LINGUISTIC AND STRUCTURAL FEATURES OF ADVERTIZING TEXTS

Аннотация

this article is devoted to advertising in modern marketing strategies by influencing consumer behavior and brand perception. These texts are carefully crafted using various linguistic, psychological, and rhetorical techniques to maximize their persuasive power. This article explores the key features of advertising texts, including their linguistic structure, stylistic devices, and psychological impact. It also examines the role of creativity, emotional appeal, and cultural adaptation in advertising language. By analyzing these features, we gain a deeper understanding of how advertising texts effectively communicate messages and engage target audiences. Key words: Advertising texts, persuasive language, consumer psychology, linguistic features, rhetorical devices, emotional appeal, cultural adaptation, marketing communication. Annotatsiya: Ushbu maqola reklama matnlari zamonaviy marketing strategiyalaridagi o‘rni hamda iste’molchilarning xulq-atvori va brend haqidagi tasavvuriga ta’sir ko‘rsatadi. Bunday matnlar iloji boricha ishonarli bo‘lishi uchun turli lingvistik, psixologik va ritorik usullardan foydalangan holda puxta tuziladi. Ushbu maqolada reklamaga oid matnlarning asosiy xususiyatlari, xususan, ularning til strukturası, uslubiy vositalari va psixologik ta’siri tahlil qilinadi. Shuningdek, ijodkorlik, hissiy ta’sir va madaniy moslashuvning reklama tilidagi o‘rni ham ko‘rib chiqiladi. Ushbu xususiyatlarni tahlil qilish orqali reklama matnlari qanday qilib xabarlarni samarali yetkazishi va maqsadli auditoriyani jalb etishini chuqurroq tushunishga erishiladi. Kalit so‘zlar: Reklama matnlari, ishonarli til, iste’molchi psixologiyasi, lingvistik xususiyatlar, ritorik vositalar, hissiy ta’sir, madaniy moslashuv, marketing kommunikatsiyasi. 154 SCIENCE SHINE INTERNATIONAL SCIENTIFIC JOURNAL Issue 12(47), Volume 1 | ISSN 3030-377X | 31.05.2025 Introduction. In the contemporary landscape of global commerce and digital connectivity, advertising has become a pervasive force influencing consumer attitudes, behaviors, and purchasing decisions. Among the many tools employed in marketing, advertising texts serve as a primary means of persuasive communication between brands and their target audiences. These texts are not simply informative, but they are carefully designed linguistic constructions aimed at triggering psychological responses and shaping brand perceptions. The power of advertising lies in its ability to persuade through a combination of linguistic strategies, rhetorical techniques, and psychological appeals. Words are selected not only for their denotative meaning but also for their emotional connotations, sound patterns, and cultural associations. In addition, advertising discourse often incorporates rhetorical devices—such as metaphor, repetition, and hyperbole—to enhance memorability and persuasive impact. Despite the growing body of research on marketing and consumer psychology, there remains a need to explore how linguistic elements and psychological mechanisms interact in the construction of advertising texts. Furthermore, the increasing diversity of global markets requires a deeper understanding of how these texts are adapted across cultural contexts to maintain effectiveness. Methods. This study employed a qualitative descriptive design with elements of discourse analysis to examine the linguistic and psychological features of advertising texts. The approach was chosen to allow for in-depth exploration of language use, persuasive strategies, and emotional triggers within authentic advertising content. This study aims to analyze the linguistic and psychological features of advertising texts, with a focus on how language functions as a tool of persuasion in marketing communication. It investigates the roles of lexical and syntactic choices, rhetorical strategies, emotional appeal, and cultural adaptation. By doing so, the research seeks to contribute to a clearer understanding of how advertising language engages audiences and drives consumer behavior. The study of advertising texts is particularly relevant today, as businesses and marketers continuously seek innovative ways to engage consumers across various media platforms. Whether in print, television, social media, or online advertisements, the effectiveness of an ad largely depends on the language used, the structure of the message, and the persuasive strategies employed. Understanding how these elements work together can provide valuable insights into creating more compelling and impactful advertising content. This research aims to explore the linguistic, structural, and persuasive features of 155 SCIENCE SHINE INTERNATIONAL SCIENTIFIC JOURNAL Issue 12(47), Volume 1 | ISSN 3030-377X | 31.05.2025 advertising texts, analyzing how they contribute to consumer engagement and brand perception. The linguistic aspect focuses on word choice, sentence structure, rhetorical devices, and stylistic elements that enhance readability and memorability. The