Abstract:

The research considers the current problem of understanding linguistic and rhetorical mechanisms in contemporary advertising as a specific genre of newspaper style. An analytical review of the problem is provided on conceptual level: advertisement – advertising language – creativity – persuasion – memorability – figurative language.

Three main aspects of advertising language are highlighted: creativity (expressed through figurative language and rhetorical devices), persuasion (achieved through personal and possessive pronouns and imperative verbs), and memorability (enhanced by repetition of product and advertiser names), which are considered essential for the effectiveness of advertisements. These aspects determine the uniqueness, engagement, and influence of advertising texts on audiences, reflecting their functional significance in shaping perception, behavior, and values.

The study demonstrates how figurative language, rhetorical devices, and structural choices contribute to both the aesthetic and functional impact of advertising. Moreover, advertising texts are shown to provide valuable material for teaching stylistics, pragmatics, and discourse analysis, supporting the development of analytical and critical skills among learners of English.

Overall, this research provides a comprehensive view of advertising language, emphasizing its creativity, uniqueness, and persuasive potential. The findings can support language learners in developing the skills to interpret advertisements across various media, and they offer practical examples for teaching stylistics, pragmatics, and rhetorical analysis. Moreover, advertisements can serve as engaging material for classroom discussions and activities, demonstrating the richness of contemporary English language use in real-world contexts.

Keywords: advertising language, linguistic and rhetorical analysis, figurative language, creativity, persuasion, memorability, newspaper style.

References:

1. Aiwei, S. (2010). Reklama yak styl pysʹma ta stratehiyi yiyi perekladu. [Advertising as a Writing Style and Strategies for its Translations].

2. Cluley, R. (2017). Osnovy reklamy. [Essentials of Advertising]. London.

3. Cook, G. (2001). Dyskurs reklamy. [Discourse of Advertising]. London and New York.

4. Dyer, G. (2009). Reklama yak komunikatsiya. [Advertising as Communication]. London and New York.

5. Galperin, I. R. (1977). Stilistika. [Stylistics]. Higher School.

6. Goddard, A. (2001). Mova reklamy: pysʹmovi teksty. [The Language of Advertising: Written Texts]. London and New York.

7. Hosni, M. (2019). Mova spozhyvchoyi reklamy: linhvistychni ta psykholohichni aspekty. [The Language of Consumer Advertising: Linguistic and Psychological Perspectives].

8. Kalmane, R. (2012). Reklama: vykorystannya slov yak instrumentiv prodazhu. [Advertising: Using Words as Tools for Selling]. Riga.

9. Leech, G. (1966). Anhliysʹka mova v reklami: linhvistychne doslidzhennya reklamy u Velykiy Brytanii. [English in Advertising: A Linguistic Study of Advertising in Great Britain]. London.

10. Shirinboyevna, M. D. (2020). Osnovni rysy movy reklamy. [Basic Features of Advertising Language].