LINGUISTIC ANALYSIS OF MANIPULATION IN ADVERTISING TEXTS: VERBAL AND NON-VERBAL STRATEGIES

Abstract

Advertising is a complex form of communication that goes far beyond simply providing information about products or services. This study explores the linguistic and semiotic mechanisms through which advertising shapes perception, evokes emotions, and influences consumer behavior. Both verbal and non-verbal elements are examined, including evaluative vocabulary, metaphors, analogies, repetition, contextualization, visual design, and digital cues such as emojis and interactive graphics. The research highlights how semantic multiplicity, figurative language, and evaluative markers allow advertisers to create persuasive messages that operate on multiple cognitive and emotional levels. Non-verbal and paralinguistic components complement verbal messages, enhancing their impact and guiding audience interpretation. Additionally, the study considers cross-platform and cultural variations, demonstrating how digital environments influence the reception of advertising messages.