Language creativity is increasingly vital in contemporary advertising, demanding that advertisements capture attention and resonate deeply with consumers. This article examines how phraseological units (PhUs), encompassing idioms, slogans, collocations, and metaphors, contribute to the memorability and persuasive impact of advertisements. Utilizing a linguistic analysis of illustrative examples and a theoretical overview grounded in cognitive and rhetorical principles, this study demonstrates that PhUs significantly boost emotional resonance, improve message recall, and solidify brand identity. The findings underscore the importance of strategic PU application in crafting effective and lasting advertising campaigns.

Phraseological Units (PhUs), Advertising Discourse, Persuasion, Memorability, Slogans, Brand Identity, Cultural Resonance, Rhetorical Effect

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