VERBAL REPRESENTATION OF CULTURAL CODES IN ADVERTISING: A COMPARATIVE STUDY OF ENGLISH AND UZBEK LANGUAGES
- Authors
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O‘rinova Dildora Bekmaxmatovna
Shahrisabz State Pedagogical Institute, Department of Foreign Language Theory and Practice
Author
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Turayeva Gulnora Zafar qizi
Shahrisabz State Pedagogical Institute, 4th-Year Student of Foreign Language and Literature, Uzbekistan
Author
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- Keywords:
- Advertising discourse, cultural codes, verbal representation, comparative linguistics, English, Uzb.
- Abstract
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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
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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.
- Downloads
- Published
- 2026-04-16
- Issue
- Vol. 2 No. 4 (2026)
- Section
- Articles
- License
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This work is licensed under a Creative Commons Attribution 4.0 International License.
