The Advertising Discourse in the Fashion Industry

Abstract

The contemporary advertising discourse constitutes a highly fertile ground for pragmalinguistic, rhetorical, and stylistic analysis due to its effective utilization of persuasion strategies, lexical creativity, the opposition between verbal and non-verbal elements, and stylistic contrasts. This study aims to provide, on the one hand, an analysis of advertising within the fashion industry and, on the other hand, an examination of consumer behavior and the process of adaptation to the evolving consumer society. The objective of the research is to explore, explain, and describe this phenomenon to facilitate a deeper understanding of both advertising itself and its relationship with members of the consumer society.  The primary goal of this study is to develop a model for analyzing advertising discourse, with a focus on elucidating its pragmatic significance. The analysis is centered on interpreting both linguistic and extralinguistic components of discourse, thereby enabling the identification and projection of its pragmatic aspects across different levels of language.