Advertising in the context of gender communication: linguistic and sociological analysis

Kholboboyeva , Aziza, Холбобоева , Азиза, Xolboboyeva , Aziza

Хорижий лингвистика ва лингводидактика · 2025-yil

Annotatsiya

This article analyzes advertising texts from both linguistic and sociological perspectives in the context of gender communication. Advertising text is not merely a simple medium for promoting a product or service; it is also a profound socio-cultural phenomenon. From a linguistic point of view, an advertisement incorporates all levels of language — lexical, syntactic, pragmatic, and stylistic features — while also reflecting the culture, values, social norms, and stereotypes of the society. Through advertising texts, social stereotypes, elements of intercultural communication, gender-specific language used for men and women, powerful persuasive mechanisms, and layers of meaning are revealed. The study conducts lexical, stylistic, and pragmatic analysis based on examples from Western and local advertisements, also considering instances of code-switching. Furthermore, it explores how cultural values, social context, and communicative goals are expressed through advertising language. The visual and verbal construction of male and female images demonstrates how gender roles are shaped. In conclusion, the significance of advertising language in shaping modern trends and gender-based social consciousness is substantiated.

Maqola ma’lumotlari
MualliflarKholboboyeva , Aziza, Холбобоева , Азиза, Xolboboyeva , Aziza
JurnalХорижий лингвистика ва лингводидактика
NashriyotСамарқанд давлат чет тиллар институти
ISSN0000-0003, 4295-8199
Nashr sanasi2025-05-15
Jild3
Son3
Betlar1-8
TilIngliz
Ilmiy sohaFilologiya
DOI10.47689/2181-3701-vol3-iss3-pp1-8
Indeksga qo‘shilgan2026-08-26

DOI: 10.47689/2181-3701-vol3-iss3-pp1-8 · Maqolaning asl sahifasi

Kalit so‘zlar

социальный стереотип, социальный контекст, кросс-культурная коммуникация, западная реклама, смысловой слой, «сильное» влияние, реклама, ориентированная на мужчин и женщин, прагматический анализ, «code-switching», коммуникативная цель, социальный стереотип, социальный контекст, кросс-культурная коммуникация, западная реклама, смысловой слой, «сильное» влияние, реклама, ориентированная на мужчин и женщин, прагматический анализ, «code-switching», коммуникативная цель, social stereotype, social context, cross-cultural communication, Western advertising, semantic layer, “strong” influence, advertising aimed at men and women, pragmatic analysis, “code switching”, communicative goal

Ilmiy soha

Filologiya

Iqtibos keltirish

APAKholboboyeva , Aziza, Холбобоева , Азиза, & Xolboboyeva , Aziza (2025). Advertising in the context of gender communication: linguistic and sociological analysis. Хорижий лингвистика ва лингводидактика, 3(3), 1-8. https://doi.org/10.47689/2181-3701-vol3-iss3-pp1-8
GOST (OAK)Kholboboyeva , Aziza, Холбобоева , Азиза, Xolboboyeva , Aziza Advertising in the context of gender communication: linguistic and sociological analysis // Хорижий лингвистика ва лингводидактика. – 2025. – T. 3, № 3. – P. 1-8. – DOI: 10.47689/2181-3701-vol3-iss3-pp1-8.
MLAKholboboyeva , Aziza, Холбобоева , Азиза, and Xolboboyeva , Aziza. “Advertising in the context of gender communication: linguistic and sociological analysis.” Хорижий лингвистика ва лингводидактика, 3(3), 1-8, 2025. https://doi.org/10.47689/2181-3701-vol3-iss3-pp1-8
ChicagoKholboboyeva , Aziza, Холбобоева , Азиза, and Xolboboyeva , Aziza. “Advertising in the context of gender communication: linguistic and sociological analysis.” Хорижий лингвистика ва лингводидактика, 3(3), 1-8 (2025). https://doi.org/10.47689/2181-3701-vol3-iss3-pp1-8
HarvardKholboboyeva , Aziza, Холбобоева , Азиза, and Xolboboyeva , Aziza (2025) ‘Advertising in the context of gender communication: linguistic and sociological analysis’, Хорижий лингвистика ва лингводидактика, 3(3), 1-8. https://doi.org/10.47689/2181-3701-vol3-iss3-pp1-8
BibTeX
@article{kholboboyevaaziza2025,
  title = {Advertising in the context of gender communication: linguistic and sociological analysis},
  author = {Kholboboyeva , Aziza and Холбобоева , Азиза and Xolboboyeva , Aziza},
  journal = {Хорижий лингвистика ва лингводидактика},
  year = {2025},
  volume = {3},
  number = {3},
  pages = {1-8},
  doi = {10.47689/2181-3701-vol3-iss3-pp1-8},
  url = {https://doi.org/10.47689/2181-3701-vol3-iss3-pp1-8}
}

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