Abstract
Advertising discourse is a powerful tool employed by marketers to persuade consumers and drive purchasing behavior. Understanding the psycholinguistic features embedded within advertising messages is crucial for comprehending how these messages influence consumers' cognitive processes and decision-making. This article explores the intricate relationship between psycholinguistics and advertising discourse, shedding light on the cognitive mechanisms that underpin persuasion in marketing communications. Drawing on theoretical frameworks from psycholinguistics, cognitive psychology, and marketing, we examine how linguistic elements such as language choice, rhetorical devices, and semantic priming impact consumers' perception, comprehension, and evaluation of advertisements. Additionally, we discuss the role of psychological principles such as cognitive fluency, persuasion techniques, and emotional appeals in shaping advertising discourse. By elucidating the interplay between language, cognition, and persuasion, this article contributes to a deeper understanding of the mechanisms driving consumer behavior in the context of advertising.
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