LEXICAL EXPRESSIVE MEANS AND STYLISTIC DEVICES

This article explores the role of lexical expressive means and stylistic devices in language, particularly focusing on their use in both literary and non-literary texts. Lexical expressive means refer to the specific use of words and phrases to convey emotional or cognitive effects, while stylistic devices encompass broader linguistic techniques employed to enhance the aesthetic and functional aspects of communication. Through a qualitative, descriptive approach, the study examines literary works and advertisements, analyzing how devices such as metaphor, irony, hyperbole, and alliteration function in these contexts. The research highlights the contrast in their use-literary texts emphasize complexity and thematic depth, while advertisements focus on persuasion and emotional appeal. The article underscores the significance of these devices in shaping the reader’s or audience's perception and engagement, offering insights into their application in various forms of communication.