ANALYSIS OF LEXICAL AND SEMANTIC FEATURES OF ENGLISH LANGUAGE ADVERTISING SLOGANS

Abstract

This paper explores the lexical and semantic features of English-language advertising slogans, emphasizing their strategic role in effective marketing communication. By analyzing word choice, sound patterns, emotional appeals, and cultural references, the study illustrates how slogans are crafted to capture attention, enhance brand identity, and influence consumer behavior. Lexical elements such as simplicity, alliteration, neologisms, and imperative forms contribute to memorability and engagement, while semantic strategies including metaphor, connotation, hyperbole, and ambiguity deepen the slogans' emotional and symbolic resonance. Through case studies of iconic slogans, the paper highlights the interplay between language and branding, suggesting that a nuanced understanding of linguistic techniques is essential for creating impactful advertising. Future research directions include cross-cultural comparisons to examine how these linguistic strategies vary in global markets.