Linguistic Patterns of Neuro-Linguistic Programming in English-Language Advertising Discourse: A Case Study of Dove

The article investigates the linguistic patterns of Neuro-Linguistic Programming (NLP) in English-language advertising discourse, focusing on the persuasive strategies employed by the Dove brand. The study aims to identify and classify NLP-related techniques and examine their lexical, grammatical and pragmatic realization in cosmetic advertising. The empirical material consists of twelve authentic advertising fragments selected from Dove's official English-language resources. Descriptive, contextual, quantitative and discourse analysis methods are applied to explore the distribution and communicative functions of the identified patterns. Particular attention is devoted to truisms, reframing, concrete imagery, embedded presuppositions, command words, contrasts and evaluative expressions. The analysis considers how product benefits are combined with broader ideas of natural beauty, self-confidence, body acceptance and everyday self-care. Direct forms of address and positive evaluative vocabulary help personalize the messages, while contrasts and reframing invite readers to reconsider conventional beauty standards. References to product properties and expected effects lend specificity to promotional claims. The findings suggest that these linguistic resources work together to construct favourable brand associations and guide interpretations of skincare practices. The study concludes that NLP-related patterns provide a useful descriptive framework for examining persuasive language in Dove advertising, although their actual effects on consumer behaviour require separate empirical investigation. The results distinguish dominant techniques from patterns co-occurring in the same message. Further research could compare Dove with other skincare brands.