importance of speech acts in them. Advertising tourism is compared and offers are given in foreign and Uzbek .
Keywords: tourism, advertisement, advertising texts, speech act, directive, assertive, commissive
At the beginning of the 21st century, research in Uzbek linguistics based on the anthropocentric paradigm began to appear. These works are mainly reflected in the fields of sociolinguistics, cognitive linguistics, pragmalinguistics, psycholinguistics. M.Kh. Hakimov's doctoral dissertation on pragmalinguistics "Pragmatic interpretation of the text in the Uzbek language" for the first time spoke about the theory of speech act. The study of the text and the perceptual factor requires a different approach to the object of study, in particular, semantic, psychological, pragmatic, cognitive and linguocultural. Accordingly, the need for the study of advertising texts in linguistics is growing. After all, the XXI century - the century of science and technology - is difficult to imagine without advertising.
Speech acts are given special attention in the advertising texts of travel firms or agencies in foreign countries. A speech act is an address made by a speaker to a listener for a specific purpose in a specific environment. Speech acts affect the listener or the reader. There are classifications of speech acts by J. Austin, J. Syrl and other scholars. In particular, Sierle classified speech acts as follows:
1. Assertives (assertions) — to convince of something;
2. Directives (desires) — motivation for something;
3. Commissions (promises) _ making promises and striving to keep them;
4. Expressive (verbal etiquette) — verbal actions that have the meaning of behaving in a team and expressing their attitude to someone's behavior;
5. Declarations — are verbal acts about changing situations in reality.
Assertives, directives and commissions from above play an important role
in advertising texts. Advertising texts are the main source of attraction for the listener (reader), that is the tourist. For example, below we will focus on the acts in it through some advertisements.
1. "Your story starts here. Meet the day with red rocks. " Sedona, Arizona, is famous for its white rocks. These rocks appear red at sunrise. Directive and assertive acts were used to encourage tourists to visit the city and enliven the beautiful scenery in front of them.
2. "Change your world outlook and thinking in the Virgin Islands." Millions of tourists have been attracted by writing this advertising text under the most beautiful picture of the Virgin Islands. If it weren't for the text and only the picture itself, the number of tourists would probably be less than expected.
3. "When it comes time to travel, age can't be a barrier." The purpose of the advertisement is to attract the attention of elders through the directive, to invite them to travel. And with this text, of course, the desired result can be achieved. Advertising like this can have a profound effect on elderly persons, who demonstrate aging as a cause of everything.
Are there any promotional texts in Uzbekistan that are attractive in the field of tourism? Unfortunately, no. Even most travel agencies or travel agencies have no notion how important advertising texts are. You can hardly see texts which attract traveller's attention in advertisements regarding to tourism. For example, if you look at advertisements for trips to Samarkand or Khiva, you will see a picture of one of the historical monuments with the text "Travel to Samarkand", "Travel to Khiva". Or the price of the tour will be recorded. Of course, the price is important. But tourists don't just decide based on whether the price is cheap or expensive. Not everyone travels out of pocket. First of all, the tourist should see an advertisement about the destination and be motivated.
Uzbekistan is second to no other country in terms of historical and architectural monuments. Most tourists are not aware of this. The reason is that we have enough problems and shortcomings in the text of advertisements and headlines. In order to increase the number of tourists in the XXI century, to develop tourism, there is a lack of pictures in Samarkand or Bukhara. Most of the visitors to our country are from the CIS countries. This means that our ads do not reach the whole world, or even when they do, they do not attract. We need to pay attention to the text of the advertisement, to look at it as a lucrative business too.
For example, how to advertise our famous cities? Here are some examples.
1. Samarkand. "If you don't believe in our power, look at the buildings we have built." If this text advertises a picture of the most beautiful monuments in the city, it can increase the number of tourists. The directive in the text can be justified.
2. Bukhara. "Tall buildings. For those who are looking for wonder." The monuments in Bukhara may not be beautiful as compared with the monuments in Samarkand, but they are high. In the text above, the advertisement also turns into an effective promotion from a dry image by directive.
3. Khiva. "Get out of your house and visit our palaces. The fortresses of Khiva are open to you. " In this text, too, the motivating speech act serves some sort of effectiveness.
In short, development is not possible if each sector goes its own way. The integration of sciences, fields is very important. If we take a linguopragmatic approach to tourism, it will bring great benefits to the country, both materially and spiritually. Significant advertisement will turn into one of the main ways to develop the tourism.
References:
1. Azimova I.A. "Psycholinguistic study of the semantic perception of newspaper texts in Uzbek language". Doctor of philosophy philology, - T .: National University of Uzbekistan, 2008.
2. Hakimov M.X. "Pragmatic interpretation of the text in Uzbek language", Doctor of philosophy philology - Tashkent: FA TAI of the Republic of Uzbekistan, 2001. - 283 p.
3. Safarov Sh.S. Pragmalinguistics / Sh.S.Safarov - T .: "National Encyclopedia of Uzbekistan", 2008.
4. Serl J.R. "Classification of illocutionary acts". J.R. Serl // "News in foreign linguistics": Vol. 17. The theory of speech acts. - M.: Progress, 1986 .-- S. 182.
