Natalia V. Striuk
PhD in Philology, Associate Professor at the Department of English Philology
Vasyl’ Stus Donetsk National University,
Vinnytsia, Ukraine
e-mail: natalia.striuk@gmail.com
ORCID ID: https://orcid.org/0000-0002-5857-6120
Scopus Author ID: 57223123808
Yelyzaveta Kovalchuk
4th year Student at the Faculty of Foreign and Slavic Philology,
Vasyl’ Stus Donetsk National University,
Vinnytsia, Ukraine
DOI: https://doi.org/10.24195/2616-5317-2025-40.13
SUMMARY
The article examines the pragmatic features of communicative strategies of English inscriptions on clothing, a significant element of social communication. The study is based on the analysis of 300 text prints selected by continuous sampling from online clothing stores in 2025. The aim is to identify the types of strategies used in microtexts and establish their functional load. The descriptive method, continuous sampling method, pragmatic and discourse analysis, and a quantitative approach were used to establish the relationship between verbal and non-verbal aspects of communication. The theoretical justification is based on the concept of self-presentation, as well as the interpretation of fashion texts as cultural signs. Six main strategies are identified: self-presentation, persuasion, argumentation, ritualism, informational and conflict (within which the strategies of disagreement, discrediting and trolling are considered). Special attention is paid to their pragmatic function and methods of influencing the recipient. The results of the study demonstrate that the most common communicative strategies are self-presentation, persuasion and argumentation, which indicates the desire of clothing wearers to convey their individuality and shape social discourse. Conflict and ritual strategies are less pronounced, which confirms the tendency to integrate cultural traditions and social norms. The study reveals the socio-cultural significance of text prints, a multi-level pragmatic phenomenon that affects communicative processes and the social identification of the wearer. Also, it forms new opportunities for studying the interaction of text and the space of public communication.
Key words: inscription on clothing, communicative strategy, pragmatics.
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Striuk N. V. (2023). Napysy na odiazi v anhlomovnii ta ukrainomovnii linhvokulturakh: osoblyvosti struktury ta semantyky [Inscriptions on clothing in English and Ukrainian linguo-cultures: structure and semantics]: Dissertation PhD: 035 «Philology». Vinnytsia : DonNU imeni Vasylia Stusa [in Ukrainian].