THE ROLE OF IMPERATIVES AND MODAL VERBS IN ENGLISH AND UZBEK ADVERTISING TEXTS: A PSYCHOLINGUISTIC ANALYSIS

This article investigates the role of imperatives and modal verbs in English and Uzbek advertising texts from a psycholinguistic perspective. Advertising discourse is designed to influence consumer behavior by shaping perception, emotions, and decision-making processes. Imperatives and modal verbs function as powerful linguistic tools that stimulate action, create persuasive pressure, and construct a sense of necessity or possibility. The study focuses on how directive structures and modality are used to manipulate attention and motivate consumers. The comparative analysis demonstrates that English advertising frequently employs imperatives combined with modal verbs such as must, can, and will to create direct motivation and certainty. Uzbek advertising texts often use imperative constructions with polite or collective forms, as well as modal expressions indicating recommendation, encouragement, and social approval. The findings confirm that imperatives and modal verbs perform key psycholinguistic functions in advertising by activating cognitive response mechanisms and influencing consumer interpretation.