Peculiarities of Uzbek and English advertising linguistics

Peculiarities of Uzbek and English advertising linguistics

Axmadaliyeva Dildora Raxitdinovna

Fergana State University

Linguistics is the direction of English

Annotation: This article covers the specifics of Uzbek and English advertising, the scientific basis, text and language of advertising. The formation of advertising speech depends on the difference between cultural nature and literary texts. The advertisement serves to demonstrate the possibilities and cultural features of the Uzbek language.

Keywords: language opportunities, types of advertising, language units, advertising text, linguistic units, commercial enterprise, text listener, advertising idea.

Any advertising is a means of serving to convey the text of information to the listener. So, the primary and basic element of advertising is language. The text of advertisements has a number of features in comparison with other types of street language (forewords, slogans, posters). We will talk about such texts below.

It is well known that ideas understood from any text are expressed in linguistic units. A distinctive feature of the text is the interdependence, coherence and integrity of the language units in it. In semiotics, the concept of text refers to any form of communication, that is, the understanding of meaning. The means of ensuring the correct reception of the text is not only the units of language and their interaction, but also its comprehension and communicative background.

Street advertising is important because of its structure. The text, images, symbols, and symbols that appear in them depend on the semantics of the ad text. For example, HYDROLIFE is a naturally pure 1 liter of pure carbonated mountain water

The ad features a blue sky, clear water, as well as a container of water and its label. In this example, the landscape and the image together with the captions form the advertising text as a whole. In this advertisement, the linguistic units and the non-linguistic means form the advertising text in a coherent whole. Without the picture or label that makes up this text, the communicative information conveyed by a particular word or phrase would be illogical and abstract. Hence, in the text of advertisements, non-linguistic means should be considered as means of forming advertising texts together with language units.

However, one of the world's most famous copywriters (creator of advertising text) D. Ogilvi in ​​his textbook "Assignment of advertising space" - believes that grammar is not important for advertising, but we refute these conclusions and prove our point below .

Expressive means of language are a necessary tool in revealing important aspects of the advertised product. For example, in visual (visual) advertising texts as a linguistic tool are used mainly words of the category of quality with high emotional-expressiveness. This is because the services advertised, the specific features and advantages of the goods are emphasized and exaggerated, mainly through the phrase quality. For example, fragrant, delicate, transparent, pure, original, pure, real, natural, genuine, cheap, popular, popular, pleasing, elegant, bright, shiny, elegant, mediocre, beautiful.

It is also known that command adverbial verbs are often used in advertising texts. For example, feel, visit, welcome, meet, choose, wait, participate, have, hurry, enjoy, rejoice, and so on. It should also be noted that in order for the language of street advertising, which is a type of visual advertising, to be important and lively, and to convey it to the reader in an effective way, its text must be meaningful, concise and mixed with fine arts. that is, the advertisements must ensure the harmony of language units and the visual arts. Visual advertising can be conditionally divided into linguistic textual and non-linguistic textual advertising, depending on the use or non-use of language units. Linguistic text ads carry more information than non-linguistic text ads. Achieving the goal of linguistic text advertising also depends on the choice of keywords that represent the content of the advertisement, their brevity, form, color and other characteristics.

Language units are almost never used in advertisements without linguistic text. The basis of such advertisements is various symbols, pictures and non-linguistic means.

All of the linguistic and non-linguistic tools that serve to convey information create advertising text. That is, what is known to the addressee, all the means of informing about the process, are an integral part of the text. However, in textless ads, if the recipient is not partially aware of the product, they may not understand what is being displayed in the ad. For example, if it looks like this:

In general, visual advertisements differ significantly from other texts in terms of text structure, level of use, and scope of linguistic units. When writing ad text, it is advisable to write ad text based on the nature of the language. Exact translation of advertisements created in another language does not always give the desired result. We will discuss this in our next study.

Since the main function of advertising in social life is to sell, this process must be done with really plausible texts, no doubt. In this sense, we can continue to say that slogans in advertising texts, as linguistic units, also play an important role in the economy. Most importantly, the ad text should be informative and persuasive. In agreement with E.D. Farbi, the informative advertising text can be divided into the following parts:

1. Ktematonym (gr. Kteto "property" + otta "name") - a verbal expression of a trademark.

2. Slogan (visual slogan "slogan") - a short slogan representing brand advertising. A concise, clear and easy-to-remember expression.

The Russian copywriter Maksimova V.I. defines it as - the function of the advertised product in society is to express the idea - the content in a concise and descriptive way. This information can be given in one or two sentences. Indeed, we can say that these considerations are well-founded. Proof of this can be seen in the following advertisements that we encounter in our daily lives:

An advertising slogan is the most basic element of an advertisement and is like a telegram. Members of the community decide whether or not to read the rest of the ad text under the slogan. Because Taste of Life! by reading the slogan, people today know that it is Coco Cola and do not read the whole text. According to R. Reeves, a specialist in advertising, the consumer remembers only one clear proof or one clear idea from the text of the advertisement. Reeves himself created one of the most important features of the advertised chocolate in the creation of the advertising slogan for "M & M's" chocolate: "It melts in the mouth, not in the hands" ("Tayut vortu, a ne v rukax"). we can say that it is proof of our quote that the syrup was poured, so he chose it as the basis for his motto that it does not melt by hand. In short, a motto is a short expressive visual tool. Slogans are used in all types of advertising. The motto is based on words that have a lasting effect on the human psyche. For example: new, free, effective, natural, cheap ...

Advertising slogans usually promise happiness, a prosperous life, and the realization of dreams. The motto of the advertising idea is as follows:

Motivation: Join Uzmobile! Join the Premier Taxi! Discount season has started! Manage communication independently! Subscribe to Darakchi and win!

High rating of the advertised trade enterprise: "Aziza Ziyo" dream come true (about the training center). Everything is here (about the supermarket). Infomed is the only medical information service.

Advertising slogans can be divided into three groups according to their structure:

1. Linked slogan. The associated slogan includes the brand name: Always Coca-Cola!

2. Harmonious slogan. The motto is rhythmic and phonetic in combination with the brand name: Alyumag - help the stomach; Fun is useful, tasty and clean; With Musa, you are a unique cook.

3. Free slogan. The trademark is used separately in the free slogan:

Nescafe. All for good.

Nestle. The era of pure life has come! Transparent. First spring water!

Coca Cola. The pleasure of life.

We will achieve our goal only if each of these tools, which serve to reveal the content of the advertising text, is prepared in accordance with its own laws. As a conclusion of our article, we have tried to prove from the above examples that the ad text is appropriate if it is presented in the following forms.

So the ad text should look like this:

• compose meaningful text using short words, short sentences, short paragraphs;

• Prove the advertised offer directly in the title;

• Focus on the word “comfortable”;

• repeat the text at the bottom of the title;

• provide advertising text with images depicting the product or service in action;

• include a statement about the firmness of the proposal;

• capitalize a word or phrase.

Advertising is a process that everyone encounters every day, everywhere. Advertising is penetrating all areas of mass communication.

However, its rules in Uzbek linguistics have not yet been studied. We have only tried to make some comments on the structure and features of advertising texts through this article.

References:

1. Ogilvi D. Tayny reklamnogo dvora. 2009. -145 p. www.koob.ru.

2. Farbi E.D. How to create usreshnuyu advertising. SPb., 2004. – 123 p.

3. Stylistics and literary editing. Pod.red.prof. Maksimova V.I. - Moscow, 2004. –P.158.

4. Medvedeva E.V. Reklamnaya propaganda, or “why opium for the people” // Vestnik MGU. Ser.19.№1. 2003. -S.27.