This article examines the linguistic tools used in advertising texts aimed at female audiences in comparison between the Russian and Uzbek languages. The analysis is conducted at phonetic, lexical, morphological, and syntactic levels. Special attention is given to emotionally charged vocabulary, gender stereotypes, borrowed lexicon, and stylistic figures. The similarities and differences in approaches to female advertising in Russian and Uzbek language cultures are highlighted. The study emphasizes the importance of phonetic devices (alliteration, assonance, rhythm) as elements of suggestive influence on the consumer.

Female advertising, linguistic tools, emotional vocabulary

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