The Key Role of Discourse Analysis in the Strategic Dynamics of Advertising Communication

This article explores discourse analysis applied to advertising communication by utilizing linguistic, semiotic, and rhetorical approaches. It aims to highlight the persuasive strategies used in advertising to influence consumer behavior. The study is based on a qualitative methodology, incorporating a review of the main discourse theories and their advertising application. It also draws on recent academic works in language sciences. The analysis reveals that advertising, considered a structured discourse, employs various linguistic and rhetorical techniques to shape consumer perception and decisions. These techniques enhance the effectiveness of modern marketing strategies. Language plays a central role in advertising communication strategies, emphasizing the importance of a deep understanding of discourse theories to optimize the effectiveness of advertising campaigns.