STRUCTURAL AND SEMANTIC ORGANIZATION OF ADVERTISING TEXTS IN UZBEK AND ENGLISH

Abstract

This article examines the structural and semantic organization of advertising texts in Uzbek and English from a linguistic perspective. The study focuses on how advertising language functions not only as a means of providing information but also as a persuasive tool that influences consumer psychology and behavior. Special attention is given to semantic features such as denotative and connotative meanings, as well as Geoffrey Leech’s seven types of meaning: conceptual, connotative, social, affective, reflected, collocative, and thematic meaning. The research analyzes advertising slogans from different fields, including beverages, cosmetics, and clothing products, in order to identify the role of lexical choice, emotional coloring, stylistic devices, and gender-oriented language in advertising discourse. The article also compares the linguistic and cultural characteristics of Uzbek and English advertisements and demonstrates how advertising texts reflect social values, cultural norms, and consumer expectations. The findings show that advertising language is carefully structured to create emotional impact, attract attention, and increase the persuasive power of the message.