SOCIOLINGUISTIC AND COGNITIVE CHARACTERISTICS OF LANGUAGE IN MODERN ADVERTISING DISCOURSE

Abstract

This article investigates the sociolinguistic and cognitive characteristics of modern advertising discourse, focusing on how language functions simultaneously as a communicative, persuasive, and cognitive instrument within contemporary media environments. Advertising, as one of the dominant forms of mass communication, serves not only to promote goods and services but also to construct social meanings, reproduce cultural ideologies, and shape collective consciousness. It reflects the dynamic interplay between linguistic creativity, social identity, and cognitive processes that govern perception and interpretation. The purpose of the study is to identify the linguistic mechanisms and conceptual strategies through which advertising discourse encodes social values and activates cognitive-emotional responses in its audience. Drawing upon the theoretical frameworks of sociolinguistics and cognitive linguistics, the research examines metaphorization, framing, presupposition, evaluative lexis, and multimodal semiotic interaction as key devices that create persuasive and affective impact. The analysis reveals that advertising discourse operates as a complex semiotic and sociocognitive system, where lexical choice, syntactic patterning, and visual imagery collectively mirror cultural norms, reinforce group identity, and guide consumer behavior. Furthermore, it demonstrates that cognitive mechanisms such as conceptual metaphors and emotional priming interact with sociolinguistic factors – social roles, prestige markers, and communicative styles – to ensure effective persuasion and cross-cultural resonance. The findings contribute to a deeper understanding of how modern advertising not only sells products but also disseminates worldviews and constructs models of desirable social reality in a globalized communicative space.