STAGES OF THE STUDY OF ADVERTISING IN LINGUISTICS: YESTERDAY AND TODAY

Аннотация

This article analyzes the stages of studying advertising from a linguistic perspective. How advertising was formed and developed in the history of mankind, its linguistic features and modern trends are considered. Traditional forms of advertising and modern digital advertising methods are compared, their communicative features and level of effectiveness are evaluated. Also, the linguistic and strategic aspects of advertising texts, methods of influencing the consumer's consciousness, and the stylistic, semantic and pragmatic features of advertising language are extensively analyzed. The development of advertising in today's digital environment, personalization through artificial intelligence and algorithms, and the importance ofcontextualadvertisingare also covered in detail. Keywords:linguistics, stages of development of advertising, communicative features, linguistic analysis, advertising text, marketing strategies, artificial intelligence, consumer psychology. Introduction: Advertising has become an integral part of our lives in modern society. Advertising, which makes up a large part of the daily information flow, has a significant impact on the human mind and consumer decisions. Advertising deserves special attention not only as an economic tool, but also as a linguistic phenomenon. Its formation, development and analysis are also important issues from a linguistic point of view, and include strategies for attracting and persuading the audience through words, phrases and text. This article studies the state of advertising yesterday and today from a linguistic point of view. First, the stages of historical development of advertising, its initial forms and changes in language elements are analyzed. Then the modern advertising language, its linguistic features, stylistic and pragmatic approaches are studied. In particular, the development of digital advertising, personalization using artificial intelligence and algorithms, and the combination of visualand text advertising methods are analyzed. The relevance of the article is that currently the advertising industry is developing rapidly, and the use of new technologies and linguistic methods is expanding. Therefore, the scientific study of advertising language and its transformation processes, determination of its effectiveness and evaluation based on linguistic principles are one of the urgent issues. This study allows for an in- depth study of the linguistic analysis of advertising texts, identification of its methods of influencing theconsumer, and prediction offuture trends in advertising development. Main part: Advertising has a long history as a means of attracting an audience, promoting a product or service. It is not only an economic and marketing phenomenon, but also a phenomenon that requires in-depth analysis from a linguistic point of view. Research on advertising within the framework of linguistics includes such diverse areas as phonetics, lexicology, stylistics, pragmatics, and semiotics. Linguistics pays attention to thefollowing factors when analyzing advertising texts: page1557 INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE ISSN:2692-5206,ImpactFactor:12,23 AmericanAcademicpublishers,volume05,issue03,2025 Journal: https://www.academicpublishers.org/journals/index.php/ijai •Lexical-semantic aspect - words and phrases used in theadvertising text, theirsemantic transfer andconnotative properties. • Stylistic features - the use of metaphor, hyperbole, euphemism and other stylistic techniques in advertising. • Pragmatic factors - the ways in which the advertising text influences the consumer, the dialogical approach and thelevel ofinteractivity. •Semioticaspects -thesystem of signs and theroleofvisual elements inadvertising. Advertising has gone through various stages throughout human history. The stages of development ofadvertisingare analyzed below: The first forms of advertising appeared in ancient civilizations. For example, in the Egyptian and Roman empires, stone inscriptions, advertisements for merchants, and verbal advertising were widespread. In the Middle Ages, notices posted in markets and public places became popular. With the development of print media, advertising has reached a new level. Newspapers and magazines began to publish commercials. In the first half of the 20thcentury, the widespread use ofradio advertising led to anewform ofadvertising language. With the development of television technologies, visual advertising has become popular. The combination of linguistic and visual elements in video advertising has further increased the effectiveness of advertising. Today, advertising is actively developing not only in traditional formats, but also in the digital environment. The development of digital advertising has changed its linguistic and communicativecharacteristics. Internet and artificial intelligence technologies have created new forms of advertising language. Content personalization, contextual advertising, chatbots