The Language of Uzbek Advertisements: Foregrounding as an Attention-Grabbing Tool
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Abstract
Advertising plays a vital role in shaping consumer behavior and public perception, relying heavily on linguistic creativity to stand out in a saturated media environment. In Uzbek advertising, stylistic features such as metaphor, alliteration, and inversion are increasingly used to enhance message retention and emotional resonance. While previous research has explored foregrounding in English-language ads, limited attention has been paid to its application in the Uzbek context, especially in light of cultural and linguistic nuances. This study aims to analyze how foregrounding techniques are used in Uzbek advertisements to capture consumer attention and strengthen emotional engagement. The analysis reveals that metaphors serve to emotionally charge advertisements, while rhythmic tools such as alliteration and repetition improve slogan memorability. Inversion is used to emphasize core brand messages. Comparative insights highlight that Uzbek ads favor collectivist and culturally contextualized expressions, whereas English ads often employ irony and intertextuality. The article offers a culturally grounded evaluation of foregrounding in Uzbek ads by incorporating both theoretical and practical perspectives, supported by local linguistic scholarship. These findings underscore the importance of stylistic ingenuity in advertising and suggest that understanding cultural context in applying foregrounding techniques can significantly enhance the effectiveness of marketing strategies.
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