LINGUISTIC TOOLS OF PERSUASION AND MANIPULATION IN MODERN ADVERTISING

Modem advertising has evolved into a complex semiotic system in which language functions not only as a means of conveying information but also as a strategic tool for shaping consumer behavior. This article examines the principal linguistic mechanisms employed in contemporary advertising discourse to achieve persuasive and manipulative effects. Drawing upon discourse analysis, cognitive linguistics, and rhetorical theory, the study identifies key lexical, syntactic, and pragmatic strategies utilized to influence perception and decision-making processes. Special attention is given to the ethical dimensions of such strategies, particularly in the context of emotionally charged and ideologically driven messages. The research demonstrates that persuasive advertising language often operates at the intersection of appeal, suggestion, and manipulation, underscoring the necessity for enhanced media literacy and regulatory oversight.