VOCATIVE STRATEGIES IN PERSUASIVE DISCOURSE

This article examines the communicative and functional dimensions of vocative expressions – referred to in Uzbek as undalmalar – within rhetorical discourse. Drawing upon both classical Uzbek literary exemplars (Navoi’s ghazals) and contemporary analyses in English pragmatics, it maps how direct address forms operate at the interface of syntax, pragmatics, and discourse. The study first contextualizes undalmalar in Uzbek poetic tradition, demonstrating their evolution from dialogic invocation to markers of interpersonal stance. It then integrates findings from formal syntactic accounts, speech-act theory, and digital corpus investigations to reveal four principal functions of vocatives: anchoring addressee participation, signaling speaker attitude, managing discourse turns, and indexing social solidarity. By juxtaposing Sufi-inspired classical uses with modern pragmatic markers, the article argues that vocatives remain pivotal in constructing persuasive texture and engagement across genres.