ИСТИНА

Despite their role as an innovative form of Internet communication, the linguostylistic features of push notifications remain under-studied as most researches tend to focus on the technical side of the subject. The study addresses this gap by conceptualizing push notifications as a genre of promotional text, situating them within the framework of marketing discourse and integrated marketing communications. Adopting a multidisciplinary methodology, the research aims to identify the core characteristics and linguostylistic features of these texts and to conduct a comparative analysis of Russian and English examples of push notifications. A corpus of 60 push notification texts was compiled and analyzed. The principal method of analysis is computer-mediated discourse analysis. In addition, general and specific research methods such as observation, comparison, interpretation, linguostylistic analysis, content analysis, discourse analysis, and statistical data analysis have been employed. The study has demonstrated a distinct contrast: socioculturally marked elements as a means of expressiveness are more often employed in Russian-language texts. However, English-language push notifications primarily utilize tropes and figures of speech as mechanisms of persuasive impact, while socioculturally marked expressive means occur less frequently. During the presentation the most notable examples of English and Russian push notifications will be illustrated, providing analysis of promotional text effectiveness based on the features of its target audience. Understanding socioculturally marked elements depends on the initial knowledge of potential customers, or their cognitive spaces; this highlights the importance of selecting such an element that will be recognized and interpreted correctly. The results of the study establish a foundation for further research into the textual nature of push notifications. Furthermore, the findings have practical applications, offering valuable insights for the training of future advertising and public relations specialists and providing practicing professionals with data-driven strategies for designing more effective push notifications.