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Cognitive Analysis of Uzbek and English Advertisement in Gender Aspect

Year: 2025

Type: conference-paper

Abstract: This study examines the cognitive aspects of gender representation in Uzbek and English advertisements. Advertisements play a crucial role in shaping social perceptions of gender roles, often reinforcing or challenging cultural norms. By analyzing linguistic and visual elements, the study explores how gender identities are constructed and perceived in these two linguistic and cultural contexts. A comparative approach is applied to investigate differences and similarities in gender portrayals, focusing on lexical choices, imagery, and underlying ideologies. The findings reveal that while both Uzbek and English advertisements employ gender stereotypes, there are notable variations influenced by cultural, historical, and social factors.

Source: Zenodo (CERN European Organization for Nuclear Research)

DOI: 10.5281/zenodo.15175331

Author: Xayitmatova, Sevinch

Institution: Nordic International University

Language: English

Topic: Media, Gender, and Advertising

Subfield: Gender Studies

Field: Social Sciences

Domain: Social Sciences

SDG: Gender equality

Open Access status: green

OpenAlex ID: W6911890197

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