CREOLIZED ADVERTISING TEXTS IN ENGLISH AND UZBEK: THEIR IMPACT ON CONSUMER COGNITION
DOI:
https://doi.org/10.65164/dkfxkn73Ключевые слова:
Creolized text, multimodality, English advertising, Uzbek advertising, cognition ,semiotics, psycholinguistics, persuasive strategies, multimodal discourse analysisАннотация
This article examines the cognitive influence of creolized advertising texts in English and Uzbek, focusing on how the interaction of verbal and non-verbal semiotic codes shapes perception, emotional engagement, memory retention, and decision-making. Using a mixed-methods approach that integrates multimodal discourse analysis, psycholinguistic experiments, and comparative linguistic study, the research explores how creolization strategies—such as code-mixing, visual-verbal alignment, and culturally embedded symbolism—condition consumer responses in multilingual environments. The results show that creolized advertisements in both languages demonstrate heightened persuasive power due to their multimodal density and culturally tailored semiotic framing. However, cross-linguistic differences reveal distinct cognitive pathways: English ads emphasize speed of processing and iconic imagery, while Uzbek ads rely more on cultural resonance, symbolic metaphors, and emotional anchoring. The study highlights the importance of creolization as an essential mechanism for optimizing advertising effectiveness in global and local media markets.
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