Mechanisms of reflecting national identity in advertising

Qudratova Shaxnoza Qodirovna

World of Philology · 2026-yil

Annotatsiya

This study explores the mechanisms through which national identity is reflected in advertising, focusing on Uzbek and English advertisements. Advertising serves not only as a tool for promoting products and services but also as a medium for cultural expression, transmitting values, traditions, and collective identity. Using functional-semantic and semiotic analysis, the research examines linguistic, visual, and pragmatic strategies employed to convey national distinctiveness. The results reveal that Uzbek advertisements frequently utilize cultural symbols, idiomatic expressions, and family-oriented narratives, while English advertisements emphasize individualism, innovation, and globalized lifestyle imagery. The study highlights how national identity in advertising is constructed, negotiated, and adapted to contemporary communicative contexts.

Maqola ma’lumotlari
MualliflarQudratova Shaxnoza Qodirovna
JurnalWorld of Philology
NashriyotЎзбекистон давлат санъат ва маданият институтининг Фарғона минтақавий филиали
Nashr sanasi2026-09-11
Jild5
Son4
Betlar516-520
TilIngliz
Ilmiy sohaFilologiya
DOI10.70728/phil.v05.i04.089
Indeksga qo‘shilgan2026-09-13

DOI: 10.70728/phil.v05.i04.089 · Maqolaning asl sahifasi

Kalit so‘zlar

advertising discourse, functional-semantic analysis, semiotics, Uzbek advertising, English advertising, cultural representation, pragmatic strategies

Ilmiy soha

Filologiya

Iqtibos keltirish

APAQudratova Shaxnoza Qodirovna (2026). MECHANISMS OF REFLECTING NATIONAL IDENTITY IN ADVERTISING. World of Philology, 5(4), 516-520. https://doi.org/10.70728/phil.v05.i04.089
GOST (OAK)Qudratova Shaxnoza Qodirovna MECHANISMS OF REFLECTING NATIONAL IDENTITY IN ADVERTISING // World of Philology. – 2026. – T. 5, № 4. – P. 516-520. – DOI: 10.70728/phil.v05.i04.089.
MLAQudratova Shaxnoza Qodirovna. “MECHANISMS OF REFLECTING NATIONAL IDENTITY IN ADVERTISING.” World of Philology, 5(4), 516-520, 2026. https://doi.org/10.70728/phil.v05.i04.089
ChicagoQudratova Shaxnoza Qodirovna. “MECHANISMS OF REFLECTING NATIONAL IDENTITY IN ADVERTISING.” World of Philology, 5(4), 516-520 (2026). https://doi.org/10.70728/phil.v05.i04.089
HarvardQudratova Shaxnoza Qodirovna (2026) ‘MECHANISMS OF REFLECTING NATIONAL IDENTITY IN ADVERTISING’, World of Philology, 5(4), 516-520. https://doi.org/10.70728/phil.v05.i04.089
BibTeX
@article{qudratovashaxnozaqodirovna2026,
  title = {MECHANISMS OF REFLECTING NATIONAL IDENTITY IN ADVERTISING},
  author = {Qudratova Shaxnoza Qodirovna},
  journal = {World of Philology},
  year = {2026},
  volume = {5},
  number = {4},
  pages = {516-520},
  doi = {10.70728/phil.v05.i04.089},
  url = {https://doi.org/10.70728/phil.v05.i04.089}
}

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