This article is devoted to the analysis of linguistic means used in advertising texts aimed at a female audience in the Russian and Uzbek languages. It examines phonetic, lexical, morphological, and syntactic features of advertising discourse. Special attention is paid to the use of emotionally colored vocabulary, stylistic devices, borrowings, and gender stereotypes. The comparative analysis reveals both similarities and differences in language influence strategies in the two compared languages. The study emphasizes the importance of a comprehensive approach to analyzing advertising texts as a tool for shaping consumer behavior and influencing the target audience.

Advertising, female audience, linguistic means

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