LINGUISTIC FEATURES AND MANIPULATIVE TECHNIQUES ON RESTAURANT WEBSITES

ABSTRACT

In recent years, due to the rapid development of web communication, a lot of research has appeared on the topic of manipulation in the texts of restaurant websites. In this regard, the problem of linguistic manipulative techniques has long been considered in the article by V.V. Yelkin and M.M. Lazaridi "Restaurants use language capabilities in order to impose on guests a certain idea of reality, attitude to it, emotional reaction or intention that does not coincide with what the client could form independently".

Keywords: restaurant, dish, atmosphere, interior, gastronomy, taste.

Numerous studies by scientists show that a special way of using the diverse possibilities of language contributes to the fact that restaurants select indirect, allegorical methods of presenting information in order to impose a certain idea of reality and covertly, but effectively impose it. Modern researchers agree that the use of metaphors in restaurant website PR texts is largely due to the fact that they inspire a certain opinion without evidence, and generally accepted values are presented as ready-made, difficult-to-refute arguments [1, p. 22].

To date, scientists have identified several important aspects reflecting the linguistic potential of the problems of manipulative lexical techniques in the world of gastronomy. In other words, by implementing a special way of presenting information, using a variety of language possibilities, restaurants select indirect, allegorical ways of presenting information in order to impose a certain idea of reality and covertly but effectively impose it. A deep and comprehensive examination of this issue proves that linguistic features on restaurant websites can include various aspects related to the genre and style of texts, vocabulary and phraseology, grammar and syntax, as well as the structure and design of the site itself [5, p. 316].

There are many studies proving the influence of language on human thinking and behavior. Strategic techniques, for example, are widely used on restaurant websites. Customers will be more willing to try duck breast if it is served with a sauce of linguistic colors that can give the dish a specific image. The peculiarities of the genre and style of texts on restaurant websites can manifest themselves in specific descriptions of menus and dishes, greetings and addresses to visitors, as well as in descriptions of the interior and atmosphere of the restaurant. Texts on restaurant websites usually seek to create a unique atmosphere of the establishment and attract visitors.

The vocabulary and phraseology on restaurant websites may be related to cooking and gastronomy. The use of specific vocabulary, such as names of dishes, ingredients, and cooking techniques, helps create associations with the quality and exclusivity of the dishes offered. Phraseological phrases and expressions related to gastronomy are also often used to emphasize the uniqueness and originality of the institution.

The grammar and syntax on restaurant websites may differ from normal speech. Specific grammatical constructions can be used in texts describing dishes and menus to convey the specifics of cooking or presenting a dish. Also, advertising texts on restaurant websites may have a peculiar syntactic organization of sentences to attract attention and create an emotional impression.

The features of the structure and design of restaurant websites include the placement of information about the restaurant, the use of headings, subheadings and lists to organize information. Restaurant websites usually provide information about location, contacts, working hours, as well as the possibility of booking tables or ordering food [3, p. 2].

The study of linguistic features on restaurant websites is useful for determining their effectiveness in attracting visitors and creating a positive impression of the institution. Determining the impact of linguistic features on attracting customers, creating a positive impression, and encouraging restaurant visits can help improve marketing strategies and attract more visitors.

It is important to note that language manipulation on the restaurant's website implies the deliberate use of persuasive and influential language to shape the perception and behavior of visitors. This may include various techniques such as using enticing descriptions, strategically placing menu items, emphasizing positive aspects, and creating a sense of urgency or exclusivity. The goal is to encourage visitors to perceive the restaurant in a favorable light, to generate interest in dining and, ultimately, to increase sales or the number of bookings.

All the research allows us to better understand the problems of this topic, therefore, based on the work of specialists, it becomes possible to consider several examples of linguistic manipulations that are actively used on the restaurant's website.

Creative names of dishes: instead of the usual names of dishes, the restaurant, as a rule, uses original and attractive names, which, of course, arouse the interest of visitors. For example, instead of "Chicken salad", the authors resort to a more original version - "Kremlin Cheesecakes", "Arab fried eggs", "Lamb according to the old recipe "CDL". Such delights attract attention, encourage you to focus on them so that the guest can study the menu better.

Descriptions of dishes: This criterion very often uses language that makes the client feel an appetite and desire to try a particular dish. Special attention is paid to the description of the ingredients, the cooking method and the features of each dish: "juicy rib", "delicate chocolate ganache" – which, of course, gives the food a special flavor.

Unique phrases and slogans: Create unique phrases and a slogan that reflects the style and concept of your restaurant. As a rule, it's something funny, provocative, or just memorable. For example, "We cook with love and generosity" or "Discover new flavors."

Live communication in circulation: The authors repeatedly resort to the construction of "confirmation of an obvious fact", which helps to create the effect of a "lively" dialogue with the client – "Dear guests! Please pay attention to the rules of visiting the restaurant...", "Our team sincerely understands and shares your wishes", "And you will only have to enjoy the moments of an important evening!".

Reviews and recommendations: posting reviews and recommendations of satisfied customers on the restaurant's website. This method actively attracts new visitors and creates trust in the branded cuisine and enhances the reputation of the restaurant: "This is one of the restaurants that you want to go to for a special occasion. Absolutely luxurious interior, complete immersion in the atmosphere. The cuisine is impeccable - the cutlets melt in your mouth, and the desserts are simply cosmic. Napoleon is amazing!".

Multi-language menu: If a particular restaurant is located in a tourist area or attracts an international audience, a multi-language menu option is often provided. This allows customers to feel comfortable and easily choose their dishes.

Social impact and recommendations: restaurant websites can use language to create the impression that visiting a given place is popular and in demand. For example, the use of words and phrases indicating high demand and recommendations, such as "a favorite place of the townspeople," "a frequently visited restaurant," or "a popular meeting place."

Creating urgency and urgency: Among the language manipulations, there are manipulations aimed at making visitors feel urgent or urgent. For example, the use of phrases indicating limited time or availability, such as: "Special offer only for this week" or "book a table in advance, there are few places left."

Positive emotional assessments: The authors often use expressions that evoke positive emotions in visitors. This can be the use of strong epithets to describe dishes such as "delicious," "exquisite," or "delicate." Such expressions excite the appetite and create a feeling of superiority of the dishes offered.

It is important to note that studying linguistic features on restaurant websites can be interesting and useful for practical application in the field of restaurant business. [5, p. 317].

The lexical and semantic features of the text of a culinary recipe include the use of thematically determined vocabulary, within which it is possible to distinguish:

1. Names of kitchen utensils: teaspoon, frying pan, ladle, cutting board, etc.

2. Names of ingredients and seasonings: salt, pepper, basil, saffron, etc.

Lexical devices refer to linguistic techniques used to convey meaning through the selection and arrangement of words. Examples include metaphors, comparisons, alliteration, onomatopoeia, and personification.

On the other hand, tropes are figures of speech that suggest a deviation from the literal or direct meaning of words. Common tropes include irony, hyperbole, understatement, paradox, and metonymy.

Both lexical techniques and images enhance the effectiveness of the text, adding depth, creativity, and rhetorical impact. They help to attract readers, evoke emotions and offer a fresh perspective on the subject. Most often on the restaurant's websites you can find epithets, phraseological units, metaphors, hyperbole, litotes and exclamations. [4, p. 1552].

epithets – "an aristocratic mansion." Here they are used as a means of creating a specific advertising image. Thus, the authors answer the obvious questions of customers: "What kind of restaurant is this?", "How is it unique?", "What is the main difference from other restaurants?", "Why should I choose it?".

The names of some rooms emphasize the prestige and historical exclusivity inherent in this particular restaurant - "Watercolor Room", "Our Heritage Gallery"; "Count's Office"; "Secret Room". The phrase "reverent attention" is used to stimulate the emotional disposition of the guest, create an atmosphere of care and comfort. Through the test, the author tries to arrange the guests with the phrases "our team sincerely understands and shares your wishes." "The sounds of a saxophone and pleasant vocals will fill the space" is a phraseology that characterizes the specifics of the upcoming atmosphere. Metaphor - "excites hearts", epithets - "sparkling laughter", exclamation - "The restaurant of the Central House of Writers invites everyone to spend a magical New Year's Eve together!" Epithets - "fluffy Christmas tree", "glass toys and favorite movies", hyperbole - an abundant table, a large plate, exclamation - "The restaurant of the Central House The question is "What is served in the restaurant since mid-September?" epithets are "the enchanting beauty of autumn", "non-trivial combinations", "a bright composition of autumn flavors, juicy rib", "delicate chocolate ganache", litote - "just a little bit", "mini desserts, mini decoise", exclamation - "See you later!".

The restaurant's text can have a significant impact on customers. Well-written descriptions and menu items can create a positive impression and encourage customers to visit the restaurant. Clear and engaging language can help build expectations and strengthen anticipation. In addition, an informative and convincing text can influence the choice of the menu, stimulate additional sales and improve the overall impression of the dinner. On the other hand, poor or confusing descriptions can lead to negative perceptions or misunderstandings, potentially discouraging customers from choosing a particular restaurant. [2, p. 7].

Among the features mentioned above, these trends relate to the modern restaurant industry as a fast-growing and highly competitive service sector, in which the prospects for maintaining a place in the market depend on the customer's willingness to make a choice in favor of a particular restaurant. The linguistic features and manipulative techniques discussed in this work contributed to the enrichment of the language, created creative and interesting texts, and also revealed the potential of the restaurant, its uniqueness and values. All these factors actualize the topic of the work devoted to the analysis of linguistic features and manipulative effects on restaurant websites.

References:

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