The article examines the linguocultural potential of the toponym “Astana” as a significant linguistic unit in contemporary advertising discourse in Kazakhstan. The aim of the study is to identify the historical, semantic, and cultural components of the toponym “Astana” represented in advertising texts. The research material comprises data from the advertising subcorpus of the National Corpus of the Kazakh Language. Using corpus-based, semantic, and linguocultural analysis, the study identifies the main functions of the toponym, as well as patterns of its frequency and variation depending on the stylistic characteristics and communicative orientation of the text. Particular attention is paid to the actualization of the toponym’s cultural and historical meanings, its role in shaping local identity, and its contribution to constructing positive images of the city. The findings demonstrate that the toponym “Astana” can be regarded as an important linguocultural resource of advertising communication.

Keywords: toponym, advertising discourse, linguocultural studies, toponymy, corpus analysis, National Corpus of the Kazakh Language