LANGUAGE PLAY IN ADVERTISING TEXT (BASED ON ENGLISH-LANGUAGE ADVERTISING)
https://doi.org/10.5281/zenodo.19629455
Kalit so‘zlar
language play, advertising discourse, phonetic devices, lexical creativity, pragmatics, persuasion.Annotasiya
The use of language play in advertising has become a powerful strategy for attracting consumer attention and enhancing message memorability. This study explores the role of phonetic, graphic, lexical, semantic, and pragmatic devices in English-language advertising texts. Special emphasis is placed on how language play contributes to persuasion, brand identity, and audience engagement. The research employs descriptive and functional analysis to examine various advertising examples and identify patterns of creative language use. The findings demonstrate that language play significantly increases the effectiveness of advertisements by making them more expressive, memorable, and emotionally appealing.
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