У статті розкрито сутність мовленнєвого етикету привітання, окреслено лінгвальний статус його одиницьudу наявних мовознавчих розвідках, висвітлено основні стратегії й тактики ввічливості, вербалізовані за допомогою привітальних висловлень, проілюстровано їх лінгвістичну реалізацію у синергії сучасного британського тексту та дискурсу. ud(The article explores the essence of speech etiquette of greeting in the communicative aspect as an important part of the communicative competence necessary for being a member of any speech community. Lingual status of greeting formulae in the existing linguistic studies has been outlined and the key strategies and tactics of politeness, as verbalized by greeting expressionsudin the synergy of contemporary British text and discourse, have been highlighted. It has been revealed that greeting situation functions as illocutionary act aimed at complying with the etiquette norms and establishing initial contact for further verbal interaction. The choice of appropriate greeting expressions is regulated by the communicative situation which includes «who» – «to whom» – «when» – «where» parameters, defi ning the relationship between the participants of verbal interaction and determining selection of appropriate units in the context. Compliance with the rules of speech etiquette in contactinitiatingudsituations according to its parametric model demonstrates speakers’ awareness of linguistic and social interactionudnorms. Communicative and pragmatic specifi city of greeting speech etiquette is stipulated by the cooperation principle and politeness strategies where greeting expressions are verbalized in the variety of tactics, namely those of regressive action,udexpressing satisfaction, appreciation, praise, compliment, fl attery, friendly ridicule.)
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