Cognitive Aspect of Advertising Discorce

Abstract

Advertising discourse has emerged as a significant channel of cognitive influence, shaping consumer behavior, cultural perception, and knowledge structures through both linguistic and visual elements. Drawing from cognitive linguistics and psychology, the study explores how advertisements utilize mental models, metaphors, and multimodal cues to engage attention, stimulate memory, and guide decision-making. The interaction of verbal and non-verbal signs activates consumer schemas and affects emotional-psychological responses. While previous studies have addressed the persuasive function of advertising, there remains a lack of integrative research linking linguistic cognition, emotional regulation, and the epistemological impact of advertising in multilingual contexts such as English and Uzbek. This paper aims to analyze the cognitive mechanisms embedded in advertising discourse and to assess how emotional, intuitive, and unconscious processes contribute to consumer perception and knowledge acquisition. The findings reveal that cognitive constructs such as conceptual metaphor, visual framing, and heuristic emotions—like curiosity and surprise—are instrumental in advertising’s persuasive power. Cognitive dissonance and stereotype manipulation also play key roles in shaping attitudes toward brand identity. The study provides a comprehensive synthesis of rational and irrational cognitive mechanisms within advertising, emphasizing their interplay in meaning-making and psychological influence. Understanding the cognitive structure of advertising discourse can enhance the development of more ethically responsible, culturally sensitive, and effective communication strategies in global media and multilingual marketing.