O‘ZBEK VA INGLIZ TILIDAGI REKLAMALARDA IJTIMOIY MADANIYATNING O‘RNI: LINGVOMADANIY VA SEMIOTIK TAHLIL
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reklama diskursi; ijtimoiy madaniyat; lingvomadaniyat; yuqori/past kontekst; semiotika; lokalizatsiya; qadriyat apellyatsiyalari##article.abstract##
Ushbu maqolada o‘zbek va ingliz tilidagi reklama matnlari hamda vizual-kommunikativ yechimlarda ijtimoiy madaniyatning (qadriyatlar, ijtimoiy me’yorlar, kollektiv xotira, rol va identifikatsiya) qanday “kod” sifatida ishlashi tahlil qilinadi. Tadqiqot reklamaning faqat marketing vositasi emas, balki jamiyatning ustuvor qadriyatlari, ijtimoiy ideal va kutilmalarini qayta ishlab chiqaruvchi madaniy amaliyot ekanini ko‘rsatadi. Nazariy asos sifatida madaniyat va iste’mol xulqi o‘rtasidagi bog‘liqlik, madaniy o‘lchamlar, yuqori/past kontekstli kommunikatsiya, reklama “apellyatsiyalari” (appeals) va ijtimoiy semiotika yondashuvlari qo‘llanadi. O‘zbekiston reklama maydonida davlat tili talabi va lokal madaniy belgilar (oila, hurmat, an’ana, jamoaviylik) reklama diskursining asosiy tayanchi bo‘lib qolayotgani, ingliz tilidagi reklamalarda esa individual tanlov, foyda, tezkorlik, “aniq chaqiriq” (CTA) va brend shaxsiyati kuchliroq namoyon bo‘lishi muhokama qilinadi. Natijada, reklama samaradorligi ko‘p jihatdan madaniy moslik (cultural congruence) va ma’no kodlarini to‘g‘ri tarjima/lokalizatsiya qilishga bog‘liqligi asoslab beriladi.
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