PERSUASIVE COMMUNICATION IN ENTREPRENEURSHIP

Abstract

Advertising has become one of the rapidly developing areas of public life. Instagram, tiktok and many other social networks are making their own changes in the advertising business, for which marketers are responsible, and ordinary people are consumers. Domestic small business owners are trying to actively use social networks in promoting their activities. The main reason is the speed and result of the dissemination of information through the media, which works much more efficiently than other methods. It is easy to offer the product to the attention of the target audience. However, the traditional way of advertising is preserved, which can be confirmed by the names of all new places of public catering. The main purpose of this article is to analyze the names of public catering centers in order to determine the effectiveness of using the features of persuasive communication. The study was carried out using such methods of linguopragmatic analysis as discursive analysis and comparative analysis. The task was to identify which of the names of public institutions is successful and vice versa, what exactly affects the cognitive-psychological consciousness of the target audience that forms any social environment. The scientific novelty of this article lies in the analysis of public institution’s name in terms of advertising impact. The field of cognitive marketing, which is gaining prominence as one of the new directions of linguistic research, considers this problem both from the marketer’s point of  view, who creates a name, and from the consumer’s point of view, who receives information. Thus, the method of achieving the goal of communication is determined by the post-communicative behavior of the media addressee. Any product has its competitors. However, the peculiarity of this study is that many public food centers are gaining an audience by creating advertisement exactly from one word, that is a good name. Based on this, it is identified that a successful name is the first and most important step in the business of any entrepreneur.