This article explores the concept of language play in advertising discourse, with a comparative analysis of Uzbek and English advertisements. It examines how linguistic creativity is employed to engage consumers, enhance brand recall, and create persuasive messaging. The study delves into rhetorical strategies, phonetic, morphological, and syntactic features, as well as cultural implications of language games in advertisements. Using a combination of qualitative and quantitative methods, this paper provides insights into how linguistic play influences consumer perception and market success.

Discourse, brand, advertising

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