LINGUISTIC AND PRAGMATIC FEATURES OF MASS MEDIA ADVERTISEMENTS IN UZBEK AND ENGLISH

Abstrak

This article examines the linguistic and pragmatic dimensions of mass media advertisements in Uzbek and English, highlighting their distinctive characteristics, shared persuasive mechanisms, and culture-specific adaptations. Through comparative analysis, it explores lexical choices, syntactic structures, stylistic devices, and pragmatic strategies such as speech acts, implicature, and presupposition that advertisers employ to influence consumer behavior. English advertising discourse often prioritizes brevity, creativity, individualism, and direct persuasion, drawing on wordplay, hyperbole, and emotional appeals tailored to global, fast-paced markets. In contrast, Uzbek advertising integrates national cultural values, collectivist orientations, rhythmic and emotive elements, and hybrid linguistic forms influenced by globalization. The study underscores how linguistic typology, socio-cultural contexts, and pragmatic intent shape advertising effectiveness in both languages, contributing to a deeper understanding of cross-cultural communication in commercial discourse. Findings reveal universal persuasive techniques alongside significant divergences rooted in linguistic systems and societal norms, offering insights for translation, marketing, and linguistic theory.