COMMUNICATIVE STRATEGIES IN WRITTEN COMMUNICATION OF BUILDING INDUSTRY

The article is devoted to the study of communicative strategies of written English-language technical communication in the field of construction and building materials. The functional and pragmatic aspects of the English-language technical communication of the discourse of the construction industry are considered and the most common communication strategies are described. The latest researches of Ukrainian and foreign scholars in the studios of communicative strategies and linguistic means of their implementation in written communication are mentioned. Such genres of written communication of the construction industry as technical data sheets, brochures and leaflets, safety data sheets, and pages on the relevant company websites are considered, and the most common communication strategies are considered. The functions of various types of written communication are described, the marketing, creative and media aspects of the technical written communication strategy are considered, and examples of language means used to implement the communicative and pragmatic potential of technical literature, published on the official websites of three manufacturers of building materials are given. The obtained results make it possible to understand the peculiarities of the reproduction of functional and pragmatic aspects of written English-language technical communication and the corresponding communication strategies in the construction discourse in the Ukrainian context to identify difficulties and challenges for translators and marketers in the field of the construction industry, as well as to develop recommendations for improving the efficiency and quality of the translation of technical communications in this area. Prospects for further research consist in expanded knowledge in the field of localization and marketing from the point of view of an interdisciplinary aspect, the development of recommendations for improving the efficiency and quality of translation of technical communication in the construction industry. The article can be beneficial for specialists working in the field of production and sale of building materials and construction in general.