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specific communicative effects. According to Tanaka [4], "advertisers
intentionally flout maxims of quality, quantity, relevance, and manner to
generate implicatures that attract consumer attention."
In Uzbek and English economic advertisements, different pragmatic
strategies are employed to persuade potential customers. These include
speech acts (directives, commissives, assertives), presupposition, implicature,
and deixis. The cultural context significantly influences how these strategies
are implemented in each language.
Speech acts represent a fundamental aspect of pragmatic analysis in
advertising. In English economic advertisements, directive speech acts
(commands, requests) are frequently used: "Buy now," "Don't miss this
opportunity," "Visit our website today" [5]. These direct appeals to action are
considered acceptable and effective in English-speaking contexts.
In contrast, Uzbek economic advertisements tend to employ more
indirect speech acts, often using commissives (promises) and assertives
(statements of fact) rather than direct commands. As Umarova [6] points out,
"Uzbek advertising discourse demonstrates preference for indirect persuasion
strategies that align with cultural values of politeness and collective decision-
making." This difference reflects deeper cultural variations in communication
styles and social hierarchies.
Both languages utilize implicature and presupposition as powerful tools
for persuasion, but with notable differences. English advertisements
frequently employ conversational implicatures where meanings are conveyed
without being explicitly stated. According to Morgan [7], "English advertising
relies heavily on the audience's ability to infer unstated claims, creating
engagement through cognitive processing."
Uzbek advertisements, however, tend to utilize more conventional
implicatures that align with shared cultural knowledge. Presuppositions in
Uzbek advertisements often appeal to traditional values and collective
identity, while English advertisements presuppose individual choice and
personal benefit [8]. For example, Uzbek advertisements might presuppose
family approval as an important factor, while English advertisements
presuppose consumer autonomy.
The implementation of politeness strategies significantly differs between
Uzbek and English economic advertisements. Brown and Levinson's [9]
politeness theory provides a framework for understanding these differences.
English advertisements often employ positive politeness strategies that
emphasize closeness and common ground with consumers through informal
language and direct address.
Uzbek economic advertisements, reflecting the high-context culture,
demonstrate greater use of negative politeness strategies that show
deference and respect. Abdullayev [10] notes that "Uzbek advertising discourse
maintains social distance through formal language and indirect requests, in 126

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