Лингвистический анализ рекламы парфюма в англоязычном и русскоязычном дискурсах

Вестник Удмуртского университета. 2026. Vol. 36. No. 2. P. 344–354.

E. V. Gabrielova, Yu. S. Sheviakova

In today's globalized world, the effectiveness of sales and the success of products largely rely on well-crafted advertising texts. Influenced by this factor and the growing competition, advertising continuously evolves, incorporating various linguistic, psychological, and cross-cultural techniques. This study focuses on the linguistic and stylistic analysis of perfume advertising texts within English and Russian discourses, aiming to identify and compare the linguistic and cross-cultural features presented in perfume marketing. The analysis of perfume advertising is particularly relevant due to its exceptional expressiveness, which can reveal the most productive linguistic tools and marketing strategies employed across different cultural and linguistic contexts. The research utilizes methods such as content, comparative, and quantitative analyses, and descriptive methods. The corpus for analysis includes 79 advertisements in English and Russian, which were sourced from official websites of perfume brands. The analysis shows that there are certain differences in English and Russian advertising texts in terms of phonetic and lexico-semantic features. The findings of this research may serve as a foundation for further studies in advertising discourse and as a resource for training copywriters and marketers in the perfume industry.

Keywords: рекламный текст, рекламный дискурс, advertising discourse, лингвистические особенности, persuasive strategies, advertising text, perfume discourse, linguistic features, дискурс парфюма, стратегия воздействия