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All Journal International Journal of Literature and Language Studies
Saidova Mukhlisa Narmetovna
Lecturer, Department of Interfaculty of Foreign Languages, Urgench State University named by Abu Rayhon Beruniy
Languange, Linguistic, Communication & Media

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A COMPARATIVE ANALYSIS OF ABSTRACT LEXICAL UNITS AS PERSUASIVE RESOURCES IN FRENCH AND UZBEK ADVERTISING DISCOURSE Saidova Mukhlisa Narmetovna
International Journal of Literature and Language Studies Vol. 5 No. 08 (2026): International Journal of Literature and Language Studies
Publisher : International Journal of Literature and Language Studies

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Abstract

This article examines abstract lexical units as persuasive resources in French and Uzbek advertising discourse. The study draws on a balanced pilot corpus of twenty-four promotional statements from official brand and campaign websites, including twelve French and twelve Uzbek items. Abstract units referring to non-material values, emotions, relations, qualities, states, and projected outcomes were classified into seven pragmatic-semantic domains. The findings show that both corpora redirect attention from the material product to a desirable value-world. French advertisements particularly emphasize social relations, emotional lifestyle, and individual empowerment, whereas Uzbek advertisements give greater prominence to trust, security, development, future orientation, and the connection between tradition and innovation. French slogans are generally shorter and more elliptical, while Uzbek statements more often explain how a value relates to the promised benefit. Although the findings are not nationally representative, they illustrate how abstraction creates culturally adaptable persuasive frames in multilingual advertising.
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