Comparative Focus on the Translation of Advertisements in English and Uzbek
Year: 2025
Type: article
Abstract: This study explores the grammatical, linguistic, and pragmatic features of advertising texts in English and Uzbek, highlighting cross-cultural differences in their structure, style, and communicative intent. Drawing on the works of prominent media linguists such as Shmelev, Kostomarov, Teun van Dijk, Fairclough, and Montgomery, the research situates advertisements within broader frameworks of discourse and pragmatics. English advertisements are shown to rely heavily on grammatical economy—using nominative and elliptical phrases, imperative and declarative structures, and various syntactic devices such as inversion, comparison, and modality—to achieve precision and persuasive impact. Conversely, Uzbek advertisements tend to favor rhythmic patterns, rhyme, and emotive expressions to appeal to cultural sensibilities and collective identity. The study argues that these linguistic and grammatical strategies function as persuasive tools shaped by cultural norms, gendered communication styles, and sociolinguistic contexts. Through comparative analysis, it concludes that translating and adapting advertisements between English and Uzbek requires not only linguistic equivalence but also an understanding of pragmalinguistic and cultural dimensions that influence consumer perception and emotional response.
Language: English
Subfield: Language and Linguistics
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7092295876
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