AMERIKA VA O‘ZBEK JURNALI REKLAMALARIDAGI MADANIY XILMA-XILLIK
Abstract
Ushbu maqolada har bir millat o‘z madaniyati hamda dunyoqarashi jihatidan kelib chiqqan holda reklama matnini hamda ko‘rinishini milliyligiga moslashtirib xaridorga talqin etishi va ushbu hodisa ingliz va o‘zbek reklama matnlarida ham yaqqol ayon bo‘lishi misollar yordamida yoritib berilgan. Ko‘p hollarda esa butun dunyo bo‘yicha mashhur bo‘lgan Amerika kompaniyalarining mahsulotlari o‘z yurtimizga olib kelinganda uning ingliz tilidagi reklamasini tarjima jarayonida biz o‘z qadriyatlarimizga moslashtirib tarjima qilishimiz ham yoritib berildi. Ushbu hodisa esa olimlar tomonidan lokallashtirish deb nomlanib, unda nafaqat reklama matnini va reklama ko‘rinishini ham reklama olib borilayotgan millat qadriyatlariga moslab mamlakatda talqin etilishi tushuniladi. Ushbu maqolada yuqorida keltirilgan hodisalar olimlarning fikrlari hamda jurnallardan keltirilgan misollar yordamida batafsil yoritib beriladi.
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