The term advertisement has undergone significant evolution from the 20th century up to the present day. Clearly, given the volume of advertising in the global advertisement business sphere and its direct influence on consumers of goods and services, it is more obvious that advertising in English dominates the lead. However, as of today, there are a number of scientific works, including monographs and dissertations, in Uzbek or other languages, aiming to examine and describe advertising texts linguistically.

As highlighted in contemporary linguistic literature, there are numerous definitions of the term “advertisement”. According to V.V. Uchenova, the loud “shouting” of city criers about the most important current events gave rise to the Latin verb “reclamare”, which means “to shout out”; the name of the advertising phenomenon became a derivative of this verb. Advertising is defined as “a branch of mass communication, according to which it gave rise to the creation of informative-figurative, expressive-suggestive works, influences groups of people in order to encourage them to make the right choice and act for the advertiser” [Uchenova 2003:8].

In this article, we consider advertising as a type of social communication, since advertising can and does exist only within society. Advertising is aimed at achieving specific goals and influencing the target audience. It performs the above functions only if the characteristics of the human psyche are taken into account when creating an advertising text. For many years, the AIDA model (Attention − Interest − Desire − Action) has been recognized as a framework for understanding advertising. This model was first proposed in 1896 by the American advertising designer Elmer Lewis. It is based on the sequential stages through which an advertisement impacts human psychology: first, it must capture attention, then stimulate keen interest, arouse desire, shape reasons for purchasing the advertised product or service and finally, motivate the decision to purchase the product or service.

Consequently, advertising texts are anthropocentric, that they are aimed at the individual. This is largely due to the fact that advertising texts are aimed at satisfying the needs of man and society and are pragmatically conditioned. The system of a person’s perspectives and values is based on a hierarchy of values formed according to human needs. According to V.V. Uchenova, the study of advertising texts considers the archetypes, stereotypes and ideals existing in the system of value orientations of different population groups and individuals in terms of their internal content are taken into consideration [Uchenova 2003:56]. These components differ significantly from one another. Archetypes represent inherited values passed down from ancestors, stereotypes are values shaped in the present, and ideals are values associated with a person’s near future. Advertisers actively utilize the value orientations of various groups to achieve their goals. By its nature, an advertising text, by its nature, is a means of social regulation and influence on the target audience. This influence is carried out by suggesting a way of thinking and lifestyle that this group of the population values ​​​​and aspires to attain at the present time.

Thus, advertisers actively strive to appeal to the value orientations of the population. Beyond this, they employ specific strategies, particularly rational and emotional approaches, to enhance the effectiveness of their campaigns. Rational strategies are characterized by the presentation of irrefutable evidence confirming the existence of a product quality that meets the specific needs of the consumer at the level of logic to justify the advertising message. Emotional strategies involve the use of advertising messages that create an attractive image of the advertised product or service for the consumer, cause a feeling of recognition and admiration, as well as a positive mood that is inextricably linked with its purchase [Nazaykin 2007:50].

In today’s market economy, we observe an unparalleled diversity of goods and services. Consequently, the selection, structuring and potential modification of linguistic tools in advertising messages are determined not only by the unique characteristics of the advertised product but also by the target audience itself. This includes the condition of its members and their psychological traits, which play a significant role in shaping the advertising approach [Barkova 1985:15].

Advertising is inherently tied to a specific text type. Although it belongs to a particular genre, it encompasses all the essential features of a text. The general theory of genres defines a genre as a historically developed unit characterized by a similar structure and compositional features shared by works within that category.

In studies dedicated to analyzing advertising practices, researchers classify the genres of advertising texts. In their joint research, V.V. Uchenova, T.Y. Grinberg, S.A. Shomova, and K.V. Konanykhin present the “Palette of advertising genres,” exploring the distinct characteristics of print advertising genres featured in mass media and radio, as well as options for television and outdoor advertising. The authors emphasize that the functional specificity of the “family” of advertising genres, as compared to analogous “families” in the fields of science or art, lies in its aim to elicit an immediate emotional response from the audience. This response is designed to lead the audience to perform the desired advertising act - whether it’ll be purchasing a product, voting for a specific candidate, choosing a particular show or engaging in a charitable act, among others.

The pragmatic orientation of advertising creativity often draws on genre forms developed in adjacent fields. As a result, publicistic genres are actively adapted to fulfill advertising tasks, emphasizing their role in driving audience engagement and action [Uchenova, Shomova, Grinberg, Konanikhin 2001:10].

There are various ways to recognize genres, one of which involves recognizing them by the presence or absence of a certain genre scheme. The genre scheme is a set of sequentially constructed semantic components of the text under consideration, which is considered mandatory for the discourse of this genre. In studying the specifics, for example, the language of print advertising, N.N. Mironova came to the conclusion that word formation plays an important role in this genre, since it is necessary to constantly search for new ways and means of expression.

In such advertising, the following types of appeals are commonly used: advertisements, detailed advertisements, daily histories, expert consultations, catalogs, price lists, and posters. Based on conducted studies, N.N. Mironova conceptualized advertising as a text (discourse) with evaluative characteristics. She notes that “evaluative speech can be regarded as a type of communication, i.e., a means of interaction among people.” Additionally, the term “evaluative genres” can be applied to describe genres such as diaries, letters, reviews, critiques, advertising texts, notes and similar forms. This perspective highlights the evaluative and communicative functions of advertising texts, underscoring their role in influencing and engaging with the audience [Mironova 1995:344 – 345].

Extralinguistic factors also play a decisive role in shaping advertising messages. The linguistic peculiarities of the text are largely influenced by factors such as the cost of advertising space, competition among advertising agencies, the pragmatic focus of the advertising text, the oversaturation of the information sphere and others.

According to T.N. Livshis, print advertising is primarily distinguished by its comprehensiveness in terms of both content and structure. Furthermore, the author emphasizes that such advertisements reflect the author’s perspective on the product or service and are characterized by written precision, attention to the individual (anthropocentrism), and the presence of subject correlation. These features underscore the dual focus of advertising texts: addressing the individual consumer while maintaining a direct link to the advertised product or service [Livshits 1999:8].

An advertising message is a complex semiotic unit represented by specific structural elements such as a headline, main text, echo-phrase (slogan) and other components. These include corporate details and graphic tools such as font, color, images, the company name and logo, which clarify the sequence of symbolic units. All these components aim to fulfill the primary task-emotionally influencing the potential consumer to convince them of the necessity of purchasing a particular product or service.

English-language advertising texts, as a special type of text, exhibit distinct morphological and syntactic features closely tied to the target audience for which they are created. Practical linguistic studies of English advertising texts affirm this relationship. A well-developed proportional system of social roles for men and women is commonly embedded in such texts, aiding in the grammatical analysis of various types of advertising messages based on their functions. This not only helps identify their influence on everyday life but also enables a deeper understanding of the characteristics of advertising texts [Lastovetskaya 2005].

Scientific studies on advertising texts and their linguistic context reveal that, as a unique type of discourse with its own history and system, advertising serves specific functions. However, the impact of its grammatical structures, as well as the social and gender differences among its audience, remains underexplored. The formation of advertising texts can provide insights into our society and psychology, making it essential to examine the relationship between the persuasive power of these texts and their grammatical construction. This includes detailed analysis of morphological and syntactic phenomena and uncovering the mechanisms behind their emergence.

The grammatical features of advertising language are integral to its system, whose primary goal is to capture the consumer’s attention and persuade them to make an immediate purchase. Even when used independently of any specific form of written discourse, these features function as powerful tools of communication and persuasion. Understanding their role and effectiveness offers a deeper appreciation of how advertising texts influence and shape consumer behavior [Lastovetskaya 2005].

Sociolinguistic studies dedicated to male and female linguistic environments demonstrate that each gender group exhibits distinct language preferences. For instance, men and women tend to favor specific grammatical structures that align with their everyday experiences and communication styles.

Thus, the interplay between mass media and sociolinguistics is evident, particularly in how advertising texts are constructed. These constructions are often influenced by predefined social and gender roles. The approach to structuring such texts frequently aligns with a schematically defined “network of social roles,” which can be analyzed through the lens of target groups for any given advertisement. This connection underscores the role of advertising in both reflecting and reinforcing societal and gender-based norms while tailoring messages to resonate with specific audience segments [Ogilvi 2012].

Selecting the appropriate audience (or group) is one of the key factors in creating successful advertisements. The established system of common male and female social roles aids in analyzing different types of advertising texts according to their grammatical functions.

Pensioners, both male and female, form a distinct group that is not typically differentiated by gender. Advertisers often view them as a “source of savings accumulated over a lifetime”. Similarly, within “diversely structured” groups, there are subgroups of couples that form “family groups,” which may also be the focus of advertising—for example, working mothers, consumers, and others.

In general, every advertising text is directed toward three primary “centers”: the “head” (or cognitive center), the “heart” (or emotional center) and all the organs “below the waist” responsible for consumption.

Awareness of the persuasive effect and power of advertising language is crucial not only for linguistics as a science but also for consumers and even intellectual property protection. Understanding the mechanisms of psychological manipulation not only helps identify their impact on daily life but also provides a foundation for the further development of advertising as a type of discourse. Thus, the composition of the target audience determines the selection of linguistic tools in constructing an advertisement.

As noted earlier, there is a clear interconnection between mass media and sociolinguistics and the method of structuring advertising texts is predominantly influenced by social and gender roles. Of course, not every advertisement includes all the mentioned elements. The appropriateness of incorporating each depends on specific existing conditions.

In conclusion, the advertising text is a fully graphic and semiotic unit comprising specific structural elements that integrate linguistic and extralinguistic factors and implement a positive pragmatic orientation. All of the above highlights the unique role of advertising in modern society and justifies the necessity of a comprehensive linguistic analysis of advertising texts as an object of study.