Keywords
functional-semantic analysis
semiotics
Uzbek advertising
English advertising
cultural representation
pragmatic strategies
How to Cite
Abstract
This study explores the mechanisms through which national identity is reflected in advertising, focusing on Uzbek and English advertisements. Advertising serves not only as a tool for promoting products and services but also as a medium for cultural expression, transmitting values, traditions, and collective identity. Using functional-semantic and semiotic analysis, the research examines linguistic, visual, and pragmatic strategies employed to convey national distinctiveness. The results reveal that Uzbek advertisements frequently utilize cultural symbols, idiomatic expressions, and family-oriented narratives, while English advertisements emphasize individualism, innovation, and globalized lifestyle imagery. The study highlights how national identity in advertising is constructed, negotiated, and adapted to contemporary communicative contexts.References
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