LINGUISTIC FEATURES OF ADVERTISING DISCOURSE IN ENGLISH AND UZBEK

The present article investigates the linguistic features of advertising discourse in English and Uzbek, focusing on lexical, grammatical, and stylistic mechanisms employed to achieve persuasive effect. Advertising is approached as a specialized type of discourse in which linguistic creativity, pragmatic adaptation, and socio-cultural values converge to construct symbolic meaning. The comparative analysis demonstrates that English advertising is typically marked by brevity, innovation, and appeals to individuality, while Uzbek advertising is characterized by expressiveness, cultural symbolism, and appeals to collective values. The study further identifies both universal linguistic strategies – such as metaphor, imperative constructions, and multimodality – and culture-specific patterns that reflect the respective socio-cultural environments.