Page 130 - Konferensiya to'plami - 1 (ASR)

This pragmatic approach reflects the importance of social relationships and
collective decision-making in Uzbek culture.
Social proof manifests differently in the two advertising contexts as well.
English advertisements typically showcase individual testimonials
emphasizing personal benefits, while Uzbek advertisements more commonly
depict collective approval and community adoption of products or services.
This pragmatic choice reflects deeper cultural orientations toward
individualism versus collectivism.
The pragmatic use of temporal and spatial deixis (words like "now," "here,"
"today," "soon") reveals interesting patterns in both languages. English
economic advertisements frequently employ urgent temporal deixis to create
a sense of immediacy and exclusivity: "Act now," "Limited time only," "Today's
special offer." This urgency reflects cultural values related to time efficiency
and competitive advantage.
Uzbek advertisements demonstrate more flexible approaches to
temporal deixis, often emphasizing continuity and tradition rather than
urgency. References to historical legacy, traditional production methods, and
long-lasting quality are pragmatically employed to establish credibility. Uzbek
advertising language positions products within a temporal continuum
connecting past and present, rather than isolating them in an urgent, time-
limited opportunity.
Spatial deixis also manifests differently, with English advertisements
frequently emphasizing global reach and international standards, while Uzbek
advertisements more commonly reference local pride, regional specialization,
and national identity. These pragmatic choices reflect different cultural
orientations toward globalization versus localization.
The pragmatic function of humor varies significantly between the two
advertising contexts. English economic advertisements frequently employ
irony, sarcasm, and linguistic play that may challenge audience expectations
or create amusing incongruities. These strategies align with cultural values
that appreciate wit, novelty, and the subversion of expectations. Humorous
violations of pragmatic norms in English advertisements create cognitive
engagement that enhances brand recall and positive associations.
Uzbek economic advertisements tend to utilize more situational humor
that reinforces rather than challenges social norms. Wordplay in Uzbek
advertisements often builds on cultural references, traditional sayings, and
shared knowledge. The humor typically avoids potential face-threatening acts
or ambiguity that might lead to misinterpretation. This pragmatic approach
reflects cultural values of clarity, social harmony, and respect for established
patterns.
The effectiveness of humorous strategies depends significantly on
cultural context, with failed humor potentially causing greater damage to
brand perception than no humor at all. Cross-cultural adaptation of humorous 128

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