CULTURAL VALUES AND VERBAL–VISUAL RHETORIC IN UZBEK AND ENGLISH ADVERTISING DISCOURSE

This article examines how six Uzbek and British brand promotions construct cultural meaning through words and images. The corpus comprises three product categories – pizza, bakery products and fashion – and is analyzed through functional status, semantic relations, composition and rhetorical integration. Food promotions in both contexts associate products with shared occasions; consequently, appeals to family and festivity are not uniquely national. In fashion, UMA explicitly refers to Uzbek cultural heritage, while Burberry places its garments within London narratives and British weather. The findings show how verbal framing gives cultural specificity to promotional imagery. Given the small, mixed-format sample, they concern represented meanings, not measured audience responses.