PHONETIC STYLISTIC DEVICES OF VERBAL MANIPULATION IN ENGLISH AND ITALIAN FASHION ADVERTISEMENTS

This article deals with the analysis of manipulative potential of phonostylistic devices (alliteration and assonance) in English and Italian fashion advertisements. The objective is to analyse alliteration and assonance as techniques of verbal manipulation by conducting phonosemantic analysis. The results of this research demonstrate a more frequent use of phonostylistic techniques in English advertising slogans, in particular, alliteration, since this technique has a stronger influence due to hard consonant sounds. In addition, the combination of positive connotation of words in advertising slogans and the harmonious sound of alliteration and assonance contributes to linguistic manipulation.