PERSUASIVE STRATEGIES IN A RADIO ADVERTISING TEXT FOR BANKING SERVICES (A PRAGMALINGUISTIC ANALYSIS OF THE "KAPITAL BANK" RADIO COMMERCIAL)

The article presents a pragmalinguistic analysis of an Uzbek-language radio advertising text for banking services. The aim of the study is to identify and describe the persuasive strategies that provide the persuasive potential of the radio advertising message, and to reveal the role of the verbal and auditory components in their realisation. The material is a radio commercial for the credit services of “Kapital Bank” (Oriat Dono station). The analysis is carried out on the basis of a reconstructed version of N. Janich’s model of advertising-text analysis, with reference to speech-act theory and A. Zielke’s typology of advertising texts. It is shown that persuasive influence in the text under study is built not on an enthymeme or an example but on a detailed description of the very procedure of obtaining a loan (speed, minimal documents, a three-day term), which turns the description of the service’s properties into the main argument. It is established that a significant role is played by the positive connotative load of the key words (“credit”, “convenient”, “three days”) and by the deliberate omission of information (interest rates, conditions), which shapes the image of a “convenient” and unburdensome lending. It is also shown that the sound accompaniment, with its increasing dynamics, participates in the emotional impact. The results refine the understanding of the persuasive mechanisms of radio advertising for financial services and can be used in comparative studies of advertising discourse.