LINGUOSTYLISTIC FEATURES OF ENGLISH PERFUME ADVERTISEMENTS

The present article aims to study of the peculiar linguistic and stylistic features in English perfume advertisements, examining how they characterise the expressive and persuasive nature of language. Advertising is analysed as a linguostylistic phenomenon and perfume advertisements are observed as a distinct subgenre of advertising. In today’s marketplace, building an emotional connection with consumers is increasingly seen as a key element of successful advertising. Language plays an essential role in fostering this emotional connection. The methods of investigation used include discourse analysis and quantitative method of analysis. The relevance of the present study is determined by the fact that despite extensive research on advertising language in general, the lack of focused studies in the area of perfume advertising creates a need for detailed analysis. The existing articles on the given topic mostly focused on gender differences and semiotics rather than the usage of linguostylistic devices, thus our attempt is to focus the attention on the specificity of the language used in perfume advertisements and we hope that the present article will serve as another contribution to the field. Тhe results of the obtained and analysed data show that linguostylistic features play an important role in shaping the effectiveness of English perfume advertisements. These advertisements employ a distinct set of linguostylistic features aimed at capturing attention, evoking emotions and shaping perceptions. The careful selection of words and rhetorical devices enhances the persuasive power of the advertisement, making it more memorable and impactful. The study confirms that the language of perfume advertisements is carefully created to evoke emotions and leave a lasting impression.