CONCEPTUAL METAPHORS OF MASCULINITY AND FEMININITY IN UZBEK AND ENGLISH ADVERTISEMENTS: A COGNITIVE LINGUISTIC STUDY
Abstract
This study examines conceptual metaphors of masculinity and femininity in Uzbek and English advertisements from a cognitive linguistic perspective. Based on Conceptual Metaphor Theory, it analyzes how gender identities are constructed through metaphorical mappings in advertising discourse. A qualitative comparative approach was applied to a corpus of 100 advertisements (50 Uzbek and 50 English). The findings show that Uzbek advertisements mainly use traditional, family-centered metaphors, while English advertisements demonstrate more diverse and dynamic representations emphasizing empowerment and individuality. The study concludes that conceptual metaphors are culturally grounded cognitive structures that shape and reflect gender perceptions in advertising discourse.
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