LINGUISTIC PRAGMATICS OF ENGLISH LANGUAGE RESTAURANT ONLINE DISCOURSE

The paper presents an analysis of linguistic pragmatics of restaurant online discourse that is plunged into studying the content of English versions of British restaurant websites. The authors state that the investigated segment of virtual restaurant communication is organized on the basis of a linguistic- and-pragmatic model, which is constructed from the following components: discourse goal, discourse addresser's intention / communicative-pragmatic purposes with corresponding strategies and tactics. Special attention is paid to the main communication strategies of the discourse under analysis, among which there are the strategies of creating positive emotional mood, constructing an attractive image of the restaurant, increasing the activity of restaurant guests. It is established that these strategies are implemented by a set of tactics. The authors distinguish and describe verbal (lexical, lexical-grammatical and stylistic features), as well as non-verbal means that are used by site moderators for implementing the desired tactics. It is stated that the most frequent linguistic means are lexical units with emotional-expressive and attitudinal meanings, metaphorical and pleonastic constructions, modal verbs, superlatives; interrogative-responsive and imperative structures; non-verbal means of communication are represented by graphics, font and colour highlighting, various illustrations and photographs. The suggested linguistic and pragmatic model uncovers the following restaurant online discourse regularities: location of zones with verbal or non-verbal dominating means is defined by visual assessment factors of information representation on the website.