Abstract
The implementation of the concept of health in modern advertising discourse of the Kyrgyz language is considered on the basis of newspaper publications. Advertising discourse of a certain language is an expressive and multifunctional platform for conducting conceptual research. Complex cognitive mechanisms and advertising strategies used to influence perception and behavior in relation to the concept of health are analyzed using examples of advertising texts in the Kyrgyz language; Also analyzed are the methods of persuasion with which the writers of advertising texts create advertisements in order to form a certain opinion among consumers that is necessary for the advertiser.
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