FUNDAMENTALS OF THE STUDY OF ADVERTISING IN THE KAZAKH LANGUAGE

Abstract

Abstract. The article considers the issue of determining the direction of studying Kazakh-language advertising. As a result of the review, analysis and study of each of them separately, it turns out that the study of Kazakh-language advertising acquires a generalizing character. At the same time, the question remains relevant that Kazakh-language advertising is often considered in comparison with another language, is justified by foreign studies, the translation of Kazakh-language advertising pushes to non-compliance with the rules of the literary language, there is no separate study to consider the semantic, contextual function of language units in advertising. It follows from this that advertising in the Kazakh language does not lend itself to a separate scientific-oriented study, and the need for a study revealing the reasons why advertising is not written directly in the Kazakh language is discussed. Several conclusions are proposed about the angle from which Kazakh-language advertising should be considered as an object of research.