THE PRAGMATIC EFFECTIVENESS OF LINGUISTIC DEVICES IN INTERNET MENU TEXTS: A CASE STUDY OF ENGLISH AND UZBEK

Abstract

This thesis examines the pragmatic effectiveness of linguistic devices used in English and Uzbek internet menu texts. It focuses on how lexical choices, evaluative adjectives, descriptive expressions, persuasive language, and culturally specific terms influence consumers’ perceptions and food choices in digital environments. The study compares English and Uzbek online menu descriptions to identify similarities and differences in the use of linguistic strategies aimed at attracting customers, highlighting food quality, and creating positive expectations. Particular attention is paid to the pragmatic functions of language, including informing, persuading, appealing to emotions, and encouraging purchasing decisions. The research employs comparative, descriptive, and pragmatic analysis to explore how linguistic devices contribute to the communicative effectiveness of online menu texts. The findings are expected to provide insights into the role of language in digital gastronomic communication and offer practical implications for developing clear, persuasive, and culturally appropriate menu descriptions for English- and Uzbek-speaking audiences.