670bdb307e68-40

Xayitmatova Sevinch Sherzod qizi 1

DOI: https://doi.org/10.5281/zenodo.15175332

Google scholar: https://scholar.google.com/scholar?hl=ru&as_sdt=0%2C5&q=%22COGNITIVE+ANALYSIS+OF+UZBEK+AND+ENGLISH+ADVERTISEMENT+IN+GENDER+ASPECT%22&btnG=

Zenodo community: https://zenodo.org/records/15175332

Nordic_press journal: https://research.nordicuniversity.org/index.php/nordic/article/view/2271

MAQOLANI YUKLAB OLISH

SERTIFIKATNI YUKLAB OLISH

REVIEW: 

This article presents a well-structured and insightful comparative analysis of gender representation in advertisements in two linguistically and culturally distinct contexts: Uzbek and English. By applying a cognitive-linguistic approach, the author explores how language, metaphor, and visual imagery construct and reinforce gender roles within media discourse.

Strengths:

  1. Relevance and Originality:
    The research addresses a timely and important topic at the intersection of cognitive linguistics, media discourse, and gender studies. The comparative scope enhances its relevance and provides a unique cultural perspective.

  2. Sound Theoretical Foundation:
    The paper draws from key works in discourse analysis and cognitive linguistics, including scholars such as Goffman, Fairclough, Lakoff, and Kövecses. The integration of these perspectives is both appropriate and effective.

  3. Methodological Clarity:
    The methodology is transparent and systematic, with a well-defined corpus and analytical framework. The use of multimodal discourse analysis (combining linguistic and visual elements) is particularly commendable.

  4. Cultural Insight:
    The analysis reveals critical insights into how culture shapes gender representation. The contrast between traditional, family-centered portrayals in Uzbek advertisements and the more progressive, individualistic representations in English media is well-explained and contextually grounded.

  5. Clear Language and Academic Tone:
    The article is written in fluent academic English with clear structure and logical flow. Terminology is appropriately used and defined.

Areas for Improvement:

  • Empirical Data Presentation:
    Including specific excerpts or images from the analyzed advertisements would make the analysis more concrete and allow readers to see the cognitive patterns being described.

  • Deeper Cultural Interpretation:
    While the cultural differences are highlighted, a deeper dive into sociopolitical or historical reasons behind these patterns would add valuable depth.

  • Gender Diversity Consideration:
    The study focuses on binary gender roles (male/female). Future research could include a brief discussion on non-binary or fluid gender identities in advertising, especially in English-language media.

Conclusion and Recommendation:

Overall, this article makes a valuable contribution to comparative media linguistics and gender discourse studies. It demonstrates strong theoretical grounding, thoughtful methodology, and insightful conclusions. The paper is suitable for academic publication in journals focusing on language, media, or gender studies.