LINGUISTIC ANALYSIS OF ADVERTISING TEXTS IN ENGLISH AND UZBEK
DOI :
https://doi.org/10.5281/zenodo.17862701Résumé
This study explores the linguistic features of advertising texts in English and Uzbek, focusing on their structural, lexical, stylistic, and pragmatic characteristics. By comparing samples from print, digital, and outdoor advertisements, the research identifies how each language employs persuasive strategies, cultural codes, and discourse techniques. While English advertising tends to rely on creativity, brevity, and emotional appeal, Uzbek advertising frequently incorporates national cultural symbols, honorific expressions, and hybrid forms influenced by globalization. The findings reveal that both languages use universal persuasive mechanisms such as rhetorical devices, metaphorical framing, and imperative forms; however, the manifestation of these strategies differs due to linguistic typology and socio-cultural contexts. The study contributes to cross-linguistic advertising research and highlights the need for culturally adaptive promotional communication.
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