Abstract
The article is devoted to the description of stylistic features of modern Spanish advertising discourse in the Internet space. For linguistic science, the interest in advertising discourse is mainly due to the general direction of the study of language as a tool of influence. Stylistic techniques and rhetorical figures contribute to achieving a communicative effect in advertising discourse, evoke emotions in recipients and create new convictions. Figures of speech play an important role in creating the ad copy or ad copy. It creates an advertising image for the product. The copywriter must choose the words so that they correctly affect the consumer's imagination, revealing some new aspects of the advertised object. The role of stylistics in advertising discourse is studied. The concept of the slogan is specified and its function in advertising is analyzed. The language of advertising messages is distinguished by its extreme concretization and semantic primitivism. The connotations are made present through the use of the most varied means. Rhetorical questions are quite frequent as a specialized means of influencing speech with a special expressive potential. The persuasive effect is determined by sentences containing syntactic constructions with an imperative mood.
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