COMPARATIVE ANALYSIS OF LINGUO-CULTURAL FEATURES OF PHRASES IN ENGLISH AND UZBEK ADVERTISING DISCOURSE

Advertising serves not only as a means of promoting products and services but also as a reflection of the cultural values and communicative practices of a society. This study presents a comparative linguo-cultural analysis of advertising phrases in English and Uzbek, focusing on their lexical, syntactic, and pragmatic characteristics. The research is based on the theories of Hall (1976), Hofstede (2001), Brown and Levinson (1987), and Cook (2001), which provide a framework for examining the relationship between language, culture, and advertising discourse. The findings indicate that English advertising is characterized by direct communication, individualism, and explicit persuasive strategies, whereas Uzbek advertising emphasizes politeness, collectivism, family values, and cultural traditions. The study demonstrates that linguistic choices in advertising are closely influenced by cultural norms and communicative conventions. These findings contribute to a better understanding of cross-cultural advertising and highlight the importance of linguo-cultural factors in creating effective advertising messages.