LINGUISTIC COMPARATIVE ANALYSIS OF ADVERTISING MEDIA TEXTS (ON THE EXAMPLE OF ENGLISH AND UZBEK LANGUAGES)

Abstract

This study presents an in-depth analysis of the linguistic and cultural aspects of advertising discourse in English and Uzbek, highlighting their similarities and differences. The main focus is on the use of connotative coherence, commercial intent, and language play in advertising texts. The research explores cultural values and processes of cultural adaptation as expressed through language and communicative strategies. Special attention is given to advertisements for automobiles, food products, and cosmetics, analyzing their unique approaches within English and Uzbek cultures. The study examines contemporary trends and stylistic features of advertising texts, as well as the distinctions and parallels based on anthropocentric approaches and linguistic strategies. The findings emphasize the importance of considering cultural and linguistic factors in the translation of advertising materials and the creation of effective advertisements. This work provides a solid theoretical foundation for applied research in linguistics, marketing, cultural studies, and communication.