This article examines how social culture functions as a meaning-making “code” in Uzbek- and English-language advertising. Advertising is treated not merely as a marketing tool but as a cultural practice that circulates and reproduces values, norms, role expectations, and identity scripts. The framework integrates: (a) culture–consumer behavior links, (b) cultural-dimensions thinking in cross-cultural advertising research, (c) Hall’s high-/low-context communication, (d) the “advertising appeals” tradition, and (e) social semiotics and multimodal discourse analysis. The discussion highlights that Uzbek advertising often foregrounds collectivist and relational meanings (family, respect, tradition, trust) and is shaped by institutional constraints such as state-language requirements, whereas English-language advertising more frequently emphasizes individual choice, personal benefit, direct calls-to-action, and brand personhood. The key argument is that persuasive effectiveness depends strongly on cultural congruence and the localization of meanings—not simply on literal translation.
| Mualliflar | Фармонов Бекзод Бегматович, Исматова Рушана Руиддиновна |
|---|---|
| Jurnal | Innovative Pedagogy and Psychology |
| Nashr sanasi | 2026-06-18 |
| Jild | 9 |
| Son | 1 |
| Til | Ingliz |
рекламный дискурс; социальная культура; лингвокультура; контекстная коммуникация; социальная семиотика; локализация; ценностные апелляции, advertising discourse; social culture; cross-cultural communication; high-/low-context; social semiotics; localization; value appeals, reklama diskursi; ijtimoiy madaniyat; lingvomadaniyat; yuqori/past kontekst; semiotika; lokalizatsiya; qadriyat apellyatsiyalari
This article examines that maintaining the health of older people is one of the decisive factors in ensuring their active participation in public life and the transfer of cultural and spiritual heritage to future…
This article highlights the relevance of developing communicative competence in future teachers within the modern education system, its main components, ways of improving effective communication skills, and the role of…
This article examines the translation of normative and technical documentation (NTD) from Russian into Uzbek. It examines theoretical approaches to technical translation, identifies problems in conveying terminology and…
The article examines theoretical and practical aspects of using trainings in the educational process. The features of training methods as an effective means of developing students' professional and personal competencies…
Pedagogical staff, especially English language teachers in the system, had to upgrade their qualifications at least once every five years. Today, the training of teaching staff every five years is preserved in some CIS…
This article is focused on one of the necessary and priority areas of the educational process is updating the content of education, the need to pass a lesson on the basis of modernized, improved and scientific and…
This work, conducted on the topic "Psychological foundations of girls' career guidance in social activity", focuses on the psychological factors that girls face in the process of choosing a profession in modern society…
The integrative approach is important in shaping reading literacy in primary school students. Through this approach, students ' skills in understanding, analyzing and logical thinking of the text are developed based on…
This article explores the scientific-methodological approaches to developing the speech competence of primary school students in schools with Kazakh as the language of instruction, through Uzbek language lessons. It…
Developing mathematical thinking in future primary education teachers helps to form important skills necessary for their effective work in the educational process. This process provides teachers with the ability to…