ADVERTISING IN MODERN LINGUISTICS: KEY PERSPECTIVES AND RESEARCH TRENDS.

This article examines advertising in modern linguistics and analyzes the main perspectives and research trends related to advertising discourse. The study explores advertising as a special type of communication that combines informative, persuasive, emotional, and aesthetic functions. Particular attention is given to the linguistic features of advertising texts, including stylistic devices such as alliteration, rhyme, rhythm, metaphor, phraseological expressions, comparison, and emotional vocabulary. The article also discusses the role of verbal and non-verbal communication in modern advertising and explains the differences between traditional and emotional advertising approaches. Furthermore, the research highlights the interdisciplinary nature of advertising studies, emphasizing the interests of linguists, sociologists, psychologists, ethnologists, and marketing specialists in advertising language. The findings demonstrate that advertising has become a powerful social and communicative phenomenon influencing consumer behavior, cultural values, and modern media discourse.