The article analyzes the features of the manifestation of

illocutionary and perlocutionary speech acts in advertising discourse

in the field of education in the Uzbek language from a

communicative-pragmatic point of view. The main goal of the

research is to reveal the dialectical relationship between the speakerʼs

intention (illocuction) and the resulting effect (perlocution) on the

listener in advertising texts. The work examines the illocutionary

features inherent in educational advertising, such as direct call to

action, promise of results, confidence in the methodology, and

arousal of a sense of urgency. Perlocutionary influence on the

audience is considered as an example of emotional, cognitive, and

behavioral changes. In the process of analysis, the pragmatic

possibilities of emotional-evaluative vocabulary, exclamation and

imperative forms, as well as modal units, are substantiated based on

various advertising samples. It has been established that these

linguistic tools perform such strategic tasks as instilling confidence

in the consumer, forming motivation, and encouraging decision-

making. The conclusions of the study are of great practical

importance in the development of effective advertising strategies in

the field of education, establishing interactive communication with

the audience, and a deeper understanding of the pragmalinguistic

nature of advertising language.