Author: Эгамбердиева, Ш.Д.

Annotation: The article examines metaphorized creolized texts (MCTs) as a key component of contemporary advertising discourse. MCTs, representing a synthesis of verbal and visual elements, create a unique linguistic structure aimed at maximizing impact on the target audience. The main focus is on analyzing metaphorization in advertising and its role in shaping an effective communication message. The article explores the nature of metaphorization and creolization, their implementation in advertising texts, and their influence on audience perception.

Keywords: metaphorized creolized texts, discourse, advertising message, metaphorization.

Pages in journal: 64 - 68