PRAGMATIC STRATEGIES IN ENGLISH AND UZBEK MEDIA DISCOURSE: A CONTRASTIVE ANALYSIS
DOI:
https://doi.org/10.66345/stj.v4i2.4942Keywords:
Pragmatic strategies, media discourse, contrastive analysis, linguopragmatics, cultural context, multimodalityAbstract
In the contemporary information society, media discourse plays a crucial role in shaping public opinion, social attitudes, and cultural values through the strategic use of linguistic and semiotic resources. This article investigates pragmatic strategies in media discourse with a particular focus on advertising texts in English and Uzbek. Drawing on a linguopragmatic, multimodal, and discourse-analytical framework, the study examines how verbal and visual elements interact to influence audience perception, evoke emotional responses, and encourage specific patterns of behavior. The analysis is based on selected examples of advertising texts, slogans, and visual imagery, allowing for a contrastive exploration of universal and culture-specific pragmatic techniques. The findings reveal that while English and Uzbek advertising discourse employs similar persuasive strategies—such as direct address, emotional appeal, and positive connotation—their realization differs significantly due to cultural norms, values, and communicative traditions. English advertisements tend to favor brevity, explicitness, and individual-oriented messaging, whereas Uzbek advertisements emphasize implicit meaning, emotional resonance, and collective cultural values. The study also highlights the importance of visual semiotics, particularly the anchoring function of text in guiding image interpretation. Overall, the research demonstrates that an integrated analysis of linguistic and visual pragmatic strategies is essential for a comprehensive understanding of advertising discourse and offers valuable insights for media studies, intercultural communication, and the development of culturally adaptive advertising practices.
Downloads
References
1. Ametova Y. T. (2025). Expressiveness in English and Uzbek advertising texts: A contrastive analysis of linguistic and cultural aspects. The Lingua Spectrum, 3(1), 16–22 (Journal “Lingvistik spektr” of the Uzbekistan State World Languages University)
2. Axtyamov A. E. (2022). A pragmalinguistic analysis of advertising texts in Uzbek, Russian, and German. PhD abstract in Philology. Tashkent
3. Barthes R. (1973). Mythologies. London: Paladin
4. Bachman, L. F., & Palmer, A. S. (1996). Language testing in practice: Designing and developing useful language tests. Oxford University Press.
5. Halliday, M. A. K. (1978). Language as social semiotic: The social interpretation of language and meaning. Edward Arnold.
6. Halliday, M. A. K. (1979). Modes of meaning and modes of expression: Types of grammatical structure and their determination by different semantic functions. In D. Allerton, E. Carney, & D. Holdcroft (Eds.), Function and context in linguistic analysis (pp. 57–79). Cambridge University Press.
7. Kress, G. (2010). Multimodality: A social semiotic approach to contemporary communication. Routledge.
8. Mamirova D. Sh. (2022). Sociolinguistic features of Uzbek advertising texts. PhD dissertation in Philology. Samarkand
9. Mitchell, W. J. T. (1995). Picture theory: Essays on verbal and visual representation. University of Chicago Press.
10. Qayyum N., Ali M. J. (2024). Notion of Beauty in the Selected Pakistani Advertisements: A Multimodal Critical Discourse Analysis. VFAST Transactions on Education and Social Sciences, 12(1), 93–118
11. Searle, J. R. (1969). Speech acts: An essay in the philosophy of language. Cambridge University Press.
12. Sperber, D., & Wilson, D. (1995). Relevance: Communication and cognition (2nd ed.). Blackwell.
13. Widdowson, H. G. (1983). Learning purpose and language use. Oxford University Press.
14. Winterson, J. (1995). Art objects: Essays on ecstasy and effort. Jonathan Cape.
