A LINGUOCULTUROLOGICAL ANALYSIS OF ECONOMIC ADVERTISING DISCOURSE IN ENGLISH LANGUAGE

Аннотация

This article discusses the role of stylistic devices, their types and use in ensuring the resonance and effectiveness of advertising slogans, which are an integral part of advertising text and have become an integral part of our lives today. The use of alliteration, assonance, antithesis, repetitions, word play, hyperbole and litotes in creating English advertising slogans isanalyzed, and theirpreservation in theprocess oftranslation intoUzbek is studied. Keywords:advertising slogan, translation, stylistic devices, antithesis, assonance, hyperbole, litotes, word play. Language is a powerful tool in advertising. The right words can evoke emotions, tell stories, and motivate people to take action. Whether it’s a catchy slogan, a heartfelt story, or a personalized digital ad, words have the power to make us feel, think, and act. So, the next time you see an ad, pay attention to the words they use and think about how theymake you feel. You might just be surprised by thepower of advertising language! Advertising language refers to the specific language structure and style used in advertising texts to effectively communicate with consumers and persuade them to choosethe products orservices being advertised. It is a combination of linguistic and extra-linguistic elements, governed by the laws of mass communicationand general literary rules. Advertising language is considered a tool that has significant power in making products presented by entrepreneurs under the guise of praise appear on the unwritten lists of potential consumers. Advertising language, combined with linguistic and extra-linguistic means, creates persuasive messages to attract the attention of the target audience and arouse interest in the product. Here, its main goal is to encourage customers to buy and consume the advertised product. Linguistic means include the vocabulary, grammar, and syntax used in advertisements, while extra-linguistic means include visual elements such as images, colors, typography, and sound. Effective use of linguistic tools such as strong words, catchy slogans, and storytelling techniques can evoke emotions and influence consumer decision-making. At the same time, visual aesthetics and audio elements enhance the overall impact of advertising. Advertising operates within the framework of mass communication, reaching a wide audience through various channels such as television, radio, print media, and the Internet. Effective advertising language must follow certain laws of mass communication. These laws include the need to quickly attract attention, make a strong impression, create desire, and motivate action. Advertising typically uses attention-grabbing headlines, visually appealing images, and compellingstories toattract consumers and convey thedesired message. Advertising texts are organized by general literary rules to ensure consistency and readability. These rules include correct sentence structure, grammar, punctuation, and stylistic page1242 INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE ISSN:2692-5206,ImpactFactor:12,23 AmericanAcademicpublishers,volume05,issue05,2025 Journal: https://www.academicpublishers.org/journals/index.php/ijai choices. Effective advertising language avoids grammatical errors, uses clear and concise sentences, and employs rhetorical devices suchas metaphor orsimileto enhance persuasiveness. In addition, the toneand style ofadvertising may vary depending onthe target audience, type of product, anddesired brand image. Advertising language must take cultural factors into account to communicate effectively with diverse audiences. Cultural references, cues, and norms significantly shape consumer behavior. Advertisements often incorporate culturally specific imagery, language, and values ​ ​ to resonate with their target audience. Cultural understanding is crucial to ensuring that advertising is notoffensive ormisunderstood byconsumers ofdifferent ethnicities. Sociological factors such as social class, lifestyle, and group dynamics play a crucial role in advertising language. Advertisements are often targeted at specific social groups or demographics, and the choice of language reflects the aspirations, desires, and concerns of these groups. By drawing on shared experiences and social trends, advertising language can create a sense of belonging andidentity, which can influence consumers’ perceptionsof theadvertised product or service: a) Sociological factors are central to the language of advertising: social class, lifestyle, andgroup dynamics. b) The language choices in advertising reflect the aspirations, desires, and concerns of particular social groups ordemographics. c) Advertising language uses shared experiences and social trends to create a sense of belonging and identity. d) Advertising language has a significant impact onconsumers' perceptions of the product orservice being advertised. Understanding psycholinguistic features is crucial for advertisers to create messages that resonate