Gender kommunikatsiyasi kontekstida reklama: lingvistik va sotsiologik tahlil

Aziza Xolboboyeva

doi:10.47689/2181-3701-vol3-iss3-pp1-8

Aziza Kholboboyeva Doctor of Philosophy (PhD) in Philology, Assosiate Professor, Uzbekistan State World Languages University

DOI

https://doi.org/10.47689/2181-3701-vol3-iss3-pp1-8

Keywords

social stereotype , social context , cross-cultural communication , Western advertising , semantic layer , “strong” influence , advertising aimed at men and women , pragmatic analysis , “code switching” , communicative goal

Abstract

This article analyzes advertising texts from both linguistic and sociological perspectives in the context of gender communication. Advertising text is not merely a simple medium for promoting a product or service; it is also a profound socio-cultural phenomenon. From a linguistic point of view, an advertisement incorporates all levels of language — lexical, syntactic, pragmatic, and stylistic features — while also reflecting the culture, values, social norms, and stereotypes of the society.

Through advertising texts, social stereotypes, elements of intercultural communication, gender-specific language used for men and women, powerful persuasive mechanisms, and layers of meaning are revealed. The study conducts lexical, stylistic, and pragmatic analysis based on examples from Western and local advertisements, also considering instances of code-switching. Furthermore, it explores how cultural values, social context, and communicative goals are expressed through advertising language. The visual and verbal construction of male and female images demonstrates how gender roles are shaped. In conclusion, the significance of advertising language in shaping modern trends and gender-based social consciousness is substantiated.

References

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Kholboboeva Aziza Sherboboevna. (2022). Comparative discourse studies in linguistics. American Journal of Interdisciplinary Research and Development, 9,33–37.Retrievedfrom https://ajird.journalspark.org/index.php/ajird/article/view/261

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Kholboboeva Aziza Sherboboevna. (2022). COMPARATIVE DISCOURSE STUDIES IN LINGUISTICS. American Journal of Interdisciplinary Research and Development, 9, 33–37. Retrieved from https://ajird.journalspark.org/index.php/ajird/article/view/261

Холбобоева, А. 2024. Теоретический взгляд на социолингвистические характеристики рекламы. Зарубежная лингвистика и лингводидактика. 2, 5 (сен. 2024), 135–141. DOI:https://doi.org/10.47689/2181-3701-vol2-iss5-pp135-141.

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Published

2025-05-15

How to Cite

Kholboboyeva , A. 2025. Advertising in the context of gender communication: linguistic and sociological analysis. Foreign Linguistics and Lingvodidactics. 3, 3 (May 2025), 1–8. DOI:https://doi.org/10.47689/2181-3701-vol3-iss3-pp1-8.