COGNITIVE ANALYSIS OF UZBEK AND ENGLISH ADVERTISEMENT IN GENDER ASPECT
Abstract
This study examines the cognitive aspects of gender representation in Uzbek and English advertisements. Advertisements play a crucial role in shaping social perceptions of gender roles, often reinforcing or challenging cultural norms. By analyzing linguistic and visual elements, the study explores how gender identities are constructed and perceived in these two linguistic and cultural contexts. A comparative approach is applied to investigate differences and similarities in gender portrayals, focusing on lexical choices, imagery, and underlying ideologies. The findings reveal that while both Uzbek and English advertisements employ gender stereotypes, there are notable variations influenced by cultural, historical, and social factors.
References
Fairclough, N. (1995). Critical Discourse Analysis: The Critical Study of Language. Longman.
Goffman, E. (1979). Gender Advertisements. Harvard University Press.
Kress, G., & van Leeuwen, T. (2006). Reading Images: The Grammar of Visual Design. Routledge.
Kövecses, Z. (2010). Metaphor: A Practical Introduction. Oxford University Press.
Lakoff, G. (1987). Women, Fire, and Dangerous Things: What Categories Reveal About the Mind. University of Chicago Press.
Lazar, M. M. (2006). Feminist Critical Discourse Analysis: Gender, Power and Ideology in Discourse. Palgrave Macmillan.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Sevinch Xayitmatova
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Litsenziya shartlari
Bu ish Creative Commons Attribution-NoCommercial 4.0 xalqaro litsenziyasi ostida litsenziyalangan. Ushbu litsenziya nusxasini koʻrish uchun http://creativecommons.org/licenses/by-nc/4.0/ saytiga tashrif buyuring yoki Creative Commons, PO Box 1866, Mountain View, CA 94042, AQShga xat yuboring.
Ushbu litsenziyaga muvofiq, siz:
Ulashish — materialni istalgan vosita yoki formatda nusxalash va qayta tarqatish
Moslashtiring - remiks qiling, o'zgartiring va materialga asoslang
Litsenziya shartlariga rioya qilgan holda litsenziar ushbu erkinliklarni bekor qila olmaydi. Quyidagi shartlar asosida:
Atribut - Siz tegishli kredit berishingiz, litsenziyaga havolani taqdim etishingiz va o'zgartirishlar kiritilganligini ko'rsatishingiz kerak. Siz buni har qanday oqilona yo'l bilan qilishingiz mumkin, lekin litsenziar sizni yoki sizning foydalanishingizni ma'qullashini taklif qiladigan tarzda emas.
Notijorat - Siz materialdan tijorat maqsadlarida foydalana olmaysiz.
Hech qanday qo'shimcha cheklovlar yo'q - Siz boshqalarga litsenziya ruxsat bergan har qanday harakatni qonuniy ravishda cheklaydigan qonuniy shartlar yoki texnologik choralarni qo'llay olmaysiz.
