Page 129 - Konferensiya to'plami - 1 (ASR)

accordance with cultural norms of respect and hierarchy." These differences
highlight how deeply cultural values are embedded in advertising language.
The lexical choices in economic advertisements reveal significant
pragmatic differences. English advertisements frequently employ metaphors,
hyperbole, and comparative structures to create persuasive effects. The use of
superlatives and intensifiers is common: "the best," "revolutionary,"
"extraordinary." These linguistic choices reflect cultural values of competition
and innovation.
Uzbek economic advertisements, while adopting some global advertising
techniques, maintain distinct lexical features. They often utilize more poetic
language, traditional metaphors, and cultural references that resonate with
local audiences. Repetition, rhythm, and culturally significant terminology are
pragmatic tools that create persuasive effects aligned with Uzbek cultural
expectations and communication patterns.
A significant difference between Uzbek and English economic
advertisements lies in their application of emotional appeals. English
advertisements typically employ a wide range of emotional triggers, from
happiness and excitement to fear and anxiety, depending on the product
category and target audience. Western advertising frequently leverages
emotional contrast to create memorable impressions, moving audiences
between negative and positive emotional states within a single advertisement.
Uzbek economic advertisements, however, show a stronger preference
for positive emotional appeals that align with cultural values of harmony and
optimism. Negative emotional appeals, such as fear or guilt, appear less
frequently in Uzbek advertising discourse and are generally more subtle when
employed. This aligns with broader cultural communication patterns that
emphasize maintaining positive social relationships and avoiding direct
confrontation.
The effectiveness of these different emotional strategies relates directly to
cultural expectations about appropriate public discourse. Uzbek consumers
respond more favorably to advertisements that maintain emotional
consistency and promote positive social outcomes rather than those that
emphasize individual emotional journeys.
The pragmatic use of authority figures and social proof in advertisements
reveals important cultural distinctions. English economic advertisements
frequently feature experts, celebrities, and authority figures whose credibility
is based on professional qualifications or public recognition. The persuasive
effect relies on individual achievement and specialized knowledge, reflecting
cultural values of individualism and expertise.
In contrast, Uzbek economic advertisements often incorporate authority
figures whose credibility stems from their position within social hierarchies,
including respected elders, community leaders, and family figures. The
persuasive power of Uzbek advertisements frequently derives from appeals to 127
collective wisdom and traditional authority rather than individual expertise.

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