COSMETOLOGICAL DISCOURSE AS AN OBJECT OF LINGUISTIC RESEARCH

This article examines discourse from a contemporary perspective. It examines the development of discourse studies in general terms. Particular attention is paid to the structure of cosmetology discourse, which allows us to identify the object of study within cosmetology discourse. The paper also examines markers of scientific cosmetology discourse. It emphasizes the importance of discourse studies in science, the formation and process of communication, and demonstrates the uniqueness of cosmetology discourse. This article analyzes the semantic and pragmatic features, as well as the specific functioning of linguistic means in the field of cosmetology. It also examines the influence of linguistic means used in cosmetology discourse on advertising and medical discourses. The main types of texts used in professional and advertising communications are analyzed, including descriptions of procedures, specialist recommendations, and marketing messages. The article examines the specifics of terminology, borrowings, and methods of influencing the recipient, aimed at building trust and stimulating consumer interest. Some neologisms and linguistic means most frequently used in the field of cosmetology are given. The study also addresses the relationship between scientific and colloquial styles in cosmetology discourse, as well as the degree of influence of sociocultural factors on the choice of linguistic means. The study identified key characteristics of cosmetology discourse as a special type of institutional communication. The results obtained may be useful for specialists in the fields of linguistics, media communications, and professional cosmetology.

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