INGLIZ VA O‘ZBEK MARKETING MATNLARIDA GENDER MA’ZMUNINI IFODALOVCHI TIL BIRLIKLARINING PRAGMATIK- SEMANTIK XUSUSIYATLARI
DOI:
https://doi.org/10.66345/stj.6699Keywords:
gender diskursi, marketing matnlari, pragmatika, semantika, reklama tili, gender stereotiplari, kommunikativ strategiya, iste’molchi xulqi, til birliklari, qiyosiy tahlil.Abstract
Mazkur maqolada ingliz va o‘zbek marketing matnlarida gender mazmunini ifodalovchi til birliklarining pragmatik-semantik xususiyatlari qiyosiy tahlil qilinadi. Tadqiqotda reklama va marketing kommunikatsiyasida qo‘llaniladigan genderga xos leksik birliklar, baholovchi vositalar, murojaat shakllari hamda pragmatik strategiyalarning funksional xususiyatlari o‘rganiladi. Shuningdek, erkak va ayol iste’molchilarga yo‘naltirilgan marketing matnlarida til vositalarining qo‘llanishidagi o‘xshash va farqli jihatlar aniqlanadi. Tahlil natijalari gender stereotiplari, madaniy qadriyatlar va kommunikativ maqsadlarning marketing diskursida til tanloviga sezilarli ta’sir ko‘rsatishini ko‘rsatadi. Tadqiqot natijalari reklama matnlarini yaratish, tarjima qilish hamda marketing kommunikatsiyasining samaradorligini oshirishda amaliy ahamiyat kasb etadi.
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