COMPARATIVE ANALYSIS OF GENDER SEMANTICS IN ENGLISH AND UZBEK ADVERTISING DISCOURSE

Abstract

This article explores the linguistic and sociocultural mechanisms of gender representation in English and Uzbek advertising discourse. While English and Uzbek differ significantly in their grammatical structures — particularly in the presence or absence of grammatical gender — both languages actively construct gender meanings through lexical, semantic, and pragmatic strategies. The study is based on a comparative qualitative analysis of 100 advertising texts (50 English and 50 Uzbek). The findings reveal that English advertising demonstrates an increasing tendency toward inclusive and gender-neutral language, whereas Uzbek advertising more frequently reflects culturally embedded role-based gender representations. The paper argues that gender semantics in advertising is shaped primarily by sociocultural norms rather than grammatical constraints. The results contribute to comparative linguistics, discourse analysis, and translation studies, particularly in the field of cross-cultural advertising adaptation.