The role of methodological figures in medical advertisements

Abstract

In recent years, there has been a growing interest in the study of the media. In particular, the study of the language and style of advertising, which has become a major tool in the media, is gaining more and more attention among scientists. In modern society, advertising texts play the most important communicative function. This is not surprising. Because in a free market of goods and ideas, “advertising is the engine of development.” One way to create a bright emotional image in advertisements is to make effective use of stylistic figures in them. This article discusses the use of stylistic figures in advertising, such as repetition, antithesis, anaphora, assonance, inversion, gradation, etc., as a means of increasing their effectiveness. These ideas are explained in the example of medical advertising texts. Stylistic figures not only make the advertising text attractive and effective, but also help the advertised product to be quickly imprinted in the minds of the recipient.