Keywords
Abstract
This article examines the linguistic and stylistic devices used in beauty product advertisements, focusing on how language serves as a persuasive and aesthetic tool to shape consumer perception and influence purchasing behavior. Through qualitative analysis, the study explores various figures of speech such as metaphor, hyperbole, personification, epithet, and repetition, which are commonly used to create emotional appeal and brand identity. It also investigates the psychological and sociolinguistic aspects of advertising discourse, emphasizing how stylistic techniques contribute to the formation of ideals related to beauty, self-confidence, and success. The paper argues that stylistic devices are not merely decorative elements but key instruments of persuasion that establish a link between language, culture, and consumer psychology. The findings highlight the importance of linguistic awareness in understanding how advertisements construct meaning and affect decision-making processes. The study provides insights that can be beneficial for linguists, marketers, and communication specialists interested in the intersection of language and media influence.
References
Cook, G. (2001). The discourse of advertising (pp. 12–156). London, UK: Routledge.
Leech, G. N. (1966). English in advertising: A linguistic study of advertising in Great Britain (pp. 25–198). London, UK: Longman.
Jo‘rayev, A. (2018). Linguistics of advertising texts (pp. 10–180). Tashkent, Uzbekistan: Fan va Texnologiya Publishing.
Vestergaard, T., & Schroder, K. (1985). The language of advertising (pp. 10–173). Oxford, UK: Basil Blackwell.
Karimova, N. (2020). Language and society: A linguistic analysis of advertising discourse (pp. 25–156). Tashkent, Uzbekistan: National University Press.
Myers, G. (1994). Words in ads (pp. 30–162). London, UK: Edward Arnold.
Rakhmonova, S. (2019). Linguostylistic features of the advertising genre in the Uzbek language (pp. 20–200). Tashkent, Uzbekistan: Fan Publishing.
Goddard, A. (1998). The language of advertising: Written texts (pp. 17–142). London, UK: Routledge.
Abdullayeva, M. (2021). Interaction of language and culture: The case of advertising discourse (pp. 15–175). Bukhara, Uzbekistan: Bukhara State University Press.