LINGUOPRAGMATIC POTENTIAL OF NAMES OF RESTAURANT MENU SECTIONS
The article presents the results of studying the peculiarities of the names of menu sections in the linguo-pragmatic aspect, identifies the most common concepts in restaurant discourse, defines the functions of the names of sections in the text of the menu. The relevance of addressing the study of menu sections as a whole is due to the active study of various aspects of gastronomic discourse, a special interest in the functional side of the language. In the article, for the first time, the features of the functioning of the names of menu sections are systematized and described. In the study the methodology of modern discourse analysis was applied, pragmatic, linguistic, semantic-stylistic, descriptive-analytical methods were used. It was found that dialogization of communication and individual creative elements in the titles of sections (metonymy, metaphor, pun, modified proverb, word-play, allusion) are aimed at creating a positive emotional mood and increasing the client's activity. It is concluded that the names of the structural sections of the menu reflect modern values: the concept of healthy eating, the idea of home cooking, adherence to regional traditions, uniqueness and creativity. Menu section titles, along with a positive self-presentation of a restaurant, can support a positive identity for a restaurant guest. As a result of the analysis, the linguistic means of implementing the listed communication strategies at the lexical, morphological, syntactic, stylistic levels have been identified.