LINGUISTIC FEATURES OF EXPRESSIVENESS IN ADVERTISING DISCOURSE

This article examines the linguistic features of expressiveness in advertising texts. It analyzes the role and significance of expressive linguistic means that enhance the persuasive power of language in advertising communication, including lexical, stylistic, and syntactic devices. The study identifies the communicative functions of metaphors, epithets, repetition, wordplay, emotionally expressive units, and evaluative vocabulary commonly used in advertising texts. Particular attention is paid to the pragmatic and psychological impact of expressiveness on the target audience and its role in increasing advertising effectiveness. The research is based on materials from contemporary advertising discourse within the context of the Journalism and Mass Communications University of Uzbekistan. The findings contribute to the fields of advertising language studies, media linguistics, and communicative stylistics.