From creolized texts to multimodal discourse: a theoretical shift in advertising analysis

Aminboeva, Shakhriniso

Ўзбекистонда хорижий тиллар (электрон илмий­методик журнал) · 2026-yil

Annotatsiya

Contemporary digital advertising has rendered the Soviet-derived concept of “creolized texts” analytically insufficient. This article argues, from a psycholinguistic and social-semiotic perspective, that Multimodal Discourse Analysis (MDA) provides the theoretically adequate successor framework for studying verbal-visual meaning-making in cross-cultural advertising. Drawing on the visual grammar of Kress and van Leeuwen, Forceville’s theory of multimodal metaphor, Fauconnier’s mental spaces model, and the Uzbek psycholinguistic tradition of Safarov, the study presents a comparative corpus analysis of 100 automotive advertisements (50 English, and 50 Uzbek) collected from the official web platforms of Land Rover (UK) and BYD (Uzbekistan) between 2022 and 2025. The analysis demonstrates that the two corpora employstructurally distinct multimodal strategies: Land Rover campaigns construct individualistic survival metaphors through adversarial landscape composition, low-key chromatic registers, and minimal verbal anchors, while BYD’s Uzbek-market campaigns build metaphors of collective prosperity and spiritual blessing through centered composition, warm chromatic palettes, family- oriented gaze structures, and culturally resonant verbal activators such as “baraka”. These findings confirm that multimodal meaning-making is a culturally situated practice and that the reception of multimodal metaphors is shaped by culturally specific mental spaces within the receiver’s linguistic consciousness. The article concludes with methodological recommendations for future experimental reception on multimodal research.

Maqola ma’lumotlari
MualliflarAminboeva, Shakhriniso
JurnalЎзбекистонда хорижий тиллар (электрон илмий­методик журнал)
NashriyotЎзбекистон давлат жаҳон тиллари университети
ISSN2181-8215
Nashr sanasi2026-04-20
Jild67
Son2
Betlar44-66
TilIngliz
Ilmiy sohaFilologiya
DOI10.36078/1778828855
Indeksga qo‘shilgan2026-08-26

DOI: 10.36078/1778828855 · Maqolaning asl sahifasi

Kalit so‘zlar

multimodal discourse analysis, creolized text, advertising discourse, linguistic consciousness, multimodal metaphor, cross-cultural communication, automotive industry

Ilmiy soha

Filologiya

Iqtibos keltirish

APAAminboeva, Shakhriniso (2026). FROM CREOLIZED TEXTS TO MULTIMODAL DISCOURSE: A THEORETICAL SHIFT IN ADVERTISING ANALYSIS. Ўзбекистонда хорижий тиллар (электрон илмий­методик журнал), 67(2), 44-66. https://doi.org/10.36078/1778828855
GOST (OAK)Aminboeva, Shakhriniso FROM CREOLIZED TEXTS TO MULTIMODAL DISCOURSE: A THEORETICAL SHIFT IN ADVERTISING ANALYSIS // Ўзбекистонда хорижий тиллар (электрон илмий­методик журнал). – 2026. – T. 67, № 2. – P. 44-66. – DOI: 10.36078/1778828855.
MLAAminboeva, Shakhriniso. “FROM CREOLIZED TEXTS TO MULTIMODAL DISCOURSE: A THEORETICAL SHIFT IN ADVERTISING ANALYSIS.” Ўзбекистонда хорижий тиллар (электрон илмий­методик журнал), 67(2), 44-66, 2026. https://doi.org/10.36078/1778828855
ChicagoAminboeva, Shakhriniso. “FROM CREOLIZED TEXTS TO MULTIMODAL DISCOURSE: A THEORETICAL SHIFT IN ADVERTISING ANALYSIS.” Ўзбекистонда хорижий тиллар (электрон илмий­методик журнал), 67(2), 44-66 (2026). https://doi.org/10.36078/1778828855
HarvardAminboeva, Shakhriniso (2026) ‘FROM CREOLIZED TEXTS TO MULTIMODAL DISCOURSE: A THEORETICAL SHIFT IN ADVERTISING ANALYSIS’, Ўзбекистонда хорижий тиллар (электрон илмий­методик журнал), 67(2), 44-66. https://doi.org/10.36078/1778828855
BibTeX
@article{aminboevashakhriniso2026,
  title = {FROM CREOLIZED TEXTS TO MULTIMODAL DISCOURSE: A THEORETICAL SHIFT IN ADVERTISING ANALYSIS},
  author = {Aminboeva, Shakhriniso},
  journal = {Ўзбекистонда хорижий тиллар (электрон илмий­методик журнал)},
  year = {2026},
  volume = {67},
  number = {2},
  pages = {44-66},
  doi = {10.36078/1778828855},
  url = {https://doi.org/10.36078/1778828855}
}

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