VERBAL REPRESENTATION OF CULTURAL CODES IN ADVERTISING: A COMPARATIVE STUDY OF ENGLISH AND UZBEK LANGUAGES

Authors

  • O‘rinova Dildora Bekmaxmatovna Shahrisabz State Pedagogical Institute, Department of Foreign Language Theory and Practice Author
  • Turayeva Gulnora Zafar qizi Shahrisabz State Pedagogical Institute, 4th-Year Student of Foreign Language and Literature, Uzbekistan Author

Keywords:

Advertising discourse, cultural codes, verbal representation, comparative linguistics, English, Uzb.

Abstract

This study examines the verbal representation of cultural codes in advertising discourse in English and Uzbek languages. Advertising language reflects cultural values through idioms, metaphors, and fixed expressions. The research identifies that English advertisements mainly emphasize individuality, freedom, and innovation, while Uzbek advertisements highlight collectivism, family values, and tradition. The comparative analysis shows how linguistic strategies are shaped by cultural differences in persuasive communication.

References

1.Cook, G. (2001). The Discourse of Advertising. Routledge.

2.Kress, G. (2010). Multimodality: A Social Semiotic Approach.

3.Leech, G. (1966). English in Advertising.

4.Relevant articles on advertising discourse and cultural linguistics.

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Published

2026-04-16

Issue

Vol. 2 No. 4 (2026)

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

VERBAL REPRESENTATION OF CULTURAL CODES IN ADVERTISING: A COMPARATIVE STUDY OF ENGLISH AND UZBEK LANGUAGES. (2026). Eureka Journal of Language, Culture & Social Change, 2(4), 63-65. https://eurekaoa.com/index.php/3/article/view/814