STYLISTIC DEVICES IN ADVERTISING TEXTS: TRANSLATION METHODS FROM ENGLISH INTO UZBEK

Аннотация

Reklama zamonaviy biznes olamining muhim tarkibiy qismi bo‘lib, mahsulotlar bilan iste’molchilar o‘rtasida ko‘prik vazifasini bajaradi. Kompaniyalar o‘z auditoriyasini jalb etuvchi, ta’sirchan reklamalarni yaratish uchun katta mablag‘ sarflashadi. Reklamaning eng kuchli unsurlaridan biri bu — stilistik vositalardan foydalanish bo‘lib, ular marketing xabarlariga estetik joziba va emotsional ta’sir bag‘ishlaydi. Biroq, ushbu stilistik elementlarni ingliz tilidan o‘zbek tiliga tarjima qilish ko‘plab muammolarni keltirib chiqaradi. Buning sabablari til tuzilmasi, madaniyat va grammatik farqlar bilan bog‘liq. Mazkur maqolada reklama matnlarida stilistik vositalarning tutgan o‘rni, ularni tarjima qilishdagi murakkabliklar 275 International scientific journal “Interpretation and researches” Volume 1 issue 9 (55) | ISSN: 2181-4163 | Impact Factor: 8.2 hamda asl mazmun va ta’sirni saqlagan holda ushbu qiyinchiliklarni yengish strategiyalari yoritiladi. Kalit so‘zlar: tarjima, stilistik vositalar, reklama, lingvistik muammolar, metafora, so‘z o‘yini, alliteratsiya, qofiya, mubolag‘a, transkreatsiya, madaniy moslashuv. Advertising is not only a commercial tool but also a linguistic and cultural phenomenon. It uses language as a primary tool to influence consumer perceptions and decisions. The effectiveness of advertising largely depends on its ability to capture and hold the audience's attention using various tools. It has own linguistic figures that appeal audience and evoke excitement, curiosity and even passion. One of them is stylistic devices. Effective advertisements use stylistic devices to enhance their persuasiveness and memorability. Therefore, translating these elements into another language, particularly from English into Uzbek, brings about complexities that require both linguistic knowledge and cultural awareness. This paper discusses the most prevalent stylistic devices in advertising, analyzes their role in consumer engagement, and examines the challenges and strategies involved in translating these elements into Uzbek. Various linguists and scholars have examined the role of stylistic devices in advertising. According to Leech (1966), advertising language relies heavily on rhetorical figures such as metaphor, hyperbole, and alliteration to create an emotional appeal. Cook (2001) further emphasizes the persuasive function of stylistic devices, noting that they enhance brand recall and engagement. Using stylistic devices in advertisements strengthens their influence and helps them stay in the audience's mind. Some of the most commonly used stylistic devices in English advertisements include metaphors, puns, alliteration, rhyme, and hyperbole. These devices help brands create a distinctive voice and establish an emotional connection with consumers. Metaphors are widely used in advertising to create vivid mental images and emotional associations. A metaphor involves describing something by asserting it is something else, often symbolically, rather than using direct comparison. They help simplify abstract or unfamiliar products and make them relatable by linking them to familiar experiences or feelings. For example, the slogan "Red Bull gives you wings" metaphorically suggests that the energy drink provides extraordinary vitality. A pun is a humorous or clever play on words that exploits different meanings or similar sounds. Puns are memorable, playful, and often provoke laughter. They are particularly effective in creating brand identity and viral slogans. Puns and wordplay are particularly challenging to translate. Take the English advertisement for a bakery: "We knead your business." This pun plays on the homophonic relationship between 276 International scientific journal “Interpretation and researches” Volume 1 issue 9 (55) | ISSN: 2181-4163 | Impact Factor: 8.2 "knead" (to mix dough) and "need" (to require something). In Uzbek, such a pun would lose its effectiveness unless a similar wordplay strategy is employed. A creative adaptation might focus on a different form of humor or linguistic play that resonates with Uzbek speakers. Alliteration, or the repetition of initial consonant sounds, is frequently used to create rhythm and reinforce brand identity. An example is "Coca-Cola: Cool, Crisp, and Classic." In translating such phrases, maintaining alliteration while preserving meaning can be difficult, requiring careful word selection. Rhyme is another common stylistic device that enhances recall. Slogans like "Snickers satisfies" leverage rhyme to make the brand message more memorable. When translating such slogans, translators must ensure that the phonetic appeal is maintained while adapting the message to cultural nuances. Hyperbole, or deliberate exaggeration, is often used to create a strong impression. Phrases like Burger King – “The king of all burgers.” set high expectations for the product. In Uzbek, the challenge lies in ensuring that the exaggerated claim remains persuasive without sounding