NEUROLINGUISTIC PROGRAMMING IN ADVERTISING DISCOURSE AND THE ROLE OF INFORMATION TECHNOLOGY

Neurolinguistic Programming (NLP) is a psychological framework that explores the relationship between language, behavior, and the brain, often used in advertising to influence consumer perceptions and actions. This article examines how NLP techniques are applied within advertising discourse, focusing on their integration with Information Technology (IT) tools, such as artificial intelligence (AI), machine learning, and big data analytics. These technologies enable highly personalized, data-driven advertising strategies that leverage NLP to create emotionally resonant and persuasive messaging. By exploring key NLP methods like rapport-building, anchoring, and reframing, this study highlights how IT enhances the effectiveness of these techniques in modern advertising. The article also discusses real-world examples of personalized campaigns, addresses ethical concerns related to privacy and bias, and speculates on the future of NLP in advertising, emphasizing the role of emerging technologies such as conversational AI and neuro-marketing. The convergence of NLP and IT in advertising represents a powerful tool for engaging consumers at a deeper level, though it also raises important ethical considerations that must be carefully navigated.