SEMIOTIC MEANS IN ADVERTISING LANGUAGE: AS AN EXAMPLE OF MODERN BRANDS IN UZBEKISTAN
Keywords:
advertising language, semiotics, brand, symbol, image, connotation, denotation, linguosemiotics, cultural code, marketing discourseAbstract
This article analyzes the semiotic tools used in advertising texts, banners, and visual images of modern brands operating in Uzbekistan. In the article, based on a linguosemiotic approach, it is studied how brands communicate with their audience through symbols (logos, colors, metaphors, images). The study analyzes the connotative and denotative layers of advertising language, their interpretation in a cultural context. The results of the analysis show that advertising language has been formed not only as an informative, but also as a communicative tool carrying a cultural, moral, and aesthetic load.
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