A COGNITIVE ANALYSIS OF GENDER REPRESENTATION IN UZBEK AND ENGLISH ADVERTISEMENTS
Keywords:
cognitive linguistics, gender, advertisement, Uzbek language, English language, discourse analysisAbstract
This study examines gender representation in Uzbek and English advertisements from a cognitive linguistic perspective. The research investigates how advertising discourse constructs male and female identities through language, imagery, and conceptual metaphors. A corpus of 50 Uzbek and 50 English advertisements was analyzed using cognitive linguistic methods. The findings reveal that both advertising traditions employ gender-specific cognitive models; however, English advertisements demonstrate a greater tendency toward gender-neutral representations, while Uzbek advertisements preserve more traditional gender roles. The study contributes to understanding the relationship between language, cognition, culture, and gender in advertising discourse.
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