THE APPLICATION OF STYLISTIC DEVICES IN UZBEK ADVERTISING TEXTS
Keywords:
advertising text, word art, artistic and visual means, metaphor, stylistics, advertising discourse, language and expressiveness, linguistic analysisAbstract
This study examines the linguistic and stylistic characteristics of word art in advertising texts, emphasizing the significance of artistic and visual devices in creating imagery, vividness, and emotional impact, which constitute key features of advertising discourse. Particular attention is paid to the functional role of metaphor, metonymy, simile, epithet, wordplay, and phraseological units, illustrated through relevant examples. The findings of the research contribute to the effective application of linguistic resources in advertising text creation, enhance the aesthetic potential of language, and improve overall communicative effectiveness.
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