Advertising is an integral part of modern communication systems. It plays a significant role in the economic, social, and cultural life of society. Through advertising texts, goods and services are promoted to a wide audience. In this process, the effective use of language becomes especially important. An advertising text performs not only an informative function but also a persuasive one. Therefore, the language of advertising possesses specific linguistic and stylistic features. Uzbek advertising texts, in particular, require comprehensive linguistic analysis. In recent years, scholarly interest in advertising discourse has increased considerably. The study of functional and stylistic characteristics of language units has become particularly relevant. Advertising texts actively employ lexical, morphological, and syntactic means. These linguistic elem ents serve specific communicative purposes. Each language unit is selected to enhance the persuasive power of the message. Stylistic devices contribute to the expressiveness and memorability of advertisements. Imagery, emotionality, and evaluation are esse ntial features of advertising discourse. Conciseness and clarity are also characteristic of advertising language. Uzbek advertising texts reflect national mentality and cultural values. This cultural dimension influences the choice of linguistic means. Pra gmatic factors play a crucial role in shaping advertising discourse. The author of an advertisement seeks to influence the target audience psychologically. For this reason, imperative forms and motivational expressions are widely used. Figurative language, including metaphors and phraseological units, enhances effectiveness. The functional -stylistic analysis of language units reveals their communicative potential. Advertising, Uzbek language, linguistics, stylistics, functional means, communicative functi on, pragmatics, language units, imagery, emotionality.