BUILDING SHORT AND DYNAMIC TEXT IN THE LANGUAGE OF MODERN INTERNET ADVERTISING: LINGUOPRAGMATIC AND COGNITIVE FOUNDATIONS

This article analyzes the distinctive linguistic nature of advertising texts in the modern internet space, in particular their construction on the principles of brevity (compression) and dynamism. The study highlights the cognitive-pragmatic potential of advertising language under the conditions of users' limited attention span. The role of ellipsis, parcellation, crossover coding, and visual-graphic devices in ensuring text dynamics is substantiated with examples from international and Uzbek-language material.