АНГЛИЦИЗМЫ КАК ЛИНГВИСТИЧЕСКОЕ ЯВЛЕНИЕ В РЕКЛАМНЫХ СЛОГАНАХ КАЗАХСТАНА: СТРУКТУРНО-СЕМАНТИЧЕСКИЙ И ПРАГМАТИЧЕСКИЙ АНАЛИЗ

Abstract

The study analyzes the functions of the English-language component in Kazakhstan’s advertising slogans under conditions of trilingualism (Kazakh/Russian/English). Based on a corpus of over 150 current slogans from national and international brands, it identifies integration trajectories from direct borrowing to hybridization and morpho-syntactic incorporation (e.g., Smart-tañdau, Digital-ömir, Forte Up). The methodological framework combines structural-semantic, pragmalinguistic, and cognitive approaches. Findings demonstrate that Anglicisms serve as symbolic capital and a metacode of global communication, establishing stable metaphors (“life = movement,” “innovation = norm,” “future = present”) and shaping directive, commissive, expressive, and identificational speech acts. The novelty lies in an interdisciplinary interpretation of English formulas as operators of cognitive–value standardization and instruments of glocalization. Practical relevance concerns the design of advertising slogans and brand language policies through verification of form–function correspondence, graphic–phonetic compatibility, and cultural relevance.