GRAMMATICAL AND STYLISTIC CHARACTERISTICS OF ADVERTISEMENTS IN UZBEK AND ENGLISH
Keywords:
advertising discourse, advertising language, stylistic devices, grammatical features, euphemisms, neologisms, Uzbek advertising, English advertising, persuasive communication, linguistic analysis.Abstract
This article analyzes the grammatical and stylistic characteristics of advertising
texts in Uzbek and English. The study examines advertising discourse as an important
means of communication that combines informative, persuasive, emotional, and
aesthetic functions. Particular attention is given to grammatical features such as
imperative constructions, concise sentence structures, politeness forms, and direct
appeals, as well as stylistic devices including metaphor, hyperbole, repetition,
alliteration, assonance, pun, and phraseological expressions. The research also
explores the role of euphemisms and neologisms in creating positive associations and
expressing innovation in advertising language. A comparative analysis demonstrates
that Uzbek advertisements mainly emphasize national values, politeness, and
emotionality, while English advertisements focus on brevity, directness, humor, and
individualism. The findings show that advertising language reflects not only
commercial purposes but also cultural traditions, social mentality, and communication
styles in different linguistic environments.
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