PRAGMATIC-SEMANTIC FEATURES OF LINGUISTIC UNITS EXPRESSING GENDER CONTENT IN ENGLISH AND UZBEK MARKETING TEXTS
Keywords:
gender content, marketing discourse, pragmatics, semantics, advertising language, gender stereotypes, linguistic analysis, persuasive communication, discourse strategies, consumer behavior, intercultural communication, English marketing texts, Uzbek marketing texts, pragmalinguistics, gender linguistics.Abstract
This article explores the pragmatic and semantic characteristics of linguistic units that express gender content in English and Uzbek marketing texts. The research focuses on the comparative analysis of gender-oriented vocabulary, persuasive expressions, stylistic devices, and communicative strategies used in advertising discourse. The study investigates how language reflects social perceptions of masculinity and femininity and how these representations influence consumer behavior and marketing effectiveness. Particular attention is paid to the cultural and pragmatic differences between English and Uzbek advertising texts, as well as the role of gender stereotypes in shaping marketing communication. The article also discusses the increasing use of gender-neutral language in modern advertising practices. The findings contribute to the fields of pragmalinguistics, gender linguistics, discourse analysis, and intercultural communication.
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