THE LINGUISTIC FUNCTIONS OF ABBREVIATIONS IN ENGLISH AND UZBEK ADVERTISING TEXTS
Abstract
This article examines the linguistic functions of abbreviations in English and Uzbek advertising texts. Special attention is given to how abbreviated forms save space, attract attention, create a modern image, and help brands deliver information quickly. The material of the article includes examples from recent studies on advertising discourse, abbreviation use, and Uzbek language adaptation. Comparative analysis, qualitative discourse analysis, and descriptive linguistic analysis are used in the research. The study shows that English advertising uses abbreviations more actively as a stylistic and persuasive device, while Uzbek advertising often uses them for practical clarity, borrowing, and language economy. The expected result is a clearer understanding of how shortened forms work not only as language units, but also as tools of influence in commercial communication.
References
1. Berdimuratov, Bakhtiyar Tugelbay uli. “The Use of Abbreviations in Advertising Texts in English and Karakalpak Languages.” American Journal of Philological Sciences, vol. 6, no. 2, 2026, pp. 140-145. DOI: 10.37547/ajps/Volume06Issue02-36.
2. Bruthiaux, Paul. “In a Nutshell: Persuasion in the Spatially Constrained Language of Advertising.” Language & Communication, vol. 20, no. 4, 2000, pp. 297-310. DOI: 10.1016/S0271-5309(00)00003-3.
3. Edouihri, Abdelaziz. “The Discourse of Advertising: The Power of Language.” International Journal of Research in Education Humanities and Commerce, vol. 5, no. 1, 2024, pp. 1-8.
4. Rashid, Bnar N. “A Stylistic Analysis of Advertising Discourse.” Research on Education and Psychology, 2020, pp. 1-18.
5. Sharipova, Mutabarjon Kamolovna. “Foreign Abbreviations in Uzbek: Adaptation, Influence, and Linguistic Evolution.” International Conference on Innovations in Technology, vol. 4, no. 7, 2023, pp. 35-42.
6. Yunusova, Shakhnoza Mukhamedumarovna. “Paraphrases Related to the Language of Advertising.” International Journal of Linguistics, Literature and Culture, vol. 7, no. 4, 2021, pp. 236-240. DOI: 10.21744/ijllc.v7n4.1766.
