Pragmatic-Semantic Features of Linguistic Units Expressing Gender Content in English and Uzbek Marketing Texts
Keywords:
gender, marketing texts, pragmatics, semantics, gender stereotypes, advertising language, communicative influence, linguistic units, discourse analysis, pragmalinguistics, English language, Uzbek language, gender linguistics, consumer psychology, marketing communication.Abstract
This article examines the pragmatic-semantic features of linguistic units expressing gender content in English and Uzbek marketing texts. The study analyzes gender-related lexical units, stylistic devices, and communicative strategies used in advertising and marketing discourse from a comparative perspective. Particular attention is paid to the semantic meanings and pragmatic functions of language units that create male and female images in marketing communication. The research also explores the influence of gender stereotypes on consumer perception and the role of cultural values in shaping advertising language in both English and Uzbek contexts. Furthermore, the article highlights the growing tendency toward gender-neutral language in modern marketing discourse. The findings of the study contribute to the development of gender linguistics, pragmalinguistics, discourse analysis, and marketing communication studies.
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