BUSINESS COMMUNICATION: PRAGMALINGUISTIC ASPECT

Tskhovrebova Bella, Ekonomova Alexandra Dmitrievna

the paper under review presents the experience of analyzing a business text in the concept of speech moves relevant to the pragmalinguistic direction using the ap-paratus of rhetorical figures. The purpose of the study is to clarify the concept of a rhetorical figure taking into account its pragmatic nature, as well as to assess the argumentative potential of rhetorical figures in a business communication sit-uation. Figures are understood as structural and meaningful models of the genera-tion and interpretation of meaning, their conscious introduction into the text en-hances its persuasive power affecting the recipient, and therefore are interpreted as a system of speech moves that implement a persuasive strategy. Based on the transcript of the meeting of the Presidium of the Russian Academy of Sciences and the Higher School, the text-and meaning-generating potential of such figures as a question-and-answer move, rhetorical exclamation, quoting, euphemization (periphrasis), insertion, rhetorical question, antithesis, silence is considered. The choice of descriptive-analytical, comparative methods, as well as elements of con-textual and stylistic analysis methods was determined by the specifics of the ma-terial and the purpose of the study. The appeal to the system of rhythmic figures for the description and interpretation of speech moves is important both for the theoretical substantiation of the question of the tactical and strategic operational complex, and for practical application in the process of communication in order to increase its effectiveness.

Keywords:pragmalinguistics; business communication; speech course; rhetorical figure; ar-gumentation