This article examines the linguopragmatic means of

expressing relationships in commercial and political

advertising slogans. The relevance of the research is

determined by the strong influence of advertising and political

communication on shaping and managing public

consciousness in modern society. The insufficient

development of research on the linguopragmatic features of

advertising highlights the scientific novelty of this work. The

aim of the research is to determine the role of linguopragmatic

means used in advertising slogans in expressing attitudes, and

to reveal the similarities and differences between commercial

and political advertising. The research methodology includes

contextual, linguopragmatic, and comparative-typological

analysis, as well as corpus linguistics methods. The study

found that imperative constructions prevail in commercial

advertising, while affirmative declarative statements are more

commonly used in political slogans. Lexically, abstract

positive terms dominate in commercial advertising, whereas

value-oriented terms are prevalent in political advertising. The

mechanisms of influence of rhetorical figures (metaphor,

antithesis, hyperbole) and pragmatic means (presuppositions,

implications, deixis) were analyzed. The research results

enable the improvement of creating and analyzing advertising

texts, deepening knowledge about linguistic means of

expressing attitudes, as well as developing methodological

guidelines for creating effective slogans, taking into account

the mechanisms of pragmatic influence.