The article presents a comparative linguistic analysis of medical terminology used in English- and Russian-language pharmaceutical advertising. The study focuses on the lexical-semantic, structural, pragmatic and discourse functions of specialized medical terms and examines how terminology contributes not only to informational precision but also to the persuasive construction of scientific credibility, therapeutic efficacy and perceived safety. English-language pharmaceutical advertising commonly combines terms such as disease, symptom, treatment, clinically proven, active ingredient, side effect, risk and prescription with consumer-oriented explanations and action-oriented constructions. Russian-language advertising frequently integrates units such as симптомы, лечение, действующее вещество, противопоказания, эффективность, воспаление, обезболивающий and инструкция with regulatory warnings and functional descriptions of the product. The comparison suggests that English advertising more visibly constructs the consumer as an active participant in health-related decision-making, whereas Russian advertising tends to foreground indications, functional action and conditions of use. Particular attention is paid to the balance between terminological precision and popularization, the use of metaphor, euphemization, modality and risk-benefit framing. The analysis also considers the influence of regulatory environments on linguistic choices, especially the requirement to communicate risks, contraindications and limits of use. The findings can be applied in medical translation, terminology studies, advertising discourse analysis and health communication.
| Mualliflar | Arazboyeva, Zulfiya, Аразбоева, Зульфия, Arazboyeva , Zulfiya |
|---|---|
| Jurnal | Хорижий лингвистика ва лингводидактика |
| Nashriyot | Самарқанд давлат чет тиллар институти |
| ISSN | 0000-0003, 4295-8199 |
| Nashr sanasi | 2026-09-25 |
| Jild | 4 |
| Son | 8/S |
| Betlar | 95-104 |
| Til | Ingliz |
| Ilmiy soha | Filologiya |
| DOI | 10.47689/2181-3701-vol4-iss8/s-pp95-104 |
| Indeksga qo‘shilgan | 2026-10-08 |
DOI: 10.47689/2181-3701-vol4-iss8/s-pp95-104 · Maqolaning asl sahifasi
farmatsevtika reklamasi, tibbiy terminologiya, reklama diskursi, qiyosiy lingvistika, ingliz tili, rus tili, pragmatika, persuasivlik, terminologik ekvivalentlik, sog‘liq kommunikatsiyasi, фармацевтическая реклама, медицинская терминология, рекламный дискурс, сопоставительная лингвистика, английский язык, русский язык, прагматика, персуазивность, терминологическая эквивалентность, медицинская коммуникация, pharmaceutical advertising, medical terminology, advertising discourse, comparative linguistics, English, Russian, pragmatics, persuasion, terminological equivalence, health communication
| APA | Arazboyeva, Zulfiya, Аразбоева, Зульфия, & Arazboyeva , Zulfiya (2026). Medical Terminology in English and Russian Pharmaceutical Advertising: A Comparative Linguistic Analysis. Хорижий лингвистика ва лингводидактика, 4(8/S), 95-104. https://doi.org/10.47689/2181-3701-vol4-iss8/s-pp95-104 |
|---|---|
| GOST (OAK) | Arazboyeva, Zulfiya, Аразбоева, Зульфия, Arazboyeva , Zulfiya Medical Terminology in English and Russian Pharmaceutical Advertising: A Comparative Linguistic Analysis // Хорижий лингвистика ва лингводидактика. – 2026. – T. 4, № 8/S. – P. 95-104. – DOI: 10.47689/2181-3701-vol4-iss8/s-pp95-104. |
| MLA | Arazboyeva, Zulfiya, Аразбоева, Зульфия, and Arazboyeva , Zulfiya. “Medical Terminology in English and Russian Pharmaceutical Advertising: A Comparative Linguistic Analysis.” Хорижий лингвистика ва лингводидактика, 4(8/S), 95-104, 2026. https://doi.org/10.47689/2181-3701-vol4-iss8/s-pp95-104 |
| Chicago | Arazboyeva, Zulfiya, Аразбоева, Зульфия, and Arazboyeva , Zulfiya. “Medical Terminology in English and Russian Pharmaceutical Advertising: A Comparative Linguistic Analysis.” Хорижий лингвистика ва лингводидактика, 4(8/S), 95-104 (2026). https://doi.org/10.47689/2181-3701-vol4-iss8/s-pp95-104 |
| Harvard | Arazboyeva, Zulfiya, Аразбоева, Зульфия, and Arazboyeva , Zulfiya (2026) ‘Medical Terminology in English and Russian Pharmaceutical Advertising: A Comparative Linguistic Analysis’, Хорижий лингвистика ва лингводидактика, 4(8/S), 95-104. https://doi.org/10.47689/2181-3701-vol4-iss8/s-pp95-104 |
| BibTeX | @article{arazboyevazulfiya2026,
title = {Medical Terminology in English and Russian Pharmaceutical Advertising: A Comparative Linguistic Analysis},
author = {Arazboyeva, Zulfiya and Аразбоева, Зульфия and Arazboyeva , Zulfiya},
journal = {Хорижий лингвистика ва лингводидактика},
year = {2026},
volume = {4},
number = {8/S},
pages = {95-104},
doi = {10.47689/2181-3701-vol4-iss8/s-pp95-104},
url = {https://doi.org/10.47689/2181-3701-vol4-iss8/s-pp95-104}
} |
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