GENDER REPRESENTATION IN UZBEK AND ENGLISH ADVERTISING TEXTS: A COMPARATIVE LINGUISTIC ANALYSIS
Yuldasheva Barchinoy G’ayrat qiziUrgench State University named after Abu Raykhan Beruni, Uzbekistan
ABI
Abstract
This article examines how gender is expressed in Uzbek and English advertising texts. It conducts a comparative linguistic analysis, focusing on lexical choices, syntactic structures, and cultural factors influencing gender representation in advertisements. The study shows that while English advertisements are gradually moving towards inclusivity, Uzbek advertisements often reflect traditional gender roles. Through examples and scholarly concepts, this article highlights how advertising reflects and reinforces societal views on gender. Keywords: Advertising Language, Gender Representation, Inclusive Language, Lexical Analysis, Grammatical Analysis, Multimodal Analysis, Social Construction, Cultural Context, Language and Ideology.
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