Keywords
emoji
vizual belgi
multimodallik
semantika
pragmatika
lingvopragmatika
presuppozitsiya
adresat
raqamli diskurs
milliy-
How to Cite
Abstract
Mazkur maqolada raqamli kommunikatsiya sharoitida o‘zbek reklama diskursida emoji va boshqa vizual belgilarning semantik-pragmatik xususiyatlari tadqiq etiladi. Emoji, rang, grafik ajratish, punktuatsion belgilar va boshqa vizual komponentlarning reklama xabarini shakllantirishdagi o‘rni multimodal diskurs nazariyasi hamda lingvopragmatik yondashuv asosida tahlil qilinadi. Emoji reklama matnining oddiy dekorativ elementi emas, balki verbal mazmunni takrorlovchi, kuchaytiruvchi, aniqlashtiruvchi yoki kontekstual jihatdan transformatsiyalovchi semiotik birlik sifatida namoyon bo‘lishi asoslanadi. Shuningdek, emoji vositasida emotsional-baholovchi mazmun, presuppozitsiya va implikatura shakllanishi, reklama beruvchi va adresat o‘rtasidagi kommunikativ masofaning qisqarishi hamda reklama xabarining pragmatik yo‘nalishi o‘zgarishi ko‘rsatiladi. O‘zbek reklama diskursida universal vizual kodlarning milliy-madaniy verbal birliklar bilan birikishi alohida tadqiqot obyekti sifatida qaraladi.References
1. Van Leeuwen T. Multimodality // The handbook of discourse analysis. - 2nd ed. - Chichester: Wiley Blackwell, 2015. - P. 447-465.
2. Almaguer J., Felix R., Harmeling C.M. Emoji marketing: Toward a theory of brand paralinguistics // International journal of research in marketing. - 2025. - Vol. 42. - No. 1. - P. 95-112.
3. Logi L., Zappavigna M. A social semiotic perspective on emoji: How emoji and language interact to make meaning in digital messages // New Media Society. - 2023. - Vol. 25. - No. 12. - P. 3222-3246.
4. Li L., Yang Y. Pragmatic functions of emoji in internet-based communication: a corpus-based study // Asian-Pacific Journal of Second and Foreign Language Education. - 2018. - Vol. 3. - Article 16. - 12 p.
5. Dainas A.R., Herring S.C. Interpreting emoji pragmatics // Approaches to internet pragmatics: theory and practice / eds. C. Xie, F. Yus, H. Haberland. - Amsterdam: John Benjamins, 2021. - P. 107-144.
6. Das G., Wiener H.J.D., Kareklas I. To emoji or not to emoji? Examining the influence of emoji on consumer reactions to advertising // Journal of business research. - 2019. - Vol. 96. - P. 147-156.
7. Vardikou C., Konidaris A., Koustoumpardi E., Kavoura A. Emojis in marketing and advertising: a systematic literature review // Behavioral Sciences. - 2025. - Vol. 15. - No. 11. - Article 1490.
8. O‘zbekiston Respublikasi Vazirlar Mahkamasi huzuridagi Atamalar komissiyasi. 41 ta xorijiy atamaning rasmiy o‘zbekcha muqobili tasdiqlandi. - 2026. - 13 iyul.
This work is licensed under a Creative Commons Attribution 4.0 International License.