COGNITIVE GENDER ANALYSIS OF CONCEPTUAL METAPHORS AND FRAMES IN UZBEK AND ENGLISH ADVERTISEMENTS
Abstract
This study investigates the cognitive mechanisms underlying gender-oriented advertising in Uzbek and English languages through the lens of conceptual metaphor theory and frame semantics. A corpus of 200 advertisements (100 Uzbek, 100 English) targeting male and female audiences was analyzed using cognitive linguistic methodology. The findings reveal systematic differences in conceptual metaphors and frame structures employed in gender-targeted advertising across both languages. Female-oriented advertisements predominantly utilize BEAUTY IS A JOURNEY and SELF-CARE IS TRANSFORMATION metaphors, while male-oriented advertisements favor ACHIEVEMENT IS CONQUEST and SUCCESS IS POWER frames. Cross-linguistic analysis demonstrates both universal cognitive patterns and culture-specific variations in gender representation strategies.
References
1. Fairclough, N. (1995). Media discourse. London: Edward Arnold.
2. Fillmore, C. J. (1982). Frame semantics. In Linguistics Society of Korea (Ed.), Linguistics in the morning calm (pp. 111-137). Seoul: Hanshin.
3. Forceville, C. (1996). Pictorial metaphor in advertising. London: Routledge.
4. Kovecses, Z. (2005). Metaphor in culture: Universality and variation. Cambridge: Cambridge University Press.
5. Kovecses, Z. (2010). Metaphor: A practical introduction (2nd ed.). Oxford: Oxford University Press.
6. Kress, G., & van Leeuwen, T. (2006). Reading images: The grammar of visual design (2nd ed.). London: Routledge.
7. Lakoff, G. (1987). Women, fire, and dangerous things: What categories reveal about the mind. Chicago: University of Chicago Press.
8. Lakoff, G., & Johnson, M. (1980). Metaphors we live by. Chicago: University of Chicago Press.
9. Steen, G. J., Dorst, A. G., Herrmann, J. B., Kaal, A., Krennmayr, T., & Pasma, T. (2010). A method for linguistic metaphor identification. Amsterdam: John Benjamins.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 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.
