The Employment of Linguistics in Analyzing Digital Advertising Discourse: A Descriptive-Analytical Study

Abstract

This research investigates the application of linguistics in the analysis of digital advertising discourse, with a particular focus on the linguistic, stylistic, and semantic structures through which advertisements fulfill their persuasive functions. The study adopts a descriptive-analytical methodology applied to a purposive sample of digital advertisements drawn from diverse sectors, including tourism, finance, cosmetics, food, and technology. The corpus was examined across multiple linguistic levels.

The results demonstrate that digital advertising discourse is distinguished by brevity, the frequent use of imperative and declarative structures, and a reliance on rhetorical devices such as repetition, exaggeration, alliteration, and superlatives to enhance persuasive impact. The findings further reveal that colloquial and local dialects are strategically employed to foster intimacy and relatability with audiences, whereas standard language serves to project seriousness and credibility. Moreover, the analysis underscores that digital advertisements do not operate at the textual level alone but rather achieve their effectiveness through the multimodal integration of linguistic, visual, and auditory elements, which collectively reinforce the communicative power of the message.