Abstract
This article examines the theoretical foundations of pragmatics in advertising discourse from conceptual and functional perspectives. The study explores how pragmatic theory explains the communicative mechanisms underlying persuasive media texts. Special attention is given to speech act theory, implicature, presupposition, and politeness strategies in advertising communication. The research aims to systematize key pragmatic categories relevant to advertising discourse. It also analyzes how these categories function within mass communication frameworks. The study applies qualitative discourse analysis to selected English and Uzbek advertising texts. The methodological framework integrates speech act analysis, pragmatic inference analysis, and functional discourse analysis. Findings demonstrate that advertising discourse operates primarily through directive and commissive illocutionary acts. The results reveal that implicatures and presuppositions significantly enhance persuasive impact. The research confirms that pragmatic strategies are culturally conditioned yet structurally comparable. The study contributes to theoretical pragmatics by contextualizing classical theories within advertising discourse. It also provides a foundation for comparative and cross-cultural investigations. The article concludes that pragmatics offers a comprehensive analytical framework for understanding advertising as strategic communication
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