AMERICAN ADVERTISING TEXT IN THE ASPECT OF LANGUAGE AND CULTURE INTERACTION
Keywords:
Keywords: advertising discourse, linguoculturology, cultural codes, American advertising, persuasion, conceptual metaphor, slogan.Abstract
Abstract. American advertising discourse functions simultaneously as a
commercial instrument and a culturally embedded mechanism of meaning
construction. This article examines how linguistic strategies and cultural values
interact within American advertising texts, drawing on linguocultural theory,
conceptual metaphor, and pragmatics. The study demonstrates that advertising
language encodes dominant national values such as individualism, freedom, and
personal achievement through lexical selection, slogan construction, metaphorical
framing, and persuasive syntax. The findings indicate that advertising discourse not
only reflects but actively reproduces ideological frameworks, shaping consumer
identity and social perception.
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