CREOLIZED TEXTS IN ECONOMIC ADVERTISING IN ENGLISH AND UZBEK

Аннотация

This article explores creolized texts in economic advertising in English and Uzbek. Creolized texts, integrating multiple languages and cultural practices, are increasingly significant in economic advertising due to their ability to resonate deeply with diverse demographics. By employing elements such as code-switching, hybrid vocabulary, and culturally specific references, these texts enhance the relatability and engagement of advertisements. This is particularly evident in English-speaking regions and multilingual societies where English is blended with local languages like Hindi in India or Zulu in South Africa, reflecting modernity and broadening appeal. Similarly, in Uzbekistan, advertisements often mix Uzbek with Russian and English, symbolizing historical influences and contemporary global integration. The study of creolized texts in these contexts reveals both commonalities and unique differences. Both use linguistic hybridity to make advertisements more effective, though the specific language pairings and cultural references differ based on regional histories and societal needs. KEYWORDS Economic advertising, code-switching, hybrid vocabulary, cultural references, linguistic hybridity, globalization, multilingual societies.