This article analyzes the stages of studying advertising from a linguistic perspective. How advertising was formed and developed in the history of mankind, its linguistic features and modern trends are considered. Traditional forms of advertising and modern digital advertising methods are compared, their communicative features and level of effectiveness are evaluated. Also, the linguistic and strategic aspects of advertising texts, methods of influencing the consumer's consciousness, and the stylistic, semantic and pragmatic features of advertising language are extensively analyzed. The development of advertising in today's digital environment, personalization through artificial intelligence and algorithms, and the importance of contextual advertising are also covered in detail.

linguistics, stages of development of advertising, communicative features, linguistic analysis, advertising text, marketing strategies, artificial intelligence, consumer psychology.

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