Abstract:
The primary purpose of this research is to unravel the linguistic strategies employed in advertising discourse in English and Ukrainian languages. The study aims to identify and analyze the lexical features, with a specific focus on human appearance descriptions, to gain insights into the cultural and linguistic dynamics influencing advertising practices.
Objectives:
1. to identify characteristic features of present-day English and Ukrainian advertising discourse;
2. to develop a methodology for lexical means research in advertising;
3. to select samples and sources for analysis;
4. to examine the lexical features of contemporary English advertisements;
5. to reveal the lexical specificity of contemporary Ukrainian advertisements;
6. to conduct an empirical analysis of lexical means in English and Ukrainian advertising.
