ABBREVIATIONS IN ADVERTISING DISCOURSE: FUNCTIONAL SIMILARITIES AND DIFFERENCES IN ENGLISH AND UZBEK
Abstract
The article studies how abbreviations work in English and Uzbek advertising discourse. Special attention is given to short forms that save space, attract attention, and create a modern image. The article analyzes recent studies on advertising language, abbreviation use, and Uzbek adaptation of foreign short forms. A qualitative comparative method, discourse analysis, and close reading are used. The material shows that English advertisements often use abbreviations as a stylistic and persuasive device, while Uzbek advertising uses many of the same forms more carefully and often for clarity, practicality, and quick recognition. The article can be useful for linguists, students, translators, and specialists who work with advertising texts.
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